Writing sales copy is beyond content, it is also about presentation. If you selected a brochure on a table and all you saw was one huge paragraph, you would return it right away without reading it much. In this multimedia age, people look forward to being fed information in a way that is so easily understood, that it has almost been “pre-chewed” for them. That means they do not want a copy that is too complex to interpret, hard to read, or makes them tired after they’re through reading it.
Here is some easy presentation expertise that you should use in all your sales copy to assist your copy to jump out of the page, capture the reader’s attention, all the while they are being fed the most important benefits of your product or service.
Your web page or paper is your canvas. You don’t want to fill every inch of your canvas with words. Leave some white space for the reader to appreciate. This serves two functions. One, it is more visually appealing. Two, it is less tiring on the eyes. If you have very small white space, what eventually happens is that your copy looks muddled and too complex to wade through. This may look insignificant, but it is actually one of the most significant pieces of information on good web page design and copywriting.
In this era of multitasking and digitized communications, having to go through a ton of copy to pass a message across is just too much work for many people, especially those who are busy. You don’t know when the visitor is truly checking your website. They might be at work on their lunch break.
They might have come across it from a search engine or they even have friends who tell them about it on a social networking site. Odds are, they aren’t going to want to give you more than three minutes’ top to make a good impression. If that impression is one of clutter and disorganization, you will have lost a visitor potentially before they’ve even read a single word.
If you want to add white spaces without ruining your copy, there are several ways to do it. The most obvious are to write copy that sells the benefits in bulleted lists. By what you’ve just learned within this article, you would have got a better understanding the layouts of a sales copy.