If they can't start a meeting without you, well, that's a meeting worth going to, isn't it? And that's the only kind of meeting you should ever concern yourselves with. 
KeyNotes - The Moving Finger Newsletter
About writing and editing for business, and words in general
September 2007
In this issue:
Why Web Words Are Important
No doubt your business has a website but I wonder just how much time you spent on its page content? And which came first – the design and functionality, or the words?
I’ll bet the issue of content only came up once the look and feel for the site had been agreed. And chances are the buck was passed to you to deliver it. Maybe you recycled some earlier printed material, or perhaps you cobbled something together at the last minute. Worse still, did you stall the project indefinitely - and the return on your investment in it - while struggling to find the time to come up with the words you needed?
Too many businesses compromise their website’s appeal and success by not paying page content enough attention. They lose sight of the fact that their site visitors actually read to find the information they want.
Words drive reader response so you need to give your website visitors valuable information – and in a manner that’s simple and easy to access. Make the site plan your responsibility and set an effective framework that presents what you want to say about your business. Don’t leave this to your web designer or you’ll be shoehorning content into a potentially inappropriate structure that was ‘prepared earlier’.
When it comes to the actual writing, keep your reader top of mind and never be tempted to use copy originally written for other media. Adjust your style to meet the behavioural characteristics of reading online:
- Use headlines to signpost content (site visitors are notoriously impatient).
- Be brief but worthwhile - target around 200-250 words per page.
- Keep it simple - use short words and sentences.
- Revise ruthlessly.
You should also research the keywords and phrases that people use most to find your type of services and products on the internet. Carefully integrate them into your copy and you’ll improve your page rankings with the search engines. But never lose sight of readability. If your keyword usage breaks up the flow, or reads unnaturally, then cut it back.
Nothing - but nothing - should get in the way of holding your readers’ attention and interest.
The Pyramid - Ancient Egypt's Contribution to Clear Writing
Getting your message over quickly and clearly should be the aim of any business communication if it’s to be effective. To achieve this stick to one of the hard and fast rules of clear writing – the pyramid principle.
One of the pyramid principle's most important applications is in the media release where catching and holding the attention of journalists and editors is a must.
Your introduction – equivalent to the pyramid's pointy bit – needs to contain the nub of your story in no more than a couple of concise sentences. It should aim to hook your readers but stand on its own, so even if they read no further they at least know what your subject is. Don't bury your key points two paragraphs down - your readers may never get there.
Your subsequent paragraphs should add the relevant detail. These are the logical building blocks for the rest of the story and will flesh out the content in a progressive and interesting way, just as the pyramid's footprint extends outwards towards ground level. Start with the most important and finish with the more expendable.
If you’re targeting media coverage where publication space is at a premium, then it’s likely these last paragraphs will be cut first while leaving your main messages intact.
But whoever your reader is, applying the pyramid principle will give your story the right emphasis. Remember, everyone's time is at a premium in this information saturated age - you can't rely on readers staying with you until the very end.
Related articles: Have You Got News for a Press Release?
