I admit that it’s the end of the day and I’m tired. But I just read a guest blog on a site that usually has very good content—but I barely understand a word. I got lost in the tech jargon and pretentious language.
I had an interest in the topic. And the author claimed to be a respected social media expert. But his first sentence was 44 words long. The next was 36. A whole paragraph was gone, just like that. And so was my attention span.
That first sentence included the phrase “are becoming more and more aware of.” FYI, more is more. You don’t need more and more.
Even the title of this post was too long. Titles are key real estate, so here’s a hint. To grab attention, don’t explain the entire topic. Just describe what’s at stake. And do it quickly before we lose interest.
Those days are over now, unless you write for the New England Journal of Medicine. (Or you write government reports as I occasionally do…) This is just blogging and we’re all very busy people. Please respect our time.
I can be conversational, informal, and even irreverent. Whatever I choose to write about, I should be brief. I should use simple, clear language. I should incorporate lots of subheads and bullet points. And the occasional fragment. I wish more clients would pay me to write like this!
I just did. It felt good.