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The Double Readership Path
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Because if you use these tricks willy nilly you can actually make your marketing materials more confusing instead of less.

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Beware the Arbitrary Emphasis
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A while back I critiqued an ad where the writer used every double readership trick in the book. Unfortunately, there were so many highlights, fonts and boxes it was hard to know what to read. Lormetazepam For Sale, Plus, random words were bolded, italicized or underlined for no particular reason, while critical info—like the guarantee—was buried.

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Here’s the key to making the double readership path work…You have to highlight only information that’s most important to your target market—or to making the sale. And these pieces have to read well on their own.

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If you’ve done it right, your ideal client should get sucked in to reading the rest of the copy too. And voila. The sale is halfway made.