Search CompleteMarkets

...cycling of flammable waste such as paper is encouraged; however, handling and ...

...es this mean you’ll spend more on paper? Maybe, but the increased response ra...

... might never understand that wonderful offer of yours or, even if they're suitably impressed, might not summon the energy to do anything about it. So whether you're penning an e-blast yourself, or reviewing your agency's draft of an upcoming self-mailer, it pays to know the difference between highly effective copy — the kind that commands high response rates — and the kind that just speeds your campaigns journey to the recycle bin. Nailed your lists? Got an irresistible offer? Great. Here are eight ways to make sure the copy does its job, too: 1. MAKE YOUR COPY APPROACHABLE Even great copy won't work if people don't read it. Present everything in digestible, "bite-size" chunks: Split up any paragraph longer than three lines. Present key selling concepts in a series of bullets. ... working in text-only e-mail) . Add more bold and underline treatments. For every important idea. Remember, some readers skim only the big-and-bold; others might decide to read more, but only if these highly visible ideas draw them in. Ultimately, your page or screen should be at least 45% white space (and more is almost always better) . Does this mean you'll spend more on paper? Maybe, but the increased response rates will more than cover any additional costs. Worried about forcing online readers to scroll? As long as a call to action and hyperlink are visible at all times, physical copy length wont hurt you. It's the readability that counts. 2. PRESENT THE CALL TO ACTION EARLY, AND OFTEN Most audience members won't read your entire piece; and many ...