We process over 10 million pieces of information per second – including 600,000 (!) colors – with our eyes. This works because more than 100 million photoreceptor cells convert this information into nerve impulses and transmit them to our brain.
In other words: our eyes also need a break sometimes.
And that concludes our biology excursion.
What I mean by that is:
In the past, the challenge was the monkey brain, because people didn’t want to read long sentences.
Today most people have no desire to read.
The question is:
How do you still get their attention with your written word?
Write for the Tik-Tok brain.
In other words:
Your text should not only consist of mostly short sentences. It also needs a structure.
And this rhythm has to please our eyes. Let’s do a quick live test.
If you look at the germany email list picture on the right long enough, the words develop a rhythm of their own and start to dance – but afterwards your eyes will hurt.
What do I mean by that?
Use paragraphs.
Many.
Don’t be afraid to write a one-word paragraph. Not only does it increase the speed, it also reduces the bounce rate. Because:
You will never see a speed camera in time and brake. You stay in your lane. Your foot on the accelerator.
Until the next construction site
Only then do you slow down. You slowly take your foot off the accelerator, the needle on the speedometer moves towards 100. Then it continues to drop to 80, then 60, and before you know it, you’re crawling through slow-moving traffic in second gear.
Exactly like this in makes japanese multinational companies so successful the text:
The balance aleart news between short and long paragraphs creates a pleasant rhythm and you set the pace.
What does this mean for your SEO copywriting?
You give your reader an experience like on a roller coaster.