Spotted Wombat

White space is one of the most undervalued tools in content marketing.

What is white space?

• the area around a headline
• page margins
• vertical spaces between columns
• open space at the end of unjustified text
• paragraph spacing
• paragraph indentations
• spacing between lines

White space doesn't have to be white. It can be any colour and is really just a background.

Why is white space important?

White space allows text to stand out and provides a contrast. Think of headlines that capture your attention. Are they big, bold and surrounded by space? Have a closer look at the headline and you will see that it is the white space that has made it "jump" out from the page.

White space also gives the eye a chance to rest and draws attention to key points in your document. Less is more when you are trying to attract readers. Make it easy for them, by ensuring that you emphasise your message with plenty of white space.

Wordy thought for today:

Spotted Wombat is a comprehensive copywriting service in Brisbane, Australia. We provide writing for brochures, newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.

An associate of mine, an excellent writer and marketing guru, drew my attention to "The Good, The Bad and The Ugly of Web Copy."

The Ugly

The ugly web copy is where the writer writes for themselves, not for their client. Prospective customers are not going to wade through cliches, innuendos and other such fluff to get a message. A website has four seconds to persuade a customer to stay. Clear language, focusing on the benefits will keep clients on your page. Not fluff.

An example: "Pinkly pulchritudinous and amazingly delightful, infinitely charming and sensationally fascinating." This is copy written for a florist selling pink roses. What's wrong with "fragrant" or "fresh" pink roses? Pulchritudinous? I had to look that one up.   

The Bad 

Writing that tells clients how wonderful your organisation is, when your company was founded and *yawn* what your hobbies are. Nobody cares, apart from your Mum - who knows anyway. Prospective customers want to know how you are going to help them, not how splendid the new sofa looks in your waiting-area.

The Good 

Web copy that states benefits, engages visitors and turns them into paying customers. Focus your web copy on your audience, always highlighting benefits for them. Make your copy clear and memorable. Don't use seven words when one will do. Keep the language simple.

Wordy thought for today:

Pulchritudinous means: used of persons only; having great physical beauty.

We can write web content by following the simple rules that buskers use to engage their crowds.

I've just read the inspiring book "Top Performer" by Stephen C. Lundin and Carr Hagerman.

Jim, a bored and exhausted salesperson with impressive results, discovers that the way to maintain sales and generate new business without the slog can be learned from consulting a busker.

Busker "Rat Catcher" shows Jim how to engage his audience, involving them and using the natural energy that appears during his live shows.

Jim realises that he preaches to his clients, by providing slick, perfect presentations. He seldom allows them to participate in his sales pitch.

Once Jim simplifies and changes his way of "pitching", he finds that he enjoys his work once again - and his sales improve.

If we want to write web content that sells, we need to make it simple. It must be short and snappy, encouraging activity. Our content should engage the reader. Readers of internet copy are active - they need to be active within your site and not actively clicking the back button.

This book is a great example of bringing things back to basics.

Wordy thought for today:

The act of snapping your fingers is called "fillip."