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This drives me NUTS! 🐿️

Oh hey!

One of my clients always insists on removing the paragraph breaks from my copy.

And I’ll be honest, it drives me nuts, Prospect Name!


Sure, it’s a matter of personal preference.

But in the battle for attention, we gotta use every trick at our disposal to keep our readers’ eyes glued to the page.

👀👀👀

Paragraph breaks (and plenty of ’em) make for a MUCH more pleasurable reading experience.

And we want our readers to enjoy reading our stuff, right?

I don’t know about you but sometimes (often), I’ll click away from big blocks of solid, intimidating text.

Too much like hard work!

But if the first sentence is short and snappy, it’ll lead my gaze to the second line…

And if that second line’s a single sentence or two…

I’ll be tempted on to the third sentence…

…and so on and so on.

Then, because I’m invested, I’m more likely to finish reading the whole thing.

Some tips for you:

Print out a piece of copy — yours or someone else’s — and grab a highlighter pen

Mark a line under every complete point or statement.

Separate each of those points so that they sit on their own line. (It’s totally fine if some points only take up one paragraph.)

Remember, less is more when you’re writing to persuade!

Now your turn…😃

Give it a go and report back.

Does your copy feel more readable now?

  • Your Name

P.S. Below is how the first half of this post would look without so many paragraph breaks. Would you do this? Or do you prefer the copy above?

One of my clients insists on removing the paragraph breaks from my copy. And it drives me crazy! Sure, it’s a matter of personal preference, but in the battle for attention, we gotta use every trick and tool at our disposal to keep our readers’ eyes glued to the page. Paragraph breaks (and plenty of them) make for a much more pleasurable reading experience. I don’t know about you but sometimes (often) I’ll click away from a big block of solid, intimidating text. My eyes, my eyes! But if the first sentence is short and snappy, it’ll lead my gaze to the second line. And if that line’s a single sentence or two, I’ll be tempted on to the third sentence…and so on and so on. Then, because I’m invested, I’m much more likely to finish reading the whole blog post or article or web page.

+++
P.P.S. I do hope you’ve been enjoyed this mini-sequence of daily tips emails, Prospect Name! Soon, they’ll be bouncing into your inbox every few days, moving to once a week-ish. So you’ll be seeing a liiiiittle less of me (phew, I hear you say!) but the tips will be as spicy as ever, I promise. See you soon!

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How Does This Help My Business?

Mackenzie Andres, Founder & Head of Copy at The Block Bard group has written ads in over 27 different industries and put some [100’s] of his personal favourites in the public domain for you and your company to learn what’s working.

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