5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy
5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy
Have you ever noticed the formatting on long direct mail or web sales letters? Study the formatting and you'll see long copy is formatted so "scanners" can skim the page to get the message while analytical readers can dive in and absorb ALL the details.
Double readership paths are essential to appealing to both analytical thinkers/readers and scanners at the same time. This means you can capture the attention of both kinds of readers by using simple formatting tools like bolding, italicizing, highlight, underlining, using all capital letters and incorporating bullet points.
An effective and likely the most common double readership path formatting technique is bolding vital text. Using bold font on key information makes it easier for scanners to glance down the page, get the essence of your offer and move on to make a QUICK but informed purchasing decision.
You'll often see italicized words to emphasize key points as well. Using italics is another way to grab the attention of readers.
Highlighting or changing font color is a popular technique to capture attention and really make offers or other vital information stand out.
Underlining can emphasize your point as well. But be sure to use underlining techniques sparingly in your online copy. Underlined text can signify a hyperlink in online copy and can confuse your readers.
USING CAPITAL LETTERS IS ANOTHER WAY TO GET ATTENTION. Remember that this can also be misconstrued as "yelling." So, watch your context when incorporating CAPS.
To recap the double readership path: Generally speaking, there are two kinds of readers; analytical and scanners.
Double readership paths can help you capture the attention of both reading styles by adding:
Finally using bulleted lists can make your main points and benefits really stand out. Remember to use an odd number of bullets because studies show readers are more responsive to odd numbered bullet points than even numbered bullet points.
Take a moment to review your marketing materials today.
Are you utilizing double readership paths?
Should you be?
Can you juice up your current marketing materials with simple formatting techniques?
5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy - To learn more about this author, visit Lisa Manyon's Website.
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Not everyone reads long copy and that's why there are double readership paths. I'm guessing you already know this...but just in case, copy (the written part of any marketing material) is the secret to sales success.
Have you ever noticed the formatting on long direct mail or web sales letters? Study the formatting and you'll see long copy is formatted so "scanners" can skim the page to get the message while analytical readers can dive in and absorb ALL the details.
Double readership paths are essential to appealing to both analytical thinkers/readers and scanners at the same time. This means you can capture the attention of both kinds of readers by using simple formatting tools like bolding, italicizing, highlight, underlining, using all capital letters and incorporating bullet points.
An effective and likely the most common double readership path formatting technique is bolding vital text. Using bold font on key information makes it easier for scanners to glance down the page, get the essence of your offer and move on to make a QUICK but informed purchasing decision.
You'll often see italicized words to emphasize key points as well. Using italics is another way to grab the attention of readers.
Highlighting or changing font color is a popular technique to capture attention and really make offers or other vital information stand out.
Underlining can emphasize your point as well. But be sure to use underlining techniques sparingly in your online copy. Underlined text can signify a hyperlink in online copy and can confuse your readers.
USING CAPITAL LETTERS IS ANOTHER WAY TO GET ATTENTION. Remember that this can also be misconstrued as "yelling." So, watch your context when incorporating CAPS.
To recap the double readership path: Generally speaking, there are two kinds of readers; analytical and scanners.
Double readership paths can help you capture the attention of both reading styles by adding:
- Bolded text to grab attention and showcase key points in your copy that will capture the attention of scanners
- Italics emphasize key points and grab attention
- Highlighting or changing font color is another way to illuminate offers and vital information
- Underlining is another technique but should be used sparingly in online copy. Underlining can be confused with online hyperlinks
- ALL CAPITAL LETTERS ARE USED TO GRAB ATTENTION. Be sensitive in their use as they can also suggest yelling
Finally using bulleted lists can make your main points and benefits really stand out. Remember to use an odd number of bullets because studies show readers are more responsive to odd numbered bullet points than even numbered bullet points.
Take a moment to review your marketing materials today.
Are you utilizing double readership paths?
Should you be?
Can you juice up your current marketing materials with simple formatting techniques?
5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy - To learn more about this author, visit Lisa Manyon's Website.
Like this article? Share it with your friends
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan'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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