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Ever wondered why it’s easier to proof a job that’s been printed out, as opposed to proofing it onscreen?

That typo, wrong image or the headline that could have been phrased better just leaps off the paper; but seems to invoke stealth technology when viewed onscreen.

The reason is, we tend to ‘scan’ a screen, but we ‘read’ a piece of paper. I know, weird eh?

Now as a copywriter, I find this a bit worrying. All those hours crafting each word letter-by-letter and it gets run over by technology, leaving it as flat as a badger that’s been lying on the M1 for a month.

One problem is that websites, by their very nature have blocks of copy all over the place, causing the eye to flit from one point to another, rather than reading in a natural left-to-right fashion.

An option, and I’m not saying for a second that everyone needs to do this, is a digital brochure.

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It works just like a printed brochure in as much as you turn pages, just like a printed brochure and read in a natural left-to-right fashion … just like a printed brochure.

The only difference is that you can make it completely interactive, even include live footage, for much less than, I suppose you’d call it ‘the real thing’, and it’s 100% green.

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If I can quote Blue Peter, ‘Here’s one we made earlier’.

I know one client who saved a whopping £237,000 by going digital.

If you’ve got the right product and make your copy enjoyable to read, then you’ll have people coming back time and again because everyone loves a good read.

Written by: Nigel

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