Broetry won the likes and lost the buyers

Broetry won the likes and lost the buyers

Everyone says: "One-line-per-sentence broetry crushes dense paragraphs."

A consultant A/B'd it honestly: same 40 posts, half in staccato broetry, half in normal 3-4 sentence paragraphs. Same topics, alternating weeks, three months.

The claim: white space = dwell time = reach.

Result: broetry posts averaged 38% more reactions. True, credit where due. But link clicks to her booking page ran 2.1% on broetry versus 4.7% on paragraphs. The skimmable format trained people to skim — including past the call to action.

Four discovery calls came from broetry over the quarter. Eleven came from the "boring" paragraphs.

The format optimised for the scroll, not the click. She writes in paragraphs now and posts less.

Readable isn't the same as persuasive.