Engaging writing is a combination of expert knowledge, and concise, linguistic proficiency. The old rule that was once due to space restrictions in print continues to be relevant in the digital age: effective writing is short and succinct.
Long-winded essays lose potential clients. While space may be endless, attention spans are limited. It's important to keep things concise, but how does one do that? By weighting and structuring well!
Begin clearly, making your topic and message obvious. Most readers decide after only a few short lines whether to continue to read. But be wary of clickbait – today's readers are savvy and don't want to be toyed with. Good use of the element of surprise, however, will often draw people in. Make wise use of unusual facts or unexpected angles to make your message interesting.
Have fun with your wording, too. Superlatives – used carefully – create an exciting mental image. "Opening of World's Largest Chocolate Factory" will catch more readers than "New Branch Has Increased Production Capacity." Even if it isn't the world's biggest factory, is it the largest in town? In the state? Highlight things that will help the reader connect to the piece – locality, culture, things that might relate to them on a personal level.
Format matters, too. A newsletter sent over email requires a different tone and formatting than a permanent info section on the website. Are your readers already interested in the topic, or is this essentially a cold-call? Is the information time-sensitive? Limited offers, end-of-season sales, and other campaigns should be front and centre, not hidden behind contextualizing.
Of course, time-relevant content needs to be kept up-to-date as well. Or, write in a way that doesn't age. But keep all these details in mind, and your online presence will stand out!
Sample Website Content
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