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Copywriting that Makes an Impact

Copywriting should be easy-to-read, concise and formatted with headings. The Internet should also follow these basic rules for hard copy – and even have some extra guidelines for better viewing on computer screens.

  Here are some tips from Furia Rubel's Vice President of Marketing and design guru Laura Powers:

  • Use a light or neutral background, with a dark, serif 12-point font and proper spacing for texts that have a lot of important information. If you have a more creative document, play up the fonts, but keep it legible. If you are going to incorporate a background color, make sure it is harmonious with the font color. Neon backgrounds with colorful text can distract the reader.
  • Make proper headings, especially for a longer document. Your first heading should be bold, underlined or a larger font from the rest of the text. You can check out a number of formatting styles sheets within Microsoft Word. Adding bullets can also help the reader decipher information. ...eh hem...
  • Use shorter sentences and focus on the emotional impact of the text. Break up paragraphs to 2 or 3 sentences to make visual impact on the reader. Try to be as concise as possible.
© 2020 Furia Rubel Communications, Inc. All rights reserved.National Law Review, Volume , Number 223
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About this Author

Gina F. Rubel, Legal Marketing
Esquire

Gina Rubel is the president and CEO of Furia Rubel Communications (www.furiarubel.com). A public relations expert, attorney, and author, Gina teaches professional service firms nationwide how to use integrated communications to gain credibility, to get recognized and to build and retain business. She has been named one of Pennsylvania’s Best 50 Women in Business and a Philadelphia Business Journal Woman of Distinction. Furia Rubel is one of the top 25 PR agencies in the Philadelphia region and one of the top 300 nationally. Furia...

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