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Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or frustrating, it's a fact of copywriting life. So what do you do next? Give up? What difference does it make if only about 20% will be read anyway?

It makes a world of difference. Especially if you understand that there are some sections of your copy that are practically guaranteed to get read. If you know what these are and work to reinforce them, you'll see your conversions increase dramatically whether your copy is geared toward online or offline promotions.

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CAPTIONS

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PS's

Writing a direct mail or Web sales letter? The PS is another hot spot. Take advantage of this real estate. Repeat offers, remind readers of bonuses, reinforce guarantees or recap limited-time offers. This section is the final pitch before your reader either acts or trashes your copy so make it count.

Have you noticed something about these five sections? Why do you think they are virtually guaranteed to get read in any piece of copy? They are unusual. They are limited. They stand out. They are eye-catching.

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