Don’t be a blockhead: break up your copy

Longer is not necessarily better. Formal doesn’t mean readable. So loosen up a little and give your copy a break!

Today’s readers have become accustomed to taking in information in bite-sized chunks, particularly online. Which means that to keep readers engaged, even in print, we must break up our copy.

Personally, I think this works even in more formal and traditional formats like annual reports and sell sheets. There is no shame in making it easy for readers to scan and select the pieces of information in which they are most interested. Don’t be shy – make use of:

• Text boxes
• Call-outs
• Bulleted lists
• Sidebars

In nonprofit communications, we’re often trying to deliver key points such as accomplishments and milestones, fundraising targets and achievements, key projects and community impact. Make it easy for your readers to scan and find these important nuggets of information.

Lose the formality of pages and pages of continuous content – or risk losing your reader!