If you want to reach prospective clients online, copy for email, eNewsletters, blog posts, etc. should contain half the word count of conventional text. People read a lot online plus they receive a ton of email. A majority of your readers won’t have time to read your lengthy copy.
The most frequent advice study participants had for newsletter creators was - “keep it brief.”
Nielsen Norman Group ’s research found that 79 percent of their test users always scanned any new page they came across; only 16 percent read word-by-word. A newer study found that users read email newsletters even more abruptly than they read websites.) People prefer sites that get to the point and let them get things done quickly
Improve your online writing style from this …
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
… to this, to increase readability and usefulness:
In 1996, six of the most-visited places in Nebraska were:
- Fort Robinson State Park
- Scotts Bluff National Monument
- Arbor Lodge State Historical Park & Museum
- Carhenge
- Stuhr Museum of the Prairie Pioneer
- Buffalo Bill Ranch State Historical Park
Users spend 51 seconds reading the average newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded inbox.
I highly recommend the Nielsen Norman Group, they are true pioneers in user experience studies that can greatly improve your writing for Web. Check out their online publications, white papers and reports:
- Web Usability
- Intranet Usability
- Email Usability
- Mobile Usability
Additional articles that may be of interest:
- How do users read on the web? They don’t … they scan
- 6 Writing Tips to Make Your Ad Agency’s Blog Effective for New Business
- 21 Blog Post Writing Tips for Ad Agency New Business
- Ernest Hemingway’s Top 5 Tips For Writing Well
- Top 5 Benefits for Having an Agency Blog
- 40 Ways to Take Your Ad Agency’s Blog to the Next Level
- How to Write Your Ad Agency’s Blog
- 50 Blog Post Ideas to Fuel Your Ad Agency’s Blog
[...] Use Brevity for Ad Agency New Business [...]