read smart cyril scott approved 10 14 2010
TRANSCRIPT
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energizes your copy and boosts response…
Without changing a single word!
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ReadSmart text formatting is based on 40 years of scientific study into the mechanics of reading
Subtle adjustments make a BIG difference.
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• Improves reading speed• Improves comprehension• Improves reading enjoyment• Improves message persuasiveness
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Results from peer reviewed scientific studies
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HISTORY
• Dr. Tom Bever- Linguistics Department Head, University of Arizona
• Magna Cum Laude – Harvard• PHD in Linguistics from MIT• PHD in Psychology from MIT• 30 years of research into human linguistics
• Language Technologies Inc. created an electronic product, ReadSmart®, which analyzes text into psychologically relevant phrases and mates the principles of psycholinguistics to the printing process.
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– Analyzes text into psychologically relevant phrases
– Makes subtle adjustments to word, letter and phrase spacing
– Makes spacing between phrases larger and space within phrases smaller
How it Works
– Change line endings to keep key phrases intact
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Phrase-formatting – Proven Technology
Decades of published research demonstrates that phrase-formatted text improves reading comprehension and speed.
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2°
2°
The part of the eye used for reading (the Fovea) only gathers information from about 1-2 degrees of arc.
2° is approximatelyequal to the width ofyour thumb at arms length
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Two degrees of arc amounts to about 15 characters at a standard reading distance.
This is why we need to move our eyes frequently duringreading to get information inall of the a sentence.
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Original Offer Letter: ReadSmart Formatted Letter:
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The ReadSmart formatted letter shown in black is overlaid above the original shown in red. Over 2,000 small adjustments were made in character size, word spacing, and phrase spacing.
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WHAT IT WILL DO:NOT
– Change Grammar– Alter Content
– Change Punctuation– Change Fonts– Change Total Space Utilized
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ReadSmart should be applied to:
• Direct mail • Brochures• Copy-rich ads• Books• Electronic publishing
• Any text designed to be informative or persuasive
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• Easy to use
• Inexpensive
• Fast
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• Send native art files to Authorized ReadSmart Provider via email or FTP transmission
• Allow 48 hours for processing
• Print-ready ReadSmart Formatted PDFs returned via email or FTP
The Process
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ReadSmart Pricing
• $100/page
• Minimum order - $300
• Special pricing on high page count items such as a book or a manual.
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Direct Mail
Testing Results
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Phrase FormattedResponse Rate %
Direct Mail Case Study 1 – Response Rate
4.64%
4.12%
12.6%Improvement
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Phrase FormattedAverage Gift
Direct Mail Case Study 1 – Average Gift
$13.90
$14.98
7.7%Improvement
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Phrase FormattedIncome Per Piece
Direct Mail Case Study 1 – Income Per Piece
$0.57
22.81%Improvement
$0.70
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Phrase FormattedResponse Rate %
Direct Mail Case Study 2 – Response Rate
3.09%3.46%
16.3%Improvement
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Phrase FormattedAverage Gift
Direct Mail Case Study 2 – Average Gift
$13.95
$14.40
3.23%Improvement
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Phrase FormattedIncome Per Piece
Direct Mail Case Study 2 – Income Per Piece
$0.42$0.50
19.05%Improvement
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Fred Gomberg 609-841-0234Jim Pettit 740-654-2112