Dan Kennedy Asks Mike Capuzzi to Be Featured in the Next Edition of The Ultimate Sales Letter Book!

I just received an unexpected fax from Dan Kennedy who wanted to know if I was interested in rewriting the chapter on ‘graphic enhancements’ in his classic book, The Ultimate Sales Letter.

My fax back was short and to the point… HELL YEAH!!!

I own the very first edition (1990) of The Ultimate Sales Letter and it was the book that introduced me to Dan Kennedy and his powerful marketing strategies.  To be asked personally by Dan to contribute to the 2011 edition of this book is an honor and shows how important Dan considers the topic of “copy cosmetics.”



As a matter of fact, back in May, I was the guest of Dan at his Business of Copywriting Academy where I discussed the topic of copy cosmetics and the critical relationship between HOW your copy looks and the response it gets.

Over the past few years, I’ve immersed myself in the study of copy cosmetic techniques and strategies.  One of these techniques includes the use of handwritten margin notes and doodles, which triggered the idea for CopyDoodles® first for my own client work and most recently for thousands of business owners around the world.

Copy cosmetics are an often overlooked, but critically important topic for any direct response marketer or copywriter.  Their proper use allows you to create attention-grabbing marketing that is easy (and fun) to read and makes an emotional connection with the reader.  Plus they set you apart from the 97% of marketers who don’t use them.

Copy Cosmetics example

Plain Vanilla Letter

copy cosmetics example after

Letter Using Several Copy Cosmetic Strategies!

I’ve already started working on the chapter outline and I’ve identified 27 unique copy cosmetic strategies everybody should be using when crafting their copy (online or offline – it doesn’t matter).


Just today I was interviewed by restaurant marketing expert Rory Fatt, on how independent restaurant owners can use these techniques (if you would like a copy of this interview along with a cheat sheet of 27 techniques I will be writing about in the next edition of The Ultimate Sales Letter, simply share your copy cosmetic thoughts below and I will make sure we email it to you when it’s ready).

About Mike Capuzzi

Mike is a publisher, Amazon # best-selling author, and coach for business owners, entrepreneurs and corporate leaders looking to stand out from the competition by authoring, publishing and leveraging short, helpful books. He is the author of 19 books, including two Amazon #1 Best Sellers. Learn more about his publishing opportunities at BiteSizedBooks.com.


  1. Chris on August 23, 2010 at 9:04 pm

    I love CopyDoodles; and am curious how you determine what colors to use, and when can you ‘over-do’ too many call-out graphics?

    • Mike Capuzzi on August 23, 2010 at 9:19 pm

      Chris, thanks for the note. The best advice I can give in this short amount of space is that if you are using more colors or adding too many graphics than you would if you were writing to a close friend then it’s probably too much. Remember, if everything is emphasized…. nothing it emphasized. Good luck!

      • Chris Miller on August 27, 2014 at 12:24 am

        Amazing how 4+ years later and I still love and use copydoodles and Mike’s techniques for my own pieces and client’s often. A great tool for real ROI and impactful results.

        • Mike Capuzzi on August 30, 2014 at 10:15 am

          Thanks Chris. Welcome back!

  2. Susan Lassiter-Lyons on August 24, 2010 at 12:34 pm

    People still use faxes? LOL
    Congrats Mike.

  3. Jim on August 24, 2010 at 12:36 pm

    I love Copydoodles. I was fortunate enough to start using them immediately when I started writing copy. I am positive the techniques work because I get comments on them all the time (that means my copy is being READ). I am fairly new to the game but am glad I found Copydoodles when I did.


    • Mike Capuzzi on August 24, 2010 at 12:45 pm

      Thanks for the note Jim! Keep us posted as to your results! We are always looking for great stories!

