How to edit text so all your ideas fit
What to do when you run out of space
At one time or another, most newsletter editors find they need just a bit more space to squeeze in all the information they want to include in each issue.
The following are some alternatives to either leaving out important ideas from your newsletter or compromising its design and readability by reducing margins, type size, or line spacing
The first thing to do when there's more content than space is to review your first draft and make sure that each of the points, and all the words, are really needed.
Look for opportunities to save space by:
- Grouping points together. Find ideas you can consolidate under fewer subheads.
- Deleting unnecessary detail. Look for areas where you have included more details than absolutely necessary.
- Editing for simplicity. Eliminate repeated ideas. Replace long words, i.e., "eliminate," with short words, i.e. "cut."
- Eliminate widows. Watch for sentence and word fragments isolated on the last line of a paragraph. Delete or edit words earlier in the paragraph that eliminate the last line of the paragraph.
When treating large, important, topics, avoid trying to cover everything in one issue. Instead, consider dividing the topic into Part One and Part Two.
Two-part issues not only create more room for each point, but pre-sell and build anticipation for the next issue.
Resist the urge to completely develop each point. Consider replacing detailed paragraphs of examples or instructions with lists summarizing the important ideas.
Leave your readers wanting more, so they will be more likely to take the next step, i.e., attend a question-and-answer session, download a report, attend a workshop, or call you for more information.
Use run-in's instead of subheads to introduce paragraphs containing secondary ideas and information.
A run-in is where the first words in a paragraph are formatted in a contrasting typeface, similar to a subhead, but smaller. Run-in's also save space because they omit the extra white space that usually appears above subheads.
When you have a lot of additional content to share, create a link between your Adobe Acrobat PDF newsletter and a longer article or report placed on your website.
Make it easy for your readers by using a link that takes readers directly to the page containing the additional information rather than the home page of your website.
Look for topics that you can remove from the main body of your newsletter and format as a sidebar.
A sidebar is a "mini article" that goes into detail on a point or specialized topic that can be read out of sequence with the rest of the newsletter. The key to making sidebars work is to format them distinctly differently than the main body of your newsletter. Here are some of the ways you can set your sidebar apart:
- Contrasting typeface. If the main body of your newsletter is set in a serif typeface, set the sidebar in a sans serif typeface.
- Type size. You can further emphasize a sidebar by setting it in a smaller type size.
- Borders and fills. Set the sidebar inside a border, or add a background fill behind the text. Be sure, however, that there will be adequate foreground/background contrast for easy reading.
- Headline. Add a descriptive headline that "sells" the importance of the sidebar. Format it so it will be noticeable enough to attract attention, but not distract readers from the rest of the page.
Check the events calendar for upcoming online training events to help you learn more about making design your strategic marketing partner. You'll also find numerous downloadable resources like checklists, templates, and worksheets.
Contact roger@designtosellonline.com, or call 603-742-9673 for assistance.
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