By Jeff Herrington
Today’s readers are more distracted than ever. Thanks to voluminous emails, always-on cellphones, and ubiquitous social media, your audience has more reasons than ever to look away from your newsletter . . . if they look at it in the first place.
Alas, no one is guaranteed an audience these days. But these three tips for writing for today’s more distracted readers will increase the likelihood people check out what you have to say . . . and act on it.
1) Keep sentences to less than 25 words
No exceptions. It’s always better to present info in three, 14-word-long sentences than one 38-word-long sentence. Your content contains four more words but is more approachable. Especially in an era when so much content is getting consumed on cellphone screens that make your articles skinnier and longer. So, keep it short. REALLY short.
2) Use sentence fragments now and then
Giving every sentence a subject and verb is as antiquated an idea as is using words like “forthwith,” and “heretofore.” We don’t talk that way, so why write that way? In the previous tip, I included THREE sentence fragments (“No exceptions,” the phrase beginning with “especially,” and “REALLY short.”) You understood them, and their brevity helped the section zip along. Which is the point. (Another sentence fragment.) 😊
3) Craft tantalizing subheads
Let’s say the topic of your longer article is, “employee benefits.” You could insert subheads like, “Health Insurance,” “Vacation,” and “Special Discounts.” But why settle for the mundane, when you could just as easily craft subheads that say something like, “Your wellness redefined,” “You deserve a break today,” and “Boosting your family’s budget?” Not only are those subheads more alluring to the reader — they also position the company as a true benefactor to the employee in a way the generic subheads do not (you can always place those more generic subheads in parentheses after the creative subheads to help those readers who are scanning the page/screen.)
Respecting the fact your readers have less time than ever to absorb your content puts you two-thirds of the way toward your goal of producing effective newsletter content. Applying the tips above will take you that much closer to the finish line.
ABOUT OUR GUEST BLOGGER
Jeff Herrington is a communications consultant and writing coach who helps communication teams write for today’s more distracted reader. Jeff has provided consulting expertise for such companies as Coca-Cola France, Whirlpool, John Deere and Wausau Insurance. His writing and content workshops have been brought on-site multiple times by more than 100 companies in the Fortune 1000, including JPMorgan Chase, American Century Investments, Arizona Public Service, Phillips 66, and the Federal Reserve Bank of Philadelphia.
In addition to his consulting, coaching and workshops, Jeff also has composed several crossword puzzles that have been published in The New York Times, and he writes under the name of Jeffrey Eaton as a murder mystery author.
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