Quick Tip:
Make Your Copy LOOK Easy to Read
Your copy must not only BE easy to read, it must also LOOK easy to read. If your prospect opens your letter and sees nothing but solid blocks of copy, he'll think it's not worth his time to try to plow through it.
A good way to make your copy look inviting is to break it up into short paragraphs – no longer than 4-6 lines when set in 12-point type.
You also want to keep most of your sentences short. And even use sentence fragments. If a sentence is too long to read out loud in one breath, divide it into two or more sentences – or break it up with ellipses (…) or dashes (–).
For a good example of a long, information-packed letter that's very easy to read, check out the Supper Club letter, written by AWAI Co-Founder Paul Hollingshead, on page 166 of your "Hall of Fame" collection.
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