Land Rover UK TOV Guidelines

LAND ROVER UK COPY GUIDELINES
17
RESPECT YOUR READERS’ TIME
MAKE IT EASY TO GLANCE THROUGH
USE HELPFUL HEADLINES
AND SUBHEADS
Headlines and subheads are a great way to help your reader navigate
their way through your writing. But make them helpful. Headings
like ‘Your Evoque’ don’t tell the reader much. Helpful headings tell
the reader what’s coming, for example ‘What you need to do next’.
Sometimes headlines and subheads alone can effectively communicate
your message. If your audience can get the gist of your message
without needing to read more then don’t write body copy just for
the sake of it.
Sometimes just a headline, image and call to action will do the job.
USE BULLET POINTS
Let’s face it, most customers will probably skim your copy, rather
than read every sentence word for word. Bullet points work well
because they make it easy for readers to consume your content
quickly. They’re also a fantastic way to highlight key features
and benefits.
But as with any visual design technique, too much of a good
thing can do more harm than good. So be careful not to overuse
bulleted lists, or they’ll lose their effectiveness and make your
communication feel more like a PowerPoint presentation.
ARE WORDS THE WAY TO GO?
Blocks of text can look daunting. And they’re not always the best
way to get across your ideas. So it’s worth considering whether
you could use something different, like an image, video, diagram
or infographic.