Although I keep track of current events, I don’t consider myself a real political guy. However, during this election season I am certain I’ve discovered one thing conservatives and liberals have in common. Ranger

Before they read marketing copy, they give it a glance and a skim to see if it looks quick and easy to read.

So my big political message to you is this:

Sales and marketing copy that is intended to generate leads or sell products must be crafted in a style that looks easy on the eye.

Or as I like to say—it has to be at-a-glance friendly.

It may not be politically correct, but good looks mean a lot when you’re writing marketing content. If your copy doesn’t look quick and easy to read, your prospects won’t give it a second glance.

When you write sales copy in a format that is loaded with dark chunky paragraphs, it looks dense and difficult to digest. Even if your copy sizzles, no one will read it if it looks like a slog to get through.

Here’s the hard truth. To grab and hook prospects, your marketing copy must look open and lively.

Here is a proven four-step at-a-glance formula that will engage just about anyone.


  1. Be liberal in your use of headlines and subheads
  2. Limit descriptive paragraphs to two to four lines of copy
  3. Use concise bullet points to highlight key product benefits
  4. Keep plenty of white, open space around your copy


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Need another example of at-a-glance friendly copywriting? Just take a look at this blog post. Like all my posts, this one is set up to look like a quick and comfortable read.

If you’ve made it this far…it worked. And I appreciate your time and attention to it!

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