Part 5 – How to craft promotional copy writing that works – More Odds & Ends

Subject – Promotional Copy Writing
Written – 28 Jul 2014

Updated – September 2018
Copyright – Al Best

More Odds & Ends & A Recap


Research has shown the best and most effective time to send out an email shot, business to business (B2B), is either a Tuesday or a Wednesday. B2B is when you are targeting agents, managers, corporate clients and venues. Mondays are not good because people are catching up after the weekend whereas on Thursdays and Fridays they are starting to wind down for the weekend. This means they are busy clearing their desks.

When you are emailing direct to the consumer of your service (B2C) then a Thursday or Friday seems to be the best time. B2C is when you are aiming at weddings and private parties.

There is also a best time of day for getting a response and that’s either 10am to 11am or lunchtime. It’s best not to send at night or first thing in the morning because your email will probably be lost amongst a mass of other emails. In addition people tend to go about clearing out their inbox as first job of the day so your message may fall victim to an overzealous clear out.

Above the fold

In newspaper terminology there is an expression “above the fold”. This refers to broadsheets and the fact they are so large that they need folding over to make them comfortable to read. Everything “above the fold” is visible and everything below the fold is hidden and you need to turn the paper to read it.

This terminology is now used for websites. Everything you see on the screen, before you start to scroll down, is said to be ‘above the fold’. The rest of the content is below the fold and you need to take the additional action of scrolling down to view it.

When you layout your copy for a website it is important to show the Attention and Interest elements of your AIDA writing above the fold. The reason is simple. These are the elements that will encourage your reader to read more and to scroll down or click through to the next page.


  1. Get into the mind of your customer. Identify the beneficial outcomes they are looking for
  2. Match your product features to those outcomes
  3. Follow the AIDA method
  4. Talk about the customer not yourself
  5. Avoid Jargon – unless your readers expect it
  6. Write in the Active Voice
  7. Be wary of the words Should, Could and Can
  8. Use the present tense
  9. Use Psychological Effect of Scarcity
  10. Avoid Negatives – Be Positive
  11. Use Repetition to get a message across
  12. Proof read – edit – set aside – proof read again …
  13. Get a second person to proof read
  14. Be aware of Perceived Cognitive Cost
  15. Split up big chunks of text
  16. Avoid overuse of font styles, colours and pictures
  17. Avoid decorative fonts in body text
  18. Photos must compliment & enhance the message

Go to other chapters:
Part 1 – The Intoduction
Part 2 – Content Creation
Part 3 – Rules, Tips & Tricks
Part 4 – Layout & Readability
Part 5 – More Odds & Ends and a Recap

For guidance on writing a press release check out:
Get free publicity with great press releases

This article is copyright of Al Best @
You are more than welcome to use extracts from it it as long you include a link back and credit Al Best and Folk Roots List