Guerrilla Marketers Make Reading Easy

Guerrilla Marketers understand that their message must compete with the 3,000+ other marketing messages that their prospects encounter every day. These prospects have come up with sophisticated "filtering" systems that protects them from the resulting information overload.

One of the easiest ways to break through these protective barriers is to make your marketing message as easy to read as possible. Ways to do this include choosing appropriate typefaces and type sizes, controlling line spacing, and properly hyphenating line endings. Guerrillas also add frequent subheads within the body copy of their message to break it into bite-sized chunks.

At a glance, prospects make read/don't read decisions. Guerrillas use design to project a "read me" image.