Sell the Sizzle
Highlight benefits with graphics. Point out your key selling messages with colors, handwriting, bullets, brackets, braces—even baubles, bangles and beads if you have to—but make sure the reader sees them. This is the sizzle that's you're selling.
—Denny Hatch, contributing editor, consultant, freelance copywriter and author of "Method
Marketing" and (with Don Jackson) "2,239 Tested Secrets for Direct Marketing Success."