I’veseen lots of communications that advisers send out to their clients. While I wholeheartedly applaud their efforts, I often wish they had a bit more knowledge of type faces and graphic design before they actually send out all those letters (and newsletters).
If a letter to your client is not easy to read, clear and designed to catch interest, it could be binned instead of read.
I’d like to give a few helpful hints.
_ Try not to use coloured paper. It makes it much harder to read (especially green and red). If you must, increase the font size.
_ Always write an interesting headline to capture their interest first.
_ Don’t use frilly fonts, except sparingly, sparingly, sparingly. Think of frilly fonts as like a condiment to a meal. Just a touch to enhance.
_ If you’re going to photocopy the letter, don’t have large areas with black. Black doesn’t photocopy well and it will look fake rather than like a letter (so watch those logos).
_ Don’t make the letter too long.
_ Don’t make it a me, me, me.Pack it with WIIFIM’s (what’s in it for me) for the clients.
_ Use contrast and size as a design tool in your letter. Bold gets noticed right away and a bigger type size means it’s a heading, it’s important.
Tip supplied by DebbieMayo-Smith of SuccessfulInternet Strategies
www.successis.co.nz
