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Pattern Group D. Writing and Managing Co... > Continue with the Most Important Poi...

Continue with the Most Important Points in the Blurb or Lead

If you're writing a short list of blurbs, focus on the point you want to make. Keep your target customer in mind at all times.

It is difficult to write short, succinct blurbs, so write something longer first and edit it down to its essence. If you want your page to show a list of blurbs, place the most important ones ABOVE THE FOLD (I2) so that readers can quickly determine whether they are on the right page. The blurb in Figure D7.1 begins with the words “Faster than a speeding e-mail.”


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