Skill Booster

No One Reads

Bad news: you’re creating content for a world that doesn’t read.

Good news: you can get their attention—and action—if you know your audience, focus on what matters to them, and appeal to skimmers.

Try this:

Think about the target audience for some content you’re working on now. Picture an actual person interacting with your finished work. Can you see the scene?
  1. Set a timer for 3 minutes. Write what you see in your mind’s eye. Don’t stop writing until the time is up. Describe that crucial moment in detail.
  2. Review what you wrote.
  3. Now write 3 “I WILL” statements that summarize how you will make your content work for that audience.
Here are some examples:
  • I WILL turn my paragraphs into bullet points, using bold type to call attention to key words.
  • I WILL write a 5- to 9-word subject line that says exactly what the audience needs to do.
  • I WILL tell as much of the story as possible in a photo, using only a short caption to spell out the most important point.

What are your "I WILL" statements?

Let us know what you come up with. We love sharing the best ideas with others. Maybe you can inspire someone else’s plans to appeal to skimmers.