I've been asked to do a presentation on writing for digital media in Cannes this June, but I think I'll be wasting my time.
After all, anyone can write for the web, can't they?
They're certainly trying. The Technorati State of the Blog estimates that there are over 100 million blogs these days (counting this one.) Pus almost 200 million websites, and over 1 trillion web pages. That's a truly staggering amount of writing - possibly more than all the printed words in history.
But how much of it is getting read?
Writing for the digital world is very different from any other kind of writing. And unless you know the rules, you're not likely to be effective. Here are three tips that might be helpful.
1. You don't have time to develop an argument or even tell a story. Your writing must be short and telegraphic. Forgo the fluff and get to the main message as quickly as possible.
For example, research shows that the average amount of time spent on a newsletter is 51 seconds.
2. You don't have to get people's attention. You have to keep their attention. Readers will scan your website or e-newsletter, looking for highlighted facts, lists, links, calls to action.
3. Unlike any other form of writing, where you write is just as important as what. Studies show that people scan the screen like the letter "F." They read across the top, drop down a bit, then read across again. So make sure you put your main benefits or your offer right up at the top. With a link, of course.
In my presentation, I also give specific recommendations for websites, e-newsletter and e-mails. If you'd like a copy, please e-mail me at ARosenspan@aol.com
