Do we need more facts? Probably not. We’re inundated with them. And yet, there is still a place for providing packaged information designed to solve specific problems.
But how our audiences read that information should have an impact on how we deliver it.
Here are some quick facts to help you write more effective copy:
- 43% of readers skim content rather than reading in detail
- Readers take in headlines and subheads 80% of the time
- They look at visuals 70% of the time to enhance comprehension
- 60% make it to the first paragraph
- Only 50% look at captions, lists, and calls-to-action
These are not great statistics for those of us who write blogs, articles, or other written pieces.
What’s Even Worse?
The schism between digital and print reading is even greater, which doesn’t bode well for bloggers either.
- Studies show that print leads to better comprehension than digital content, which often results in “shallow processing”
- Readers tend to engage more deeply with print materials than digital too, because digital devices encourage multi-tasking and skimming
- Digital readers also tend to overestimate their comprehension of materials compared to their print counterparts
What’s the Solution?
Write for maximum absorption.
Structure for Skimming
- Use descriptive headlines and subheadings.
- Break up text with bullet points, numbered lists, and short paragraphs.
- Highlight key points with bold text or pull quotes.
Start with Key Information
- Place the most critical information at the beginning of your piece (inverted pyramid style).
- Answer reader questions upfront before diving into details.
Leverage Visuals
- Incorporate relevant images, charts, or infographics to complement the text.
- Use visuals strategically to guide the reader’s eye toward key messages.
Optimize for Engagement
- Write concise sentences with active verbs.
- Use storytelling or relatable examples in blogs and marketing pieces.
- Include clear CTAs in sales content to drive actions.
Adapt to the Medium You’re Using
- For blogs: Focus on depth while maintaining the ability to skim and get key information. Make it visually appealing and include images. Blogs with images get 95% more views than those without images.
- For business articles: Be concise but provide actionable insights. Cut anything that isn’t necessary for understanding.
- For marketing pieces: Use emotional appeals combined with logical benefits. This is the place where stories shine.
Print vs. Digital Guidelines
For Print:
- Focus on depth and detail. Include stories when appropriate, using linear narratives. Story logic counts here. Make sure that everything on the page is geared toward gaining sustained attention.
- Use white space and spatial cues like consistent formatting, page numbers, and chapter divisions to keep the reader engaged.
For Digital Mediums
- Optimize for skimming by using clear headings, bullet points, and concise summaries.
- Incorporate visuals and graphics to break up text and enhance comprehension.
- Be careful adding in distractions like links. Only include those that will enhance understanding and drive readers to other areas of your content.
With these guidelines you will have a better chance at getting readers to finish your blog. Good luck! Tell me: Did you make it this far?