From the course: Learning to Write Marketing Copy
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Structuring for print
- Writing for print has its own unique set of requirements and advantages. If you write and revise with these points in mind, your writing will be much more effective. For our purposes, I'm referring to any offline copy as print. I know it's a bit odd to refer to something like a script as print, but the rules below hold true regardless. First, think about context. In print, your copy tends to be set in a larger context. Images, other writing, other information are arranged around it, and it's not easy to take any of it out of context. That means you don't have to be quite as concerned that everything you write passed the blank sheet of paper test. To pass that test, your headline and every other individual element on the page has to make sense when written on a blank sheet of paper and shown to a stranger. In print though, the entire page together has to pass that test. That's quite a bit easier. Next, think…
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