Words of Copywriting Wisdom …
The Importance of Writing and Designing for “Scanners”

“I’ve learned from experience that no one reads every word of my copy and few, if any, read it in the order it’s written. Readers scan copy – whether it’s online or in print. You’ve got to write and design for the scanner or you limit your chance for success.”

– Pat Friesen, current control holder (over 2 years now!) for Daily Word, a daily inspirational and motivational publication

In February’s Monthly Copywriting Genius, Master copywriter Pat Friesen explains how she took the idea of appealing to people who scan promos to a new level for Daily Word.

Her winning package for the inspirational publicationout-pulled six less-expensive test panels by 6-to-1, and has remained unbeatable for over two years! Pat says, “I don’t think anyone (other than me!) believed this package had a prayer of winning … no pun intended.”

So how, exactly, do you write for those scanners Pat refers to? One of the best ways is by using powerful bullets in your copy. Which brings us to our next article …

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: February 18, 2008

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