"People don't read ads.

People read what interests them.

Sometimes it's an ad."

- Copywriting, Third Edition by Gyles Lingwood & Mark Shaw

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The next time you need to spread the word to your people, keep these things in mind while writing your "blurb":

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1) "The less personal, the less interesting." (also a quote from Copywriting)

Discuss benefits, not facts.

Check out this example:

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2) Write everything you want to say. Then, challenge yourself to make it shorter. Then, challenge yourself to make it shorter (again).

...Because human brains will avoid anything even remotely intimidating.

(I bet you didn't even read the first graphic. This ^ is why.)

Let's take the outcome from step 1 and improve it.

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3) Use your text editor.

Make the primary message pop with bold text or a different color.

Also, use your "Enter" button generously.

Let's take our final "blurb" and make it easier on the eyes.

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We just took:

Parent-teacher conferences are fast approaching. Conferences begin next week and continue throughout the rest of October. Expect to meet with your child's teacher for 25-30 minutes to discuss their performance during Quarter 1. You can choose to meet at school or over coffee downtown. The sign-up form can be found on our website.

...and made it into:

Communication is key.

Parent-teacher conferences are two-way conversations about the strengths and needs of your child.

Our goal?

You leave feeling supported and heard.

Choose your time: BibleAcademy.org

Now that's a PT conference I'd want to sign up for!

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Until next week!