Thread by @iamnickyates

***How to keep your reader's eyeballs moving***

Mere marketing mortals don't even know they are making it very difficult to read their words

By doing this, readers don't finish your thread or email

They don't make it to your CTA

Here's your quick fix thread...

1: No paragraphs

Most know this by now, but I still see it happening

Don't write paragraphs with more than one idea in it

Sounds simple, but a lot of you screw this up

This is especially true for emails

Someone I see who is very good at this is @SCHM7DT, take a look at his emails, do you ever see a giant paragraph?

No

Bonus tip: one sentence on a computer turns into a paragraph on mobile

Next tip...

2: Use reader prompts

You've seen me do this VERY often, but you didn't notice it

I say things like...

"Do you understand? Good.."

"See what I mean? Keep reading..."

"Got it? Good, I knew you would..."

"And here's the thing..."

Here's why they work...

These work because it's conversational and the reader automatically answers in their mind

"Yes, I understand"

Keep reading.. "OK"

You tell them what to do and they do it

Tip 3..

3: Bullets are king

Once I discovered bullet writing I never looked back, they are so incredibly powerful it isn't an option to learn how to write them or not

This is a non-negotiable for copywriters

You MUST learn how to write bullets

In fact...

I'd go so far to say that learning bullet writing alone could actually make you money as a copywriter

David Ogilvy used to write ads that were a headline (his best bullet) and the copy was entirely bullets

Then he'd close

That's it!

4: Use indented words, bold, and underline

I love indenting a larger sentence to make it a focal point for the reader

Often, readers are skimming

Using bold, underline, and indention will allow you to focus their skimming where you choose

A word of warning though...

Recently, I went overboard on the underlining in an email

A few of my long time readers emailed me and basically said WTF was that

So, take it easy on these, don't go crazy with it

To recap...

1. No paragraphs
2. Start using reader prompts
3. Learn bullets
4. Underline, bold, indent

Try these out wherever you write: threads, emails, ads, anywhere

If you found this valuable, give it a RT for me