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or the next few days I'll be sharing with you a few techniques that you are probably seeing more and more in web based copy. A lot of them are being copied from hard copy mailer pieces you have been seeing for a long time. As web copywriters, we are still playing catchup.

I just used the first one - the DropCap. Newspapers and book publishers have been using this eye-catching effect for ages. Go back to the illustrated hand made copies from the second century and you will see the height of this method. Monks took hours of care highlighting the handwritten text for effect and instruction. They did it for a reason. focus attention. You should too.