Quick Tip From Bootcamp:
Herschell Gordon Lewis on Writing Powerful Marginal Notes
Of all Bootcamp presenters this year, Master Copywriter Herschell Gordon Lewis could have easily won the “Most Secrets per Minute Award” if one had been given out.
Here are five of his secrets on how to use marginal notes in direct-mail copy to boost response. And Herschell should know. He’s the acknowledged master of catalog copywriting … and has used marginal notes to create successful copy for decades.
- “Handwrite” marginal notes using real writing or a believable script font that’s easy to read (and hasn’t been overused).
- If you use a font, make sure it matches the font used for the signature of the letter. If you’re using real writing, make sure the signature and marginal notes are all easy to read.
- Use blue ink if possible. If not, use black.
- Use 5 words or less for marginal notes.
- Use only 1 marginal note per page.
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Published: November 6, 2006
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