Guiding a reader around a page.

As copywriters, we don’t kid ourselves that a reader is going to read every word we write. Sometimes we write words as place fillers and guides, knowing they will never be read. Sometimes we sacrifice space and word count just to get the readers eyes in the right place, just for a moment.

You may well have seen such an example before, but if not, you might find this interesting:

You may read this at some point.

I think you will read this first.

Then you will probably read this, even though it’s a lot smaller.

This paragraph of smaller text will probably only be read if you are

already interested in what it might say, based on the headlines.