Copy Cosmetics, the Fun Way to Big Profits

Copy Cosmetic Arrows

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 :-)

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

Improve Conversions with Copy Cosmetics

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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10 Steps to a Killer Sales Page

In the previous blog post, we looked at some “speed copywriting secrets” to getting a converting sales page in a fraction of the time without costing an arm and a leg doing it.

10 Steps to a Killer Sales PageI was both thanked and yelled at because many people wanted an easily digested step-by-step list of how to create a great sales page.

Basically they said, sure it’s nice to know what to focus on but what about the rest of it.

Good point! Here is “the rest of the story”

Before we look at the steps, I want to point out that copywriting shouldn’t be thought of as a chore that needs to be done as simply and easily as possible.

I understand the need for speed but copywriting is so critically important that you should rush through it just to get it done. If you do you’ll, as they say, get what you pay for.

If that is your attitude then the first thing you need to do is change that, otherwise you’ve defeated yourself before you’ve started.

Let’s take a sales letter part-by-part and learn how to create an amazing (profit pulling) sales page!

We aren’t just going to look at the traditional sections of a sales page like I do in my copywriting course but we’ll look at the things you need to concentrate on whether it is a specific section like the headline or drawing the prospect in to make them experience “what might be.”

We’ll start with the offer and take it step by step…

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Protected: Profit Pulling Sale Copy: Lesson 12 – Basic Elements of a Sales Letter

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Protected: Profit Pulling Sale Copy: Lesson 13 – Sales Letter Elements, Part 1

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