Short paragraphs

Some sales letters have ditched the paragraph structure altogether and
each sentence is a paragraph of its own. This helps in two ways:

1. The shorter the "paragraphs" the less intimidating the letter
appears to read. (More 'white space')

2. Shorter "paragraphs" means that the reader has to scroll
through more often so they get more physically engaged with
the copy.

-Ray Edwards

Thank you for that advice Raydal. I love the idea of having the reader more engaged in my sales copy. Thank you again!

It may have been Seth Godin, easily someone else, but the name and place escape me, but what was basically said is that short paragraphs get read.

Rather than a wall of text with a long thought using shorter paragraphs with smaller thoughts to make a bigger thought will keep their attention over time because it doesn't feel like it's so much information to digest at once. It was a lesson that stuck with me and I've noticed if something is too long I'll become distracted or interested and my attention will be put elsewhere. Sometimes people don't feel the need or want to read long pieces of information because they feel they can get the gist of it by the first few words or sentences, as some of you may have already done by skipping to the next paragraph.

Shorter paragraphs of smaller thoughts get read, hold the attention of the reader, prevent quick bounce rates, and, at least today, seem to be the best structure to hold the attention of a prospective visitor to make a sale.

I wonder how many of you guys skipped the 2nd paragraph :p

It provides eye relief. Allows the eyes to not have to strain as hard to keep their place where they are reading (without going back and starting over hitting the wrong line, etc...). Also makes it look less intimidating.

Definitely recommend short paragraphs. But vary paragraph length. Type a paragraph in word. then copy post 20 times. And you'll notice yourself how boring it looks when it's the same length. Those impressions make it to the reader.