Would you never have said it? Well yes: when a person reads online, he or she is much more comfortable immersing himself or herself in a text that whispers something in his or her ear, suggesting an intonation, a verbal register, a lively personality. This means that to be effective, our texts written for the web must be based more on the spoken style than on the written one. Also because, as Jakob Nielsen said in 1997 in the article developed by the Nielsen Norman Group How Users read on the web: “People don’t read.
On the contrary, they scan the page and choose canada telegram data individual words or phrases”. It is easy to understand, therefore, that a written text capable of referring to the oral register is more capable of catalyzing the attention of the reader, because it accompanies the reader within a flow of words that have depth, intonation and personality. Brevity, conciseness, consistency, arrangement of information: in search of the perfect content Are there rules for producing perfect content? Several, but there is a secret ingredient that varies each time, depending on who writes, how they write, why they write.
The rules that you can assimilate will always lack the secret ingredient made of passion, competence, persuasive ability, innovation, creativity and inspiration that distinguish every writer, journalist or copywriter. A lot could be said about all this, but today I would like to focus on the aspects to develop to structure a text effectively. Let's start with the structure of the content. Attack, Shoulder, Central body and Closing: the four elements of every informative text As I explained in my Manual of creative and conscious digital writing, an informative text must be divided into its four constituent elements.