We all do it when we read online, we scan.
We don't read a post like we read our latest favourite novel last thing at night, digesting every well-crafted piece of prose and savouring the lyrical dialogue.
Reading online, we search for headers, bullet points, emboldened nuggets, simple facts and figures; in short, we are speed-junkies, craving the concise, the quick, and the "meat" of it.
But how, as marketers, do we capture the fleeting attention of today's online readers?
Writing on the HubSpot blog, Eddie Shleyner (@VeryGoodCopy) highlights research into the key traits your content needs to better engage the people scanning it, and offers advice on how to incorporate them into your writing.
Jakob Nielsen holds a Ph.D. in human-computer interaction, which means he’s a foremost expert in web usability, as well as web writing. In other words, he knows how to engage internet users. Nielsen says there are three best practices web writers should know, understand, and embrace. Here they are: - Be concise: say everything you need to say in as few words as possible. - Write for scanners: most people scan anyway, so why not make it easy for them? - Use objective language: online, readers trust facts, not hype.