Is rambling reducing your results?

©Ion Chiosea via 123RF

On average, according to Statistic Brain, 49% of people visiting websites only read 111 words – whilst 28% read an average of 593. To put these stats into perspective – one page is approximately 442 words (Calibri 11, single space) which translates into the majority of readers consuming only 25% of your message.

Print articles are usually longer than website content, so how much of your message is being lost? I have written and edited many releases, thought leadership pieces, and announcements in my time, and I even find myself getting bored after the first page. Don’t get me wrong, they are usually interesting, if not titillating, but if you lose your reader 25% through your piece, what’s the point?

Here are some considerations when writing:

1. Is your heading attention grabbing?

The headline is the first impression readers will have to your piece (obviously!). Your headline needs to reflect the content; Funny? Serious? Informative?

2. The first two to three paragraphs are crucial

Having read many pieces of content, as a writer, proofreader, and consumer if the first paragraph (never mind the second and third) don’t grab me, I will stop reading immediately. The way around this is to include the most important points in the first paragraphs, otherwise you risk creating boredom, and perhaps even damage to your credibility of that of your client.

3. Have you included stats, quotes, or an analogy to emphasise your point?

I recently read an article Writers Block? Maybe Not, an analogy was used of a blocked drain being compared to writers’ block – although I don’t necessarily agree with the points, it illustrated the writers’ point of view. Quotes and statistics are tools used to reinforce the message of your piece.

Writing is a very subjective mechanism in which to relay messages – what one person thinks is funny, another might find it clichéd. Remember, you are writing for your audience and as such, you must try think like them.

At the end of the day – enjoy it and take constructive criticism in your stride.