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Insurance Writer

There is a lot of poor writing out there on the web. Even in professionally written White Papers and blog entries, there is lots of room for improvement. As agents, consultants and claims people, we should write in top form before we send that letter or publish the final draft of our blog. Here are a few tips on sentence and paragraph length.

The “eye likes white space.” If you mail a letter or publish a blog without adequate paragraph breaks, readers will quickly lose interest. Creative use of white space encourages the reader to dig in and begin reading, then refuses to intimidate the reader along the way.

How long is a sentence?

Most writing experts agree – use concise sentences in business writing. Strive for an average of 15-to-20 words in even the most technical documents. However, good writing uses varied sentence length. If you write all 10-word sentences, your work would be choppy. If you use all 20- or 25-word sentences, the reader will soon lose interest. Vary sentence length and strive for an average of not more than 20 words per sentence. Briefer is better. A four-word sentence that is informative is perfectly acceptable. “Risk management maximizes profits” speaks volumes in four words.

How long is a paragraph?

A paragraph is a relatively short block of text that opens with a statement—a topic sentence—which describes what the paragraph contains. Many writers, even experienced ones, tend to stray toward lengthy paragraphs. This is a mistake. Strive to average less than 100 words per paragraph. Also keep formatting in mind, because if you format using more than one column per page, your paragraphs should be even shorter.

Remember these three rules for better business writing:

1.       The eye likes white space

2.       Sentence length average: 15-to-20 words maximum

3.       Paragraph length average: Less than 100 words

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