Years and years ago - I read never ever write a paragraph more than 5 lines long.

And if for some reason you have to, split it with a - or ...

To this day I have always done this.

The reason being you want your copy to be easy to read.

Now some "guru's" say if you've hit your target audience "bang on" they'll squint and still read ever word.

I've never wanted to take the risk.

But what do you all think?

Steve

Luckily most "gurus" say typos don't matter.

And can actually increase readership and the response.

Which is good because I meant to say "No more than 5 lines"

Steve

I don't think I ever go over it. You don't want the paragraph to look intimidating. Don't give people a stopping point, force them to keep reading.

The only exception (that I might violate it) would be very short sentences. Like this.

5 lines is too many. I seldom go over 4 myself and a long one is almost always followed by a short one.

Kinda like when writing emails

I once received a mailed report from a friend of mine for his business and the entire thing was one huge run on paragraph.

Literally 12 pages of solid (and bad) copy.

It was so bad I couldn't stop laughing. Poor guy. To this day I have no clue what on earth he was thinking when he put that thing together.

I'm with Bruce on this one. 4 is the max. My struggle is with shorter sentences. Ya know?

Ok new rule - no more than 4 lines a paragraph.

And

Shorter sentences.

Steve

The first ebook I ever wrote was 22 chapters and I never once
put a space between paragraphs, or even chapters for that matter.

It was literally 30 some pages without a single space.

hahahhaha

I know it's not copy, but it's still pretty damn funny I had no clue
about making the book readable.

But the good thing was, I was out there selling it and not worrying
about cosmetic BS.

In fact, it never even occurred to me to read a book on internet
marketing or to use google for any tips on how to write a ebook.

I just did it, and winged the whole thing on my own.

Amazingly, I made sales.

The guru's can get away with it.
If you test a sales page with split testing, you'll likely

- end up with bullets or

- one liners or

- something to that effect.

Depends on your market.