We all know about the importance of giving readers time to digest important information before they move on to the next step. When we get to it, however, we often underestimate the power of "physical" white space on paper.
It's not about readability, nor about writing scannable content.
Or, at least, it isn't about that only.
In fact, it is also about giving your copy time to take shape into the reader's mind. Time for a thought to gain structure and texture, to become something tangible and "real".
On a plain back home from the Translation & Localization Conference last week, I realised that many of the business-related conversations I had with fellow colleagues there had to do with a general lack of "mental white space".
"I was considering taking a course in [random subject], but I don't have time for that"
"I really wanted to revamp my CV, but you know how work is ..."
"I've been toying with the idea for a long time, but paid work comes first"
And there it was, black on white.
One of the trickiest things you need to master as a freelancer is actually your freedom.
This is something we all know in principle - a platitude, if you wish. When we get to it, however, we often underestimate the power of some metaphorical white space in our professional lives.
Running a business is essentially about bringing an idea to life.
It all starts with a thought you then work on to give it structure and texture.
Nevertheless, running a business is also about nurturing a "living thing", that changes and evolves over time - and if you want to keep it healthy, you need to give yourself the time to ponder those changes and make them happen.