“Copy Cosmetics Matter!”

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 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.  Cosmetics enhance the foundation of good copywriting by making your copy visually more interesting.

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.

Over the course of time, I am going to focus on the different copy cosmetic strategies I use, so check back often!