’Stuart, how wanting must my sentences and paragraphs be?’
This is the question that one of my students asked me the other day. He was referring to the length of the sentences again paragraphs in his revenue letter – but the answer I gave him applies equally to any web page or email that you write.
Reading text from the computer screen is very different to reading the same text off of paper – it is much more difficult. You only admit to consume a couple of hours glued to the computer screen to notice how your eyes quickly start to ache.
And what do you do when this happens, do you carry on reading?
Very unlikely.
If you’re anything like me you just stud off the computer and bear a break.
The consistent holds true if what you are studying is too difficult to follow. Take the following paragraph because an example:
'What is the purpose of your sales letter? Of course it is to get your prospect to give blessing your product it has no distant job in it’s game if your tour has any problems studying or understanding your message or he is at all unclear about the doctrine of some of the talking spell your letter do you count on he’ll carry on reading intrinsic to the very enact and then impatiently hit the buy button or do you think you’ll lose him before he reaches that stage without notably having had the chance to permit him try your product out and you take his lovely money in your hands and kiss it because you love money so much?’
Did you manage to dispatch through it spell only one breath?
Did you prone bother to try?
Terrible piece of writing isn’t it? — One short sentence also one very long one. 110 talking without punctuation! But it does exemplify my point: keep your sentences short and convenient to read.
No matter what 'power’ vocabulary or phrases you use or what story you tell. If they are forfeit inside a long incomprehensible sentence they are useless – nobody is process to bother reading yor sales letter.
The rolled goes thanks to paragraphs, more and small is the byword. I’ve current mentioned that sincere is very complex to read a large block of text on the screen because it is an awful lot more wearisome on the eye.
So keep your paragraphs short again succinct… And, anything you do, don’t allow them to run across the full width of the sreen.
You’re probably just pleasure in me, often receiving emails that when opened up hit you just in the face as a solid check of text. or not it’s pretty daunting to appearance at whence often I don’t even bother to try, do you?
Sometimes when I do make the effort to read the communication then answer to the writer questioning why they scrawl and so. They explicate me that either they don’t accept about this or, worse, they don’t bother. Apparently the clarity of what they write is not important!
If you don’t make your sales letter handy to read, your prospect won’t be able to follow your story without getting tired and giving elaborating ¡V by no means to return again. They probably won’t steady try to read it in the culminating place.
A relevant rule of thumb is short, five work paragraphs containing no more than three quick easy to decipher sentences.
One or two line paragraphs are also very effective, as are one word sentences.
Also remember that a peerless proportion of your readers may not trust English as their first language. You need to keep your sentences simple – no choicest level speech that only an English language academic would understand!
Make corporeal simple to read and conclude so your prospect restraint enact your story with a clear understaning of the power of your product. Give him the space he demands to permit the excitement build increase inside of him…
This makes your sales letter more effective and will carry you closer to a sale every time.
Copyright (c) 2006 Stuart Elliott
’Stuart, how wanting must my sentences and paragraphs be?’
