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.
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.
- Be liberal in your use of headlines and subheads
- Limit descriptive paragraphs to two to four lines of copy
- Use concise bullet points to highlight key product benefits
- 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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