Page 212 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

it’s a real person talking. It’s bracketed by a teaser reading, “Outcast
Traffic Cop Says . . . ‘Protect Your License Today!’” and a subhead
reading, “What Every Driver Must Know . . . Before It’s Too Late!”
(Not sure about all those exclamation marks, but maybe for this
market they work.)
Then you have the body copy, two columns of six-point type with
cross-heads to break it up. There’s a bullet-point list, a panel listing
press comments on the guide, two testimonials, and a “90-day cast
iron money back guarantee certificate.” Top marks for the copy on
that last one. Finally, the order form, headed “Return this 90-Day
Risk-Free Trial Now!” They’ve even turned the source code into a
logo based on the silhouette of a traffic camera.

In practice

• You don’t have to follow the principles of reading gravity. Lots of

ads don’t. Just be aware that the more obstacles you put between
your reader and their comprehension of your copy, the less likely
they are to respond.

• Avoid breaking columns of type with pictures. Readers will

almost never read the second half of the column.

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