Psst! I have a secret to share but I’m going to need you to lean in. Closer. Clooooser.
Okay, here it is…
Don’t get me wrong. The words are important. They get attention. They paint a picture. They create desire.
But just as important is how the words look when they’re laid out.
Good copywriters understand this and they use tricks to keep the eye moving down the page.
Here are 5 super easy ways to make sure your copy gets read:
1. Bulleted or Numbered Lists
This is a great way to break up long copy into something that’s more easily consumed by your reader. It draws the eye by promising they’ll receive information that can be quickly scanned and absorbed.
2. White space
Repeat after me: “White space is my friend.” It is the literary equivalent of breathing room. Whenever possible, make sure you leave plenty of room both in the margins and in the body copy.
3. Short sentences and paragraphs
We’ve all been there. You land on a website that’s wall-to-wall words with long sentences and paragraphs that never seem to end. The thought of having to slog through all those words exhausts you before you’ve even started to read. Breaking up long passages makes it easier on your reader and helps keep them engaged.
If you have a lot of information to convey, break it into sections and add subheadings. This lets the reader scan through the copy to find what she needs to know to make a decision.
5. Italicized, underlined or bolded words
These devices let the reader recognize, simply by scanning, the most important info on the page. After you write your copy, be sure to test it by only reading the emphasized words. Then ask yourself if the words make sense and convey the right tone or message.
Your turn: Which of these is your favorite when reading or writing? Are there any I left out? Tell me in the comments.
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