From a presentation by Aaron Schmidt of the blog Walking Paper
From Jakob Neilsen On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. http://www.useit.com/alertbox/percent-text-read.html
“ Get rid of half the words on each page, then get rid of half of what's left."
Look at the back of the book
They flash because of their ability to create curiosity. And not just a little bit of curiosity, but a massive amount of curiosity. Sean D'Souza (marketer) writing for CopyBlogger.com (http://www.copyblogger.com/irresistible-bullet-points/)
Take your product/service. Split it into five or seven parts and pull out the most important highlights or benefits. (http://www.copyblogger.com/irresistible-bullet-points/)
Less scrolling
Can also be applied to URLs
No all-caps
No exclamation points
No “click here”
Spell out library acronyms. Customers do not know what OPLIN is; only librarians do.
Write clearly! Extra words and jargon can really hurt your organizational image. Siegel+Gale recently completed a year long study of 1,214 American homeowners and investors that shows huge demand for simple, plainEnglish communications . A few interesting quotes: Fully 84% of all consumers say they are more likely to trust a company that uses jargon-free, plain English in communications. http://www.commoncraft.com/study-americans-overwhelmingly-demand-simple-communications
Keep it conversational
Write in the active voice
What’s in it for them? What’s the payoff?
Take those highlights or benefits and put a “why” or “how” before each one. (http://www.copyblogger.com/irresistible-bullet-points/)
![Writing for the Web (A.K.A. “Trying to get people to give a darn”) Laura Solomon Library Services Manager OPLIN [email_address]](https://image.slidesharecdn.com/writingfortheweb-110912142605-phpapp01/85/Writing-for-the-Web-1-320.jpg)
![You can: ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)