One of the smartest copywriting strategies is to use lists, such as bullet, check, and number lists when writing about your product or service, however 98% of copywriters and marketers overlook the critical importance of how their lists look and what they can do to make them stand out and grab the attention of their reader.

It’s a fact… how your copy and marketing LOOKS is critical for getting maximum readership and maximum response and conversion.  I am currently putting together a book that describes all the unique techniques you can use to improve the cosmetics of your copy and today I want to look at technique # 25 – lists.

If you look at successful advertisements, web sites, sales letters, they typically all use some type of list within them to air out the copy and create short, visual nuggets of information.

One of the smartest strategies for writing lists is to think of all the “reasons why” a prospect should invest in your product or service and use them as the basis for your list.

Once you have your lists created, the next step is to add copy cosmetics to spice up the look of your copy and grab the attention of your reader.

Use several unique strategies, including the use of CopyDoodles® to replace your word processor’s generic black round dots and numbers.  You can easily import a CopyDoodles into your program and create the look of a handwritten list.

If you’re printing in color the double impact of a hand-drawn checkmark in red really stands out and magnetizes the reader to your copy.  Watch the video to learn how to do this.

The other neat technique I like to use is to add CopyDoodles around my lists with phrases like “Check these out!” or “Don’t miss these” and then add a CopyDoodles arrow to point to my list.

By adding CopyDoodles you are creating eye-magnets which allow you to selectively emphasize key points within your copy.  This allows both skimmers and readers to instantly see what it is you want them to see and take the action you want them to take!

Back in April of 1998, marketing guru and master copywriter, Dan S. Kennedy wrote in his newsletter… “Cosmetics Matter!”

What Dan was referring to is one of the most often over-looked and misunderstood copywriting and direct marketing strategies, which concerns “the look” of your copywriting and marketing materials. Regardless if you are working on online or offline marketing, “how it looks is CRITICAL for maximum response.”

While you may not consider yourself a “copywriter” if you are putting words to paper or pixels with the intent of ultimately making money… YOU ARE A COPYWRITER and you should understand the importance of copy cosmetic techniques.

One important note.  Copy cosmetics do not replace the importance of traditional copywriting techniques, such as headline development, creating a compelling offer, etc.

Copy cosmetics enhance the foundation of good copywriting by making your copy visually more interesting and easier to read.

Copy cosmetics include techniques and strategies which:

•    Grab attention!
•    Promise an easy read
•    Convert readership into action
•    “Airs out”  your copy
•    Creates the look and feel of a personal, 1:1 message
•    Creates a “dual readership path” for skimmers

These strategies also allow you to differentiate yourself and standout from the majority of plain vanilla marketers and when used correctly create in increase in response.

So here’s some of my best copy cosmetic tips:

Use interesting photos and images whenever possible.  Typically, these are the first thing the eye is attracted to when glancing at a marketing piece.

-Always have a caption with your photo or image.  It’s logical if the image is the first thing looked at that a caption would be the second, therefore make sure you have a good caption with a strong benefit.

-Use sans-serif fonts for body copy online and serif fonts for body copy for printed materials.

-Vary font size throughout your copy (e.g. a headline at 48 points versus body copy at 12 points).

-Use underlining, boldfacing, simulated hi-lighting and fonts to recreate voice inflection in print.

-Use subheads to break up body copy and offer skimmers a quick readership path.

-Use CopyDoodles™ to simulate handwritten margin notes and doodles.

Remember these tips go along with well-written copy.  They do not replace it, but like a fine wine with a gourmet dinner, it will enhance and improve the overall copywriting design effort.

Here on the East Coast, we were hit with 2+ feet of snow over the weekend and we're  getting hit again today with another HUGE snow storm.

Of course if you live in the mid-Atlantic states you already know this and you already know the level of hysteria and “top of mind” attention all this wintry weather is generating.

Interestingly enough, there is a valuable marketing lesson here amongst the snow drifts.  One that can help improve your marketing, boost response and increase conversions.

The reason everybody is talking about the weather (you cannot watch five minutes of TV or listen to the radio without hearing of the big snow that happened and the one that’s coming) is because of the deep emotional reaction is stirs in everybody.

• Kids are hoping for a day off from school.

• Some adults are dreading the thought of driving to work.

• In others it rekindles fond memories of their care-free youth.

• Many dread the thought of shoveling out.

• And yet others welcome time spent out doors skiing, sledding and enjoying the beauty of nature.

No doubt about you’d be hard pressed to find anybody who doesn’t have some sort of emotional reaction to the snowy weather.

Now consider your product or service.  Does it stir a deep, gut-level emotional reaction with its intended audience?

If not, chances are you’ve haven’t done the necessary work to seriously consider the true emotional benefits you offer and how they impact your target market.

Not superficially like most marketing.  How many times have you heard something like “XYZ helps you make more money” or “ABC saves you time.”  That’s rather plain vanilla, don’t you think?  It’s not the deep emotional connection you need to make with your audience for maximum response and sales.

If you want to improve your marketing, boost response and increase conversion, you MUST consider how your product or service helps by making the connection to your target audience’s emotions.

How does it make them feel?  What does it really do for them?
Its well worth the time and effort needed to “go deep” and uncover these extremely PROFITABLE connections.

One of the easiest ways to determine this is by asking your customers and clients probing, thoughtful, open-ended questions about your product and what it does for them.

It might even be helpful (depending on where you live) to even use the blizzard metaphor as an example of what you are looking for.  Remember maximum response requires you to connect your product or service at an emotional level.

And now, it’s time for me to get back to shoveling my driveway…cause it's snowing again!