To understand your audience, imagine you’re the reader and ask this simple question: What do I need to know right now to make my job easier?
Modern marketers face the challenge of writing for audiences who are constantly on the go and cover wide internet territory on their phones. Captivating them often requires capitalizing on technology.
Show of hands: As a reader, who thinks long copy is good copy? Chances are not many hands are up right now. So why do so many writers tend to drone on (and on, and on) before making their point?
Editing other people’s work is a great way to get a fresh perspective on your own. Is my introduction lackluster? Was I too lazy to fact check? Did I actually use spell check? Does the end of my article drop off like a cliff because I was racing to meet a deadline?
As writers, we often value the “meat” of our copy or the creativity we used to get there. Sometimes, we treat the headline as an afterthought, the pre-stick bow we slap on an otherwise beautifully wrapped package.