You know the email or the web site. Blocks and blocks of text, that seem to just be nonsense on a page. It’s painful to look at. And, after 5 seconds, you decide to move on elsewhere. Or, in the case of an email, you’ll get to it later. Sure, you will.

As the writer or the editor, you have a message you want to get across. Why bury it? Use space to your advantage, throw in some bullets. Or, gasp, use the 1-sentence paragraph.

Words create their own images sure. But there’s nothing wrong with helping your reader, guiding their eyes along the page. It might sound over simplistic. And, it is.

But, if you want someone to read what you have to say or to market that new product. It’s not just in what you say, but how it reads.