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Are You Content With Your E-Book Content? Five Improvements That Will Hook Your Readers
Planning to offer free e-books to your email subscriber list? Here are five ways to be sure that e-book gets saved to their desktop as opposed to getting tossed into the Recycle Bin. 1. Keep it simple. Your free e-book should be a...
Is it worth paying for professional copywriting?
"Article writers wanted: I will pay $3.50 per article. Must be quality writing – no hobbyists!" No, this isn't a joke. It's an actual job advert, posted on a website earlier this year. What’s more, there's nothing particularly unusual about...
Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.
You have permission to publish this article electronically or in print, free of charge, as long as the byline at the end of this article is included. A courtesy copy of your publication would be appreciated. Pumping Up The Emotional Side Of Gizmos,...
Review: Michael Masterson's Accelerated Program for Six-Figure Copywriting
by Karon Thackston © 2005 http://www.thewriterslife.com/bb/mwd6/ I have to tell you, I was very skeptical in the beginning. Nervous even. I had one finger on the "buy now" button, and one finger poised, ready to request a refund. I guess, when I...
Writing Newsletters – Tricks of the Trade
Follow 10 simple rules of thumb, and you’ll soon be writing great newsletters and reaping the rewards. Company newsletters can be an amazingly successful marketing technique. Whether you want to up-sell or cross-sell, establish your brand or...
 
How Using A Drop Capital Increased My Ebook Sales By 40%

You will often find me with my head in a book, studying the marketing and copywriting experts from the past.

It was whilst reading one such book, that I discovered how using a drop capital, can increase readership of advertising.

The book was: 'Ogilvy On Advertising' - by David Ogilvy

In the book, Ogilvy, an advertising and marketing legend, discussed the merits of using a drop capital (also known as a drop initial).

Ogilvy was renowned for producing advertising which got results, having helped to build some of the most recognizable brands in the world including: American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and Maxwell House among them, and more recently, IBM and Kodak.

In 'Ogilvy On Advertising', Ogilvy is quoted as saying "The drop capital increases readership of your body copy by an average of 13%".

How Does The Drop Capital Increase Readership?

Drop capitals seem to work in the same way that images do. In that they catch the readers eye as they scan the page.

The big capital letter drops down inside the first paragraph. Because we read from left to right, our eyes move naturally away from the image and into the text to the right.

The first paragraph is very important, and has to capture the reader's attention and interest, so that they continue to read down the page.

The key point is: 'The more people you can get to read the text on your web pages, the more sales you are going to make.' Period!

What I really like about the drop capital as a sales tool, is its subtelty. It doesn't shout: 'Hey! I'm trying to trick you into reading!' I like to refer to it as a 'stealth copywriting' technique. It's extremely effective, but without flying above the radar.

Does This Offline Copywriter's Trick Increase Sales On The Internet?

After reading about how effective drop capitals can be offline; I decided to see if they could boost my sales conversion rate, on a website selling an ebook.

My first big hurdle was learning how to create a drop cap effect on a web page.

I spent a considerable amount of time trying to create a graphic of a capital letter, which would fit just right in the paragraph. I quickly discovered that it's very easy to create an image that is either too big, or too small.

I didn't want the whole effect to look amateurish, as I felt that it would make my site look unprofessional, and almost certainly 'hurt' my conversion rates.

After much


perserverance and trial and error, I managed to get everything looking just right.

I Set Up A Split Test To Track My Sales Conversion Rate

Using some state of the art 'split test tracking software', I set up two different versions of my sales page. The software split all incoming traffic to my website. Half the visitors viewed a page WITHOUT a drop capital, and the other half saw the same page, but this time WITH a drop capital.

A piece of tracking code was placed on my 'thank you' page, so that I could track which version of my sales page was viewed, whenever a sale was made. This scientific method of testing, would prove to me over time which version of my sales page made more sales.

I decided to let the test run for at least 100 sales, so that the results wouldn't be a fluke. I eventually stopped the split test at 135 sales.

My Test Results Revealed That My Sales Were Up By A Huge 40%!

The results from the test were pretty amazing. Not only did it prove that drop capitals work online, but it also suggested that they are even more effective on web pages, than they are in offline advertising.

Here are my test result statisitics from a website where I am selling an ebook...

Page WITHOUT a drop capital image:
3796 unique visitors, 57 new sales, 1.5% conversion rate

Page WITH a drop capital image:
3702 unique visitors, 78 new sales, 2.1% conversion rate

Even though the page WITH a drop capital received slightly less unique visitors, it still managed to sell 21 more ebooks for me. Overall, the page WITH the drop capital made 40% more sales, than the exact same page WITHOUT a drop capital.

I'm sure you will agree that the increase in sales is very significant; and all after changing just one single letter on my web page! If you don't currently use drop capital images on your website, you really are leaving money on the table.

