A day at Jonathan’s house

Photo at Jonathan's house
The team at Jonathan’s house in March

Here’s the team: at Jonathan’s house

This is called body copy. Why is it called body copy? Because it is copy that goes in the body of the ad, brochure, website or whatever it is you are writing. 

Body copy is more than grey lines on a page. Although that’s how designers often see it. Body copy is where you get to convince people how good your product of service is.

You have already attracted the reader’s attention with an arresting headline and visual. The body copy is where you get to explain exactly why your product or service is so good. So good, in fact, that they should find out more – or even buy whatever it is you are selling.

Various rules exist regarding body copy. One of which is to start each paragraph with a different letter. Like these four paragraphs here.