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Avoid passive verbs. Search your text for every instance of is, are, be, am, was, and were. Rack your brain to figure out how to reword the sentences to avoid those verbs. They can kill the momentum of the text. You can often avoid those verbs simply by flipping your sentence over.
Design for the 1 second, 3 second, and one minute read. Structure your use of headlines, headings, subtext, bold text, and call outs in such a way that the hurried scanner can glean your major points in three seconds.
I was at a seminar a couple of years ago where the instructor explained research on readers of printed pages. She said a certain percentage of readers will flip through pages reading only headlines and the subtext under photographs. Conclusion: repeat your sales message in the subtext of photographs.
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