Whether you’re creating a marketing e-mail, an e-newsletter, Web or blog copy, remember S4 : Short, Simple, Scannable, Searchable to make your piece “sticky.”

• Short: Keep copy at 100 words or fewer. If you’re quoting from an article, provide the first paragraph, then a link such as “read more” or “article.”

• Simple: No fancy words, no industry jargon. Short sentences. A single idea at a time.

• Scannable: Use heads and subheads to give your piece glance value; enable the reader to “get it”
without pouring over each word.

• Searchable: Incorporate your key words (the words your customers use to find companies or
products like yours online). Helps your Web or blog copy pop to the top in online searches.