Yellow Highlighting – How Much Is Too Much?

Yellow highlighting over words and phrases in your online sales letter IS a very effective way to get your message across with more impact.

Yellow highlighting gives your page contrast and should be used with consideration.

How much is too much?

We have all seen a sales letter that looks like it was attacked by a 3 year old with a yellow high-lighter pen. Nearly every line has a word and every paragraph has a whole line highlighted!

What happens when there is too much?

When there’s too much of anything, it all starts to look the same. Too much yellow and the white parts will actually start to stand out more than the yellow.

“When do I highlight then?”

I very rarely see good examples of yellow highlighting being used effectively.

The best examples are when there is one nothing for the first couple of pages and then boom…your eyes are magnetized to this one yellow highlighted phrase.

It could be a trigger word, a sales point or something completely out of the blue to throw your reader off (in a good way).

That’s all it takes.

Just one little yellow streak on one phrase in the middle of no where and you will make an impact.

To your copy writing success,
Stuart Stirling

How a story will keep people reading your sales letter

People love to hear and read stories. Take a movie for example. That’s just a story made into moving picture.

A sales letter that incorporates a story will make an impact and get people to read your letter.

Here’s why:

Would you walk out of a movie half way through, before the story ends? Not likely. You want to keep watching to see what happens in the end.

All of the highes onverting sales letters contain a story. But keep reading. Some copywriters think, “OK, I’ll write a story in the first half of the letter and that should do the trick.”

That’s good, but you can do better.

Think of the whole sales letter as a story. It has to flow. It has to make you want to keep scrolling to read. This is where I pay detail to sub headlines.

Most potential buyers won’t read your sales letter word for word. They will stop at headlines and boxes and the order button.

Tell your story through the headlines. Yes, you can still tell a detailed story at the beginning to spark that initial interest but keep it going throughout the whole page.

All the best,
Stuart Stirling