Often, it is the simplest of rules that can have the most dramatic effect on your direct marketing campaign.
Indenting is a small but powerful rule to follow when constructing both online and offline copy.
A direct marketing rule-of-thumb calls for indenting paragraphs 3 to 5 characters. (Microsoft Word's default of 0.5 inches looks amateurish and puts too much white space between words on the first line.)
Research has proven that your reader’s eye is able to focus better when you indent every paragraph.
By breaking up your copy so there is a clear start to each thought, your reader is better able to process the information and is more likely to stay with your copy longer.
What are your thoughts on this copy tip? Was it helpful? Do you agree? Let me know. Also, if you need help creating your next direct marketing campaign or would like tips on how to create more readable copy both online and offline, please contact me at (310) 212-5727 or at inquire@cdmginc.com.