  4. Greg Vining on August 24, 2010 at 12:37 pm

    Hey Mike! Congratulations on getting in on the next USL book. The first one was great, as is your CopyDoodles product. I own both. Copy cosmetics can definitely make a difference in your results. When I first got into business a couple of years ago, I had a mentor/trainer, and he was shocked to hear that I was getting a 4-5% response rate on my direct mail campaigns. He didn’t know about CopyDoodles!

    Keep up the great work. I look forward to the new book.


  5. Benjamin on August 24, 2010 at 12:43 pm

    Howdy Mike,

    You are certainly doing well, and I have been watching your business results for the last few years and I am certainly impressed and use you as a role model to model my efforts.

    Thanks for sharing the great news.


  6. Craig Valine on August 24, 2010 at 12:45 pm

    Mike, CopyDoodles are fantastic. I use them conservatively, but they make a HUGE difference in drawing-in people to what I want them to pay attention to. (Compared to without using them. 🙂

    Congrats on being asked to be in Dan’s new book. It’s not a surprise to me, though. You’re a great marketer and you’ve contributed massively to the next generation of sales letter success.

    My best to you,

    • Mike Capuzzi on August 24, 2010 at 12:47 pm

      Craig… you are one of our “power users” for sure. Your newsletter always looks great!!!

  7. Ron@Gift Idea on August 24, 2010 at 12:50 pm

    Mike I nearly bought your copydoodles when you released it a few months ago but was extremely busy and had health problems so forgot to come back to complete the transaction until it was too late I will not miss this next time. Would love to receive your interview notes and cheat sheet.

    • Mike Capuzzi on August 24, 2010 at 2:09 pm

      Ron, I appreciate your candor (but just think of all the additional response you’ve missed out on . The notes and cheat sheet will be ready next week and you’ll receive an email from me.

  8. Amir Karkouti on August 24, 2010 at 1:06 pm

    As Mike knows, I am a HUGE fan of CopyDoodles. To help answer Chris as well, I generally do no more than 3-5 doodles per page. Anything more, tends to make my copy look messy. Copydoodles has tremendously improved my ROI and matter of fact, I will be showcasing it in my marketing kit that will be coming out! I actually devote a whole section of CopyDoodles. That’s how powerful this stuff is!

    Also keep in mind, CopyDoodles is like the special effects in a movie. If you don’t have a good script and an amazing story, just adding special effects won’t be enough. But if you have GREAT copy and CopyDoodles, your letters will be irresistible.

    just my two cents….

    • Mike Capuzzi on August 24, 2010 at 2:08 pm

      Amir, good advice!

      I look forward to interviewing you for my next CopyDoodles Success Webinar on September 16, 2010. The marketing you are doing for all your restaurants is EXTREMELY impressive!

  9. Bruce on August 24, 2010 at 1:14 pm

    Hey Mike,

    Congrats on being part of the next Dan Kennedy book. I’m working on a launch for a vastly upgraded product that will need CopyDoodle highlighting.

    All the best,


  10. Paul Partridge on August 24, 2010 at 1:25 pm


    I remember when CopyDoodles was just a gleam in your eye. At the time we discussed how no one “owned” the position of the expert on how graphics affects copy performance. Now YOU own that position, as evidenced by Dan’s request!! I’m delighted for you, and proud of you for what you’ve created.



    • Mike Capuzzi on August 24, 2010 at 1:53 pm

      Thanks Paul!

  11. Barbara Hales on August 24, 2010 at 1:38 pm

    Hey Mike

    Congratulations on the honor that is being given to you by Dan Kennedy.
    It’s no surprise- you are an inspiration.

    Having the red arrow to stress where you want someone to take action and click or a circle to highlight where a sign-up should be works so much better than straight copy.

    I am in the process of redoing my website. You can bet that copydoodles will take a ringside seat in it!

  12. Mark on August 24, 2010 at 1:40 pm

    I love Copy Doodles….I like to always CIRCLE important items and use squiggly underlines as well. The difference with Copy Doodles has been huge.

