THE DIRECT MARKETING COPYWRITER'S DILEMMA
THE DIRECT MARKETING COPYWRITER'S DILEMMA
Therefore, phrases like" You will" or "We will" are pared down to "You'll" or "We'll" just like in normal speech.
However, there is a hidden danger in doing that because first, contractions tire the eye. They force the reader to take into consideration the presence of a tiny apostrophe lurking in between letters and that slows reading down.
It takes almost the same amount of time to read the words in the second column as the first:
Shan't Shall not
Can't Can not
Won't Will not
Things can get more complicated with the addition of punctuation, like an exclamation mark at the end of a sentence that looks almost the same as the capital letter "I" or a lower case "l".
For example:
"Here's how!"
“Get this great new bow!"
Most readers first only skim over the letter, trying to decipher the content, so they often look at the words with a lazy eye and this can cause the words to appear other than what they are.
The word "how" with the exclamation mark coming after the word may make it look like the word "howl" and the word "bow" can be mistaken for "bowl". This often forces the reader to stop and go back and reread the passage, interrupting not only the flow but also the comprehension.
Many modern writers have also decreased the amount of punctuation in sentences, eliminating commas and hyphens to speed up readership.
THE DIRECT MARKETING COPYWRITERS DILEMMA - To learn more about this author, visit Billy Sharma's Website.
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When writing a direct mail letter many writers deliberately use contractions and punctuation because they want their letters to sound more like conservation.
Therefore, phrases like" You will" or "We will" are pared down to "You'll" or "We'll" just like in normal speech.
However, there is a hidden danger in doing that because first, contractions tire the eye. They force the reader to take into consideration the presence of a tiny apostrophe lurking in between letters and that slows reading down.
It takes almost the same amount of time to read the words in the second column as the first:
Shan't Shall not
Can't Can not
Won't Will not
Things can get more complicated with the addition of punctuation, like an exclamation mark at the end of a sentence that looks almost the same as the capital letter "I" or a lower case "l".
For example:
"Here's how!"
“Get this great new bow!"
Most readers first only skim over the letter, trying to decipher the content, so they often look at the words with a lazy eye and this can cause the words to appear other than what they are.
The word "how" with the exclamation mark coming after the word may make it look like the word "howl" and the word "bow" can be mistaken for "bowl". This often forces the reader to stop and go back and reread the passage, interrupting not only the flow but also the comprehension.
Many modern writers have also decreased the amount of punctuation in sentences, eliminating commas and hyphens to speed up readership.
THE DIRECT MARKETING COPYWRITERS DILEMMA - To learn more about this author, visit Billy Sharma's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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