The 6 Principles for Writing Messages People Won't Swipe Away

Engagement Principles

Todd Rogers, a behavioral scientist, emphasizes the importance of writing with clarity and brevity to engage readers effectively. He suggests using techniques like "bottom line up front" to ensure key information is immediately accessible, a practice adopted by the military to streamline communication 1. Todd also highlights the need to write for the audience's expectations, noting that even lengthy documents can be made more reader-friendly by simplifying language and structure 2. Effective writing, he argues, not only aids the reader but also clarifies the writer's thoughts, reducing the need for follow-up communication 3.

Writing often helps us clarify our own thinking. And I think we conflate that with the other use of writing, which is getting an idea from me to you.

--- Todd Rogers

Brett McKay agrees that effective writing is distinct from beautiful writing, focusing on practical communication rather than artistic expression.

   

Skimmer-Friendly Writing

Understanding that most readers skim rather than read thoroughly, Todd advises writers to cater to this behavior by making content easily digestible. He notes that everyone is busy and often skims content, so writing should accommodate this reality by being concise and clear 4. Todd shares that even text messages benefit from being easy to read, as it increases the likelihood of engagement and response 5. By simplifying language and structure, writers can ensure their messages are more likely to be understood and acted upon 2.

Everyone is skimming everything, right? No one is spending as much time reading as we are writing and thinking about it.

--- Todd Rogers

This approach not only respects the reader's time but also enhances the effectiveness of communication.

   

Clear Communication

Clear communication in writing is achieved by using straightforward language and structuring text effectively, according to Todd. He recommends using short, common words and simple sentences to make content more accessible, echoing Mark Twain's advice to avoid "$5 words" when "50 cent words" will suffice 6. Todd explains that effective writing is about practical communication, not artistic flair, and should focus on getting things done efficiently 7.

Use short and common words. So there's that whole quote I think it was, it was Mark Twain. Don't use a $5 word when a 50 cent word will do.

--- Brett McKay

By adhering to these rules, writers can ensure their messages are clear and impactful, facilitating better understanding and action from the audience.