Five simple steps to start the conversation (Part 5)

We have found an emotionally compelling idea, adopted an easy-to-read style, and kept it concise and to the point.  We have made it skim-able by adding headings and lists. The last step is to complete your structure work.  This week Step #5: Structure it to soothe the reader’s eye.

Step #5: Structure it to soothe the reader’s eye

Readers can be intimidated by long blocks of text.  Making content easy to read in a visual sense will make it easier for the reader to understand your key message.

You can soothe the reader’s eye by using white space. Use adequate margins and space between sections. Keep paragraphs short.  The lists we discussed last week help break up text and provide relief to the eye as well as enhancing its skim-ability.

Visual tools can help explain your content.

  • Infographics provide a clear visual representation of data, relationships, or ideas.
  • Tables can help comparisons and show relationships without using a lot of text.
  • Lists group similar items. Numbered lists are ideal for items that are sequenced or ranked; other lists may be bulleted.
  • Other visual tools include inserts, charts, maps, and checklists.

Make sure the tool you use matches your content and the needs of your audience. You can’t explain everything with a pie chart!


In this series we have seen how plain language improves understanding.  Understanding leads to trust, and ultimately to action from your prospect.  Take these 5 simples steps to start the conversation:

  1. Find one compelling idea.
  2. Use an easy-to-read style.
  3. Keep it concise and to the point.
  4. Make it skim-able
  5. Structure it to soothe the reader’s eye.


To keep these simple steps in mind while writing, download and print the handy checklist:

Checklist 5 Simple Steps to Start the Conversation

Download Your Free Checklist


Contact Water Copy for all your content writing requirements.