You may not consider yourself a lazy person. But I’m willing to bet you’re a lazy reader. A scanner. You don’t read as many long-form, New Yorker-style articles as you used to.
You don’t have the time. Or don’t take the time. Or just prefer content in more digestible formats.
Despite the reason or root cause, our attention spans are shrinking and our consumption of content is following suit. How you write and present content – if you want today’s busy executives, decision-makers and potential customers to read it – needs to reflect this as well.
Your customers, prospects and readers are moving fast, scanning for clues of interest and relevance. The most important elements of your content should play to that – headlines, the first couple sentences, bullets and subheads and bolded key points.
Think about the best used textbooks at the college bookstore. The ones where previous students have already gone through and highlighted the most important, salient points. Even if you write long, make it easy for readers to scan, get the main points, and get out.
After writing your first draft, go back through and edit. Ruthlessly. Set a goal of cutting wordcount by at least 33 percent, if not more.
Writing this way may not win you a literary award, but it will most certainly get your points across faster and more widely.