You would assume that online writing is the same as hard copy writing? Actually, writing for an online audience is ten times harder. Think of it like this: you would expect people that purchase books to read them, eventually. You can not make that assumption with people who read online. With the emergence of social media networks (i.e. Twitter, Facebook, Linkedin) this upcoming generation has become a generation of scanners, not readers. I can guarantee that around thirty percent of people, who saw this article, scrolled and decided not to read it due to its length or scrolled and skimmed to the bulleted area to “get to the point (no pun intended). You can thank the 140 character limit on Twitter for that.
Online readers are progressively lacking an attention span to read a paragraph, a page or pages of text, especially texts that would be considered boring, dull, or academic.
If scanners can get their news within a 140 character limit, then that is the preference. For example, before you began reading this article, I told you what it was about in the title, on purpose, and in 131 characters (I am an expert tweeter). Most people would read that, say “ok”, and continue on to the next sliver of information.
In theory, you save an ample amount of time skimming. It took me 3.5 seconds to read the title. However, what did you learn? Nothing. You do not know what I mean regarding how to engage, how to make your audience visualize, how to be linked, or how to be appealing. The problem with online readers is that they seek useless pieces of information instead of obtaining full knowledge. Your job as a writer is to make sure that they obtain knowledge without *yawn* …putting……..them ……..to……….…sleep.
Wake them up.
The concept of entertainment is not an issue with non-traditional literature: personal blogs, reviews, fashion magazines etc. Academic writers, however, are struggling heavily to stay connected with their audiences.
At LawCrossing, our writers strive daily to stay in-touch with our audiences by providing the most up to date information within the legal community. I will tell you though, it can be a challenge. Information within the legal community tends to be dry, dull, and unless you understand the jargon, horrifically arduous and intricate.
As a writer at LawCrossing, I have struggled with maintaining audience engagement. Every time I write an article, I have to make sure my audience understands the topic at hand. At the same time, I also have to make sure they are learning and engaged. In a sense, we are professors and our articles are the lessons. I have come to learn through, that there are several ways to present academia in an engaging manner.
There are several tools that can help you:
- Wit
This is your main weapon. However, it is also the most difficult to use. Being witty can be used in any type of article whether it is academic or non-academic; but, keep in mind, everyone is not as witty as you are. You have to make sure when using satire, sarcasm, or quick-wit statements that you are not offensive; people can and will be offended by what you say. Also, use these tools in moderation. You do not want to irritate your audience. Lastly, everyone will not get the jokes and jabs. Make sure whatever your references in a joke are common knowledge, modern, or explained. You do not want to lose followers over crude jokes and confusion.
- Knowing you audience
Who are you writing for? And who are you reaching out to? These are key questions to ask yourself when you begin writing. Many writers make the mistake of writing a piece and not directing the information to the correct audience. You have to know who you are writing for. An example would be this article. I know the majority of people that will read this are online writers. I also know a chunk of those writers will be within the legal community. Therefore, I cater my writings to them. The tone, language, format, and other stylistic elements are chosen specifically to target that audience. After you have discovered your audience then you can begin to frame your work.
- Visualization
The influx of images that we see on a daily basis has caused us to be influenced by them. Images are a necessity for online articles. As this is a generation of scanners, they are also a generation of visualists. An article without images is an article doomed; it is less likely that it will be read. Adding relevant images to an article does one of two things: (1) peaks interests and (2) creates curiosity, the reader wants to understand the relevance of the picture to the article.
- Personal Pronouns
People love to relate to one another; our ability to connect makes us human. The use of the personal pronouns “I, you, my, we, etc.” are an established written connection between the writer and readers. Even if the topic is on a professional level, sometimes, the use of such pronouns can make an article stronger. Personal pronouns require a reader to not only engage physically, the action of reading, but also mentally and sometimes emotionally; as a writer that is your purpose. However, you have to determine when the use of personal pronouns will be appropriate. Every article will not need them.
- Links
A lot of writers have issues linking pieces written by others to their work. Why? It is pretty simple: you do not want to draw any notice to your competition and lose followers. However, you are not an all knowing. What you have learned, you got from someone else, who learned from someone, who learned from someone else. See where I'm going with this? References broaden your range of audiences. And do not worry; if you are a decent writer, you are not going to lose anyone.
It would be erroneous to say that the world consists of nothing but scanners; there are dedicated readers out there. There are even readers that are “old-school” and do not like electronic books. *Cough cough* me and before you feel the need to attack my age, I am under twenty-five.
I am of the generation of scanners. However, I am not of the majority and as a writer I have to be cognizant of that fact. Any writer should be. You have to have a balance: be objective but not far removed. Analyze your purpose, analyze your audience, and then choose your approach.
It is difficult to write professionally; however, when you take the right approach it will become easier.
