And what do they have to put into it?
Your readers are just like you: In reading and in life, they are looking for More Gain, Less Pain.
Or, as communication Wilbur Schramm put it, Expectation of Reward / Effort Required.
So, to the extent that you:
- Increase the reward, you’ll catch more readers
- Reduce the effort required, you’ll catch more readers
- Do both at the same time, you’ll catch lots more readers
So what are rewards to readers?
- Information I can use to live my life better
- Entertainment
And what creates effort?
- Long messages
- Long paragraphs
- Long sentences
- Long words
- Low readability
Are you writing messages that deliver More Gain with Less Pain? If not, contact me. I’ll help you and your team members write messages that Catch Your Readers.