Did you know that the longest dash on your keyboard is called the em dash (—), and it can be used quite effectively in copywriting?
The em dash acts as a long pause. It’s a visual separator or cue for your copy, splitting a sentence into two or even three parts. It visually moves the text (and reader!) along as though on a persuasive journey towards an action.
It is often used instead of brackets or commas — encapsulating text in the middle — drawing attention to it.
Or, it can aid in emphasising the latter part of the sentence — letting the reader focus here instead.
The em dash can be used successfully in many places — in social media posts, ad copy, and landing pages. It also works VERY well in headlines or subheadings.
When writing, ensure that the part after this dash is punchy and short so that emphasis can be placed there.
Want to know the keyboard shortcuts for the em dash? Read more here: https://bit.ly/3ZDdTXY.
