ReachCustomersOnline.com

Take E-Mail Marketing Copy from Good to Great

Posted by TimSlavin at November 26, 2004

"Copy is where the rubber meets the road. It engages readers, entices them to click a link and buy. A picture is worth a thousand words, but you still need some copy there, at least for an explicit call to action. I've seen fabulous copy in a not-so-great design succeed; I can't say the same for not-so-great copy in a fabulous design.

Is your copy as great as it could be? Here are three real-life copy makeovers, with practical tips for making your copy more engaging, enticing, and successful."

Some good advice from ClickZ with some practical examples.

I would add that online, at least, copy is not enough. It's the mix of headlines, colors, key messages, copy (words, phrases, paragraph order), as well as copy bits (callouts, for example) that combine to create a powerful and effective message. Some readers will read your copy like a 19th century novel, from beginning to end. Many others will jump around, or they will scan, or some combination. Paying attention to all page elements is the only way to address and reward each reading strategy.
URLs:

http://www.clickz.com/experts/em_mkt/em_mkt/article.php/3437801

Comments

Post a comment

Name:

Email Address:

URL:
Remember Me? YesNo

Comments: