Meet Your Buyers

They won’t. If you want to sell to more marginal prospects—and you do if you want to raise your response rates—provide readers with design elements they can use to orient themselves when skimming your book. You must endure some “unnecessary” copy elements such as spread headlines, internal subheads, prominent price lines and the like. Properly designed, these elements can be a natural and graceful part of each page. But they do need to be present and carefully planned to sell well to your marginal customers.