Facebook posts. Tweets limited to 140 characters. Technology is driving us to get to the point – faster.
Unless you are leisurely reading a novel, most readers these days scan headlines, subheads and photo captions to get their information. If they want more, they’ll click further. This poses a challenge for communications professionals, who often are asked to spout at length about a client’s new product or approach to doing business.
Next time you need to write anything from a news release to Web copy, look for ways to tell your story using fewer words and shorter paragraphs. Some quick tips:
| Instead of… | Try instead… |
| In order to | To |
| On the other hand | Conversely |
| In addition to | Additionally |
| We found that | We found |
Want to learn more? I just came across a webinar series starting Nov. 9, Cut through the Clutter, which promises to teach:
* How long is too long: For your paragraphs? Your sentences? Your words?
* Three ways to shorten your copy — and which is the most effective
* How to avoid overwhelming your readers with information — because the more data people get, according to studies, the worse their decisions become
* How to cut your copy before you’ve even written the first word
* How to avoid causing your reader to skip your paragraphs
* How to make your copy look easier to read
* When it makes sense to use jargon — and when to avoid it at all costs
* How to run the “Hey! Did you hear?” test on your copy
* A tool you can use (you probably already have it, but you might not know it) to quantifiably improve your copy’s readability
* Research you can use to sell your approvers on shorter, clearer writing
I’m thinking of inviting a few colleagues to listen in and split the cost. Any interest?
By Shannon Diederich, owner of Clark Communications and editor for PRSA Colorado, shannon@onelastlook.com