Another Parallel

Newspapers are written for people in a hurry. So is a website. Thus pattern of turning to an inner page to finish an article begun on first page, compares in some ways to clicking off your home page to another for further information. Then clicking back.

And Another

If your home page is cluttered with graphics and/or ads, ponder some before deciding to leave them. The front page of a newspaper is all about easy reading and drawing people into inner pages. There are no ads and photos are minimal. This is a great formula for your home page as well.

Inner Pages

As with a newspaper, you fire your biggest guns on your home page. Thus your inner pages will have to make do with lesser benefits, unless a neat way can be found to restate originals. Newspapers to a very good job with their inner pages. We would all do well to follow suit.

Print And Competition

Competition in print media is awesome. Of all forms, newspapers seem to face greatest challenge. All find it difficult to make profits. And indirect competition through books and magazines adds to woes. Television steals newspaper readers by millions.

Publishers struggle with this burden every day. They must continue to beat competition or go broke. There is no option but to seek to put out a better paper today than was produced yesterday.

Is The Web Less Competitive?

There are some who would argue it is less competitive, but I'm not one of them. With flood of existing business expanding to Web, I feel competition is increasing at an awesome and increasing rate. And I see no end in sight.

As webmasters, though, we do have one distinct advantage over newspapers - We don't have to do it every day. A newspaper is history tomorrow. We hope our websites have a somewhat longer span. On other hand, we best get it right, and make some changes now and then to keep it that way.

Every time I see a newspaper headline that grabs at me, it reminds of my website. Mentally I begin yet another review of my headlines, content and format. I continue to learn a lot from newspapers about grabbing and holding attention. It might work for you as well.

This version is only 28 words. Which of above do you prefer? Actually this is another trick question in two ways.

First, it's wrong question. You should be asking what your readers prefer. The better question is which of three versions best makes point clear to your readers? And which will they find easiest to read?

Second, what you prefer does not matter. That's just personal reading taste. What does matter is which of above better fits way you want to write.

I might use original form to introduce a topic. Then follow up with a paragraph or two about each of key points included or implied in sentence. However, Revision #1 is stronger, and usually my choice.

5) Use Bulleted Text

Revision #2 is a bit blunt. It doesn't flow well from beginning to end. If your writing tends to be in this form, use lots of bulleted text. In this format, brief works great. Further, there's no requirement for even complete sentences.

Subheadings ...

> Flow from headline

> Reveal a major benefit to reader

> Collectively describe page content

> Are often all your visitors sees when scanning

Bulletting allows brevity. And it makes it easy for your readers to follow. One thing I love about this format is that it adds more space to page. It helps to erase that sense of great black globs of text.

6) Edit and rewrite. Then do it again. And again.

Editing often lifts modest work to first rate. But to make this happen, think of this fundamental task as more than editing. Think of it as rewriting. Do so routinely, and your work will improve with every piece you write. Always seek ...

> A better word than one you have used, and a simpler one is best

> Try to replace several words with fewer

> Rewrite an entire sentence, even a paragraph, if you can find a way to make your point more clearly and/or briefly

Wrapping Up

You can beef up your writing just as you can improve any skill. All it takes is time. In above, need for rewriting part of your work is item most often overlooked.

It's tough to impossible to keep all such ideas in mind as you seek to communicate your thoughts. One effective approach is to focus on one idea each time you begin writing.

If you seek to improve one aspect of your work in each writing session, then edit and rewrite, your work will constantly improve. Try it. And see for yourself.