Notes on DL brochures

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.
Enjoy!

Practical Copywriting Tips

An easy way so see DL. An easy way so see DL.

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,

View original post 150 more words

Another quick tutorial on apostrophes…

So beautifully explained by Australian author, Amanda Curtin, this tutorial will help you on your quest for clear, sharp writing.

looking up/looking down

iStock_000018482964XSmallThis especially quick tutorial is to clarify a single apostrophe usage that often confuses writers.

In manuscripts—and even in print—I frequently see the following:

Let’s go to the Molloy’s house.

Grammatically, this means:

Let’s go to the house of the Molloy.

Now, perhaps there is a big burly guy out there who is referred to as ‘the Molloy’, as in ‘Give that burrito to the Molloy before he chews someone’s arm.’ In that case, the above would be correct. But what the writer usually means is:

Let’s go to the Molloys’ house.

meaning:

Let’s go to the house of the Molloys. [a couple, or a family, or the three banjo-playing Molloy sisters]

If, on the other hand, the writer is referring to a particular Molloy:

Let’s go to the house of Molloy. [e.g. Joe Molloy]

then it would be:

Let’s go to Molloy’s house. [singular Molloy; no definite article]

Again…

View original post 14 more words

Learning more than editing at an editors conference

Institute of Professional Editors (Australia) conference, April 2013 Living in Queensland all my life, I'd not been to Fremantle (Western Australia) before this conference. And what a beautiful place it is - definitely a place to revisit and explore. This is the report I wrote for Offpress, the Queensland Society of Editors' newsletter. As I … Continue reading Learning more than editing at an editors conference