Write On ~ Creative Writing Services

Manyon Marketing Makeover 9 ~ Analytical or Scanner?

Copywriters use a technique called “double readership paths” especially when writing long copy. This allows the marketing material to attract both analytical readers and scanners. Which are you?

[tags] copy, copywriter, copywriting, Lisa Manyon, Manyon Marketing Makeover, www.Writeoncreative.com, www.LisaManyon.com, double readership paths, formatting, marketing, advertising, promotions [/tags]

By: Lisa Manyon www.WriteOnCreative.com

Not everyone reads long copy and that’s why there are double readership paths. I’m guessing you already know this…but just in case, copy (the written part of any marketing material) is the secret to sales success.

Have you ever noticed the formatting on long direct mail or web sales letters? Study the formatting and you’ll see long copy is formatted so “scanners” can skim the page to get the message while analytical readers can dive in and absorb ALL the details.

Double readership paths are essential to appealing to both analytical thinkers/readers and scanners at the same time. This means you can capture the attention of both kinds of readers by using simple formatting tools like bolding, italicizing, highlight, underlining, using all capital letters and incorporating bullet points.

An effective and likely the most common double readership path formatting technique is bolding vital text. Using bold font on key information makes it easier for scanners to glance down the page, get the essence of your offer and move on to make a QUICK but informed purchasing decision.

You’ll often see italicized words to emphasize key points as well. Using italics is another way to grab the attention of readers.

Highlighting or changing font color is a popular technique to capture attention and really make offers or other vital information stand out.

Underlining can emphasize your point as well. But be sure to use underlining techniques sparingly in your online copy. Underlined text can signify a hyperlink in online copy and can confuse your readers.

USING CAPITAL LETTERS IS ANOTHER WAY TO GET ATTENTION. Remember that this can also be misconstrued as “yelling.” So, watch your context when incorporating CAPS.

To recap the double readership path: Generally speaking, there are two kinds of readers; analytical and scanners.

Double readership paths can help you capture the attention of both reading styles by adding:

• Bold text to grab attention and showcase key points in your copy that will capture the attention of scanners
• Italics emphasize key points and grab attention
• Highlighting or changing font color is another way to illuminate offers and vital information
• Underlining is another technique but should be used sparingly in online copy. Underlining can be confused with online hyperlinks
• ALL CAPITAL LETTERS ARE USED TO GRAB ATTENTION. Be sensitive in their use as they can also suggest yelling

Finally using bulleted lists can make your main points and benefits really stand out. Remember to use an odd number of bullets because studies show readers are more responsive to odd numbered bullet points than even numbered bullet points.

Take a moment to review your marketing materials today.
Are you utilizing double readership paths?
Should you be?

Can you juice up your current marketing materials with simple formatting techniques?

Last month I sent out a special announcement to the Write On Creative Community (people who subscribe to my eZine – Manyon’s Musings). It was met with mixed emotions and responses. 

One of my personal mentors is Ali Brown. You may or may not be familiar with her. Personally, I’ve been following her for as long as I’ve owned my business. Probably even longer.  I’ve watched her grow and I’ve learned so many valuable strategies from her. I cannot wait to see where she’s going next…but I digress.  Back to the promo about her event. The email I sent out was about Ali’s upcoming event in Las Vegas. It’s called SHINE. 

I received some strong responses about some of the content of the promotional piece I sent out about the SHINE event. Apparently some of the Write On Community was bothered by the language that said “It’s not about materialism” when the event is being held at the Venetian in Las Vegas (an admittedly decadent venue). At first I was worried about offending people — I received a few email messages and calls about the email. Then I realized the responses were really about personal interpretation. YOUR personal interpretation…and maybe even FEAR.
 
Here’s what I mean. Her message isn’t about materialism. It’s about being who you are and not being afraid to step up to YOUR next big opportunity.
 
Does Ali dig the glitz and glam aspects of life? You bet she does. Has she changed over the years and started focusing in a different direction. Yes! (Um, that’s smart business). Does she still enjoy her home-time and working in her UGG’s. Yep. But she’s stepping up and making room for others to follow her on to new and different opportunities. It’s all part of the process of creating yourself. Admittedly, I don’t wear Manolo Blahnik’s but that doesn’t mean I pass judgement on people who do or who don’t. It also doesn’t mean that someday my preferences won’t change.

SHINE is NOT about materialism or out-shining anyone else.

• It’s about respecting the individuality of everyone.
• It’s about watching, learning and growing.
• It’s about finding what speaks to you authentically and pushing past YOUR fear

Simply put, it the shoe fits, wear it. If it isn’t comfortable ask yourself why and REALLY examine what’s behind your beliefs and preferences. Even if you aren’t into the glitz and glam — you’re still going to walk away with invaluable information at SHINE.
 
Just because you or I don’t necessarily want to be in the spotlight, that doesn’t mean that I’m going to stop watching and learning from Ali on her journey because even though we are different — we both want to succeed in business. And, with success comes change. 
 
And I stand by my recommendation.
 
I for one cannot wait to see her SHINE and learn all about her next big steps. I know at the event I’ll be exposed to amazing energy, new ideas and start paving the way for my next big leap. Spotlight or no spotlight – the choice is yours — regardless — let your light SHINE to be the best that you can be and allow others to do the same.

What are you stepping into to? Have you found your authentic truth? Will I see you SHINE?

[tags] Ali Brown, SHINE, #SHINE, Authenticiy, business growth, Manolo Blahnik’s, if the shoe fits wear it, Lisa Manyon, mentorship, www.WriteOnCreative.com, www.LisaManyon.com, copy, copy writer, internet marketing, Vegas, Venetian, training, networking [/tags]