Authors note: This post belongs to a multi part series called the fundamentals of copywriting , and it holds the most value when the entire series is read in order, starting with part 1 Understanding the product .
In the last lesson we went over some of what makes a compelling headline more powerful. This time we’re going to look at the layout and readability of our copy.
Making your copy easy to read, and with a certain cognitive flow, will keep more people glued to your words and engaged with your message. And the longer people stay engaged with your message, the better chance we have to bring them closer to the sale.
The actual structure of your copy will vary, depending on where it’s being used.
For example: Online; the layout of email is different from a full sales page, which is different from a lead magnet opt-in page. And offline there’s even more differences.
But many of the same readability elements still apply.
Most of what we’ll talk about today will relate to the online world. Because even though I began copywriting 20+ years ago in the offline world, I understand and accept that these days most people are interested in online copy. So that’s what we’re going to focus on for now.
And with that short intro, let’s dive right in and talk about the basic layout and readability of our copy…