It's a fact of life that we read for two reasons: One is because we're interested and want to - the other is because we have to.
When we read because we have to – as in a textbook for a course we want or need – we put up with small print, long paragraphs, and no breaks to give us breathing space. We slog through.
When we read because we're interested it had better be easy to read or that interest will go out the window.
Nobody HAS to read your real estate marketing messages. Nobody HAS to read your blog posts. Nobody HAS to read your website.
They only do so when it looks interesting. And it won't matter just how interesting your words are if your copy looks dense – like a textbook.
So of course you need to have a good headline or subject line. Of course you need a strong opening to lead your reader into your message. And of course you have to make the copy centered on the reader and his or her concerns.
But none of your words will matter if your copy is so dense that it chases your readers away.
Remember that especially when we're reading on line, it's difficult to follow and keep your place when faced with 10 or 20 or 30 lines of copy all jammed together. So even if your reader is interested, they're apt to give up.
How can you make it easy?
- Break up those paragraphs. No more than 5 or 6 lines, please.
- Add a blank line after each paragraph.
- Use sub-headings
- Use bullet points
- Use a reasonable font size – huge isn't good, but too small is even worse.
It's not that difficult to make your copy easy to read - and it's well worth the extra 2 or 3 minutes.
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