Copywriting Tip: 7 Ways to make SURE your buyers read your copy

I do a LOT of copy critiques, and an extremely common problem people have, is “readability.”

Meaning, your copy isn’t presented in a way that’s makes reading it — and therefore understanding it… and therefore BUYING from you — as easy as possible.

Here are a few easy rules to follow, that make your copy MUCH more readable:

1.  Keep your paragraphs short – no more than 2-3 sentences each.

2.  Your sentences should generally average no more than 20 words each.  And some of your sentences (and paragraphs) will only be one or two words in length — this is completely normal and actually ads a huge “conversation factor” to your copy.  (see Chapter 23 in my book for more specifics on this.)

3.  Most of the times, if your sentence feels “weird,” you fix this by splitting it into two smaller sentences.  This generally solves most writing problems when clarity is an issue.

4.  One idea or thought per sentence — ONLY.

5.  Skip a space in between each paragraph.

6.  Indenting your paragraphs makes things easier to read – yes, even online.

7.  Make sure you use things like bullets, lists, and sub-headlines, liberally throughout your copy.  At least one of these items per conventional offline sheet of paper.

Following these rules gets even the longest sales letter read.  Yet… no one’s going to be aware of how long or how much they’re reading, because the reading is easy, and it doesn’t feel like “work.”

Because let’s face it, no one’s jumping out of their seats to give you money… if it feels like “work.”


Now go sell something, Craig Garber

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)