When you take the time to write a blog post, a web page, a prospecting letter, or even an email, you want someone to read it. Correct?
In that case, there’s something you must do.
I’m not talking about creating a catchy headline or title, addressing people by the correct name, spelling correctly, or even writing coherent sentences. Those bits of nagging are for another day. Today is about something much simpler.
It’s something almost everyone here in the Rain already knows. However, I’m seeing this problem more often lately – here, in my email, and even on web pages.
Here goes: If you want people to read what you write, use that enter key often and well!
Create paragraphs every few lines. Put a white space between them.
A general rule of thumb in copywriting is that no paragraph should be more than 7 lines long. My personal opinion is that 7 lines is too much.
When we read, and especially when we read on line, it becomes difficult for our eyes to keep track of where we are after 4 or 5 lines. Instead of being a pleasant way to spend a few minutes, when paragraphs are too long reading becomes hard work.
And so… many of us just don’t bother. I’m sure I’ve passed over some good information because I took one look at the “Wall of words” and clicked away.
If the subject matter lends itself to bullet points, use them as well. Anything that breaks up the copy makes it easier – and more fun – to read.
So – my rant for the day: If you want people to read what you write, make your copy easy to read.
Note: Go back and check after you've placed graphics in your text. If the graphic caused every line to be shorter, then the adjoining paragraph may have become too long.