Why drawing a blank is brilliant for copywriting 29 March 2013

In copywriting, it’s great to draw a blank. Yet plenty of businesses miss out on the value of white space.

I know that it may seem surprising for me, as a copywriter, to celebrate the value of the blank space. But hear me out. That white space can actually increase the impact of your copywriting approach.

Copywriting is as much about format as it is about message. The two are part of the same package – and what you’re saying needs to fit that package perfectly.

But sometimes it’s easy to forget the visual impact of copywriting and its converse, the white space. Signs of this are content-packed web pages, overloaded flyers and brochures that crowd you out instead of drawing you in.


Research has proven the power of white space in online copywriting many times over. People don’t read your web content – they scan it. This is why working white space right matters just as much as your wording. Instead of trying to pack in as many messages as possible into a web page, structure your content so that it encourages your web visitor to read on. White space draws more attention to essentials like your calls to action and encourages your web visitor to stay on your site for longer.

In print

We’ve all seen them, the overloaded brochures and the flyers that try to say too much…In printed content, white space is as much part of your message as it is part of your design. Drive your readers to take in your central messages instead of overwhelming them. Use white space to highlight what’s really important. You’re looking to encourage a response – not over-inform, after all.

Drawing a blank? Not really

What starts out sounding like irony is really a simple, but important truth: by building in white space you boost both the readability and impact of your marketing content.

By Camilla Zajac, Green Light Copywriting, Nottingham, March 2013

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