How people read

   It's not about you, it's about them!
Knowing how copy should be written means understanding how your audience are going to read it. It’s one thing to write down clearly and logically the information you want to get across, then pat yourself on the back for a job well done. It is quite another to present it so that it will actually be READ.
   Only stories get read from beginning to end
   One thing people DON’T do, unfortunately, is start at the beginning and finish at the end (unless they are reading a story). Why should they? Their time is precious, and they don’t owe you a second of it. Instead they - we, all of us - cut corners by scanning the text to take in as quickly as possible what it’s about and if it’s worth spending time on, before deciding whether to read further.
   Tricks to capture the reader’s eye
   That means the copy doesn’t just have to be interesting, short and to the point - its content has to leap off the page.  This is particularly true of website copy, because people look to the internet for high-speed information, not a good read - if they don’t get what they want from the first few words they see, they will click away. (Reading on a monitor is also about 25% slower than reading printed text).
  • Use informative headlines (summarising the message below, not just labelling it) and frequent sub-headings to flag up the key points of the content. Put key words within the text in bold or caps. 
  • If you are listing points, create a bulleted list. 
  • “Remember that passages in quotations will stand out” - Chris Newton
   Finally, you wouldn't have read this to the end if you hadn't found it interesting. 

HOW PEOPLE READ

   It's not about you, it's about them!
Knowing how copy should be written means understanding how your audience are going to read it. It’s one thing to write down clearly and logically the information you want to get across, then pat yourself on the back for a job well done. It is quite another to present it so that it will actually be READ.
   Only stories get read from beginning to end
   One thing people DON’T do, unfortunately, is start at the beginning and finish at the end (unless they are reading a story). Why should they? Their time is precious, and they don’t owe you a second of it. Instead they - we, all of us - cut corners by scanning the text to take in as quickly as possible what it’s about and if it’s worth spending time on, before deciding whether to read further.
   Tricks to capture the reader’s eye
   That means the copy doesn’t just have to be interesting, short and to the point - its content has to leap off the page.  This is particularly true of website copy, because people look to the internet for high-speed information, not a good read - if they don’t get what they want from the first few words they see, they will click away. (Reading on a monitor is also about 25% slower than reading printed text).
  • Use informative headlines (summarising the message below, not just labelling it) and frequent sub-headings to flag up the key points of the content. Put key words within the text in bold or caps. 
  • If you are listing points, create a bulleted list. 
  • “Remember that passages in quotations will stand out” - Chris Newton
   Finally, you wouldn't have read this to the end if you hadn't found it interesting. 

MOTIVATIONAL COPY

Just because you're good at your job, it doesn't mean you should try to write 
your own copy

This is how business people usually 
write about their products:

Pluggit Domestic Cabling is a unique integrated modular cabling system designed for the use of telephone, computer, entertainment and security services in the home environment.  Services are star-wired, using RG-6 quad-shield coaxial cable and Category 5 for phone/data, to predetermined take-off points distributed around the dwelling.  Provision can also be made for CCTV and environmental control. Specification is recommended before completion to maximise cost efficiency and avoid the need for invasive installation work later on.  Installation must be carried out by a qualified electrician registered with NICEIC.  Further information may be obtained by contacting Pluggit (UK) Ltd via the details on p. 6.

This is how to do it if you want to sell them:

Are you a home owner?  Have you ever wished you could connect your phones, computers, TVs and DVD/audio equipment in any room in the house, whenever you wanted?  Pluggit Home Cabling lets you do it - without ever having to install another socket or extension cable.  You’ll be able to add new phone lines, upgrade to broadband, control your lighting and heating, even add a CCTV security system, with no further installation costs.  You’ll enjoy all the benefits of modern communications and entertainment technology, while saving time, mess and money.  To find out how it works and see how YOU can benefit from Pluggit, just return the form below, call us on (freefone) 0800 999999, or click on www.pluggit.co  TODAY and follow the simple guide.  If you respond by June 30 you’ll benefit from a massive 30% discount!

It's called motivational copy.  Contact me if you'd like me to give this treatment to YOUR website, brochures, mailshots, advertising or display material.

DOWNLOAD MY ARTICLES ABOUT 
GOOD BUSINESS WRITING
● Good writing is good business (28kb)
● Write to be read (24kb)
● Selling with words (27kb)
●   Writing for non-writers (44kb)