All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results

Chapter 16. LITTLE THINGS CAN MEAN A LOT

A good idea doesn't have to be a big deal. Oh, it becomes big because it stands out and gets attention. But it shouldn't scream, "Hey, look how exceedingly clever I am," especially if the cleverness overwhelms the message you are trying to get across.

Sometimes it is the smallest of things that helps your theme or claim become more noticeable, provocative, and clever. Occasionally, it is a little thing itself that makes an idea good. But often it is the little things you do to your communication that add up, complement the idea, and actually help make it good.

You'll discover there are many areas where you can improve the feel and look of your message. Objects on the page are examples of some of these little things: the copy breaks, the placement of the illustration, the punctuation, the typeface, and the white space.

Have you looked over your typefaces? Have you used too many simply because you can? What about the size of your fonts? How many variations do you have? Is the art positioned exactly where you think it should be? Is the overall tone and voice of the communication appropriate for the Phufkel you are marketing? Are headlines broken at the logical best place or have you left a bad copy break such as an "and" sitting at the end of a line, forcing the next line to start off without any support at all. Which one, for example, do you think reads more easily?

NOW IS THE TIME FOR ALL GOOD MEN TO COME TO

THE AID OF THEIR COUNTRY

(or)

NOW IS THE ...