Structuring for print

- Writing for print has its own unique set … of requirements and advantages. … If you write and revise with these points in mind, … your writing will be much more effective. … For our purposes, … I'm referring to any offline copy as print. … I know it's a bit odd … to refer to something like a script as print, … but the rules below hold true regardless. … First, think about context. … In print, your copy tends to be set in a larger context. … Images, other writing, … other information are arranged around it, … and it's not easy to take any of it out of context. … That means you don't have to be quite as concerned … that everything you write … passed the blank sheet of paper test. … To pass that test, … your headline and every other individual element on the page … has to make sense … when written on a blank sheet of paper … and shown to a stranger. … In print though, … the entire page together has to pass that test. … That's quite a bit easier. … Next, think about permanence. … Whatever you write has to really work. …