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Jun
19

One Of The Best Online Copywriting Secrets

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One of the best kept online copywriting secrets…is “White Space.” It’s the space between lines of text or sentences blocks.  Minimal white space is an online copywriting blunder that thousands of bloggers make in presenting content to their readers. Bloggers need to forget about what they were taught in English class 101, when it comes to writing content, that is going to be viewed online. I know….I know… we all have be taught about the proper structure of a paragraph. I can still see Mr. Carling’s red marks over my essay… “Improper use of paragraphs.” Paragraph: A distinct section of a piece of writing, usually dealing with a single theme. This is a new day… and a new medium. Reading on your computer is not easy at best. Bloggers need to make it as easy for their readers as possible. When a reader logs on to your post, the first thing they are confronted with is a general over-all look at your site. They make judgements about your site within 3 seconds. They are either interested in hanging around and reading what you have to say… or they are “out of there.” The header title let’s them know what the blog is all about. Color is important. Is it inviting. Is the site it cluttered or simple. Is there too much content to read with in a 3 to 5 minute period of time. Does the text look inviting to read or is it so compact that you eyes can’t focus on the individual lines.

“How how did that make you feel?”

“Can we try that again?”

One of the best kept online copywriting secrets…is “White Space.”   It’s the space between lines of text or sentences blocks.

Minimal white space is an online copywriting blunder that thousands of bloggers make in presenting content to their readers. Bloggers need to forget about what they were taught in English 101, when it comes to writing content that is going to be viewed online.

I know….I know… we all have be taught about the proper structure of a paragraph. I can still see Mr. Carling’s red marks over my essay… “Improper use of paragraphs.”

Paragraph: A distinct section of a piece of writing, usually dealing with a single theme.

Mr. Carling…. “This is a new day… and a new medium.”

Reading on your computer is not easy at best. Bloggers need to make it as easy for their readers as possible.

When a reader logs on to your post, the first thing they are confronted with is the general over-all look of your blog.  They make judgments about your site within 3 seconds. They are either interested in hanging around and reading what you have to say… or they are “out of there.”

Can they tell by the header title what the blog is all about? Is your color inviting? Is the site cluttered or simple? Is there too much content to read with in a 3 to 5 minute period of time? Does the text look inviting to read or is it so compact that you eyes can’t focus on the individual lines?

All these decisions are made with about 3 to 4 seconds.

The Master!

My first lessons in internet copywriting came from Joe Vitale… a genus copywriter.   One of his first online copywriting tips was: “Use plenty of white space.” It’s easier on the readers eyes… and you can can create drama with the proper use of white space.

Among other things, Joe’s a master at using white space effectively. His post: The Soul Purpose Of Money is a splendid example of using white space.

Notice the one liners… They are used for getting your attention!

And they work!

Not only are Joe’s blog posts formatted this way… but also his e-books, sales letters and e-mails.

I think one of the reasons bloggers are afraid of white space is they fear their posts will appear too long.  Just the opposite. When copy is spread out in small bites… the reader will not view it as being long… or taking too much time to read.

Evaluate your blog copy and see if you need to add a little more white space to your message.   Give your readers a visual break.  They’ll love your for it.

Til Later,

P.S. It’s best not to have over 4 lines of copy in one paragraph. You may stretch it to 5 lines, but avoid making it a habit.

P.P.S. Pass this copywriting secret along to your friends.

Technorati Tags: blog, blogging, copywriter, Copywriting, Joe Vitale, white space

Categories : Blogging

Comments

  1. Good example! The white space is much easier and interesting to read.

  2. Hello from Montana:

    I am really enjoying your blog posts. We are both in #blog30 and it is a struggle some days to get a post done. But it amazing how much easier when I know people all over the world are at their computers at the same time.

    Looking forward to meeting you in person some day.

    Judy H. Wright

    Join my on http://www.Twitter.com/judyhwright

  3. Lisa Raymond says:

    Very well written, Kathryn! These are some good tips to keep in mind as we all learn how to become better bloggers. I’m not sure so many of us have so much to say, we just want to get it out there for those to read and enjoy — not realizing that in doing so, viewers may become bored and “out of there” as you so eloquently put it. I’m enjoying your posts, and looking forward to your next one!

  4. Lisa Raymond says:

    Kathryn, I have a question: as we become better bloggers, how do we minimize and get to the point of what we’re trying to say? “The Master!” had some excellent points, but I feel this could also help with the white space issue (and I have plenty of issues of being verbose!). Thanks again!

  5. Well, I’m just going to bottom line it, Kathy. The older I get (not ready for the rocking chair yet) the harder it becomes to read text online that is all scrunched together.

    I won’t stick around a blog post that makes my eyes cross or forces them to intently focus on the page. That’s a horrible strain on the eye muscles (I work for an ophthalmologist) 🙂

    I’ve commented on the issue of “white space” at two or three other blogs during the 30-day challenge but I’m so glad you’re talking about it again.

    It definitely bears repeating!

    Because even though others have tried to explain why white space is a good thing, many bloggers (and some darn good ones!!) aren’t getting the message.

    Melanie
    #blog30

  6. Kathryn says:

    Lisa…

    I’m not so sure I’m the one to be advising you how to “get to the point.” I have a tendency to go on and on. I’m not sure folks don’t care about how long it is… if it’s interesting. They say that long sales letters are not a problem…and they get excellent conversion if they hold the readers attention. I’d say the same rule would apply to blogging.

  7. Kathryn says:

    Melanie

    I agree… there are a lot of good bloggers out there that don’t understand the importance of “white space.” The blog30 challenge has brought this to my attention… and apparently to the attention of other bloggers who have posted about it. Maybe if we talk about it frequently… some of these sharp bloggers will get the message eventually.

  8. […] or points.  Select one of the posts and expand on it.  (I just recently did this.  I mentioned, “white space” in copywriting in a  post, but felt it was a subject that needed it’s own […]