You don’t have to reinvent the wheel to make your copy more effective.
Here’s an easy recipe for sentence variety:
· 75-80% >> simple declarative sentences
· 20-25% >> interrogative (questions?), imperative (requests, “Imagine if….”), and exclamatory (exclamations!)
· A dash of bold, ALL CAPS, and italics
Yields >> More interesting content that holds attention longer and creates the impression of an tour, as opposed to an online brochure. Strategic sentence variety can pave the way to an easy sale by anticipating your prospects’ objections, prejudices, and concerns and preempting them with your copywriting.
Leave your prospects with no clear path to “No, I’m not interested.”