Easy read means more readers

Writing for the web needs easy language and no frills.
Readers have no time.
Upper case means shouting.
Take time to delete the unneeded words and start with a summary.
People will thank you.

When you start a new blog entry or a social media post, think about having the greatest audience.
You need — not — to speak in language, which only professors understand.
Start your text with the easiest explanation possible.
You can use the pyramid to go into deeper details at the end of the text.
Think about writing the pyramid from top to bottom.
Small details on top.
More details and profi-talk at the bottom.
This makes your readers able to stop at any given time, and get the gist of it anyways.

Upper case.

Means shouting.
Be nice.
Page 3.

Also the use of exclamation marks should be sparingly.
People might be attracted to your text in the first place.
But they are easily overloaded and will — not — come back, if you shout at them.
That makes the whole business dull.

It is also good to write in an easy to read language.
Most of your readers have no time to read all the document.
They scan it.
If you write in an easy to read language, people will better be able to read as they want to.
That does — not — mean that your valuable time is spent meaningless.
People will start to read the next blog entry or another tweet of yours after they finished reading the first one.

The symbol of an intelligent man is the writing in easy language.
If you cannot explain it to a 6 years old, you did — not — understand it yourself.
Says Einstein.
He needs to know.

It is good to write in paragraphs.
Like this the text gets a structure.
And is easily scannable again.

Sometimes one sentence is enough.

Then there are the right symbols to use.
On this cheat sheet you can see, which key does what and when to use it: https://www.typewolf.com/cheatsheet.



The use of quotes is only needed when using direct speech.
Do — not — overcomplicate your text with setting unusual words into the right quotes.
With right quotes I mean the curly ones from the cheat sheet.
Be no coder who is using the straight ones, just because they are easy on the keyboard.
You are — not — programming machines.
You are programming humans.
And in this you need to write in a human way.
Nice and beautiful.

Writing in an easy way does — not — mean to use colloquial language.
This hurts the credibility of your text.
Be the guy who can appear with his text on every device in any boardroom or on the streets.

This is easily done by using sharp words.
Which you took the time for to delete the unneeded words.
I did — not — have the time to write a short letter, so I wrote a long one.
This quote is by Google generated AI colloquium.
It needs to know and other great writers and artists also know: It is — not — about generating more stuff, but cutting out the unneeded stuff.
That sculptures.

It is good, and so even more on twitter, to put the keywords in front.
Like that it stays scannable.
Also when using headlines, make them scannable.
And deliver a benefit in it.
Why should the reader read this part? Headlines should be treated as small content.

If you use links, make them so that people can immediately see what is to expect on the linked page.
Like this the people might come back to your page, because they invited you to give them text.
Yes, that’s right.
You are not the host of the people, people invite you onto their device.
So behave as if you are a guest.
And people come back to invite you again.

People spend more time on other websites than on yours.
A quote by Jakob Nielsen.
The man needs to know, because his business is to measure user experience.
Actually user experience is about measuring.
It is — not — about designing things and being nice in the mind of the designer.
You have to check your design with people.
And design for them.
Real people.

Like this you can let other people scan your text, before releasing it on the web.

To check the tone of voice of your text is also important.
People must resonate with your brand.
This is a top three attribute of bringing your readers to advocate.
And becoming brand evangelists.
Nielsen Norman Group found out, that it is as always crucial to deliver the emotional need of your audience.



If you are in the health sector, it is of course right to be formal and professional.
A joking way of writing would be pulling readers in.
But they will feel the lack of getting the impression, that you are the right for the feel of a save future with you.

Some brands can do with a casual tone of voice alone.
Mailchimp for example is a good way to communicate with a brand, that is specialised on that.
But findings of NNGroup say, that casual, conversational, and moderately enthusiastic tones performed best.
They do — not — just say this.
They found it out with user testing.
See the link above for the statistics.

Getting the emotions right of your readers is always the thing to go.
In advertising, blog entries, whole website texts and so on.
This is the number one spot for making brand advocates out of your users and readers.
For this you have to feel real with you.
Anticipating emotions of your connected people works best, if you are free.
Free of emotion, thought and will that stands in the way of tasting the emotions of your users and readers to the fullest.
Be that guy who is humble, helping people and getting back for that alone.

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