Sublime

“There are your people! There are your headlines!” Blockbusters and magazines use clear, simple language—small words and terse sentences—to appeal to a huge, diverse audience. As a copywriter, you must watch these films and read these publications, even if they don’t inherently interest you.

If you have to set very long copy, there are some typographical devices which increase its readership: 1 A subhead of two lines, between your headline and your body copy, heightens the reader’s appetite for the feast to come. 2 If you start your body copy with a drop-initial, you increase readership by an average of 13 per cent. 3 Limit your openin