How words sit on the page is so important in these haven’t-got-time-to-deal-with-hard-to-read-stuff days.
The Feisty Empire copywriter and editor, Paul Hassing, shares his thoughts.
A client asked me to edit a brochure and suggest a format.
Once I saw what the brochure was for (promoting a course to time-poor execs) I suggested ‘DL’ format.
So what the hell is DL? Swim Communications puts it very well.
In short, DL is a third the size of A4 (the size you stick in your printer).
My client, who had imagined an A4 format, asked why I preferred DL.
So I said:
‘DL is easier and cheaper to post to many prospects.
Also, I feel it looks more businesslike.
If you go flat A4, you’ll either have to post it folded anyway, or add cardboard to stop it getting mangled en route.
But if you hit a non-A4 letterbox, it’ll get mangled anyway.
Not a good look for your brand.
Folded DLs are also easier to hand out at events,
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