Instead of spending all your time and money, trying to get more and more visitors to your website, you really should look at how you can increase your sales, from the existing traffic you are already getting.

This is the easiest way I have found to increase my profits, and I didn't have to spend an extra dime on advertising to get it!

About the Author

Jason Lewis has developed an easy 'cut and paste' solution for creating a drop capital effect on a web page. For details, and to see video proof of how drop capitals have increased online sales, please visit: http://www.dropcapitals.com

 

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  • 10 must haves for your best selling ebook

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  • 10 things to expect from your seo copywriter

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  • 19 secrets to making your ad copy more effective

  • 22 questions to ask before you write a single word

  • 22 ways to make money as a writer

  • 25 points to create your own winning sales letters

  • 2 ways to really connect with your customer in your copywriting

  • 32 point copywriting checklist to bulletproof your copy

  • 35 revenue increase from your website

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  • advertising copywriting the top ten cliches and why you should avoid them

  • ad copywriting building brand equity one word at a time

  • an seo copywriting makeover turning not into hot part 1 of 2

  • an seo copywriting makeover turning not into hot part 2 of 2

  • are creative stereotypes holding you back

  • are keywords destroying the flow of your seo copy

  • are these internet marketing ebooks hogwash

  • are you asking the right questions in your copy

  • are you content with your e book content five improvements that will hook your readers

  • are you content with your headlines 5 ways to beef up your article title for maximum clickability

  • are you content with your web articles 5 ways to dominate your niche with copy that rocks

  • article marketing what is it and how can i use it to grow my business

  • article writing dos and donts

  • attention deficit sales letter disorder

  • avoid the big advertising mistakes

  • a copywriter never mumbles and other principles of effective ad copy

  • a copywriter speaks hey give me back my pen

  • a copywriting lesson from dr seuss

  • a day in the life of a freelance copywriter

  • a free lesson on how to easily write ads that are guaranteed to make you money

  • a lesson from the apprentice that can make you a master

  • a lesson in advertising from the eighteenth century

  • a quick and easy way of getting more customers from every single ad you write guaranteed

  • back to the copywriting basics

  • become a ghostwriter

  • becoming a ghostwriter

  • boost your b to b marketing copy 3 major copywriting blunders and how to correct them

  • business writing when not to be professional

  • calls to action making them fit makes all the difference

  • can anyone succeed as a freelance copywriter

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  • can you really make a fortune off of reprint rights

  • case in point what you need to know about link popularity

  • charles brown

  • choosing keywords that bring the best results

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  • copywriter rates getting the facts beforehand

  • copywriting 101 the exclamation point friend or foe

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  • copywriting for seo

  • copywriting for the non english speaking audience

  • copywriting is not one size fits all

  • copywriting makeover its not about you its about them

  • copywriting makeover know where your customers are in the buying process part 1 of 2

  • copywriting makeover know where your customers are in the buying process part 2 of 2

  • copywriting makeover making an emotional connection part 1 of 2

  • copywriting makeover making an emotional connection part 2 of 2

  • copywriting makeover search engine friendly can also mean visitor friendly

  • copywriting secrets of the indian mystics

  • copywriting successes and failures a comparison of the good and bad

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  • cure for boring corporate communications

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  • does your copywriting trigger what makes your visitors buy

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  • dont neglect the power of repetition

  • do you make this big mistake writing your articles

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  • freelance copywriting advice 1 take the scary jobs

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  • freelance writers how to partner with your competition

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  • getting people to part with their money the old fashioned way

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  • hello niche marketing enthusiasts

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  • how a book is born one authors story

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  • how using a drop capital increased my ebook sales by 40

  • image and name recognition can provide a constant stream of referrals

  • increasing conversions through action oriented copywriting

  • index

  • interactive sales letter skyrockets conversions with 2 simple questions

  • is it time for a copy facelift

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  • is it worth paying for professional copywriting

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  • knowing copywriting basics how to get ahead in your copy writing business

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  • leverage the power of article marketing

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  • live brainstorming session

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  • master headline creation in 3 easy steps

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  • maximizing the effect of your freelancer s bio

  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 1

  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 2

  • my favorite expert advice on writing the stories of our lives gleaned from my favorite books on the subject

  • need a great idea feed your brain

  • need a new idea try changing your perspective

  • new years resolutions for writers

  • nip and tuck three quick tricks for writing seo copy

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  • no more estate agent fees

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  • published but not paid part ii how to extract payment from sticky fingered editors

  • published but not paid part i start right to avoid problems

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  • q a for writers editors and publishers thoughts from your peers on life and work part one

  • q a for writers editors and publishers thoughts from your peers on life and work part two

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  • some faqs for aspiring copywriters

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  • the art of reading your buyers mind

  • the art of reading your buyer s mind

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  • the writer s dilemma should you write for free

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  • to write your own copy or not to write your own copy that is the question

  • transform your home page to pull sales with passion copywriting

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