CraftNo. 73

White space

As a copywriter, you’re designing a reading experience.

Improve the experience by leaving plenty of white space around your words.

Use small paragraphs. Include lots of subheadings.

Try this

Break your longest paragraph into three. Add a subheading. Does it breathe better?

Try it on your copy

Paste a line. Rewrite it using White space.

Your line

Your rewrite

Stays on this page. Nothing is saved or sent.

Web copyAny copyEditing

For example, writing ‘we save your life’ is more informative and powerful than ‘lives are saved’.

First, you must get a reader’s attention, then capture their interest before arousing desire and, finally, encouraging action.

Starting multiple words with the same sound can lend texture to your writing and encourage people to pay attention.

Ideas

Run a ten-minute sprint with White space as your prompt. Free, with no sign-in: it stays on your device.

CopyDeck is the free part of Ideas. Studio is ProCopywriters’ tools for people who write copy, included in Pro membership.