Yep, it’s unfair! Internet browsers have all the power. If they don’t like what you’re saying, one click and you’re history. So how do you keep them reading? How do you build a bond with them? Just as in real life, the way people perceive you depends on what you say and how you say it.
Keep it interesting.
The single most important factor in keeping people engaged is substance. What do you have to say? Readers will accept a lot – except you having nothing to say.
Keep it structured.
Clarity goes a long way. Structure your argument well. Give a clear entry point, describe what’s in it for them and then offer a convenient solution.
Keep it short.
“If I had more time, I would have written less.” Nowhere is this more true than the internet. Shorter copy will appeal to busy browsers and make your sales pitch more succinct.
Keep it lively.
Nobody likes a crashing bore. Even if what you have to say is of earth-shattering importance, your audience figures will suffer unless you deliver it in style.
Keep it sticky.
Want people to come back? Offer them more to read. Nobody returns for the same message time and again. Update your content regularly.