September 18, 2001
Blog Entry

Best Practices Online Carry over to Offline Content

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Are online writing styles affecting your offline marketing content yet? This afternoon I found myself having a hard time reading a printed white paper on banner advertising. Which was weird because I'm an omniverous reader, it's a topic I care about, and the paper was very well written.

Then a lightbulb went off in my head: the printed text was driving me crazy because it wasn't laid out like writing in Best Practices online writing. There were few bullet points -- instead I had to read through paragraphs to tease information out for myself. There were no quick teasers before detailed explanations, so I had to read the whole explanation to learn what it was about. Lists weren't numbered. And there was nowhere I could "click" to learn more on points that interested me.

Which makes me wonder - is there a generation growing up now who prefer online-style writing, even for the printed page? And how should this affect white papers, brochures, direct mail, press releases, annual reports, etc? For more info on best practices in online writing, check out WebWord.

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