1 - Indent all your paragraphs 5 or 7 spaces.
2 - Use short paragraphs. Maximum paragraph length: 7 lines of copy.
3 - Write your copy in the tone and rhythm of a personal one-on-one conversation.
4 - Underline key phrases and put a few well-chosen words in ALL CAPS for those who will skim your letter.
5 - Use lists of features or benefits with bullets or asterisks.
Source: Jutkins, Ray, "Magic Marketing Minutes," p. 27
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