The Art of Online Persuasion
BY: Judith Kithaka FROM [ Smurt Notes Editorial ]
PUBLISHED ON:
February 23, 2010
|
|
|
| OTHER ARTICLES BY THIS AUTHOR. |
|
|
In today’s world, having a presence online is not only vital but critical to any business. The term global village can only lead to its true credence online. Here in Kenya, the demand surge for data services mostly via mobile phones shows how critical it is to have a presence online.
In a rush to have a presence online, majority of businesses forget the golden rules of online writing. Unlike print where the reader has the pleasure of reading at their own leisure, online writing pales in comparison. Online reading is usually succinct. No long winding stories that takes pages to reveal the meaning, theme, point or crust of the writing.
To fully understand the difference between online writing and print writing, here are some key facts to remember;
Medium
Unlike print, online writings means of communication is the computer screen. You need to create easily readable, scan-able and printable materials. This is not the time to test that fancy font. On the other hand, the use of subheading, large and legible fonts, and bullet points should be utilized in this medium as it makes it easier for the reader to skim through the text yet pass on the message. However do not use very large fonts or CAPS as that may seem like you are screaming. Let your message accommodate the forum through which you want to communicate.
Attention grabbing
Newspapers and other print communication have perfected the art of grabbing its readers’ attention. The use of punchy, sensational, catchy or even controversial headlines has been known to sell print materials off the shelves. This same tactic should be applied to online writing. There are hundreds probably thousands of companies that are selling the same products or services as you. What makes you stand out from the crowd? Write attention grabbing copy that will make the reader linger longer on your website.
Short paragraphs
If you are tempted to upload your 25-paged company profile, resist from the urge. It is a well-known fact that readers online scan through the text without actually reading it. The mind of an online reader deciphers written text faster than the eye can read. And if your content is written in long paragraphs chances of your message being ignored are higher. To counter this, one needs to break up the writings into shorter readable paragraphs. Keep the sentences short and basic. You may opt to include a picture to distract the eye from the text.
|
