Whenever possible, try to refrain from writing big long paragraphs too early on your page.
You’ve hooked your prospect
Into reading the first 7 seconds
Of your website or email
Not an easy task
And then comes
Headline With Ignorable Paragraph
Your prospect has seen this paragraph many, many times. Their English teacher almost certainly taught them to write one just like it. It’s 3 or 4 sentences. It explains something. But unfortunately, on a website, it looks and feels utterly ignorable. Which is what everyone does to it. Ok, you can stop ignoring this now.
↑ Why You Ignored That Paragraph ↑
Because long paragraphs
Too early on your page or email
Feel and look like work.
In an odd way
They actually offer relief:
Whew, long paragraph – don’t have to read that.
See if this helps:
Make your words easy on the eyes:
- Double space
- Numbered lists are good
- Bullets really help 🙂
With nice, wide margins
That make it effortless
For your prospect
To gobble up value
Until they find themselves
At the bottom
Of your page.
I’m here,
Kevin