If you write something, you likely want people to read it.
For marketers, you definitely want people to read it. We spend hours writing copy for web pages, ads, emails, articles, social media posts, etc. All of that copy has a purpose. And it only works if people read it.
But people’s habits have changed. They are blind to advertising because they are blitzed by it. They read less online because they have less time.
So how can you make sure your writing – whether it’s in ads, emails, social media, or your website – gets read?
Here are three tips for better readability:
Learn the art of headline writing. A well-crafted headline can make all the difference. And I don’t mean writing “click-bait” headlines that get people to click on posts only to anger them once they see the full content and are disappointed. Sorry Buzzfeed. I mean headlines that genuinely appeal to your intended reader, that introduce the concept and give them a real reason to continue reading.
Use bullets and numbered lists. If you take less of someone’s time, chances are they will be more likely to pay attention. If someone says, “I need 5 minutes of your time”, you’ll be more agreeable than when someone says, “I need an hour of your time”. So the best way to condense content and make reading easier is with lists. Lists make people feel better about the content they’re reading. It feels faster and more fluid.
- Incorporate other media. Are you using the written word for a reason? Could you accomplish the same goal, or get across the same message with an image, diagram, video clip? Mixing in other media forms is a great way to get more people to see or hear your message. Using short form video and imagery can make a page or email less boring, and more likely it will get read or watched.
You want to get your message across. So use these tips to start creating messages that are easier to read.