Attracting a reader to your content is the first step. But how to keep them reading when they are on your webpage, blog, or reading your article or book? There are certain principles that I follow – which I developed when working on Google blogs for the US and UK market – that can give your copy a fresh, open and inviting tone, and encourage the reader to read on.
Here are my 10 principles, which while not exhaustive, provide a pretty good and brief overview of the most important approaches to bear in mind. So without further ado, let’s get to the top ten:
- Be user-centric The key person in the process is the reader, not the writer. So – unless you’re writing a diary – always think of who is going to read what you are writing. And never forget that you’re writing for them. Imagine their goals and state of mind. Respect their time and intelligence. Be supportive and helpful. If you have a target reader in mind, then even better, that should help you to define your goals and objectives – and the best way to express them.
- Be brief The more you write, the less people read. So don’t torture your reader with big blocks of text. Turn one long sentence into two short ones. Question whether each word is needed. Think Hemingway rather than Faulkner.
- Be friendly Personalise your written communications – make the readers feel like you are talking to them. Use contractions. Avoid stuffy words such as ‘utilise’ with simpler ones like ‘use’.
- Be clear Explain selling points or your argument or key information in simple, easy-to-follow steps. avoid large blocks of text by using lists or bullets.
- Be consistent Consistency is a key part of communications being trusted, not only in terms of tone of voice and style, but also the use of consistence style guide for spellings, capitalisations, etc.
- Be polite yet relaxed Your writing, like many party invitations, should aim to be smart-casual. Make readers feel at ease by using natural and supportive language, only using formalities when the situation really demands it.
- Be worldly To ensure that your words are translated easily and accurately, avoid colloquial terms or lesser used phrasal verbs, idioms and expressions. Say it smartly but simply.
- Be accurate Check your facts. Make sure any embedded links are functional. If you are writing steps, follow them to check on their coherency and comprehension.
- Be informed When creating content, do your research. Resources that are used should be linked.
- Be true to form Different content and distribution channels necessitate a different approach, including tone of voice, style, and the action you wish your reader to take.
Any questions? Please contact me at darrenchastney@gmail.com