|
Home | Medical-Newswire.Com:
|
(EMAILWIRE.COM, November 23, 2011 ) Goshen, MA – Hang out in any copywriting forum online, and you’ll soon encounter the refrain, “But what does testing show?” Educated opinions have their place, but quite often testing yields surprising, valuable insights. To help pass along what’s known about copywriting topics from rigorous testing, the book Meatier Marketing Copy: Insights on Copywriting That Generates Leads and Sparks Sales includes summaries of more than two dozen research studies where people tested hypotheses related to copywriting or where they tested two versions of the same piece against each against each other. After being published in paperback last year, the book has just been released in Kindle format (http://www.amazon.com/dp/B0060Z3W36 ).
“Sometimes testing results settle arguments and sometimes they get us thinking along entirely new lines,” says Meatier Marketing Copy author, veteran copywriter Marcia Yudkin. “The studies I quote in the book are both provocative and informative – and very helpful for working copywriters to know about.”
Along with vignettes, anecdotes, advice and tips on copywriting, YudkinÂ’s book contains summaries of copywriting research studies, such as these:
* Readability matters: Brands whose message scored at a fifth-grade reading level were 25% more likely to last to the five-year mark than those whose messages were more complex.
* Puns can hurt: In one study, the cutest titles made white papers less likely to be downloaded.
* Wordiness hurts, too: When a test compared how well people performed tasks at a long-winded web site with performance at a concise one, the latter led to 58% more success in accomplishing the tasks.
* Experience gets in the way: The more formal education and experience sales reps had, the more they tended to misjudge the minds of customers, in one large study.
* Familiarity helps: Comparisons with items closer to daily life lead to a better understanding and appreciation of abstract ideas.
For wide-ranging pointers on copywriting and persuasive writing, consult Meatier Marketing Copy, ISBN 978-0-9716407-1-9. The book can be purchased at online bookstores for $15.99 and on Kindle for $9.99 (http://www.amazon.com/dp/B0060Z3W36 ).
About the Author
Veteran copywriter and marketing consultant Marcia Yudkin (www.yudkin.com) is the author of Persuading on Paper, Persuading People to Buy, 6 Steps to Free Publicity and 13 other books. Besides mentoring marketing departments in copywriting skills, writing a popular weekly marketing newsletter and writing and critiquing copy for entrepreneurs, she runs a one-on-one mentoring program that trains copywriters and marketing consultants in 10 weeks. Participants learn no-hype marketing writing skills and business savvy.
Creative Ways
Marcia Yudkin
413-582-4052
pr@yudkin.com 
Source: EmailWire.com
|
|
|
|
