Copywriting UK | TENFOUR blog

During a recent copywriting job, TENFOUR suddenly remembered how important templates can be as part of the copywriting process.

What do we mean?

Well, let’s say you’re pulling together a number of separate factsheets that describe similar events, services or products. In cases like these, it can be helpful to fix some of the page elements across the set - things like headings or sub-headings.

Why so?

Putting yourself in the reader’s shoes for a moment: with these fixed elements in place, you start to notice a pattern once you’re onto your second or third sheet. Firstly, you realise these separate sheets form a set - which may be beneficial. Secondly, and more importanly perhaps, you start to be able to navigate the pages better. You begin to learn what information you’re looking for and where it’s going to be on the page.

Information navigation is an interesting concept. It’s something that people pay a lot of attention to when creating websites - there have been books written, let us tell you. But navigation is something that can easily be forgotten when we’re tackling printed materials.

Think about our cheeky TV friends, Ant and Dec. It’s no coincidence that you’ll find them on the same side as each other when they’re on TV [have you heard that one?]. It means you know where to find them. And that’s always helpful, heh?

Then again… as long as he wears the wig, no more scary dreams.

It’s amazing what a figurehead can do for a team. Ahead of the England v France game in the Rugby World Cup, TENFOUR’s been reading a lot about Sebastien Chabal - half man, half northern face of Mont Blanc… and feted as playing a key part in the resurgence of the French team’s chances in the competition.

Take a good look at him. Never has the phrase ‘you really wouldn’t want to meet him in a dark alley’ seemed so appropriate, don’t you think?

Of course, England has its own lucky gonk in the form of Jonny Wilkinson. He’s not half as imposing… but then, the English have always been subtle in coming forward.

TENFOUR has always had a soft spot for the French - well, someone has to. But, come Saturday we’ll be supporting les ros bif all the way. Allez les blancs.