The headline for our last copy tip raised a lot of eyebrows…and taught us an important lesson about the power of punctuation. (If you missed it, go to Punctuation Rule #1 to catch up.)
Punctuation Rule #2: Avoid using asterisks.*
If you have a disclaimer, an asterisk may not be the best way to communicate it. Asterisks draw attention away from your message and make your prospect skeptical about your offer—assuming that there’s going to be something tricky in the fine print.
Instead, try explaining any need-to-know details within the copy itself.
Stay tuned for more punctuation rules in the next issue of Direct Marketing Update.
*Now you can see why. Asterisks are distracting! They pull your reader’s eyes away from your copy…and that’s a risk you don’t want to take.
