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.&quot;
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/)
Can also be applied to URLs
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]