How White Space Is Makes Your Copy Much Easier To Read

When I used to go on Facebook all the time, I would catch myself reading the comments of others who are engaging in what’s trying to be a “deep” conversation. After a few years, I realized I made a habit out of skipping the LONG responses in the comments because they were too long to read…

And I know for a FACT that I’m not the only one who does this! Hell, I bet you do it, too!

Don’t believe me? I’ll prove it to you right now.

Have you ever read an email that looked like this?

“Dear ____________,

sssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssss sssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss ssssssssssssssssssss  sssssssssssssssssss sssssssssssssssssssssss sssssssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss sssssssssssssssssss sssssssssssssssssss sssssssssssssssssss sssssssssssssssssss sssssssssssssssssss sssssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss sssssssssssssssssssss ssssssssssssssssss sssssssssssssss sssssssssss sssssssssss sssssssssss sssssssssssssssss ssssssssssssssssssssssssssssssss sssssssssssssssssss ssssssssssss ssssssssssssssssssssssss ssssssssssssssssssssssss ssssssss ssssssssss ssssssssss ssssssssssssssssssssssssssssss ssssssssssssssssssssssssssssss sssssssssssssssssss sssssssssssssssssss sssssssssssssssssssssssssssssssssssssssssssss sssssssssssssssssssssssssssss ssssssssssssssssssssss ssssssssssssssssssssssssss ssssssssssssssssss sssssssssssssss sssssssss sssssssss sssssssss sssssssssssssss sssssssssssssssssssssssssssssss sssssssssssssssss

Sincerely,

(Business Owner)”

No, I’m not talking about an email full of s’s…

I’m talking about an email with a GIANT block full of text.

Even if there WERE words in that block, would you want to read them?

I mean, really? In all that text?

Probably not. NOBODY wants to read this giant block of would-be words.

The block above is a freaking eyesore. Looking at it myself has got my stress signals going haywire.

Why?

Because this sample email is missing “White Space.”

Learn how to keep your writing simple in the blog: How Keeping Things Simple Makes You More Money.

The Power Of White Space

When I was studying for my certificate in email marketing, I learned about having white space in emails. White space is simply the white space between sentences.

Having white space makes your copy 10 TIMES easier to read, simply because white space provides a break from a possible overload of words.

With white space, you can take a chunk of text that looks like this:

EXHIBIT A

Sssssssssssss ssssssssssssssss ssssssssssssssss sssssssssss sssssssssssssssssssssssss ssssssssssssssssss ssssssssssssssss ssssssssssssssss ssssssssssssssssssssssssssssss sssssssssss ssssssssssssssss sssssssssssssssss sssssssssssssssssssssssssss sssssssssssssssssssssssss sssssssssssss sssssssssssssss sssssssssssssssssssssssss sssssssssssssssssssssss ssssssssssssssssssssssssss ssssssssssssssssssss ssssssssssssssssssssss ssssss sssssssssssssssssssss ssssssssssssssssssssssssssss ssssssss ssssssssss ssssssssss sssssssssssssssssss sssssss sssssssssssssssssssssssssssssss sssssssss ssssssssss sssssssssssssssss sssssssssssssssssssssssssssssssssss sssssssssss ssssssssssssssssss ssssssssssss sssssssssssssssssssss ssssssss ssssssssssssss sssss ssssssssssss sssssss sssss sssssssssssssssss sssssssss ssssssssssssssssssss ssssssssssssssss sssss ssssssssssssssssssss ssssss ssssssssssssss ssssssssss sssssssssssssssssssssssssss ssss ssssssss sssssssssssssssssss ssssssssssssssssssssssssssssssssssssssss ssssssssssssssssss ssss ssssssssssssssssssssss sssssssssssssssssssssssssssssss sssssssssssssss ssssssssss sssssss sssssssss ssssssssss sssssssssssssssssssssss sssssssss ssssssssssssssssssssss ssssssssss sssssssssssss ssss sssssssssssss ssssssssss

And turn it into this:

EXHIBIT B

Sssssssssssssss sssssssssssssssssssssssssss sssssssssss ssssssssssssssssssssssss

Ssssssssss sssssssssssss

Ssssssssss sssssssssssssssssssssss sssssssssssssssssssssssssssssss sssssssssssssss sssssssssssssssssss ssssssss

Sssssss

Ssssssssssss ssssssssssss

Ssssssssssssssss sssssssssssssssssssssssssss sssssssssssssssssssssssssss ssssssssssssssssssssssssss sssssssssssssss sssssssssssssssss sssssssssss sssssssssssssss ssssssss ssss sssssssssssssssssssss

Sssssssss ssssssssssssssss sssssssssssssssssssss

Ssssssssssss

Ssssss

sss

Notice how much easier on the eyes this display of text is when it’s not clumped together in a solid block. This is the power of white space.

Learn to make your copy flow smoothly in the blog: How To Use The Power Of Transition Words & Phrases In Your Copy.

Where To Apply The White Space Technique

You can apply the white space technique in all forms of copy. But white space can usually be seen in emails and sales letters. When you apply white space, not only does it make your copy much more readable – it also helps people read your copy faster!

If they can read through your copy faster, they can get to the offer faster. The faster they get to the offer, the more of them will buy!

Pretty simple, no?

So if your copy looks congested, try breaking it up and smoothing it out with white space!

For more copywriting tips and secrets, check out the blog at joshwrotethat.com

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