Some clients will expect the desktop publisher to wear one more hat — copywriter. While you may never have the fine-tuned skills of a professional wordsmith, you can learn to write more effective headlines and create good serviceable copy with just a few pointers or the help of some inexpensive software.
Grab the reader with a headline
You've got just six seconds to draw in your reader. Avoid empty words, get right to the point, and use words and phrases that entice the reader. Use curiousity, solutions, and benefits to write effective headlines.
Use simple language
Using clear, simple language doesn't mean you have to talk down to your audience. People often read at a grade level or two below their level of education.
Write for the reader and use words and phrasing that is familiar to your audience (your client's audience). Leave out the fancy words and flowery language. Use first person, contractions, shorter sentences, and more relaxed writing to make your advertising copy more personal.
Get some brainstorming help
Clip art collections spice up fliers and newsletters. But when your words need some spice, try a word collection. Epigraphics Software offers free samples from its Clip Words [Win/Mac] library of ready-to-use headlines, phrases, and statements.
What better way to learn about writing than to read it in a book? A good basic book that works for both writers and non-writers, The Copywriter's Handbook by Robert W. Bly is "a very valuable resource for any copywriter" according to Advertising Guide Apryl Duncan. I say it's also a valuable resource for non-writers who find themselves thrust into the additional role of copywriting for themselves or clients.
Get inspiration from images
As a desktop publisher you may already have tools on hand that can help you with copywriting tasks. Use clip art to give you ideas. Your clip art collection can serve as more than just inspiration for your design — it can help generate ideas for catchy headlines that work with the overall theme of your piece.
