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02 Paragraph length

<strong>Window on your world</strong> The preview pane is one of the top three elements recipients use to decide whether to open — or delete without reading. <a href="https://www.shutterstock.com/image-photo/real-vintage-house-window-frame-isolated-1675001626" rel="noopener noreferrer" target="_blank"><em>Image by Kwangmoozaa</em></a>

How to write an email preview pane

Give readers a peek at your contents Eight out of 10 businesspeople and more than half of consumers use preview...
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<strong>Hey, did you hear?</strong> Is your tone conversational? Then you’re on the right track. <em><a href="https://www.shutterstock.com/image-vector/flat-design-conversation-bubble-icon-vector-470769704" target="_blank" rel="noopener noreferrer">Image by jemastock</a></em>

Use a conversational writing style in press releases

Run the ‘Hey, did you hear?’ test Having trouble nailing that “business casual” tone you’re aiming for? Try reading your...
Channels / PR
<strong>Developing a voice for your messages?</strong> Define it, give it a name and use it. <em><a href="https://www.shutterstock.com/es/image-photo/quotation-bubble-chalk-board-please-leave-168616133" target="_blank" rel="noopener noreferrer">Image by Georgian Bay Boudoir</a></em>

How to develop tone of voice in writing

What writing style, word choices should you use? The hardest job I’ve ever done was writing and editing a microsite...
Channels / Web
How would you like to cut and paste 10-line URLs into a browser? Department of Defense employees don’t like to either. <a href="https://www.shutterstock.com/image-photo/fighter-jet-plane-isolated-on-white-1350744410" rel="noopener" target="_blank"><em>Image by aappp</em></a>

Create email newsletters for the DoD

Uncle Sam wants you to write emails his employees can read By Diane Owens Did you know that the Department...
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<strong>Table it </strong>When you have 5 or more pieces in a newsletter that covers more than 2 printed pages, add a table of contents. <a href="https://hbr.org/archive-toc/BR2105" rel="noopener" target="_blank">

How to write a table of contents

Help email newsletter subscribers find stories without scrolling When you have a longer email newsletter, add a table of contents...
Persuasive writing / Skim, scan, read
<strong>Things that make your readers go ‘huh?’</strong> Translate the language of your organization into the language of your audience. <a href="https://www.shutterstock.com/image-photo/thinking-mans-head-had-idea-262508207" rel="noopener" target="_blank"><em>Image by vchal</em></a>

How to overcome jargon in writing

Use the words in your reader’s head, not the words in your head When Elizabeth Kolbert wrote about climate change...
07 Jargon / Readability
<strong>Get the blah blah out</strong> Technical jargon and other gobbledygook may suggest that your organization is in a slump. <a href="https://www.shutterstock.com/image-photo/businessman-holding-paper-that-say-blah-113481784" rel="noopener" target="_blank"><em>Image by happystock</em></a>

How does jargon affect communication?

Gobbledygook makes you look less intelligent There may be a link between jargon and poor business performance, according to a...
07 Jargon / Readability
Gobbledygook turns readers off and reduces your chances of getting your ideas across. <a href="https://www.shutterstock.com/image-photo/blah-gesture-advertising-background-chatting-communication-2132908937" rel="noopener" target="_blank"><em>Image by Golubovy</em></a>

How can jargon affect communication?

Jargon makes your messages harder to read and understand Richard Teerlink, chairman of Harley-Davidson, stands in front of a screen...
07 Jargon / Readability
Jargon makes your website harder to find, reduces media coverage — even slashes your social-media influence.

How is jargon a barrier to communication?

Technical terminology hurts SEO, social, PR Why avoid jargon? Because jargon is a barrier to communication. ...
Readability
<strong>Measure up</strong> What’s the optimal subject line length? 60 characters? 40? 25 to 30? More? Less? <a href="https://www.shutterstock.com/image-photo/tape-measure-isolated-on-white-280202324" rel="noopener noreferrer" target="_blank"><em>Image by goir</em></a>

How long should email subject lines be?

Do shorter ones get higher open rates? Call it the Goldilocks Conundrum: What character count is “just right” for subject...
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<strong>Take these 3 keys to e-zine success</strong> 1) Focus. 2) Focus. 3) Focus. <a href="https://www.shutterstock.com/es/image-photo/two-hands-holding-fingers-like-frame-44233081" rel="noopener noreferrer" target="_blank"><em>Image by Robert Kneschke</em></a>

To shorten email, find your focus

Expand on, but don't exceed, the subject line When a Toyota dealership wrapped up its car-maintenance-and-new-models e-zine with information about...
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Add a word, reduce comprehension: Shorter sentences are easier to understand than long, complex sentences. But how short? <a href="https://www.shutterstock.com/es/image-photo/one-caucasian-person-hand-holding-black-267531827" rel="noopener" target="_blank"><em>Image by Nelosa</em></a>

How long should a sentence be?

Short sentences are easier to understand than long sentences Add a word to your sentence, and you’ll reduce comprehension. Add...
04 Sentence length / Readability
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