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Sales Lessons From Starbucks And Dell

Rule 10 Indent Paragraphs



Rule 10 Indent Paragraphs
   

Blocked paragraphs are similar to all caps. They are are also harder to read; type one to see for yourself.

An indented paragraph uses white space to break up the columns of text and signals to the reader that a new paragraph begins here.

When you block paragraphs, you have to put a one-line space between paragraphs to give the eye the same relief as an indentation (in 8-point type, you get nine lines to the column inch). And the reader still doesn't have the same sense of new paragraph beginning.

Like most of these typographical rules, it comes back to habit. When books, newspapers and magazines start using blocked paragraphs, so will I.

Until then, I'll do what people are used to and familiar with. The typography in an ad should be invisible to the reader. You don't want anything to distract the reader's attention from your message.



Rule 10 Indent Paragraphs - To learn more about this author, visit Brad Sugars's Website.

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Brad Sugars
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You'll love reading the articles here by Brad Sugars, his advice is real world and comes from having literally founded the business coaching industry in 1993. Brad is the Founder and CEO of ActionCOACH, the World's #1 Business Coaching Company. Having Coached literally tens of thousands of business owners and executives you'll find ActionCOACH and Brad Sugars will fill your head with strategies and ideas on how you can make your business work for you.
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Rule 17 Test Test Test Keep Testing
Rule 18 Let Your Customers Point the Way to Profit
Rule 19 Watch What DirectResponse Advertisers Are Doing and Plagiarize
Rule 7 Go Standby Or Wheel and Deal
Rule 10 Indent Paragraphs
One Last Rule Never Put Everything in Your Advertisement
Rule 16 Make Your Advertisement Look like Editorial Content
Rule 21 Listen to the Market
Rule 20 Rules are Made to be Broken
Rule 5 Pay for Position
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