Commercial writing breaks all the rules. Whether or not you find it irritating, your task is to hold your readers’ attention and get them to read what you’ve written. The average person doesn’t like to see solid blocks of text.
It looks like it’s going to be difficult to get through, and nobody likes to work harder than they have to.
“White Space” is a great way to make your information look easier to master, and one of the best ways to create “white space” is through using paragraphs. For commercial writing, it’s best to keep sentences short and punchy, and the same goes for paragraphs.
People don’t usually like to see paragraphs that are more than three or four lines long. How many words is that? Again, although it’s not helpful, the answer is “It depends…” Font styles and font size will affect paragraph length – at least from a psychological perspective.
For example, this is a blog post, and I want to keep the reader engaged. The longest paragraph under this heading is only 61 words long. This is the shortest one so far, and it only uses 37 words.
I want to get your attention!
The above paragraph is only six words long, and you can count the words in this one if you like.
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