It’s old school to indent.
But direct marketers don’t care about that.
They care what increases or decreases response.
Indenting is a small but powerful direct response rule to follow when constructing both online and offline copy.
Yes, it’s more acceptable with direct mail.
And yes, websites and landing pages, banner ads and emails indent if they are trying to maximize response.
A direct marketing rule-of-thumb calls for indenting paragraphs 3 to 5 characters.
Research has proved that your reader’s eye is able to focus better when you indent every paragraph.
By breaking up your copy so there is a clear start to each thought, your reader is better able to process the information and is more likely to stay with your copy longer.
And the response rate increases.
What do you think? Email me