There are two types of readers,
those that read deep
and those that skim.
Some copywriters will try to ‘trick’ the skimming reader
into reading ALL the words.
That’s difficult to do
and I doubt the reader will thank you for ‘the lesson.’
Yanik Silver gives a better suggestion.
Write your copy so readers can skim
and still learn the important pieces of information.
“So you want to make sure
they can get enough information
to make a buying decision
just by skimming through
the headline, subheads, and words
that are set off by bolding, italics, etc.
If they can do that, you’ve done your job.”
Read your copy twice.
First deeply
and then again reading just the highlighted words.
Does it send the same message?