Todd Rogers, a behavioral scientist and professor at Harvard Kennedy School, shares powerful insights on crafting messages that capture attention. He discusses a four-stage engagement process readers go through and emphasizes the need for clarity and brevity. By contrasting beautiful writing with effective communication, Todd provides practical tips for simplifying language and improving message design. Listeners will learn strategies for enhancing reader engagement, including using headings and concise language to ensure their messages are not swiped away.
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volunteer_activism ADVICE
Get Inside Your Reader's Head
Get inside your reader's head and understand their perspective.
Know they're busy, skimming, and may not care as much as you do about your message.
insights INSIGHT
Skimming is the Norm
Readers are busy and skimming, prioritizing short, easy content.
They often delete or skip long messages without fully reading them.
volunteer_activism ADVICE
Less Is More
Write less by using fewer words and including fewer ideas.
Prioritize essential information and cut unnecessary details to increase engagement.
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W książce "Writing for Busy Readers" Todd Rogers i Jessica Lasky-Fink omawiają, jak pisać treści, które są zrozumiałe i angażujące dla zabieganych czytelników. Autorzy podkreślają znaczenie jasności, zwięzłości i struktury tekstu. Książka zawiera praktyczne wskazówki i techniki, które pomagają w tworzeniu efektywnych i przystępnych treści. Autorzy omawiają również, jak dostosować styl pisania do różnych platform i mediów. Książka jest cennym źródłem wiedzy dla pisarzy, dziennikarzy, marketerów i wszystkich, którzy chcą skutecznie komunikować się z odbiorcami w dzisiejszym świecie. "Writing for Busy Readers" to praktyczny przewodnik, który pomoże w tworzeniu treści, które będą czytane i rozumiane.
Think of all the texts, emails, and social media posts you're inundated with each day. Sometimes you read them, and sometimes you swipe them away, telling yourself, perhaps not so honestly, that you'll revisit them later.
If you're the sender of such missives and memos or the creator of content, you hope the recipient has the first response, that, instead of deep-sixing your message, they take the time to engage and take action on it.
How do you increase the odds of that happening? Rather than just guessing at the answer, Todd Rogers has done empirical experiments to discover it. Todd is a behavioral scientist, a professor of public policy at the Harvard Kennedy School, and the author of Writing for Busy Readers: Communicate More Effectively in the Real World. Today on the show, Todd explains the four-stage process people use in deciding whether to engage with your writing, whether in a personal or business context, and how influencing these factors not only comes down to the style of your writing, but its overall design. Todd offers tips to improve both areas, so that you can effectively capture people's attention.
The Art of Manliness 
