No-Brainer Copywriting Technique
October 8th, 2009 by Bob Bly
Here’s a no-brainer copywriting technique that works like gangbusters:
If you want someone to read and pay attention to your copy, put that copy in LARGE BOLDFACE TYPE.
When a law required NYC fast food restaurants to post the calorie content of meals on signs in larger type, the number of customers aware of the calories in burgers and other fast food went from 16% to 54%.
But big bold graphics apparently do not increase persuasion: despite the increased awareness, the calorie consumption of customers at these fast food joints slightly increased.
To improve persuasion in copy, you need to change the words, not just the size of the words.
This entry was posted on Thursday, October 8th, 2009 at 7:53 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
October 8th, 2009 at 9:13 am
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October 8th, 2009 at 9:17 am
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October 8th, 2009 at 10:51 am
Maybe people really like fatty burgers and grease dripping fries. Yelling at them about how bad it is (kind of like the smoking warnings on packs) has no effect
October 8th, 2009 at 11:24 am
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October 8th, 2009 at 3:23 pm
Bob:
A friend of mine and her husband are opening a restaurant in February centered around a very fatty type of food that everyone loves.
I’ve used your blog post to try and persuade her that (1)People who love the food will flock to her restaurant and (2)Many who claim to be health food nuts will also flock to her restaurant. Inside every thin person is a fat person dying to escape.
Dontcha’ just love the rationalizations chocolate addicts use about anti-oxidants? I’ll bet it was a very talented copywriter who first pushed that idea home.
October 9th, 2009 at 5:23 am
This is very very interesting. Also for me as a graphic designer that’s really good example to persuade the clients that CAPITALS in bold don’t mean “this is very important”.
Thanks for sharing!
October 9th, 2009 at 6:04 am
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October 9th, 2009 at 6:57 am
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October 9th, 2009 at 8:31 am
Bob,
Perhaps this comes down to the old feature and benefit relationship: you can shout STOP in the middle of a sentence, but those four big characters alone can’t explain why it would be beneficial to do so.
October 9th, 2009 at 10:39 am
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October 10th, 2009 at 12:08 pm
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October 11th, 2009 at 4:38 am
I’ve read so many articles, especially in yahoo health site, that discussed calorie contents of foods. We can’t hide the fact that many people are relying on these articles.
As for the writing, words create great impact to readers compare to simple bold appearance of words.
October 20th, 2009 at 8:03 pm
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October 23rd, 2009 at 12:09 am
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October 25th, 2009 at 12:39 pm
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October 27th, 2009 at 3:37 am
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January 13th, 2010 at 8:01 pm
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This article highlights in a very interesting way the importance of effective communication and influencing consumers. A recent law requiring fast food in New York to display calorie content in larger fonts on signs has increased customer awareness of calorie content from 16% to 54%. However, the data showed that this did not lead to a reduction in calorie intake. This finding highlights the importance of what words and phrases we use in our communication. Font size and visual elements can attract attention, but in reality, changing the meaning and context of the message can be a more influential factor. In this regard, I would like to mention this company that specializes in custom signage. They understand that a sign is not only an information element, but also a means of communication. Their custom signage can help a business stand out and convey its unique message to customers.