People just don’t have the time or the inclination to read stodgy copy. Research shows that our attention span is being narrowed by daily digital overload. In 2018, 51% of adults born overseas (around 3.2 million people) reported using a language other than English as their first language at home.Īnd added to this mix, consider the nature of modern life. In addition, think about the number of people in the UK who don’t speak English as a first language. For example, around 10% of people in the UK have some level of dyslexia and more than 2 million people live with some form of vision loss. Many people also live with a condition that affects their literacy skills. In Scotland, it’s around one in four adults, one in eight in Wales and one in five in Northern Ireland. For example, one in six adults in England – so around 7.1 million people in total – have very low literacy skills as defined by the UK National Literacy Trust. Lots of adults find reading and writing challenging. Why clear and concise copy matters (a lot) We explain precisely why clear and concise copywriting matters and equip you with some easy techniques to streamline your writing. And it’s definitely not about dumbing down your copy – it’s about making it smarter. It gets your message across loud, clear and quickly. Whoever your audience is, whatever you’re writing about – lean, punchy copy is vital. A total turn-off, isn’t it? You probably didn’t make it to the end, never mind take anything from it. Think about the times you’ve been presented with a long, dense report, article or email full of sprawling sentences and paragraphs, and words you don’t understand.
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