    • Mike Capuzzi on August 24, 2010 at 1:55 pm

      Mark, nice! I call this “selective emphasis” and it’s all about attracting the eye (and the reader’s interest) to important parts of your copy, web page, TV commercial, wherever. You will be hearing more from me on this topic.

  13. don macnaughton on August 24, 2010 at 1:45 pm

    Hey Mike just got CopyDoodles and am excited to start using them in my marketing copy. I can really see how they bring the page alive.



    • Mike Capuzzi on August 24, 2010 at 1:55 pm

      Thanks Don and keep us posted on your results!

  14. Justin Stranere on August 24, 2010 at 1:53 pm

    Hey Mike,

    Congrats on being invited into Dan’s soon to come rewrite of the Ultimate Sales Letter – Way to go. You have schooled us all well on the importance of copy cosmetics and I love using CopyDoodles and the member site. Can’t wait for the release of the all new site. Thanks again for raising the bar and taking us all up to the next level.

    Justin Stranere
    Proud member of GKIC-philly

  15. Phil on August 24, 2010 at 2:44 pm

    Congratulations, Mike.

    I know for a fact that using CopyDoodles sets me apart from everyone else!

    I look forward to receiving your content when it’s ready to go.


  16. Dave Harrington on August 24, 2010 at 2:52 pm

    Dan’s no fool?

    He knows the power of Copy Doodles (and maybe a bit lazy, too?)… so it comes as no surprise to me that when it came time to revise his Ultimate Sales Letter Book, and more specifically, the chapter on graphic enhancements, you would be the obvious choice to write it (then he wouldn’t have to, right?!).

    Just kidding.

    Another feather in your cap, sir. Kudo’s to you.

    Really looking forward to the launch of your new, CopyDoodles Access Club membership website…

    All the best,

    Dave Harrington

  17. Fred on August 24, 2010 at 3:04 pm

    Hey Mike congrats on the fax from Dan thats big. Im new to the whole copy writng thing but Im glad to have found about copydoodles to help make my sales letters stronger

  18. Jim on August 24, 2010 at 3:50 pm

    I have a few Copy Doodles in my first direct mail piece that I’m going to start sending next week. Looking forward to the response.


  19. Melanie Rembrandt on August 24, 2010 at 3:55 pm

    That’s fantastic Mike! Congratulations! I’m sure you’ll do a great job!

    Melanie Rembrandt, http://www.rembrandtwrites.com

  20. Scott Kirby on August 24, 2010 at 3:56 pm


    Congrats on the book!

    I started using CopyDoodles in my direct mail and got an immediate boost in response. Then I reworked my web sites – same result.

    Next up… video!

    Thanks for a great product,


    • Mike Capuzzi on August 24, 2010 at 4:05 pm

      Very cool Scott. I am starting to see CopyDoodles in use on video (and TV) with great results. Keep me posted!

  21. Nancy A. Ridenhour on August 24, 2010 at 4:04 pm

    I just started using them. The Copydoodles and Copycomics help make the marketing pieces attract attention. Let’s face it. We are all busy and ads have to stand out or be considered the same as the others.

  22. Paul on August 24, 2010 at 4:52 pm

    I have only used some of the free Copydoodles a while back. Lately I have been working with a lot of service businesses and could really use some doodles for their ads.

    Now I an not sure if I should wait until the ‘Access’ membership site is up or what.

    Copydoodles have come a long way and I am impressed Mike.


    • Mike Capuzzi on August 24, 2010 at 5:17 pm

      Paul. thanks. We hope to have the new site open in early September. If you were itching to get started before that, I would suggest checking out CopyBoosters.com. All Gold CopyBoosters.com members will automatically be upgraded to the new CopyDoodles Access Club.

