Faster Than A Speeding Donor
Forget what your high-school English teacher told you about normal paragraph development. When writing Web and online copy, your paragraph breaks should be short, logical and organized based on the flow of ideas. This means it’s OK to have a one-sentence paragraph. (Sorry, Mr. Sarno.)
According to these eye-tracking results, the bottom line for your Web and online headlines and body copy is that you have about one second to grab your readers’ attention. Forget the meandering setups, forget the “throat-clearing” copy. Get to the point, and get there fast. If you want to catch a caffeinated finch, you have to feed it caffeinated finch food.
So, whether you’re creating direct mail, online or Web fundraising communications, time is not on your side, regardless of what lyrics Mick Jagger sings. But if you bear this in mind, and write and design your appeals accordingly, you just might end up with the very thing you’re looking for — long-term donor relationships that stand the test of time.
Richard DeVeau works hard to feed all of his clients’ caffeinated finches a healthy diet of compelling direct-mail, Web and online fundraising copy as the writer, creative director and owner of Richard DeVeau Creative.