Today, I want to share some valuable insights on common stumbling blocks that can hinder your readers' engagement with your copy. By addressing these stumbling blocks, you'll be able to keep your prospects reading, engaged, and ultimately, increase your chances of making a successful sale. So, let's dive in!
Word Choice: The Key to Engaging Your Readers
When crafting your copy, it's crucial to consider the readability level of your writing. You've probably heard the advice to target a 5th- to 7th-grade reading level, and for a good reason. We want to make it easy for readers to understand and connect with our message.
One fantastic tool that can help you in this regard is the Hemingway app. This free online tool analyzes your writing and provides insights into the readability level. It highlights areas where you may be using complex words, adverbs, or sentences that are difficult to read. By adapting your word choice to be clear and concise, you'll eliminate stumbling blocks and ensure your readers keep going until the very end.
Design Choices: Removing Barriers Between Your Readers and Your Message
In addition to word choice, design plays a crucial role in keeping readers engaged. While it's tempting to create a visually stunning sales page, we must be mindful of any design elements that create barriers between different sections of our copy.
Full-width pictures, boxes of text, and lines can be visually appealing, but be cautious about using them excessively. These elements can act as natural stopping points for readers, like those intrusive full-screen advertisements we encounter on our phones. To maintain a seamless flow, it's important to avoid anything that halts the reading experience.
Furthermore, with the increase in mobile and tablet traffic, it's essential to evaluate how your images appear on these devices. Ensure that your chosen images don't interrupt the scrolling experience and discourage readers from progressing further.
Text Readability: Choosing the Right Font and Color
Effective copy doesn't just rely on the right words and design but also on text readability. When it comes to fonts, select sans serif options like Arial, Tahoma, or Open Sans for online copy. These fonts lack the decorative strokes (called serifs) found in serif fonts like Times New Roman, making them easier to read on screens.
Additionally, consider the contrast between text and background colors. While a light text on a dark background may seem eye-catching for headlines, avoid using this combination throughout the entire page. A page full of reverse print can tire the eyes and make it challenging for readers to engage with your content.
Breaking Up the Wall of Text: Keep it Engaging
Have you ever come across a paragraph of single-spaced text that seemingly goes on forever? It's a surefire way to lose your reader's attention. To avoid the dreaded wall of text, break up your paragraphs into manageable chunks of 2 to 3 sentences. If your sentences are short, you can push it to 4 sentences.
Moreover, create visual interest by varying the lengths of your sentences and paragraphs. Imagine turning your paper or screen sideways—the ideal scenario is peaks and valleys rather than a flat prairie. By keeping your content visually dynamic, you'll engage readers and prevent monotony.
And there you have it—essential tips to avoid stumbling blocks in your copy and keep your readers engaged. By optimizing your word choice, thoughtful design, text readability, and breaking up the wall of text, you'll ensure a smooth reading experience for your prospects.
Remember, the ultimate goal is to guide your readers seamlessly to your pitch, offer, call to action, and, ultimately, a successful sale. So, put these strategies into action and watch your copy shine!
If you want to talk more about how you can avoid stumbling blocks in your copy… let’s chat. We’ll brainstorm, come up with some ideas, and I’ll share how I can help you make it happen.