Last month, I wrote about why newsletters are such a great way to get in touch with your customers, and to keep them informed about your restaurant operation.
This month, I’d like to go beyond the content you should include and focus on the copy itself – that is, how you present information in your newsletter. These steps are equally valuable when it comes to other print and promotional materials, from your menu to coupons to flyers.
The most important thing to remember is that you should be able to grab the attention of your reader within the first few seconds. If at any point during your design process you find that you’re “glazing over” when you review the copy, take note and make the necessary changes!
1. Consider colour
Research has shown that using colour can increase a reader’s attention span and recall by over 80%, so don’t shy away from using it! Using colour in your copy leaves a stronger first impression and enhances our business’ brand. Just remember not to use the entire rainbow – stick to two or three colours that best represent your operation, or match your existing branding.
2. Stand out with signature brand colours
Colours are also a good way to solidify your branding. By keeping your promo piece the same colours as your logo and your restaurant, you are creating a cohesive group of products that stand together as one. It also conveys a sense of organization, thoughtfulness and attention to detail – three great traits for readers to associate with your restaurant. Using signature brand colours can also help your restaurant cut through the clutter of junk mail that people receive daily by making it easy for readers to select your copy from that of your competitors.
3. Write clear and effective headlines
When you write ambiguous headlines that require some sort of secret code to unlock, you’re not being witty or cool – you’re just confusing and frustrating your readers. The best headlines include some sort of offer, or let readers know how they can benefit from reading the rest of the copy. Words like “introducing,” “announcing,” “now,” and “at last” are good ones to consider. Brevity is also important – try to limit your headline to no more than eight or nine words.
4. Use dark, sentence-case letters for headlines
Don’t use all capital letters for your headlines. Research has shown that headlines set in capital letters are significantly harder to read than those that incorporate lower-case letters. It’s the difference between:
A HEADLINE LIKE THIS
… and …
A headline like this
Also, the darker the headline, the easier it is to read. Finally, legibility can be increased by slightly condensing the headline by 70-90% and by not ending the headline with a period.
5. Give colour the spot-treatment
For certain areas of your copy, you might want to change the colour of your font or create a colour box to help direct a reader’s attention to critical information. This might be the area where you make your offer or place your coupon.
6. Pay attention to font details
For longer bodies of text, serif fonts (like Times New Roman) are easier to read than sans-serif fonts (like Helvetica or Arial). Sans-serif fonts are best for headlines and sub-headings, however, and are preferred for most online/web uses. To boost legibility, stay away from any “hand-written” style fonts, and remember that fonts, like colours and menu items, can be popular one day and out-of-style the next. Stick with the basics if you want your message to stand out.
© 2009 Chiasson Consultants Inc. All rights reserved.
About Diane Chiasson
Diane Chiasson, FCSI, President of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 25 years. She is recognized as the industry leader in providing innovative and revenue-increasing foodservice and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com.
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