Comments on: The Reason Most Writing Is Never Read http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/ Everything about writing and marketing white papers Mon, 07 Jul 2008 10:24:42 +0000 http://wordpress.org/?v=2.3.1 By: Nick - Supaproofread http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-59658 Nick - Supaproofread Mon, 30 Jun 2008 11:55:22 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-59658 I so agree with you. The amount of times I read something and am bored to tears after the first 20 seconds or so is crazy. I think for anyone, creating a story with some meaning is something that grabs my attention, or, if its online then a great heading that enticies me to read the rest will attract and keep my attention for longer. Keeping things concise and to the point, as well as injecting some humour, will keep me reading a piece of writing. I so agree with you. The amount of times I read something and am bored to tears after the first 20 seconds or so is crazy. I think for anyone, creating a story with some meaning is something that grabs my attention, or, if its online then a great heading that enticies me to read the rest will attract and keep my attention for longer.

Keeping things concise and to the point, as well as injecting some humour, will keep me reading a piece of writing.

]]> By: Copywriting Sarah http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-59390 Copywriting Sarah Tue, 03 Jun 2008 15:13:03 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-59390 These tips are really important when writing for the web. Copywriting and proofreading are my job but even i find myself skimming over web copy after i've read a few lines. Writers need to remember that reading is actually an effort. Sure, reading copy isn't too hard, but there's always something more exciting tugging at the reader's arm, trying to drag them away - especially on the web So the easier (and more enjoyable) we can make the reading experience, the better our conversions will be. Sarah These tips are really important when writing for the web. Copywriting and proofreading are my job but even i find myself skimming over web copy after i’ve read a few lines.

Writers need to remember that reading is actually an effort. Sure, reading copy isn’t too hard, but there’s always something more exciting tugging at the reader’s arm, trying to drag them away - especially on the web

So the easier (and more enjoyable) we can make the reading experience, the better our conversions will be.

Sarah

]]> By: Jenni http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58950 Jenni Tue, 08 Apr 2008 20:15:01 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58950 YOU statements are better than I statements. Example: As you read, you will learn how to understand your emotions (and those of others) better, enabling you to have more enjoyable relationships. NOT: In this book I have given you information that I believe will help you have better relationships. YOU statements are better than I statements. Example: As you read, you will learn how to understand your emotions (and those of others) better, enabling you to have more enjoyable relationships. NOT: In this book I have given you information that I believe will help you have better relationships.

]]> By: Sarah http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58948 Sarah Tue, 08 Apr 2008 20:05:13 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58948 I specialize in writing for health and nutrition companies and I see over and over again that many companies feel mistakenly that super-technical writing will give them more credibility. True, people want some good credible information but too technical can be a turn off. Al Johnson, a great health copywriter, once pointed out that building on the principle of reciprocity, you have to give your reader something in return for his/her attention. He achieved success as a copywriter by providing some entertainment to his readers. With white papers especially, it's easy to forget that on the other side is a person - who has a lot of reading, little time, and probably even less attention. Keeping in mind that you want the reader to WANT to read your paper can help tone your writing as well. I specialize in writing for health and nutrition companies and I see over and over again that many companies feel mistakenly that super-technical writing will give them more credibility. True, people want some good credible information but too technical can be a turn off.

Al Johnson, a great health copywriter, once pointed out that building on the principle of reciprocity, you have to give your reader something in return for his/her attention. He achieved success as a copywriter by providing some entertainment to his readers. With white papers especially, it’s easy to forget that on the other side is a person - who has a lot of reading, little time, and probably even less attention. Keeping in mind that you want the reader to WANT to read your paper can help tone your writing as well.

]]> By: ilia boyko http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58908 ilia boyko Thu, 03 Apr 2008 18:20:23 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58908 I often find myself skim-reading through tons of information i find on the Internet. Even some of the stuff that seems important. I guess i'm not the only one. When i blog i try and make small posts with a few little paragraphs. Little chunks of information. I often find myself skim-reading through tons of information i find on the Internet. Even some of the stuff that seems important. I guess i’m not the only one. When i blog i try and make small posts with a few little paragraphs. Little chunks of information.

