Copywriting Double Readership Path
Copywriting Double Readership Path is a technique we learned from the masters of copywritting like Dan S. Kennedy. This technique works every time I use it and I get exactly what I want.
The idea on the double or second readership path is highlighting the key points in the message using bold, italics, underline, different text size and sometimes color.
You are rarely changing your original message. You are decorating it so the eye can easily skim through your document and get the key concepts. Usually these are the key ideas supporting my conclusion and the call to action I want the reader to take.
It really helps when you know your recipient well. You will know if they are a skimmer this technique works great, if they are the type of person that reads every single word then you may not want to use this.
The example in the video is www.softskillsexpert.com
What I often see is that the higher the position the person holds the more quickly they need to be able to absorb the information and make a decision. Really busy executives often take speed-reading courses to help them get through everything they have to look over.
So if you want someone to quickly make a decision this is an excellent technique for laying out your case and presenting the decision you want him or her to make.
The funny thing is other people will see my decorated or formatted emails and notice that I get what I want, but they miss it is the format of the message that is doing all the work for me.
Copywriting Double Readership Path Demo
Now demonstrating this powerful technique, if you write down all the bold words in this email you will get:
A copywriting tip called double readership path highlighting the key points so the eye can easily skim through your document and get the key concepts. If they are a skimmer this technique works great, because really busy executives often take speed-reading courses. It is the format of the message the message that is doing all the work for me demonstrating this powerful technique.