Attention all copywriters!
When a sentence has a length of 14 words, readers understand more than 90%.
At 43 words, the sentence comprehension levels drop to less than 10%.
That doesn’t mean every sentence should have 14 words.
Even if you’re aiming for an average sentence length of, say, 14 to 25 words, you should use a mix of long and short sentences to keep your readers’ interest.
Sentences should deal with a single topic. Don’t copywrite a sentence on one topic then add another sentence on a different topic, by joining them with the word ‘and’.
Don’t laugh. I once knew an advertising agency boss who handed me a three-page brief where the average sentence length was 140 words. When I told him, he said ‘Really, as short as that!’
Paragraphs
Paragraphs are important if you want the words you copywrite to be read.
They break what you are saying into bite-sized chunks.
I’m sure you’ve seen emails written as an unending block of text. I usually copy the email into a word document, and re-paragraph it, so I can tell what’s going on. But only if I sense its important. Otherwise, it’s in the bin.
Ideally, paragraphs should have less than 100 words, and deal with a single topic.
If you want to introduce another topic, start another paragraph.
Use subheads to break up text, and increase the power of your message
You can use subheads, like the one above, to emphasise a change in topic, ideally written as a benefit.
Subheads also break the text up even further, and make it more inviting to read. Don’t worry if the subheads are long – provided they have a benefit or something that motivates the reader to continue.
Question your designers
If a graphic designer will be laying out your copy, ask yourself whether the design is helping get your message across.
So, it doesn’t hurt to have a word with your graphic designer.
Well, actually, sometimes it does.
Some graphic designers, just like copywriters, can be temperamental. They don’t like people interfering.
But usually, they do fantastic work, turning your Word text into something that really sings!
Readability
Your number 1 objective is clarity. You can’t persuade someone to act if that person doesn’t understand your point. Simplify your message. Make it as easy as possible to read and understand.
If you don’t have the luxury of a graphic designer, here are a few tips to increase readability, whether your words are on the web or in print.
- Make sure there’s plenty of white space around the text – so it looks inviting to read
- On the web, opinions vary, but acceptable line lengths should be between 50 and 75 characters per line, including spaces.
- If your website is appearing on mobile phones, talk to the experts. Technology is changing all the time.
- Avoid pale-grey text on white. Best go for black text on a white or pale background. It’s more readable and has more impact. Some graphic designers may disagree! But I think they’re wrong!
- If you going to reverse white text out of a coloured background, increase the text size by a point.
- Avoid small point sizes for your text
- Avoid decorative typefaces
- Avoid fine typefaces
- Don’t mix lots of typefaces – it looks amateurish, and undermines your message.
- Test readability with trusted customers
I can recommend Grammerly software for checking copy. For what it does, it’s not expensive. Here’s a link to the Grammerly site
Back to graphic designers
In my experience, some graphic designers don’t like words, they get in the way of their beautiful pictures and ‘cool’ layout.
Some companies design their websites, brochures or advertisements first, then get a freelance copywriter to write specific word counts to fit the spaces available.
Of course, it should be the other way round. Get your messages right, then design the website, brochure or advertisement to highlight those words.
I was once called in to a designer who excitedly showed me a photograph of a cactus in a plant pot, standing in a desert, which he was determined to use in an advertisement.
‘Isn’t that a terrific shot,’ he said, ‘Now, all we need is a snappy headline.’
‘What’s the product?’ I asked.
With the light still shining in his eyes, he replied, ‘Toothpaste.’
CLICK HERE TO GO TO BLOG 9 which will look at how to use the power of the P.S.