Readers are busy people. When they are kind enough to begin reading our words, they also begin thinking about doing something else. Alerts are flashing across the screen, links tempt them away, and Facebook tells them someone has commented on their photo.
Writers always knew some readers would abandon them before finishing their piece, but now we know exactly how long readers spend on our pages, what holds their attention, and when they leave.
We can improve our writing to retain readers. Online readers like short sentences, short paragraphs, and lots of white space.
1. 79% of users always scan; only 16% read word-by-word
2. Reading from computer screens is 25% slower than from paper
3. Internet content should be 50% less words than its paper equivalent
- How to clarify the response you want from a message
- How to make sure the recipient does what you need
- How to avoid cliché words and phrases that confuse or irritate people
- How to build a toolbox of tones so you always use the best fit
- How to assess your audience and calibrate your writing style
- When to CC, when to BCC and why you should almost never Reply All
- How to change the Subject to get quicker responses
- Avoid the F-word: when Forwarding goes wrong
- Guidelines for writing website content or online promotions
WHO WILL BENEFIT
Anyone who regularly emails clients and colleagues and wants to make a better e-impression.