Ann Handley

“The first requirement of The Economist is that it should be readily understandable. Clarity of writing usually follows clarity of thought. So think what

you want to say, then say it as simply as possible.”

simple means making it easy for the

customer. It means being the customer’s advocate.

“The marketer should be identifying (and ruthlessly

refining) the core messages and the top goals, then working with the

Web professionals to create a website supporting them.”

♦ Finding the best fit for your message. Do we need more or

fewer words? Would a chart or graphic or visual convey an idea

more simply? Would a video convey what we are trying to say

more directly?

Designing with your words, rather than fitting words into

a design. This isn’t a book on design, of course. Nonetheless,

the visual treatment of words on a page (digital or actual) can

greatly enhance their effectiveness.

1. White space is a prerequisite, not a luxury. Large chunks of

text are formidable and depressing.

2. Make your words the hero of your design, rather than adding

them to a completed design

For a marketer, design and content aren’t separate pro-

cesses; they are actually key parts of the same process. They

are best friends and life partners, and they deserve to be

treated as such.