readers should be able to get the main gist of your copy even if they just scan it. When it comes to scannability, large blocks of text are your enemy. It is nearly impossible to quickly draw out the key points from a long paragraph, so when presented with one, many readers will just skip over it automatically. Make it easier for them to pull out the central topic points by using descriptive headers and sub-headers (like the ones in this article), bulleted lists, highlighting of key points, and images or diagrams, which can both break up the monotony of text and present the same information in a different way.