Useability – Writing For The Web
Reading time: 3 – 4 minutes
Jakob Nielsen‘s Alertbox for October 1, 1997:
How Users Read on the Web
They don’t.
People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. In research on how people read websites we found that 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word. (Update: a newer study found that users read email newsletters even more abruptly than they read websites.)
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I’m reblogging this 10 year old post because it is as relevant in this decade as it was way back when. Source: http://www.useit.com/alertbox/9710a.html
The Power of Speaking With Authority!
The Power of Speaking With Authority!
“men govern with words”
Although it is a very strange thing about human nature, it has been proven that if you will just “assume the position” of authority you will find that people give it over to you without resistance!
Always write with authority. Never backup a statement with a qualifier. Be certain you know everything there is to know about your product or service and then write like it!
Keep these words out of your sales letters as much as possible…
If – Maybe – Possible – Might – May – Perhaps
These are words with no power!
They clog up copy and weaken statements!
Don’t keep saying, “they said“..or “they say” in your sales letters. It gives me the impression ‘they‘ know more than you do. And if ‘they‘ know more than you, why would I buy from you?
Omit needless words. Use the active voice. It creates forcible writing!
Short statements stick with impact and understanding!
Long statements fade away in confusion!
Verb’s are the only words that give life, power and action to what you say!
In every powerful, well-known writing there has been to date from the Bible on down, you will find effective use of the Active Voice.
The voice of power and authority!
The Roman Centurion told Jesus…”and I say unto this man, Go and he goeth; and to another, Come and he cometh; and to my servant, Do this, and he doeth it.” (Matthew 9:9)
Notice the power and movement using the simple verbs Go, Come and Do!
Excerpted From Allen Says Internet Marketing Warriors
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