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A few words about words on the Web By Larry Asher
It's not a new idea that writing for the Web should stay on the short side. Very short, if at all possible. In fact, I think Hemingway would have been great in this medium. The axiom I've heard--and I believe it--is that Web readers go 25% slower than print readers. Combine that factoid with the emergence of a post-literate society bred by too much MTV and the stage is set for verbal rationing. It seems to me, if you're going to attempt to get your point across with an economy of language, then you better choose your words oh so carefully. I suggest using high-octane words that don't normally pop up in conversation. They tend to stand out more. And make the reader's brain itch. Here are some words I (immodestly) wrote for a distributor directory section of the Pyramid Ales site that have that flavor: To unravel the greatest mystery of our age ("Is Pyramid Hefeweizen sold around here?") here's a list of our distributors. You can call them and ask where the nearest Pyramid Ales establishments are to be found. Remember, though, these guys are beer distributors, not librarians, so don't expect miracles, OK? The following list, organized by state and region, provides contacts who can assist in your liquid quest. Apologies in advance to residents of the 31 states and 237 countries where we don't exist . . . yet. I like the words "unravel," "liquid quest," and "guys" because you're not used to hearing them in the normal drone of business communications. I also like the very off-handed and conversational tone of "these guys are beer distributors, not librarians, so don't expect miracles, OK?." It's a style that makes the copy more like a good-natured ribbing between friends, rather than a high-minded lecture from an advertiser who knows more than you do. Another thought worth passing along: Look for the emotional lever in whatever it is you're trying to communicate. People don't buy beer, elect candidates, order stock photos, or download pornography for rational reasons. I'm not sure we humans do anything for purely rational reasons. So, whether the topic at hand is fine French perfume or used dump trucks, figure out what emotional fuse your product lights and talk about that. Oh yes, here's one last thought about writing. Most of the time, you'd be better off if you lop off the last few paragraphs of whatever it is you've just written. For all the proof of this theory you'll ever need, see above.
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