Complicated paragraphs can be deadly to response. You never want your customer or prospect to have to reread one of your paragraphs or, even worse, not attempt to read it at all.
Keep it simple
You need to remember, regardless of who your audience is or how well educated you think they are, your paragraphs should be at a ninth-grade reading level.
Don’t forget the transition
Most important, make sure your sentences within the paragraph link together and that the transitions from paragraph to paragraph are clear and concise.
Don’t waste your reader’s time
And always get to the point quickly, without confusion. Don’t explain your product or service at length before you state what it is or why your prospect needs it; this will bore your readers and they will lose interest quickly.
Here are 10 rules to keep your paragraphs simple:
- Make your paragraphs dramatic, interesting and directed to the right audience.
- The focus should be on the reader’s self interest.
- Keep your paragraphs short.
- Keep your words short.
- Use no more than 3-4 sentences per paragraph (best is 1-3, 1-2 for the first paragraph).
- Make your message come from one person, on a very personal basis, with the intent of building a one-on-one readership throughout this piece.
- Make sure the paragraph is conversational, not stiff.
- Use “you” to involve the reader.
- In evaluating any sales copy, one of the first things you should do is look at the lead paragraph. Does it follow the 7 points listed above?
- Make sure the benefits are clearly stated.
If you need help creating direct response copy for your next marketing campaign, call me at 310-212-5727 or email firstname.lastname@example.org.