(Yes, even your audience)
I recently attended a conference where the Nielsen Norman Group unveiled its latest eyetracking research. After more than 20 years in the lab, watching people read and respond to text, they reported this finding:
“This is too easy to read.”… Read the full article
Run the ‘Hey, did you hear?’ test
Having trouble nailing that “business casual” tone you’re aiming for? Try reading your message aloud — after a friendly greeting or phrase:
“Good morning, honey!… Read the full article
Use them to change, not intensify, meaning
Beware adverbs, counsels The Poynter Institute’s Roy Peter Clark.
Too often, they dilute the meaning of the verb or repeat it: “The building was completely destroyed.”… Read the full article
They make journalists cry ‘hype’ & more
Why cut adjectives and adverbs from your copy?
1. Strike journalists as hype
Writing media relations pieces?… Read the full article
‘Applewood-smoked bacon’ just tastes better
Turns out a Southwestern Tex-Mex salad by any other name would not taste as good.
Vivid menu descriptions — “applewood-smoked bacon,” “Maytag blue cheese” and “buttery plump pasta,” for instance — can increase restaurant sales up to 27 percent, according to research by Brian Wansink.… Read the full article
Use your business casual voice
When my family moved from Tulsa to Houston, my siblings and I picked up the accent pretty quickly. When an aunt visited us from the Midwest, my 5-year-old brother proudly announced:
“I used to talk human, now I talk Texas.”… Read the full article
To write like you talk, read your copy aloud
When Don Murray arrived in the newsroom for his first day on the job as writing coach for the Boston Globe, he turned to his new boss and said: “I can tell you who your three best writers are.”… Read the full article
What writing style, word choices should you use?
The hardest job I’ve ever done was writing and editing a microsite for H&R Block. It was designed to let survivors know how to handle taxes for their loved ones who had died in the Sept.… Read the full article