Presentation of wording. If you write everything in one big paragraph it is ugly, it is boring, and it will put people to sleep. Look at this article I’m writing right now. Hopefully you find the presentation of the article a little appealing (if you don’t than go fly a kite!), the use of bold, numbering, underline, italics, etc… It is much easier for someone to read. In fact, look at the product page on Amazon.com and see how they lay out their page. They are pro’s right? So take some time to lay out your text in an appealing way.
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