Unfortunately, we are better off assuming the reader will only take a quick scan over our copy, lasting about 3 seconds. Only if that 3 second glance reveals something that might be interesting (to the reader, not to us) will it merit further study.

So how do we write copy that passes that 3 second test?

1. Make the headline count. Don’t be cute, coy or creative. Announce something that appeals to the reader’s self interest like bait on a hook appeals to hungry fish. The job of the headline is to persuade the reader to read the first sentence of the first paragraph. Of course that first sentence’s job is to persuade the reader to read the entire paragraph, and so on.

2. Use numerous sub-headings. Subheadings do two wonderful things that attract the attention of the scanning reader. They break the material into smaller sections and (if well written) grab the reader’s interest with something that appeals to her self interest. If the sub-heading works, the reader only thinks they are going to read this one small section. Then if your writing in that small section works, they may read your entire copy.

3. Underline or make important information bold. Underlining and bo
   Starting A Privet Investigator Business In Delaware: Interesting Business Opportunity
   Starting a private investigator business in Delaware gives you an opportunity to help the people by providing them required information in a confidential manner. When you work as private investigator, instead of police or government matters, most of the business you get is in the form of civil work. You get these jobs with the help of att
   ing about 3 seconds. Only if that 3 second glance reveals something that might be interesting (to the reader, not to us) will it merit further study.

   So how do we write copy that passes that 3 second test?

   1. Make the headline count. Don’t be cute, coy or creative. Announce something that appeals to the reader’s self interest like bait on a hook appeals to hungry fish. The job of the headline is to persuade the reader to read the first sentence of the first paragraph. Of course that first sentence’s job is to persuade the reader to read the entire paragraph, and so on.

   2. Use numerous sub-headings. Subheadings do two wonderful things that attract the attention of the scanning reader. They break the material into smaller sections and (if well written) grab the reader’s interest with something that appeals to her self interest. If the sub-heading works, the reader only thinks they are going to read this one small section. Then if your writing in that small section works, they may read your entire copy.

   3. Underline or make important information bold. Underlining and b
      How to Create and Profit From Your Own Article Directory
      As someone who writes a new article each week and submits it to online article directories, the thought has occurred to me more than once that I should have my own article directory, as well. Your own article directory can serve as yet another lead-generation tool for your primary website, serve as yet another place to showcase your exper
      ve. Announce something that appeals to the reader’s self interest like bait on a hook appeals to hungry fish. The job of the headline is to persuade the reader to read the first sentence of the first paragraph. Of course that first sentence’s job is to persuade the reader to read the entire paragraph, and so on.

   4. Use numerous sub-headings. Subheadings do two wonderful things that attract the attention of the scanning reader. They break the material into smaller sections and (if well written) grab the reader’s interest with something that appeals to her self interest. If the sub-heading works, the reader only thinks they are going to read this one small section. Then if your writing in that small section works, they may read your entire copy.

   5. Underline or make important information bold. Underlining and b
      New Business, New Life
      Nicholas Feldman owns Dare To Dream Attendant Services in San Francisco, California where he lives with his fianc? and his companion dog Elliot. Nick has cerebral palsy and drives a powered wheelchair with his chin. Nick also has twenty-four hour attendant care.About a year ago, I started my own business doing homecare in San Franc
      ad the entire paragraph, and so on.

   6. Use numerous sub-headings. Subheadings do two wonderful things that attract the attention of the scanning reader. They break the material into smaller sections and (if well written) grab the reader’s interest with something that appeals to her self interest. If the sub-heading works, the reader only thinks they are going to read this one small section. Then if your writing in that small section works, they may read your entire copy.

   7. Underline or make important information bold. Underlining and b
      Define Your Position: Values, Ethics & Leadership
      Some call it wearing one’s heart on the sleeve; others call it wearing their emotions. If the discussion is of values and ethics, leaders must wear them openly, constantly encouraging, mentoring, and coaching others to operate within values-based and ethical standards the leader expresses. Values and ethics exist in a philosophical arena
      als to her self interest. If the sub-heading works, the reader only thinks they are going to read this one small section. Then if your writing in that small section works, they may read your entire copy.

   8. Underline or make important information bold. Underlining and bolding key phrases makes this information leap off the page. Be selective and don’t overdo this technique or it will lose its effect. The unbreakable rule here is that if the reader only reads the bold or underlined words, she should still understand you basic offer and know what the key benefits to the offer are.

   9. Put some information in small boxes. Like sidebars in magazine articles, these boxes pull the eye to small sections of information. Make these boxes contain stand alone messages and examples. You can use boxes for proof, testimonials or to contain intriguing examples.

   10. Bullet points or numbered lists. Lists draw the eye because they package your information in “bite sized” portions. Readers like lists because they get right to the point and they feel you are communicating the essentials of your message without a lot of fluff.

   It’s always a safe bet that your readers will only scan your copy. They are busy and distracted by many other things. Only if they see something in that quick scan that interests them, will they read any more.

   Never assume you hav