One thing that is absolutely fundamental to getting people to read your content is really not even about content; it’s about page layout. When people look at a computer screen or printout with a five-six inch long paragraph in small type, they are not going to read it. Get a grip: would you?
Before you do anything, reread that paragraph and look for superfluous words and phrases and lose them. Remember that it’s much harder to write a little than a lot.
Break it up
- A paragraph should be constructed so that the first sentence is the overarching theme, and subsequent sentences should support that idea. If they don’t, these are natural breaks and should be separate paragraphs.
- Add subheads to create visual breaks and organize information. Subheads let readers scan the page to see if they want to keep reading. Make these punchy to help insure that people will, indeed, keep reading.
- Use bullets. These are visual enhancements that are an effective way to display information in manageable sound bytes.
- Make key phrases bold to make them stand out.
Add a snappy closing and a call to action
The closing should be an encapsulation or summary–everyone is seeking closure these days. Add a call to action. An example of a call to action? If you recognize that you may have creative ideas but will never be a good writer, talk to me. I will do the writing and make you look brilliant.