A reader asks:<\/p>\n
Hi, Ben!<\/strong><\/p>\n
I was wondering, why do you use a longer line length than pretty much every other copywriter whose email lists I’ve subscribed?<\/strong><\/p>\n
I’m a beginner copywriter with only a couple of months of experience, but I think it was Joe Sugarman who said that a longer line length makes the readers eyes do more work and therefore is inferior to a shorter one.<\/strong><\/p>\n
What do you think of this?<\/strong><\/p><\/blockquote>\n
What do I think of it?<\/p>\n
I think that 8 or 9 years ago, I distinctly remember some people on twitter blaming me for the sudden rise of emails and tweets that were 100% made up of short, one line paragraphs that everyone nowadays – rightfully – hates, mocks, avoids reading today, even as more and more copywriters keep tripling down on plaguing their lists with them.<\/p>\n
But I never once taught doing that with paragraphs.<\/p>\n
I am a fan of contrast.<\/p>\n
Contrasting sentences, paragraphs, etc.<\/p>\n
So if anything, I use varying and contrasting paragraphs in size, shape, length which I first learned from studying emails written by the \u201cHigh King of Email\u201d himself Matt Furey. But copywriters are, overall, a rather copycat-obsessive & trend-enslaved group that usually miss nuance, and easily fall victim to marketing & copywriting incest.<\/p>\n
It is probably why so many fap themselves blind to AI.<\/p>\n
And since I’m getting more and more questions like this (I never used to get any, but over last few months I got several) about my longer lines and bigger paragraphs, maybe we can expect to see the rise of wall-of-text tweets – no line breaks or eye relief – from the above copywriters missing the nuance and point on that, too\u2026<\/p>\n
If that happens, only question is:<\/p>\n
Will I get the credit\u2026 or the blame?<\/p>\n
I guess time will tell.<\/p>\n
In the meantime, to learn about the paid Email Players newsletter go here:<\/p>\n