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snowblind, blurriness, scan, read, skip, content, copy, flow

When writing physical letters or books, it's common to write long paragraphs. But online, where content is buttressed by a plethora of distractions, it's harder to read.

When paragraphs are too wordy, it reduces breaks, creates larger chunks of blurred text, and causes snowblindness where people skip more than they read.

Not good.

Keep your paragraphs short and sweet, even use single-sentence paragraphs here and there, which will create more whitespace and eye traction.

That way, it is easier to scan without skipping, draws attention to shorter pieces of content that might grab their attention, and pulls them into the copy.

Paragraphs of no more than 2-3 lines deep will also give readers a chance to breathe while still being engaged in the flow of the copy.

Michel Fortin

Chief Experience Officer at Supportibles, Inc.
A copywriter and consultant for close to 30 years, Michel was instrumental in selling millions worth of products and services. His most notable success is a salesletter that sold over a million dollars online on launch day. Today, Michel is a best-selling author, in-demand public speaker, and highly sought-after marketing consultant. Get his free report, "The 10 Commandments of Power Positioning," at Supportibles.com.

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