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

Frequency Balance

Balancing the frequency of communication is crucial for maintaining engagement without overwhelming the audience. Todd Rogers explains that while consistent communication helps recipients know when to expect messages, overdoing it can lead to being perceived as a pest, resulting in unsubscribes 1. He suggests that the key is to find a balance, as frequent reminders can be helpful, but too many can cause people to tune out 2. Brett McKay adds that more frequent communication can be beneficial for events, but warns against excessive reminders 1.

You can extract a lot of value by doing a lot of frequency in the short term, but in the long term, you end up killing the thing that provides you value.

--- Brett McKay

Ultimately, understanding the preferences of your audience and adjusting accordingly is essential for effective communication.

   

Formatting Impact

Effective formatting techniques can significantly enhance reader engagement and comprehension. Todd Rogers emphasizes the importance of using formatting like bolding and underlining sparingly to highlight key information without overwhelming the reader 3. He notes that excessive formatting can confuse readers, making it difficult to discern what is truly important 4. Brett McKay agrees, highlighting that thoughtful design and navigation in writing require effort but ultimately make communication more effective and considerate 4.

Use enough formatting, but no more.

--- Todd Rogers

By carefully selecting which elements to emphasize, writers can guide readers to the most critical parts of their message.