A PDF that looks like a "wall of text" will defeat even the most brilliant arguments. Roman and Raphaelson were pioneers in understanding that writing is also a visual art. They emphasize the use of white space, headings, and lists to break up the density of information.
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Start with a clear, compelling subject line like a news headline. Use numbered lists to make your structure obvious and always end with a specific call to action. romanraphaelson book on writing pdf better