Believe it or not, the easy access to technology today has made consumers lazier than ever.
They expect information to be delivered to them instantly and we, as sales writers, have to keep up with the times to meet our readers’ expectations.
To do this, you have to take great care in controlling the appearance of your ads and sales letters. You can achieve this by using graphic devices that make your copy (especially a long one) easier and faster to read.
Here’s a list of 10 effective graphic devices you can use to improve the readability of your sales letters:
- Subheads (they break up large blocks of text, making it easier to read)
- Numbered lists (like the one you see here)
- Underlining (use in moderation and on only the most important parts)
- Simulated handwriting (this makes your ads look personal and has been proven to increase sales response)
- Photographs and illustrations (remember to include a caption that makes a strong selling point)
- Boldfacing (use bold only to highlight key points)
- Screens (a light-colored background behind a paragraph)
- Yellow overprint (a feature in your word processing software that allows you to simulate markings made with a highlighter pen)
- Lines made of asterisks (this is especially useful in plain text emails)