Copywriting Double Readership Path
Copywriting Double Readership Path is a technique we learned from the masters of copywriting 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 to highlight the key points in the message using bold, italics, underlining, different text size, and sometimes color.
You are rarely changing your original message. You decorate 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 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. Busy executives often take speed-reading courses to help them navigate 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 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 highlights the key points so the eye can easily skim through your document and get the key concepts. If they are skimmers, this technique works great because busy executives often take speed-reading courses. It is the format of the message that is doing all the work for me in demonstrating this powerful technique.
Best of luck putting this powerful copywriting technique to use on your website and in your email messages. Email us if you have questions or want to learn more about copy writing.
