If there are a few short lines
and then one long paragraph,
it builds expectations for what the last paragraph is going to hold.
You don’t have to be a journalist or in marketing to start seeing what works and what doesn’t. When you open an article or an email and there are a bunch of long paragraphs in a row, most people see it as too much. It’s hard to go from line to line for that long with no line spacing in between. But a post like this? Yeah, it works. You knew the flow before you even started reading.
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Drop me an email: gabe@gabethebassplayer.com