Page 122 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

a couple of apples. You come out £150 lighter in the back pocket
having also picked up a dozen luxuries, a DVD player, and some
artisan-produced, sustainably sourced clothes pegs. But you don’t
mind. They made it feel like pleasure.
The wide aisles in Waitrose are the retail equivalent of white
space. What’s white space? It’s the places on your promo without
words. Or graphics. Or anything at all. Its job is to give your words
space to work their magic. The reader doesn’t feel hemmed in or
crushed under looming towers of tightly packed sentences. No. It’s
altogether a more relaxing experience. And because you linger, you
spend more.

In practice

• For anything even vaguely upmarket, plan on allowing the

designer at least 25 percent of the available real estate to play
with—50 percent would be better.

• If you find you’ve written so much copy it fills the page, persuade

whoever’s paying to pay for more paper. Or go onto a new screen.
Or edit it down.

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