Writing copy that is inviting to readers is vital when crafting any marketing piece. Today’s readers are content scanners. Utilizing the following tips will help make both print and web content more reader-friendly.

Short sentences. Short sentences are easier to comprehend and have more impact. They also make it easier for a reader to quickly move through a document.

Active voice. Writing in the active voice will give any copy more excitement. Engage readers by drawing them into the story.

Bolding. Strategic use of bolding will help readers scan through a document, help call out important themes and ideas, and break up long prose.

Bullets. Bulleted lists aid comprehension, help draw parallels between like ideas, and give air to long prose. Use bullets for lists of items or consecutive ideas.

Callouts. Use callouts to highlight important parts of the document. Callouts should be one or two sentences. Readers often scan callouts when contemplating reading a document.

Multiple entry points. A document with multiple entry points is easier to read than long prose. Short paragraphs, headlines, bolding, and lists are all ways to add multiple entry points to a long document.

Busy people don’t want to commit to reading anything if it appears to be a daunting task. By making content more accessible and highlighting important points, readers are more likely to engage.