Attention spans are shorter than ever. If your content isn’t easy to read, your audience will bounce faster than a rubber ball.
That’s why the golden rule of
writing for copywriters is simple: Keep It Simple and Skimmable, Stupid (KISS).
Today, I’ll break down why simplicity and skimmability are non-negotiable, how to achieve them, and why you need to see these best practices in action.
Plus, I’ll show you how to get
your hands on my swipe file of 10 top-performing emails, direct mail packages, and landing pages that nail this approach.
Let's get started
Why Short Paragraphs, Bullet Points, and Bold Headings Are Essential
1. Short Paragraphs:
Walls of copy are intimidating. Short paragraphs (2-3 sentences max) are easier to digest and keep readers moving through your content.
Example: Instead of a dense block of text, break
it into bite-sized chunks. Like this.
2. Bullet Points:
Bullet points are a reader’s best friend. They highlight key information, make lists scannable, and break up monotony. That's because they:
Bold headings act as signposts, guiding readers through your content. They help people find what they’re looking for quickly.
Example: “How to Write Headlines That Grab Attention” is easier to spot than a plain sentence buried in text.
Why Visuals Like Icons and Images Are Game-Changers
1. Break Up Text:
Visuals give
readers a mental break. They make your content feel less overwhelming and more inviting.
Example: A well-placed icon or image can separate sections and add visual appeal.
2. Maintain Interest:
Visuals keep readers engaged. They add variety and make your content more dynamic.
Example: A chart showing
“Before and After” results is more compelling than a paragraph describing them.
3. Reinforce Key Points:
Visuals can emphasize your message. Example:
How to See These Best Practices in Action
Reading about best practices is one thing.
Seeing them in action is another. That’s
why I’ve put together a swipe file of 10 top-performing emails, direct mail packages, and landing pages that master the art of simplicity and skimmability.
My samples aren't theory. They are living examples that come from proven my campaigns that have resulted in over $100 million in sales.
Together, you'll
see:
How short paragraphs, bullet points, bold headings, and visuals to keep readers hooked, and
How to use these templates as inspiration for your own campaigns.
As a seasoned direct response copywriter, Doug has created hundreds of profitable direct mail packages, emails, and video sales letters for the world's largest specialized information publishers—generating over $100 million in direct sales.
