The Goldilocks Conundrum
Write links that aren’t too short or too long
Think of links as the Goldilocks of microcontent: Some links are too long. Some links are too short. You want to write links that are just right.
Blue underlined words stand out on a screen of black text on a white background.
But if everything stands out, nothing stands out. If your links are too long, your readers’ eyes may find nothing to land on.
The links in a PR e-zine, for instance, average 35 words. The longest tops out at 54. This one’s 32 words long:
Consumers Turn on Tylenol: The Food and Drug Administration’s position on acetaminophen, the active ingredient in Tylenol, is giving parent company Johnson & Johnson a branding headache, according to researcher YouGov.
That’s too long.
The solution …
Reach nonreaders and draw readers in with links and other microcontent
Sixty percent of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri. So how can you craft messages that reach nonreaders?
At Get Clicked, Read, Shared & Liked — a two-day online-writing Master Class on Sept. 28-29 in New York — you’ll learn how to use your display copy — headlines, links and subheads, for instance — to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers.
Specifically, you’ll learn how to:
- Reach “readers” who spend only two minutes — or even just 10 seconds — on your webpage
- Craft the piece of display copy that 95 percent of people read — but that many communicators drop
- Run a simple test on your message to ensure that you get the word out to skimmers
- Make your copy 47% more usable by adding a few simple elements
- Pass the Palm Test to make your online message more reader friendly
This is the only online-writing Master Class we’ve scheduled for this year. Don’t miss out! Register now.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more