  23. Terry on August 24, 2010 at 5:07 pm

    I have just started mailing out a handwritten letter to indivudals who have been leined by the IRS and or Franchise Tax Board (FTB) here in San Diego Ca. I have included 2 shiney pennies or a nickel as a gimmick to grab their attention. Sent to 1003 first mailer, needed 1 to breakeven-did so, 2nd client is due Wed. But that was it. 2nd mailer to new list is going out this week. The IRS & FTB file about 1,000 every other week. Got 8 calls the first day, but then no more calls after day 3. So I’m disappointed in the ROI.


    • Mike Capuzzi on August 24, 2010 at 5:22 pm

      Terry, since I don’t knowing all the details about your marketing campaign it’s hard for me to speculate. Timing, relationship with the prospect, the copy itself, the offer, the response mechanism… these, as I am sure you know, all come into play. The best advice I can offer here is to give it some time and then make small adjustments to see if you can get a bump in response. Good luck.

  24. Melissa Galt on August 24, 2010 at 8:32 pm

    Love my doodles but ever since I switched to a new laptop, haven’t been able to find the file so since I’m addicted I’ve been pulling them off of previous letters, nuts but necessary!

    Congrats Mike, that is quit an honor. I was at a Dan event eons ago, quite a legend.

    Warmly, Melissa

  25. Mohsin Ali on August 24, 2010 at 9:13 pm

    Hey Mike,

    Awesome news for you getting into DK Sales letter. Congratulations.
    I love your stuff on your website and keep them coming mate.

    Kind Regards


  26. Robert whitehurst on August 24, 2010 at 11:09 pm

    Response rate is what it is all about and the way to do that is by making your piece stand out frOm all the rest!

  27. Henry Evans on August 24, 2010 at 11:53 pm

    Love the idea of a copydoodles cheatsheet – great idea.

    SUPER CONGRATS to you for getting the opportunity to go in Dan’s book Mike – well deserved indeed.

    See you next month.


    Henry Evans
    President, Timezone Marketing, Inc.

    Glazer-Kennedy (GKIC) San Diego
    Independent Business Advisor


  28. Mike Weiss on August 25, 2010 at 12:22 am


    Great news! Looking forward to seeing how it’s done from someone who’s getting it done.



  29. Jeremy T (Singapore) on August 25, 2010 at 2:08 am

    Hi Mike,

    Congratulations on being in Dan’s book. I hope he uses a CopyDoodle to highlight your name 😉

    I watched the webinar you held a while ago and I was impressed how the simple addition of a CopyDoodle could lift the energy level of a piece of copy.

    Any thoughts on which colours produce the best response?

    All the very best,


    • Mike Capuzzi on August 25, 2010 at 6:23 am

      Jeremy, color use is indeed an important topic when it comes to improving response. My favorite color combo is a white background, black text with red CopyDoodles. This is the highest contrast and most easily read color combination. One other personal preference when using CopyDoodles is that I only use one, maybe two CopyDoodles colors in a piece. It’s all about realism and the reality of me taking out a bunch of different colored markers to “junk up” (as Dan Kennedy says) a document is not likely. Thanks for the note.

  30. Tom Grimshaw on August 25, 2010 at 2:21 am

    G’day Mike,

    Congratulations on being recognised as the leader in your field!

    I will let you know the results your CopyDoodles help generate from my web site sales page soon.

    Warm regards,

    Tom Grimshaw

    • Mike Capuzzi on August 25, 2010 at 6:23 am

      G’day Tom! Looking forward to hearing from you!

  31. Amit Chandel on August 25, 2010 at 2:23 am

    I am just in love with the CopyDoodles. It is a great tool. Wish i could exploit it to its full potential.

    • Mike Capuzzi on August 25, 2010 at 6:25 am

      Thanks Amit. Stay tuned for many more video tutorials and “how to” videos from me (that gift I emailed you about is in the mail – enjoy).

  32. Howard on August 25, 2010 at 3:02 am


    I have been a follower of your work and look forward to purchasing your product.


