3 {{ upvoteCount | shortNum }}
3 {{ upvoteCount | shortNum }}

Double Your Response With His Design Tips

by Grain
2 replies
Dear Copywriter,

I know, everyone talks about Gary
Bencivenga all the time... and copywriting
existed way before he started. Ogilvy,
Caples, Kennedy, Lasker, Sackheim,
Schwab, Schwartz, Hopkins etc.

I thought it'll be valuable for me to type
his tips out as a thread while I'm looking
over his old material.

Just to get the value-ball rolling.

Crazy expensive, a bomb went off in my
pocket.

It applies to Direct Mail more, but I'd love
to see if any current IM copywriters can
relate IM to these design tips.
  1. The "Does not look like an ad"
    advertisement - editorials, magalog, but
    avoid formats that remind people of
    unpleasant past experiences. Gets the
    foot-in-the-door.
    .
  2. Serif typefaces - the fonts with tails
    are good for long-text. Used in
    newspapers, journals because they work.
    80%+ more readership.
    .
  3. "Reading Gravity"
    left > right + up > down
    Don't place text above a picture because
    people are forced to look at pictures first,
    then text.
    .
  4. Out-of-place elements are noticed.
    Handwritten, weird boxes etc.
    .
  5. 40-60 characters per column max,
    depending on the format.
    .
  6. Photos > Illustrations
    .
  7. Imitate mediums in space ads.
    .
  8. Avoid reverse type in body copy.
    Reverse type as headlines in the
    appropriate format can actually boost
    conversions if done right.
    .
  9. Long copy > Short copy
    .
  10. No periods (.) at end of headline
    or page.
    .
  11. Captions for photos... Always.
    .
  12. P.S.
    .
  13. Don't kill the "widows".
    .
  14. Subheadings are like headlines for
    the tiny sections of the copy. Must revive
    the interest.
    .
  15. Max 5-6 lines/paragraph
    .
  16. Avoid formats that scream "sales
    pitch"... like brochures.
    .
  17. Headline above the fold. Esp where the
    prospect opens the flap of the envelope.
    .
  18. Address + Contact info - the only piece
    the prospect will save to remind themselves
    of getting your product.
    .
  19. Don't use overly huge text - let it be
    seen simply and without effort.

Well, we make a first impression within
seconds... and the design is the one that
changes our credibility and presentation.

We have basically sales letters and emails
right now. How would it work for them as it
did for Direct Mail?

Kind Regards,
Grain.
#design
  • Profile picture of the author RickDuris
    Someone posted this recently for a critique:

    Make Money Self-Publishing

    I like it for several reasons:

    Looks like an informative article.

    Better than average writing.

    Soft sell.

    Subtle, not "in your face," graphics.

    Even the blatant Amazon links are useful in educating people on resources.

    I doubt if it sells as strongly as an outright sales letter with targeted traffic thrown at it, but I like it.

    - Rick Duris
    Signature
    {{ DiscussionBoard.errors[5652578].message }}
    • Profile picture of the author Grain
      Hi Rick,

      I agree with you on its form. I believe the
      format itself eluded the 'sales BS' detector
      whirring in the head.

      "Why not get information for free instead of
      being hit by a sales pitch?" Lesser risk.

      Who knows? lol

      Felt a little uncomfortable with the "blatant"
      links as well, as you said. Would have
      preferred if it had just one product that it
      was selling. The thumbnails drew attention
      away from the article as well.

      A little messy with the 'close', don't you
      think?

      (Well, design-wise.)

      I hardly see internet sales letters with this
      format though, so I'm left wondering about
      its conversion rates.

      Best,
      Grain.
      Signature

      Kind Regards,
      Grain.

      {{ DiscussionBoard.errors[5652639].message }}

Trending Topics