Whether it’s your website, an email, a brochure or a press release, white space is your friend. Keeping paragraphs short and leaving space between them, or leaving white space on the page, gives the prospect’s eye a place to rest and makes your message feel easier to read. No matter how persuasive your copy is, if no one reads it, it’s pointless. White space isn’t wasted space; it puts the focus on your message. Take a minute and look over your website, your last proposal, that email you sent, and the sales piece you use. Are you using white space well?