“Facebook posts with less than 250 characters get 60% more engagement.”

So ran the headline on a recent LinkedIn post, and I’m sure you’ve all seen similar claims.

It seems that as the volume of content increases exponentially, our attention span shrinks and contracts. We are accessible around the clock. We ration our intake of posts and updates. We consume less print media because we are now too busy swiping and pinching on our tablets and phones.

So if any of you are responsible for creating or posting content or messages, please don’t make the simple mistake of believing that all (any) information has automatic or intrinsic value. Of course much of it has the potential to be useful, relevant or entertaining – or indeed all of the above – but most raw data needs something extra to give it impact. And that is all down to you.

So here are six of my tips to help you grab your readers’ attention, and then to keep them reading your message:

1.  Get them thinking

If your whole message is summarised neatly in your headline, why should they bother to read any more? Don’t give them the answers straight away. Promise them value, and then deliver it. Lure them into your story…

2.  Get to the point

When you are writing, avoid waffle or padding. Keep your points short. Speak directly. Save the reader time, and don’t waste a second of it.

3.  Skim and scan

Subheads, bullet points, bold and underline are all handy visual cues for the reader. They help them assess the potential value of your words before they read them. And if it’s easier to read, it’s more likely to be read.

4.  Does it look easy to read?

Layout is very, very important. Your words have to look easy to read, even before anyone starts reading. Brevity is becoming even more important, especially with reductions in screen size on tablets or phones.

5.  Make every word count

Enliven your language with well-chosen adverbs and adjectives. The ability to use precise meaning in your descriptive phrases is an attractive quality in itself, regardless of your overall message. Avoid clichéd phrases. Look for novelty and distinction. And train yourself to review and edit as a matter of routine.

6.  Let them want more

Don’t swamp your readers with information (see above). It’s much better to leave them wanting to know more. This works to engage their curiosity or imagination, and they are then much more likely to be loyal readers and sharers of your content.

I hope these tips help you, and remember it’s always worth trying something new, if you want to achieve better results.

About the author: Craig McGregor – his background is all about persuasive communication. He now splits his time between copywriting, training, and strategic marketing consultancy for a wide variety of organisations.  He trains blue chip clients on a regular basis on all aspects of their written communication, and his blog posts reflect that training. Find out more at www.contentetc.com