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What part do graphics and graphic design play in sales letter conversions?

How much of a role should graphics play in sales letters?  Do they help your conversion or can they overshadow the copy? This question was recently posted to the JVFocus.com forums about graphics and copywriting and most marketers agreed, that while they had a role to play, graphics and design in sales letters should be weighed against other aspects.

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VectorToons.com founder and Internet marketer Brad Gosse weighed in and said, “I saw a big jump in conversions when I started using cartoons in my copy.  I think it depends on the style of your writing. I always used humor in my sales letters so adding cartoons made it more fun and natural.”

“I think graphics play a role, but not in the name of fancy backgrounds and crazy fonts,” said Gosse.  “It’s more about illustrating your point in a way everyone remembers.”

The other responses are well-worth reading. Most encouraged people to use graphics wisely either to separate out sections of their sales letter, or emphasize important points. You can use things like badges and arrows to bring attention to important features or one-time-offers, use scrolls to act as dividers and use checkpoints, stars, dots to list features. You can even box these items and create what is known as a value proposition boxes or feature and pricing tables.

Sometimes the types of graphics you select depend on the audience. While one niche might respond better to actual photographs, graphics might work better with another niche. Trial and error will help or you can search out your particular niche and see what works best with your niche’s audience based on the experience of others.

The Cult of Copy, a popular Facebook Group for copywriter and marketers, recently discussed long form visual sales letters, versus other forms.  Tim Castleman recently shot a video discussing why he used the sales letter design that he did with his Traffic and Conversion Summit Notes offer. He credits his sales letter design with “getting better affiliates and more high-quality clicks and traffic to promote him and his name.”

“The bigger perceived value has brought me a ton of new affiliates, recognition and allowed me to attract and impress people with the product,” said Castleman.