Have Something to Say and Say It Fast with a Catchy Headline and Just 30 Words
Writer and anarchist Edward Abbey said, “Good writing can be defined as having something to say and saying it well.” In the digital age, good writing requires having something to say and saying it fast.
Many modern readers are skimmers. They prowl online for information and click on links. They stop when they find what they want or something that captures their attention.
Skimmers ‘read’ on smartphones, with fingers flipping as fast as their eyes can see. If what you write doesn’t make a compelling first impression, you are digital toast.
The old rules of writing – clarity, simplicity and brevity – remain but have been eclipsed by the need to be intriguing enough to stop skimmers from flipping.
Saying It In 30 Words
Journalists are trained to tell a story with its most compelling detail in their lede using 30 words or less. In journalistic parlance, it’s called the inverted triangle with the best fact in the first paragraph. Short supporting sentences follow. Useful background information comes at the end.
There was a practical reason for a short, comprehensive opening sentence – that’s what was placed on a news wire. Writers today should regard digital readers as their personal news wire.
Pages Versus Screens
Scientific studies confirm that reading something on paper differs from reading something on a screen. If you are writing a novel, screenplay or poem, your assignment is different than writing for a digital audience on a smartphone or iPad.
Paper pages have thickness, can be turned and essentially create a map for a reader to follow. Screens are navigated by scrolling and tapping. The sensory perceptions of reading and skimming are very different. Those differences demand different writing styles and strategies.
Online readers skim pages looking for something to click. To earn a click requires an attention-grabbing headline and interest-piquing first paragraph. The body of the piece should consist of short paragraphs with frequent subheads.
Style points don’t guarantee readership. The winning formula is substance + style.
Digital Writing Tips
The aptly titled blog Digital Writing Tips offers useful advice to snag a digital reader in the 15 seconds they typically spend skimming an online screen.
- Write in active voice
Subject, verb, object. Use active verbs. Employ turns of phrase as a shortcut to convey meaning. - Be personal
Use ‘you” and ‘your’ to make a quicker, stronger connections with readers. - Be applicable
Write to the level of your audience’s understanding. - Be visual
Add images and charts that underscore your main message. - Use bullets or numbered lists
Skimmers like lists that provide easy-to-follow structure. - Use catchy headlines
Think of your headline as a lure and a fish hook. - Limit word count
Keep the word count to 500 to 600 words. It’s not a novel. - Keep paragraphs short
Use short sentences and avoid foreboding paragraphs. - Add links
Offer useful details and background through links.
The Feel of Screens and Books
Books are something to hold in your hands. Digital media is just for eyes. Books provide details. Screens convey something akin to impressions. Books allow stories to unfold. Screens can quickly change, sometimes unintentionally. Books can have hundreds of pages. Screens can be visible for seconds.
Readers read books. Skimmers skim screens. Know your audience and write accordingly.
