What Is Copywriting Pixie Dust

Last week I spent several days working on copywriting and putting together some new marketing campaigns for a project that I’m working on. Doing that much pure writing always makes me take special notice the kinds of things that others are putting out there.
And that’s what led to this quick marketing tip.
I came across a really well-written sales letter that did a terrific job of selling the product… If you actually took the time to read the words. I seriously doubt that anyone would actually take the time to read this particular sales letter because it was so BORING.
Don’t get me wrong, the actual copywriting was really good, it just lacked all the “magic” that makes a sales letter exciting and easy to read on a computer screen. And so here’s my quick tips for making your next sales letter or any other marketing material that you write for the internet exciting and easy to read:
* Include images, especially pictures of smiling people. Images of emotional faces, in context with the product, always help you gain an emotional edge with your copywriting. If the sales letter needs to evoke non-happy emotions, then the people pictures should reflect that as well.
* Use lots of bullets to break things up. No one likes to read long sections of text on a computer screen.
* Make your bullets into small gifs instead of the standard bullet. It just looks more professional.
* Limit your font colors to a couple. At most I only use three: black, blue and red.
* Sprinkle a little “pixie dust” on your sales letter when you’re done.
Pixie Dust?
That’s what I call it anyway. Here’s the idea…
When I finish a sales letter or promotional piece, I go through the piece and read it to myself. Wherever there’s a place in the copy that should have a little more emphasis, I bold, underline, or italicize the text.
On rare occasion, I might even add a highlight to the text, but not often. I like to add the “pixie dust” because I think that it will highlight the important parts of my letter for those people who scan websites. Most people scan when they read stuff online. But be careful no to overdo it. Too many bolds and underlines are just plain annoying. You also have to be cautious when using italicized text. If the font is too small it’s really hard to read.
So there you are — copywriting pixie dust!