You've grabbed the reader's attention, but you'll quickly lose it if your text wanders around. In this video, learn how to keep your message at the forefront by delivering what the reader expects quickly and directly while at the same time sustaining interest through each paragraph and to the end of the text.
- As writers, sometimes we know exactly what we want to say.…Other times we muddle around with words…and never feel we got it quite right.…One way to work through this…is to look at your message on three levels.…First, what it is.…That's the surface level.…Then what it does.…And finally the deepest level of all, what it means.…Here's an example.…In the early 80s, computers were marketed with messages…like this machine has 16K of RAM.…
That's what it is.…Eventually the message became,…you can track your finances on this thing.…That's what it does.…And then came messages of freedom and power…because control of your finances are in your hands.…That's what it means.…Messages at that level have greater impact…because they appeal to our aspirations…rather than our thoughts.…But be careful though, because these three steps…are in a hierarchy.…If marketing had said, computers mean freedom,…before people understood what they were and what they did,…the message wouldn't have had much of an impact.…
Which leads to the most important tip.…
- Paraphrase the goals of “write short, write clear, and write right.”
- Recall the strategy used to make long paragraphs easier to read.
- Identify the most-often portion of the page neglected by English-language readers.
- Determine which words to omit from writing.
- Explain why short paragraphs are easy to skim.
- Name two strategies to write more effectively.
- Identify examples of assonance.