Copy Cosmetics, the Fun Way to Big Profits

HandDrawnArrows Copy Cosmetics, the Fun Way to Big Profits

Copy Cosmetic Arrows

In the previous parts of this series on copy cosmetics we looked at the what, why and how of copy cosmetics and at some great fonts to use for your copy cosmetics.

In this part, we’ll continue looking at copy cosmetics my digging deeper into specific types of cosmetics with some examples and there may even some be some samples for you to download

icon smile Copy Cosmetics, the Fun Way to Big Profits

First a quick review…

Since copy cosmetics are, to quote myself, “graphical elements that are used to transform plain ad copy into powerful marketing material that engage prospects; basically they are anything that isn’t plain text.” they cover a lot of ground.

Most people use basic things like pictures and bold and underlined text but there is great power in all the other types of cosmetics also: hand drawn words and symbols, highlighting, etc.

Some of the best reasons to use copy cosmetics are:

  • To make your pages and marketing material easier and more pleasant to read; to grab the reader’s attention
  • To add personality
  • To highlight important points particularly to skim readers who use a different reading path
  • To improve the responsiveness of your readers.

Some people ask where they should use copy cosmetics and my answer is where shouldn’t you use copy cosmetics. At this moment, I really can’t think of a place where you couldn’t use copy cosmetics although there are situations where they are more or are less important.

Let’s now look at some depth in particular copy cosmetics…

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Copy Cosmetics, the Secret to Improved Conversions

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Improve Conversions with Copy Cosmetics

There are numerous articles, blog posts and books about how to improve conversions of your sales and opt-in pages.

They talk about the headline, the offer, entering the conversation in the prospects head, the P.S. and all kinds of stuff that is very important but one thing very few people talk about is copy cosmetics.

Michel Fortin talks about it a little in his article “What Copy Cosmetics Communicate“.

Dan Kennedy talks about it in his “Ultimate Sales Letter” and in April 1998 he wrote in his newsletter that “Cosmetics Matter!”

Mike Capuzzi, of course, talks about it on his blog.

And you can find a bit here and there but for as important as it is, particularly nowadays, there’s really a lack of information on what copy cosmetics are, how they can be used, and how much they improve conversions.

So, I’m going to go help rectify that with some blog posts of my own on copy cosmetics.

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Writing Subject Lines That Double Your Clickthroughs, Part 3

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Using Subject Lines to Improve Clickthrough Rates


In part 1 and part 2 of this series, we looked at subject lines and the 3 key principles needed to consistently write e-mail subject lines that maximize clickthrough rates; if you haven’t looked at them yet please do so now… I’ll wait
icon smile Writing Subject Lines That Double Your Clickthroughs, Part 3

We also began looking at specific things to do and not do that would help you systematically write the higher converting subject lines; that is some checklist items that you can follow to make sure you’re getting more clickthroughs in your e-mail.

This time we’ll look at the rest of the specific items on the “checklist” so you have a complete set of items you can use to really make you e-mail subject lines be a serious asset to your business.

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Writing Subject Lines That Double Your Clickthroughs, Part 2

In part 1 of this series, we looked at 6 possible subject lines and the 3 key principles you need to understand to be able to consistently write e-mail subject lines that maximize clickthrough rates.

As a refresher, the 6 subject lines and their results were:

Subject Line Click Through Rate Improvement
Quarterbacks aren’t the only changes being tested in Denver .32% 0.0%
A scientific way to increase your conversions .51% 57.9%
Do your landing pages pass this test? .73% 105.9%
[Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside) .37% 14.8%
Learn 3 Tips that made 10,000 pages extremely successful .66% 105.2%
Optimization Summit 2012 – Speaker’s List Up Now! + Save $300 Today .40% 24.9%

The 3 principles were:

  1. Understanding the Purpose of the Subject Line
  2. Understanding the Connection to the Value Proposition
  3. Using Data-backed Criteria to Maximize the Value Proposition

If you haven’t read part one you need to read it now and then come back and read this, otherwise you won’t truly understand and won’t be as successful with your e-mail subject lines as you could be.

In this post we’re going to dig down into the specifics of the test results and find the specific points you need to follow to maximize your clickthrough rate.

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Writing Subject Lines That Double Your Clickthroughs

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Maximize Results with the Right Subject Line


E-mail is still a great (and very inexpensive) way to communicate and get your message out but, because of over saturation and all the spammers and other greedy people, most people and companies are experiencing drastically reduced open and clickthrough rates.

Marketing Experiments — and if you don’t know who they are you are really missing out — did an experiment where they asked Copyblogger and people who came to their blog to suggest subject lines for an e-mail they wanted to send out about one of their upcoming conferences.

From the submissions this is what they then tested with actual e-mails to their list:

  1. Quarterbacks aren’t the only changes being tested in Denver
  2. A scientific way to increase your conversions
  3. Do your landing pages pass this test?
  4. [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside)
  5. Learn 3 Tips that made 10,000 pages extremely successful
  6. Optimization Summit 2012 – Speaker’s List Up Now! + Save $300 Today

The best one had about 106% better clickthrough rate than the worst one, which do you think was the best?

Let’s see…

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