Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header
Share for a Cause









5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy

Guest post by: Lisa Manyon

Article Overview: 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.

Free Download - Your Strategy For Crafting Compelling Copy Depends on Placement & Message By Lisa Manyon
Name: Email:

5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy

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:



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?

Related Articles
  The 7 most deadly sins of print advertising
  Business Growth Requires Individual Effectiveness
  The Long & Short of It -- Long Copy Versus Short Copy
  Why Advertise
  Writing Sales Letters and Pull your customer In.

Home > Women-Entrepreneurs > Lisa Manyon > 5 Double Readership Path Techniques to Increase The Effectiveness of Your Copy
Article Tags: bold font, br, bullet points, capital letters, caps, direct mail, formatting tools, highlight, hyperlink, italics, marketing, readership, sales letters, sales success, scanners, thinkers, two kinds, vital information, web sales

About the Author: Lisa Manyon
RSS for Lisa's articles - Visit Lisa's website

Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. A Professional Copywriter, Marketing Strategist and Published Author, she's a master of matching your message to market via copywriting and publicity strategies. Manyon offers copywriting, coaching and consulting services. Lisa received the Charles Schwab Financial Literacy Award in The Hot Mommas 2011 Competition, a leadership venture housed at the George Washington University School of Business, Center for Entrepreneurial Excellence & the world's largest women's digital library of role models & mentors. She's featured as a success story in The Well-Fed Writer and is a published author in the book Success Rituals 2.O -Winning Habits of High-Achieving Women: How she does it and you can too. Manyon publishes a free monthly ezine Manyon's Musings and offers a complimentary Copywriting Action Plan. For more information or to schedule an interview visit www.WriteOnCreative.com.


Click here to visit Lisa's website
Dashed Line

More from Lisa Manyon
Your Strategy For Crafting Compelling Copy Depends on Placement Message
Google Me Baby
How to Turn Prospects Into Paying Clients by Shifting Your Focus
5 Tips For Successful Online Press Releases
What to Expect When You Hire a Copywriter


Related Forum Posts
Top 19 Copywriting books Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
Re: Email Marketing, Permission Based Re: Email Marketing, Permission Based - Double opt in is the way to go - but I think you make a great point, even when you subscribe, when they take advantage or email you way more than they stated they would be...
Re: Bad SEO techniques? Re: Bad SEO techniques? - There are few more techniques which also known as the Bad SEO Techniques or Black Hat SEO Techniques. Such as: - Relying on keyword metatags - Purchase Links (From Spamming or blacklisted sites or doing purchase links on high level for site marketing) - Horde Page Rank: This is one of my favorites, because it's one that most webmasters don't understand yet. This is because it changed over the past year or two. The concept people have in their mind is that page rank is a key part of site rankings and linking to other sites "leaks page rank" from your site. However, the world has changed. - Swap Links: Another oldie, but not goodie. Search engines want links to represent endorsements. Swapped links represent barter, and they are trivial to detect. Don't swap links for the purpose of building page rank. It's a waste of your time - Implement duplicate content - Use Session IDs on your URLs - Use lots of Javascript - Implement your site in Flash
Re: Bad SEO techniques? Re: Bad SEO techniques? - [quote="WebBizIdeas.com":1jr37kqx]There are few more techniques which also known as the Bad SEO Techniques or Black Hat SEO Techniques. Such as: - Relying on keyword metatags - Purchase Links (From Spamming or blacklisted sites or doing purchase links on high level for site marketing) - Horde Page Rank: This is one of my favorites, because it's one that most webmasters don't understand yet. This is because it changed over the past year or two. The concept people have in their mind is that page rank is a key part of site rankings and linking to other sites "leaks page rank" from your site. However, the world has changed. - Swap Links: Another oldie, but not goodie. Search engines want links to represent endorsements. Swapped links represent barter, and they are trivial to detect. Don't swap links for the purpose of building page rank. It's a waste of your time - Implement duplicate content - Use Session IDs on your URLs - Use lots of Javascript - Implement your site in Flash[/quote:1jr37kqx] Hi Jeff, Thanks for adding to the list. I have one question, though. How would one implement Session IDs for a URL, and what benefit would come from doing so?
2007 Goals 2007 Goals - My yearly goals for December 2007: 1. Add 10-15 new "ideal" clients to our client roster 2. Increase revenues by $500,000 3. Average at least 1 paid speaking engagement per month.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article


Bottom Footer
Share for a Cause












Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

Looking for an Easy Online Business Opportunity?

Ten Twitter Tips For Work-at-Home Moms

Resolving A Conflict Between Two Sales Staffs

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.