Visualize and Dimensionalize

Whenever possible, make your copy draw pictures or emotions in the mind of the prospect. So much copy just throws out feature sets or benefits, both of which are needed and appropriate. But typically a bunch of bullet points won’t get you emotional buy-in. You have to trigger something in the mind or the heart or the guts of your reader, after which all the other copy points will serve to support the commitment to buy or call or click. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at

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