Copywriting for the 21st Century

2. Write Smaller Segments
More now than ever, people scan or skim when they read. They seek meaningful headlines and subheads they can scan over, grab onto the ones they find relevant, and make decisions on how much to “drill down.” A terrific catalog spread tells the whole story of the products seen with the crosshead and subheads only. With some skill and thoughtful writing, you can achieve that.