Just finished reading Chris Woolfey’s article on online copywriting basics. While he focuses on writing for the small screen, the rationale behind his advice goes back to one important point:

Focus on your reader instead of yourself, and you’ll improve the reader’s comprehension.

Don’t focus on yourself. If you don’t present your information effectively, no one will read it. Make it easy for the reader by taking into account how the reader will encounter the text. Woolfrey focuses on the online text …

When writing online, write short sentences, short paragraphs, says Woolfrey. Why? Because your reader is scanning the screen, not sitting down to enjoy a long article. It’s easier to focus on small pieces on the computer monitor.

Use bold titles to point to segments of the argument. Why? You want to draw your reader’s eye to the important points. Face it – people scan text, especially on the screen. Use a tool (such as bold) to slow the eye down.

Title pages should be true, but controversial. For most people, encountering online texts  means flipping through pages quickly. You have to have a title that says what the site is about, but gives its focus in a unique way to stand out from the crowd. Web sites gauge the effectiveness of a site by its bounce rate – how quickly a user clicks on and then leaves a web page. The longer, the better. If your title does not accurately convey the content, then users will not stick around. Your online copy should grab the reader, be quick and to the point.

If you are working with a printed text, from a letter to a brochure to instructions for employees, consider how to best get your point across.

• Use larger type for readers who may have trouble with smaller type.
• Break text down into a logical progression. Write an outline first and check to see if it makes sense.
• Use bullets and numbering to keep the reader on task.
• Make sure your point is clear from the beginning. Don’t build up to your message; make sure your reader sees it from the opening.
• State a call to action. Does your text give a clear directive? Is the next step clearly defined?