]]> By: Kathryn http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58746 Kathryn Thu, 13 Mar 2008 23:57:08 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58746 Great tips for avoiding some really bad writing. I'd also add that being overly repetitive annoys me. Similar to being long-winded, these types of articles always make me think "yeah, okay already, I got that point!" And anything published that is misspelled drives me nuts! Great tips for avoiding some really bad writing. I’d also add that being overly repetitive annoys me. Similar to being long-winded, these types of articles always make me think “yeah, okay already, I got that point!”

And anything published that is misspelled drives me nuts!

]]> By: Samsul http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58743 Samsul Wed, 12 Mar 2008 23:13:05 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58743 Hi, I'm your new blog reader. I find the informations you've been posting is useful, especially for me -- a new blogger. What makes a writing (in the context of blog post) boring for me is multipage posts. Why don't publishers make it just a few paragraphs short, because I'm not comfortable reading on a computer monitor :-) Hi, I’m your new blog reader. I find the informations you’ve been posting is useful, especially for me — a new blogger.
What makes a writing (in the context of blog post) boring for me is multipage posts. Why don’t publishers make it just a few paragraphs short, because I’m not comfortable reading on a computer monitor :-)

]]> By: Toddie Downs http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58739 Toddie Downs Wed, 12 Mar 2008 17:56:35 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58739 Active verbs. Too often, business writing falls back on the scholarly writing convention of using passive verbs, when reconstructing the sentence to make more active would give it far more verve and life. I also think that reading your copy out loud to yourself highlights those weak areas - overuse of words and phrases, clunky construction - far better than skimming with eyes only. Active verbs. Too often, business writing falls back on the scholarly writing convention of using passive verbs, when reconstructing the sentence to make more active would give it far more verve and life. I also think that reading your copy out loud to yourself highlights those weak areas - overuse of words and phrases, clunky construction - far better than skimming with eyes only.

]]> By: Graham Strong http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58734 Graham Strong Tue, 11 Mar 2008 20:30:47 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58734 Hi Mike, Funny that -- I am in the process of polishing my own blog site (click the link) before "officially" launching, and my first writing-related post is on telling a story in your marketing writing. It really is an effective way of engaging the reader. I would add to your list of "what's present in great writing": - Subheads to break up larger articles/pages - Bolded text to catch the eye of skimmers. I try to "tell the story" when I use this technique, so that if you only read the bolded text you would get a complete (though perhaps choppy) synopsis of the article's main messages. ~Graham Hi Mike,

Funny that — I am in the process of polishing my own blog site (click the link) before “officially” launching, and my first writing-related post is on telling a story in your marketing writing. It really is an effective way of engaging the reader.

I would add to your list of “what’s present in great writing”:

- Subheads to break up larger articles/pages
- Bolded text to catch the eye of skimmers. I try to “tell the story” when I use this technique, so that if you only read the bolded text you would get a complete (though perhaps choppy) synopsis of the article’s main messages.

~Graham

]]> By: Terri Rylander http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58731 Terri Rylander Tue, 11 Mar 2008 15:39:41 +0000 http://www.writingwhitepapers.com/blog/2008/03/10/the-reason-most-writing-is-never-read/#comment-58731 After spending the weekend reviewing student white papers, I can tell you that your points are right on. Fortunately for the most part, the papers were great (I know my students read this blog!). What I did see was a tendency to include every fact found in research, thinking it would be helpful. It was actually distracting. It's also easy to get caught up in your own writing that you miss the actual flow. You know what you're saying, so you believe your readers are tracking with you, but they're often not. Make sure your paragraphs contain only one thought each and that the supporting sentences relate to your opening sentence. On a higher level, make sure you clearly define the problem before launching into any history or market drivers. Easy to blow out the latter since that's where the facts are easy to find. Just my thoughts on having been an editor all weekend! After spending the weekend reviewing student white papers, I can tell you that your points are right on. Fortunately for the most part, the papers were great (I know my students read this blog!).

What I did see was a tendency to include every fact found in research, thinking it would be helpful. It was actually distracting.

It’s also easy to get caught up in your own writing that you miss the actual flow. You know what you’re saying, so you believe your readers are tracking with you, but they’re often not. Make sure your paragraphs contain only one thought each and that the supporting sentences relate to your opening sentence. On a higher level, make sure you clearly define the problem before launching into any history or market drivers. Easy to blow out the latter since that’s where the facts are easy to find.

Just my thoughts on having been an editor all weekend!

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