Wednesday: How Layout Improves White Papers
February 11th, 2008, by Michael StelznerLooks do matter people. 
Wanted to give you heads up. Roger C. Parker, the design guru (sold millions of books), will be teaching a white paper layout class this Wednesday.
Be sure to check it out.
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February 11th, 2008 at 7:56 pm
I’ll have to listen to this. A few years ago - as a graphic designer - I would’ve told you that it’s all about the layout. It was the visual presentation that sold. Now that I’m a “born again writer” I realize that it’s the content baby! (My apologies to Dick Vitale). I still think copy trumps design, but you’re better off when both are working together.
February 11th, 2008 at 8:02 pm
Hey there WW;
While I agree that content rules, a smart writer knows that great writing can be hindered by poor layout.
Think about those one-page paragraphs in you read college textbooks…
Mike
February 11th, 2008 at 8:06 pm
True, very true. But I’ve also seen some sales letters and direct response pieces that were pretty ugly, but had high conversion rates. And look at Drudge. That’s one ugly site, but the number of hits he gets is astounding. I think that it’s best if you go for great copy PLUS great layout. You really can’t lose with that combo.