A pro copywriter trick we all deserve to know

In 2023, people love to skim text.

Honestly, with all the information bombarding us on a daily basis, it’s a form of self-preservation!

I wrote a newsletter a while back about the 3-step process for writing a powerhouse “blurb.” Check that out here.​

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But what do we do when there’s more information to share? 📝

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Specifically, I’m thinking about a “What We Believe” or “About” page on a website – maybe a history of your congregation or a landing page for a new school initiative: multiple paragraphs that are context heavy.

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How can we make sure to optimize this long-form text for a 2023 brain?

Here’s one thing you can do in 5 minutes or less…

This is a classic copywriter trick – but everyone deserves to know it!

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Bold smarter!

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You might feel the instinct to bold important words.

🙅‍♀️

Instead, let me challenge you to look for whole sentences that are self-supporting: sentences that could be stand-alone tweets. Then, bold those.

Here’s an example from a website I worked on:

Even if someone only internalizes the bolded sentences; the message of the page is still communicated. That’s what you want!

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I challenge you to go find a page on your site or a send-home flyer and bold like this.

Then, keep this trick in your back pocket anytime you’re crafting long-form texts.