Attention is easy to get… hard to keep. The attention-span of a goldfish is 9 seconds. The average human? 8 seconds.
Without getting someone’s attention, there’s nothing to keep. But today we’re talking about keeping. Next time, we’ll talk about getting someone’s attention.
Can you keep it long enough to get to your point? Speaking of… what IS your point?
Use clear language, few adjectives, and tell the user what they need to know.
Are you selling a product? Keep in mind that you can leverage what they already know about similar products, so go straight to what they need to know about YOURS.
Think of your copy as a nice dinner.
You want it to be direct and have substance, but not too heavy making your readers groggy and lethargic. Stick to the basic food groups and lose the gravy.