We have all gotten emails or seen websites where the information just goes on and on, in one long, long paragraph. Most of us read the first few lines (maybe) then can’t be bothered to read the rest. Unless you have a headline that offers an amazing deal, “FREE PRODUCTS, TODAY ONLY, ABSOLUTELY NO COST”, followed by the line “Yes, this is really true” we are not going read far enough to get to the meat of your message.
When you are writing your website, an email, a brochure or anything else that is going to consumers, the trade or the press, you need to keep it short and simple. Get to the point very early and when your readers see that there is substance to your offer they will keep on reading.
The key to this is to start writing early. Let’s say you are sending out an email. Write it a week before you want to send it out. Once it’s written, save it and put it away for two days. Then come back and delete all the words you don’t need. Then give it to someone else and let him/her take out some more words. Less words means more white space and more white space means people are more likely to read it.
Keep your sentences short and your paragraphs to just a few of those short sentences. Don’t overload your readers with information in the first couple of paragraphs. Once you have hooked them they will keep reading. Keep the flow going from one paragraph to the next, with more information in each subsequent paragraph.
Remember: you may be passionate about your product or service but they are passionate about what your product and service can do for them. Keep the focus on how you and your products or service can make their life better.