Is Myriad Font the New Control for Headlines?

15 replies
Yo!

I notice a lot of new sales letters have what appears to be a Myriad font in the headline complex. For example...

-> http://digm.s3.amazonaws.com/images/headline.gif

Looks like Myriad Light then Myriad Black.

Anyone know if that's right?

Also, anyone know why it's so popular?

Cheers,
Colm
#control #font #headlines #myriad
  • Profile picture of the author Oxbloom
    From the magalogs to your computer screen.
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  • Profile picture of the author davemiz
    lol.... i can almost guarantee you 99% thats not been tested.... probably the designers favorite font?

    the blind leading the blind...
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  • Profile picture of the author colmodwyer
    lol.... i can almost guarantee you 99% thats not been tested.... probably the designers favorite font?

    the blind leading the blind...
    From my experience, I wouldn't let font choice be up to the designer (unless they're direct response savvy).

    Also, the "blind" in this case is the #1 seller on Clickbank right now, so they might be worth following.

    Colm
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    • Profile picture of the author Kevin Williams
      Originally Posted by colmodwyer View Post

      From my experience, I wouldn't let font choice be up to the designer (unless they're direct response savvy).

      Also, the "blind" in this case is the #1 seller on Clickbank right now, so they might be worth following.

      Colm
      How are you judging the #1 seller? Please don't say "gravity"...

      Regardless, I like the font - it pleases my optical nerves.
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  • Profile picture of the author Oxbloom
    And like I was saying...that font (or something a heckuva lot like it) is everywhere in print advertising I receive.

    I don't know how well the average clickbank site owner tests his stuff. But the big mailing houses don't muck around in that department.
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  • Profile picture of the author The Copy Nazi
    Banned
    Originally Posted by colmodwyer View Post

    Yo!

    I notice a lot of new sales letters have what appears to be a Myriad font in the headline complex. For example...

    -> http://digm.s3.amazonaws.com/images/headline.gif

    Looks like Myriad Light then Myriad Black.

    Anyone know if that's right?

    Also, anyone know why it's so popular?

    Cheers,
    Colm
    Yeah - I've noticed that too. And I like it. I bet Vin or Kevin know. Probably has been tested.
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  • Profile picture of the author colmodwyer
    How are you judging the #1 seller? Please don't say "gravity"...
    Gravity...

    Also, I just click "Buy Products" then select the appropriate category. I always assumed the resulting list was in order of bestseller?

    I don't know how well the average clickbank site owner tests his stuff. But the big mailing houses don't muck around in that department.
    You'd be surprised (remember we're talking online here too).

    I work for a big mailer, and outside of the copy team it can be a total bureaucracy at times... only a handful of people actually care how a letter converts, everyone else is just trying not to get fired.

    Smaller companies tend to be hungrier, move quicker and innovate more.

    Colm
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    • Profile picture of the author Kevin Williams
      Originally Posted by colmodwyer View Post

      Gravity...

      Also, I just click "Buy Products" then select the appropriate category. I always assumed the resulting list was in order of bestseller?
      Every person that sells one copy of a product becomes 1 gravity which goes down slightly over a short period. That's why these products get huge gravities around release - from IM'ers buying through their own affiliate links and a few mailing list announcements.

      Often the single digit gravity products will be selling more copies than those with 100-1000.

      Anyway, that's not the topic here - you can read any of Alexa's rants for more on that.

      Regardless, I think the font is quite nice and it attracts my attention well. Will be split testing it with my new product copy probably.
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  • Profile picture of the author Don Halbert
    Im a huge fan of Impact font. Cant explain it but i just do...oh wait...might have something to do with helping me roll in over 3 million on a particular product line. Tuanis.
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    Don G. Halbert - Inbound Marketing & Direct Response Copywriter
    "Someone is sitting in the shade today because someone planted a tree a long time ago."
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  • Profile picture of the author JasonParker
    I doubt you'll get much of a difference between testing Myriad vs something like Arial or Tahoma... dunno. Might want to save that traffic for something more impacting to test.
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  • Profile picture of the author colmodwyer
    I was only joking about gravity Kev - it's just when you told me not to say it, makes it the first thing I was going to say - because I'm an arsehole.

    I just use the search function.

    T'is a nice looking font right enough though, Apple are using it, which may or may not be telling.

    Silence from the big dawgs who write in this niche may or may not be telling too.

    Colm
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  • Profile picture of the author davemiz
    test the damn offer headline and price... not the damn fonts.

    if you're testing the font types... you're an idiot or you're getting so much traffic and already tested the important stuff and are down to testing the small stuff
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    “Judge your success by what you had to give up in order to get it.”
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    • Profile picture of the author Matt James
      It's the same designer using this font all over CB. He's very prolific right now.

      One of the few designers I've worked with who really pays attention to the copy.
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