Why do we need to re-think writing style?

§  People scan rather than read word-for-word.

§  Reading lengthy text on a screen is uncomfortable.

§  Content that is easy to read, direct and conversational increases credibility.

How do we modify the writing style?

§  Write for scanning - bold key words, imbedded links that lead to more information, lists instead of paragraphs.

§  Be brief! Cut word count in half from original print material.

§  Write like a newspaper article - conclusion or most important points first followed by details.

§  Write simply and informally.