Lesson 3: Make Your Words Accessible

Make Your Words Accessible

Learning Objective

To choose writing and formatting that will make your copy quick to read and easily accessible.

Your Customer's Language

Copy means words. The words you choose and the way you present them can make all the difference to a potential buyer.

Let’s recap on the importance of employing the language your audience uses so that your text speaks to your target market:


Start a Conversation with Your Customer

  • Match the language you use to the language they use. You identified words your audience uses earlier. Make sure you include these key words and phrases in your copy.
  • Focus on a real person, i.e. the customer persona you identified earlier
  • Write copy that's conversational and flows as if you're talking directly to that person

Scannable Text

However long you spend perfecting your text, it’s unrealistic to expect visitors to read it in its entirety.

The modern digital reader is looking for scannable text, so you need to become adept at writing it. You only have a small window to grab their attention and motivate them to read on. 

What is Scannable Content?

You’re aiming to create visually appealing text that can be quickly scanned to pick up the main points

Here’s a list of the principal components of scannable text:


Always Apply These Principals

  • Short sentences (max 3-4 in a paragraph)
  • Brief paragraphs (one idea per paragraph)
  • Bullet points
  • Clear headlines/sub-headings
  • Formatting to highlight key points (e.g., bold, italicized, underlined)
  • Plenty of whitespace and spaced lines

Have a look at the text in the box below. Are you tempted to read it?

Buyers do their own research on the Internet before they make a purchase. They will certainly look at what online reviews or ratings you’ve had from those who’ve already bought your product or service. They’ll trust these comments rather than your own to give the real, unvarnished truth about a product. The impact on your prospects will be greater because their comments will be seen as unbiased. Your transformation picture may be compelling, but it will be even more effective when painted by another customer. It will help them find out what the purchase did for actual buyers. This will help them visualize their own life after buying and will reinforce the picture you’ve painted for them in the BAB process. How to Use Third Party Copy. Before you can use these comments, you have to collect them. Thinking with the end copy in mind will help you when you ask for testimonials. You want a demonstration of the before and after picture, so ask for it. It’s like a mini case study which will show tangible benefits for real-live humans. 

You probably couldn’t be bothered to read it in its entirety, even though it was useful to you. Your customers will feel the same if you deliver large blocks of text like this.

Always make your copy scannable and flowing logically so people can absorb it quickly.

Layouts for Different Channels  

You’ve seen that there are many places where people can be directed to your sales copy.

The channel that you use dictates the format and length of the copy. For example, a short product description on an eCommerce store or a short social media post won’t have the detail of a long sales page.

Where you have limited space, choose your words very carefully and don't waste them.

Stick to your main message and create impact from the start. You might add visuals like graphics, images, graphs, or photos to convey more with fewer words and save you space.

Let’s look at a few different layouts:



The text for an SMS is probably the shortest piece of copy you can create as it’s limited to 160 characters. You need permission to market to someone in this way just like for email, but text messages are opened much more often than emails. This means they’re good for personalized exclusive offers and other promotions with a short clickable link to the cart.

Your layout could look like this:


SMS Layout

  • Greeting (optional)
  • Message
  • CTA
  • Short URL

Here are a couple of examples:

Dear Joan, We’re offering exclusive access to our marketing course to friends like you. Sign up to CourseLink by Friday shorturl.at/bknOS

Hi Laura, Good news! The sofa you asked about is back in stock in the color you want. I’ve set it aside in your cart. Order by Friday http://sleepcushy.com/

Sales Posts for Social Media

If you’re creating short copy, for example for a direct message or social media post linked to a sales cart, you’ll be using more words and your layout will look like this:


Social Media Layout

  • Headline
  • Text
  • CTA


Looking for a tasty treat?

Get your fave XBrand cookies at [URL link] and make some memories at home with this simple sweet recipe. A treat for you and your loved ones.

Visuals will boost the impact of such a message.

Sales Emails

Sales emails will be wordier with more steps for example:


Email Layout

  • Subject line
  • Personal greeting
  • Opening line
  • Text
  • CTA
  • Personal signoff
  • P.S.

Sales Pages

These will be the longest with this type of format:


Sales Page Layout

  • Headline (and subheadings)
  • Introduction
  • Offer
  • Price
  • Testimonials
  • CTA
  • FAQs

Action Steps

Create scannable text for your chosen piece (e.g., add bullets, increase white space).

Draft the layout for your chosen piece of copy. Make sure it’s appropriate for where it will be placed.

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