Part 1 of this series examines audience analysis in writing for the web. In fact, all four parts of this series rely on a deep understanding of audience: their tolerance for detail, comfort with rhetorical approaches, familiarity with varied syntax, and preference of vocabulary. This post covers level of detail for your online content.
The most valuable tip I can give is to create talking points. Each sentence you write says some specific thing, often more than one thing. You should have names for the things you express. Look at this example:
Our first problem with this passage is having the most important sentence, the achievement, buried at the bottom of a history paragraph—not a good idea. Second, we have a lot more history than we have achievement. Third, we are combining two ideas into one paragraph. By calling out the talking points, we might rewrite the passage like this:
You can use the talking-point method for any kind of content. It will transform your online writing to a style aligned with your audience's concerns.
The most valuable tip I can give is to create talking points. Each sentence you write says some specific thing, often more than one thing. You should have names for the things you express. Look at this example:
Our company was founded in 1991. At the beginning of the internet explosion, we created an online presence. Our clients, in turn, needed to reach a larger marketplace for their products and services in an increasingly global economy. We have helped numerous organizations big and small brand themselves to a worldwide audience.This passage has 4 sentences and 52 words, but bean-counting should be at the bottom of our quality control list. First, let's call out the talking points, making sure we limit the points to no more than one or two words, such as problem, impact, method, cause, options, solution, benefits, and plan:
- History – Our company was founded in 1991.
- History – At the beginning of the internet explosion, we created an online presence.
- History – Our clients, in turn, needed to reach a larger marketplace for their products and services in an increasingly global economy.
- Achievement – We have helped numerous organizations big and small brand themselves to a worldwide audience.
Our first problem with this passage is having the most important sentence, the achievement, buried at the bottom of a history paragraph—not a good idea. Second, we have a lot more history than we have achievement. Third, we are combining two ideas into one paragraph. By calling out the talking points, we might rewrite the passage like this:
Since our founding in 1991, we have helped numerous organizations big and small brand themselves to a worldwide audience.By bringing the achievement sentence to the top of the passage, we have entirely eliminated the need for history with 2 sentences and 36 words, a 50% sentence and 31% word reduction. Far more importantly, we have a more effective audience-focused message.At the beginning of the internet explosion, we created an online presence. Our clients, in turn, needed to reachhave reached a larger marketplace for their products and services in an increasingly global economy.
You can use the talking-point method for any kind of content. It will transform your online writing to a style aligned with your audience's concerns.