  33. Andy on August 25, 2010 at 3:09 am

    Congrats ….used Copydoodles to highlight key stuff in a book I wrote last year and got loads of positive feedback


  34. Carolyn Matherly on August 25, 2010 at 6:30 am

    I haven’t used doodles yet, but it seems logical and I have seen it used in some of the promotions that I have received.

    I would like to get your cheat sheet so that I can start testing some of these techniques.



  35. Alan Steacy on August 25, 2010 at 10:28 am

    Hi Mike,

    I really find The CopyBoosters monthly template enormously helpful. Each one opens the door to an infinite treasure trove of possible uses and applications. They spark my creative juices! Great stuff. By the way, is there a way to access past templates or must they always be downloaded in the month they appear? Do you have them archived on the site? My fault for not ‘greedily grabbing’ each one as it appeared!


    • Mike Capuzzi on August 25, 2010 at 8:31 pm

      Alan, we are going to have a CopyTemplate archive feature in the new site!

  36. Steven Rowell on August 25, 2010 at 2:13 pm

    Mike, you did it again! Great job! Copydoodles continues to grow my friend. I promoted Copydoodles from stage two weeks ago to a room of 100+ internet marketers. It was awesome to see the 30+ hands raised that were already Copydoodles/Copyboosters users, and even more fun to see how people popped up out of the audience to talk on the spot about how great they are to use. It’s interesting, online marketers are finally warming up and some waking up to the use of copy cosmetics for their online presence–slow but sure. You rock!

    • Mike Capuzzi on August 25, 2010 at 8:32 pm

      Thanks Steven! I appreciate the note!

  37. Greg Wych on August 25, 2010 at 5:32 pm

    I love CopyDoodles. I have been using them mostly for reactivation and communication with my dental patients. By the third letter, it gets a bit outrageous!
    I’m starting to direct mail to “dream 100 patients”. These folks have no relationship with me now. Can you give me advice… how much should I, or when should I use CopyDoodles?

    • Mike Capuzzi on August 25, 2010 at 8:33 pm

      Greg, the fastest advice I can give is to use CopyDoodles as if you were writing to a good friend and wanted them to see certain parts of your letter. It’s like using spices when cooking. Just a little here and there to accent the flavor. Too much ruins it.

  38. Eugene on August 25, 2010 at 5:52 pm

    What an awesome endorsement – well done!

  39. Pat Graham-Block on August 26, 2010 at 7:15 am

    I love your Copy Doodles and it is very exciting you have been asked by Dan to be in his next edition of his book! Congrats Mike!

  40. Badger H. on August 26, 2010 at 2:02 pm

    I just sent out another sales letter to our customers… and as I look back at the letters of days gone by, I am even more impressed how just a few doodles can make all the difference.

    I’d love to read the info you have to share… even though I know my copy is always perfect and never in need of improvement!


  41. steve on August 26, 2010 at 2:17 pm

    Luv the copydoodle using them in my dental marketing!
    Steve Thompson DDS, MAGD

  42. Walter Herron Jr on August 26, 2010 at 4:20 pm

    Congratulations Mike. That it quite an honor.

    I have not had a chance to use CopyDoodles yet but plan on it soon.

  43. Eran Stern on September 6, 2010 at 8:58 am

    Congratulations Mike!

    I love these doodles and looking forward for the Cheat sheet!


  44. Linda Steele Thom on September 7, 2010 at 10:56 am


    I totally agree about copy cosmetics enhancing just about anything! There is NO comparison when you look at “plain vanilla” copy vs. that which has been enhanced. Of course, if there is ever a day when EVERYONE is using copy cosmetics, I wonder if we’ll have to go back to the plain vanilla to attract attention? I hope not!

    Linda Steele Thom
    Mail Marketing Plus, Inc.

  45. Dwight on September 13, 2010 at 11:11 pm

    I once asked Mike a similar question and in his answer he likened it to a girl who wears outlandishly too much makeup.
    That imagery has stayed with me and I always use it as a guide in my approach to CopyDoodles.

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