Larsen Idealog

Notice: Great copy

There’s a new patch of grass in my neighbor’s yard and with it a jaunty yellow sign with clear, concise writing.

The bright yellow color and the “Notice” headline capture my attention and inform me this is something official, not just another advertisement for a lawn care service. So I pause to read:

Notice
Please water the grass

Our restoration crew was here today to repair the area disturbed during modifications to our natural gas distribution system.

We need your help caring for the new grass
.    It is critical that it be thoroughly soaked today
.    Daily watering is necessary until it takes root
.    Please do not mow the grass until it is 5” high

QUESTIONS?
Please call our Restoration Department at 612-321-5042 or 1-800-342-5042 Monday through Friday, 7:30 a.m. to 4 p.m

Thank you for your cooperation.

I’m delighted by these cheerful yellow directions — and by the handy ruler to help measure the grass before the first mow.

OK, it’s true: It took me longer to analyze this sign that it did for anyone to understand it. That’s the point. Effective copy is everywhere — doing its job.

— That’s words on words