# Improving Readability WHAT IF I INTRO EVERY SECTION WITH THE STAKES-----THEN USE IT AS AN EXAMPLE. Seven tips to improve readability? Here's everything your need to know. The most important thing is getting your copy *read*—and each and every element of your ad serve should serve this single purpose. The following checklist will help to make your copy more *engaging*. To keep their eyes moving down the page. Because it's the reading of your copy that gets you into your reader's head. They'll remember the stories, your product, your positioning... All those things you want them to remember and think about... *But only if they read your copy*. Here are a few suggestions for getting them to do just that. s *** note: some of the points below will not work with your brand voice. However, they are good guidelines to follow when writing... to make it easy to read. the simplicity thing too.... some jargon is okay, but if you'retryubg ti aooeak ti as nabt oeioke as oissubke, naje tge sgut reast ti read., Your prospect is busy. They're bombarded with thousands of ads and emails and commercials and jingles and road signs and billboards every day. Even with the perfect headline, you have to make you copy *look* easy to read. Here's how. Look at this pic. Which would you rather read? ### 1. Write Short Intros Reading requires inertia. To suck your reader into your copy, open your piece with a short first sentences. It helps pull them in and get their eye moving across the page. Something like: * Secret's out. * Blackwell blew it. * This may surprise you. Come up with a sentence that's seven words or less to start your copy. For a list of short sentence ideas, go HERE. ### 2. Keep it Snappy An interesting rhythm keeps your reader moving through the text. Experiment with the following to give your copy a lively, swingin' beat. * One sentence, one point * Fragments = okay * Hyphenate sentences—makes 'em shorter * Begin sentences with "And," "But," "Because," "Or," "So" * Search your document for "that." It can often be reworked or removed completely * Alternate short and longer sentences * Use transition words (for example, typically, as such, etc.) Note that the above points (except for transitions) all serve brevity—sharing the greatest amount of emotion with the fewest words possible. ### 3. Simplify your Copy If you want your copy to convert, people have to *understand it*. And make no mistake, readers go with the offer they most quickly understand. The main point is simple words are more common, more easily recognized, and therefore, more persuasive. * Leave the fancy shit at the door. Hammer out the main bits and do it clearly. * Use plain, simple language. You didn't compose the piece, you wrote it. Your ""objective" is your goal. Obtain it? * Stick with 1- and 2-syllable words (unless you're selling refridgerators) Go through your copy and ask if a child could understand it. If not, adjust accordingly. ### 4. Chop Up Paragraphs When writing for digital mediums (emails, ads, articles, etc.), I find a maximum of three sentences per paragraph works well. It makes your copy more scannable. People like that. Search your copy for paragraphs longer than three sentences. When you find one, see if you can break it up into two (or more). Writekickasscopy.com follows this rule. ### 5. Parse with Subheadings Like short paragraphs, subheadings make your content more bite-sized and inviting to the reader. Search your content for long streams of text and logical places for subheadings. Here are a few approaches to subheadings: * SEO: Introducing relevant keywords and topics * AEO: Using user-asked questions as content subheadings * Readability: Writing nonsense subheads to break up text visually Your subheading approach will depend on your goals. But know this. The most valualbe use of subheadings is to break up text and make your copy more appealing to the reader. ### 6. Bulletpoint Written Lists Search your copy for long sentences containing lists, and, if appropriate, use bulletpoints for each of the items instead. Here's why: * Bullets are easy to skim * They break up text * And that's all good ### 7. Grease the Slide The last thing you want is readers getting stuck. To suck readers through your copy like a Hoover vacuum, try the following some of the following. * Make honest and believable statements—ones you know your reader will *not* challenge * Tease upcoming content ("in the next section," "more on that later," "stay tuned for," etc.) * End paragraphs with "cliffhangers" >> *But almost immediately, something strange happened.* >> >> *You think that's weird? Check this out.* >> >> *He was not worried about any of that. But there were other things.* >> >> *But here's something you may not have known.* For these cliffhangers, go through your copy and force curiosity in at the end of paragraphs. You don't have to keep them, but the practice will keep you aware of how you can add a bit of curiosity to the ends of paragraphs to keep your reader sliding along. ### Example: Integro Newsletter The following uses most of the rules outlined above (with the exception of all those three-syllable words). How many can you find? > ***Winning SEO in the Age of Artificial Intelligence*** > >*There’s no denying it. Artificial Intelligence is here to stay—and with it, a new method of attracting customers to your website. At Integro, we think that’s something to get excited about. Here’s why.* > >*A basic understanding of AI-generated answers—along with a few simple tweaks to your online content—is all it takes to create winning SEO in the AI age. And our team is here to help you get it right…* > >*So you can join the ranks of our clients enjoying winning SEO in this “new normal.”* > >*To learn more, read:* ***AEO vs SEO: A Step-by-Step Guide to Winning SEO in the Age of Artificial Intelligence →*** ### Example: Precise Builder Referall Card Here's another one. Included mostly for the overt use of short sentences. > *Loving Precise Builder? Tell your friends. You earn $200 for every referral that leads to a sale. Your friend also gets a $100 prize. And the fun doesn’t stop there.* > > *With five successful referrals you get a free guided duck hunt on the Chesapeake Bay with software developer, Shawn Myers. Shawn’s a cool guy. And he knows ducks. Together, explore backwater creeks and the open bay for a day to remember. Plus that extra $1,000 in your pocket.* > > *This deal won’t last forever. So act now. Send your friends the info below and we’ll handle the rest. You just cash the checks.* ### Onward ➔ Alright. Up next is blah blah blah. See you there.