10 Copy and Design Issues You Can't Overlook
5. Features vs. Benefits
Features describe. Benefit sell by answering the question, “What's in it for me?”
Pocket = feature. A pocket designed to hold your iPhone 6S Plus = (big) benefit.
6. To Scroll or Not to Scroll
When you're making an offer to increase email conversions, start promoting it above the fold. Don't assume people will scroll beyond the first view. Tease your offer in a violator or preheader to give people reason to scroll until they find the details. Get the scoop on using violators online and off.
7. Numbers Count
Arabic numerals (e.g., 7, 10, 423) are easier and faster to scan than numbers written as words (seven, ten, four hundred twenty-three). For 13 more quick tips on using numbers more effectively, take a look at, “Who's Got Your Number?“
8. Keep It Simple; Keep It Focused
Don't make your landing page try to do too many things. Help visitors stay focused on the reason they landed here. Patrick shared some excellent examples of how to do this throughout the session.
9. Read More. Learn More. Continued.
Want a CTA that generates more clicks and mail-in responses? Test for the best. If you've been relying on “Read more,” “Learn more” or “Continued” to entice readers to act, do an A/B split test. Test a CTA that offers a benefit such as “Get It Now,” “Download Your FREE Report” or “See It In Action.” Also test the color of your CTA copy or button.
10. Don't Be Dense
It's magical how easy it is to transform long, dense copy into content that's more scannable and readable — without changing a single word. Break paragraphs more than six lines long into two or three shorter paragraphs. Use a second or third color to call-out the all-important CTA. Check out these BEFORE and AFTER examples.
One more thing: A year ago, Patrick and I wrote an article for Target Marketing that provides “13 Tactics to Get Your Marketing Messages Read.” It expands on many of the topics we touched on during our 2016 Direct Marketing Day @ Your Desk session.