Convey a full benefit or a complete thought.

• Keep thoughts and phrases on the same line. Start with an action verb, and Include a benefit.

• If more than 3-5 words, avoid setting it in capital letters. Capitalize only the first word and proper nouns.

• If your headline asks a question, answer it either in the headline or first text sentence.

• It's okay to use a different typeface from that used for copy text. Set them 2X the size of copy text
  (>24 point).

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Subheads work best in bold type and are limited to 1-2 lines.

• Readers scan subheads before reading copy text.

• Give subheads presence: set in same typeface as headline, but in the same size as copy text.

• Place 3 line spaces above, and 2 below. This tells the eye to which copy block the subhead belongs.

• Avoid using a subhead immediately below a headline. Start with your Big Idea as copy text.

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Copy text is the least read–most avoided element.

• Most read: first sentence. It explains the headline or presents your Big Idea.
  Easy in—1 short sentence catches readers' eyes..

• Least read: everything between the first and final sentences. Use subheads to draw readers' eyes
  down the document (at least if they scan the subheads, they'll get the basic meaning).

• Improve readability:
  – Set text size for columns of 5-8 words (10-12 text size).
  – Keep words and phrases on the same line; avoid hyphenation.
  – Break up paragraphs of 6+ lines; alternate paragraph length (avoid two  6-line paragraphs in a row).

• Avoid underlining, italics, or overuse of color. For emphasis, use bold, a color, or second typeface.

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Enticing visuals grab you readers' attention.

• The bigger—the better. The more colorful—more attention.

• Visuals appear adjacent to the subhead or text to which they refer.

• If the headline doesn't explain the graphic, use a caption to keep readers from assigning
  their own meaning.

• If you cannot afford 4-color, use black and white. Assign a spot color for headlines and subheads.

Analyze photos for negative symbols. 
The following black and white photo of this university president
sends a mixed message about the value of a quality education.

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Bullet point listings or tables refine or enhance copy text.

• Lists break up long copy text. Readers like short 3-4 point lists.

• Points are logically sequenced (top to bottom, most to least in importance): 1-2-3; A-B-C.

• Bullets can be dots, boxes, emdashes or icons (not periods). Avoid bullets that call attention
  to themselves (usually 75% of the text size works well).

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Graphics work best when there's an explanation.

• Get to the point. Remove jargon such as "As you can clearly see...."

• If you use numeric captions (I. Graph) expand the title to include a full benefit
  (Ex: A. Bar chart showing revenue increase from 2000-2009).

• Type size should be smaller than feature/copy text but no smaller than 7-9 points.

• Best place to display captions is below and to the right. If caption introduces the graphic,
  place it on top or to the left.

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Effective communications encourage action.

• Effective action statements come at the end, near the contact information.
  It's short and a logical next step: "Call," "Visit," "Here's how to get more information...."

• Set a congratulatory tone; acknowledge the reader: "Now you know why...." followed by what to do next.

• Provide a contact name and phone or email info, or website link to motivate contact.

Readers want to know:

• What's in this for me?

• How easy have you made it for me to take action?

Proper placement of graphic and text elements keeps them from getting turned of and tuning out.

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intended for the exclusive use of Steve Toms' clients and students.