I was reviewing a company's press release the other day and the first paragraph was like my momma's Friday casserole: everything included.
It took me awhile just to identify the main ingredients.
When it comes to writing for your website or a press release, this isn't middle school composition class. Try to make each point as quickly as possible. Your sentences should be short and positive. Your paragraphs should include as few of those short, positive sentences as possible.
If you are listing the features of your app, rather than jumbling a paragraph with descriptions of your features, try breaking them out of the sentence and into a bulleted list. People have trained themselves to scan copy for the information they are looking for. Bullets are much more scannable than blocks of text.
One website I wrote that provides an example of writing in short, readable bursts is www.ringomo.com.
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