I confess, I’m a bit of a “Nerd” when it comes to things like fonts and typefaces. So, when I was doing some work on a Powerpoint presentation recently, it was a good excuse to refresh my memory on the topic. While browsing through YouTube, I came across a very interesting presentation…”The Importance of Layout”…from Drayton Bird. The video is at the top of this post.
Layout is an important element in any advertisement or marketing piece. That’s because the layout has a BIG impact on how easy it is to read what you’ve written…and hence if you manage to get your message across to the reader.
The job of the layout (and any artwork) is to…in effect…frame the copy, make it as easy as possible for the reader to understand and (if possible) enhance the message.
Effective layout will assist in getting a good response. Poor layout will reduce response…sometimes dramatically.
Unfortunately, all too often there is a disconnect between the copy and the layout. Here’s what Drayton has to say about this…
“What’s interesting to me, fascinating to me, almost mystifying to me is that most art directors…they are the people who are in charge of the pictures, don’t know anything about what makes it easy to communicate...They are far too interested in doing stuff that looks fantastic…looks different…looks unusual.”
In other words…”Art for Art’s Sake”…rather than being concerned about response.
So, it’s essential for copywriters…and smart direct response marketers…to understand what makes an effective layout.
I’ve sung the praises of Drayton Bird many a time before. That’s because he has a VAST experience and knowledge of what works in marketing. That knowledge is the result of decades in the business and working across a large range of industries.
In this 17 minute video, Drayton shares what he has learned over the years…based on research and real-world results.
The video is a fantastic primer on the topic and well worth watching if you want to get the best results from your copy.
Here are some of the key points…
The Classic Layout
In what Drayton calls the “Classic Layout”…
(1) There’s a picture at the top and it’s a good idea to have people in that picture. People look at faces. Always include a caption, because captions are almost as heavily read as headlines.
(2) There is a clear headline…often with a sub headline. There are lots of figures banded about, but broadly speaking, eight out of ten people will never get beyond the headline. That’s why the headline is so important.
(3) Subheads (or crossheads) are used to break up the copy and tell the story. They tell a story more or less so that people can glance at the copy and decide whether they want to read more or not.
(4) Paragraphs are kept short to make it easier to read.
(5) The copy is laid out in narrow columns…again because that makes it easier to read.
(6) Text is best left-justified. Again, this is for readability.
(7) In classic ads, there is usually a COUPON and it’s very, very bold. The bolder the coupon, the more replies you get. Now, these days most ads don’t have a coupon. They most often direct the reader to a website. Make sure your website address is very bold.
Mistakes That Reduce Response
In short, anything that makes it harder for someone to read the copy. Three items in particular…
(1) Reverse Type. This is surprisingly common, especially on the internet. It might look stylish, but it makes the copy harder to read.
(2) Breaking up blocks of copy. This runs the risk of the reader getting confused and losing the thread of the message.
(3) Don’t have objects that distract from, or confuse the reader about the main message.
Drayton covers more in the video including the best typefaces to use and the the 4 types of graphics to use in ads (and when to use each particular type).
You’ll also find more about this topic in Drayton’s book “How to Write Sales Letters That Sell”…and “Type and Layout” by Colin Wheildon.