Why are so many blogs and biz books overwritten; saying the same thing over and over as if repeating the message for an extra hundred or more pages will make it more powerful?
Even fiction often follows the same pattern.
Why is so much content garbage?
Why do people insist that more is better?
Why do they assume that using a word with multiple syllables will make them sound more intelligent and impress the reader?
Websites are worse, both B2B and especially B2C.
Way overwritten and in long dense paragraphs with the vital information buried.
Has it gone completely unnoticed that almost nobody reads anymore?
The majority scan and in a hurry, spending 5-10 seconds to decide if they want to spend the average of 30 seconds on that page.
And those of us who do read are easily annoyed by bad design and the garbage that passes for content.
The problem, of course, is that a healthy ‘data-ink ratio’, which means saying a lot clearly in as few words as possible, is hard work.
I probably shouldn’t complain since I offer a service called Clarity REwriting that contributes significantly to my revenues, but still.
It’s easy to avoid dense, opaque, overwritten books and blogs, but when I need information from a website I am stuck.
So do yourself (and me) a favor.
Think about the data-ink ratio when you develop your content; doing so will improve your business.
DISCLAIMER: What follows is an ad.
If that’s too much work call or write me (the contact info is in the right hand column); you’ll find I’m fast and more affordable than you might imagine.
Flickr image credit: Beck Tench