To begin with, you get their full attention. No distractions. No mind wandering.

That's why it's important to put a nose-twist into your own 'important' business communications.

HERE'S HOW NOSE-TWISTING WORKS You have a brilliant idea for marketing a new product. Now, it needs to be put into writing for consideration by other decision makers.

(Note: I'm not suggesting that only marketing people have this type of writing challenge. Anyone...including you...will one day have to distribute some important information, sell something [perhaps yourself], or encourage adoption of an idea. Effective business writing is an important skill for any successful business person...no matter what career path you've chosen.)

Many people might start out their idea proposal something like this. 'Following is an idea I feel will be effective in helping to market new Axtec product.' Now doesn't that get blood pumping.

Instead of this kind of ho hum opening, try saying something provocative, such as: 'Six months after launch, our new Axtec product could capture a 20% market share by putting into action following promotional idea.'

Or, you could ask a question like, 'What is one feature about new Axtec product that could catapult it above all competition?'

Naturally, you need to have some basis for your claims or questions. You don't want to be caught exaggerating. If people suspect you are trying to con them into reading something, your day on stage is over.

While you have free rein to put as much information on your web site or within your article when presenting it on Internet, material on web must grab reader's attention very quickly. Becoming verbose and redundant may be satisfying to your ego but it won't attract attention of your reader.

YOUR READERS Those who are searching for meaningful information on net are either visiting web sites or reading online publications because they want bottom-line information rapidly. One of perks of using Internet is ability to sift through as many web sites as required from privacy of your home until you find what draws your attention. Material for most readers if too wordy or intellectual is a deterrent. Personally, if I'm seeking information from web, I want it to be informative and interesting without being long-winded. Having a creative eye, of course I require site to be somewhat appealing in layout and design but I want information to meet my needs. More than likely most readers don't want to pore over a lot of jargon before reaching main point. If an individual wants to read a novel they'll buy a book or borrow it from library but when reading it on net, data should be a source of information.