5 Writing Tips to Deal with Your Audiences

Writers typically deal with numbers like Frankenstein’s monster.

You add them into your content material to make the topic extra alive, however the finish outcome doesn’t precisely prove the way you anticipated.

If the considered numbers sends you operating within the night time, take this flip as a substitute to turn out to be the writing wizard of numerals.

1. Flip numbers into individuals

ORIGINAL: Over 80% of dentists surveyed suggest sugarless gum.

REVISED: 4 of 5 dentists suggest sugarless gum.

WHAT CHANGED: The revision converts the proportion to the variety of dentists.

WHY: Translating percentages into numbers of individuals (or issues) permits the reader to visualise higher who or what’s being counted or affected.

TIP: Each time you write a share, ask whether or not the story could be extra highly effective if readers envisioned the particular person or factor being measured. If that’s the case, you possibly can merely say the “p.c quantity” out of 100.

Within the instance above, it may have mentioned 80 of 100 dentists. However that massive quantity continues to be exhausting to visualise, so simple arithmetic can cut back the proportion to the smallest complete quantity. The phrase “4 of 5 dentists” is way more relatable – readers might visualize the place their dentist could be among the many 5.

2. Use percentages to indicate pervasiveness or lack of pervasiveness

ORIGINAL: About 4 million U.S. employees use public transportation to journey to their workplaces.

REVISED: About 2.5% of U.S. employees use public transportation to journey to their workplaces.

WHAT CHANGED: As an alternative of quantifying the variety of individuals, a share was used.

WHY: If you wish to present how widespread or unusual one thing is, citing a share may be simpler. On this instance, 4 million individuals feels like quite a bit. A reader could possibly be impressed by the quantity. However when 2.5% is used, the reader realizes that comparatively few employees use public transportation.

TIP: If you wish to present commonality (or lack thereof), use a p.c determine. Now, if you wish to reveal pervasiveness (or lack thereof) AND put it in actual individuals/issues phrases, use each a share and a quantity. About 2.5% (4 million) of U.S. employees use public transportation.

3. Depend down

ORIGINAL: The perfect film of 2023 is The First Slam Dunk. Learn on for my second by way of tenth place picks.

Although Rotten Tomatoes didn’t use that sentence, it did take the strategy of beginning with No. 1.

REVISED: The tenth greatest film of 2023 is John Wick: Chapter 4. Learn my countdown to find what leads as much as the yr’s first-place winner.

USA In the present day took the countdown strategy with its high motion pictures article.

WHAT CHANGED: The unique counted in sequential order, whereas the revision began with the best quantity and counted right down to No. 1.

WHY: For those who reveal one of the best straight away, readers don’t have to proceed studying to see the payoff – what’s No. 1 on the listing.

TIP: Use the countdown impact to create suspense on your reader. Readers admire and anticipate a payoff (a la David Letterman’s Prime 10 lists). However don’t simply write an inventory that might seem on the identical display. Craft compelling content material that prompts the customer to maintain scrolling.

4. Depend up

ORIGINAL: Constructing a brand new house is an thrilling alternative. To get it in move-in situation, you need to choose your inside paint colours, purchase the roofing supplies, get it framed, and construct a robust basis.

REVISED: Constructing a brand new house is an thrilling alternative. To get it in move-in situation, you need to:

1. Construct a robust basis
2. Get it framed
3. Purchase the roofing supplies
4. Choose your inside paint colours

WHAT CHANGED: The to-do listing mirrors the order wherein they must be accomplished – they’re in sequential order.

WHY: By incorporating the 1, 2, 3, and so forth., your readers can simply see how the large image comes collectively and/or observe it themselves.

New Dwelling Supply did this in its article about 10 steps to construct a brand new residence.

TIP: For those who’re educating your readers on a course of or informing them on the way to do one thing, use numbers. Writers typically use outlines to craft their content material. Outlines are actually a proper numbering system. For those who assume it is sensible to do an overview, it might make sense to do a sequential listing.

BONUS TIP: Even when you don’t have a course of or a high listing to share, consider using numbers. Labeling concepts with numbers – and noting that within the headline – creates an expectation for the reader on how a lot they’ll be taught. Plus, a numerical listing is simpler to scan. Readers who’re acquainted with some suggestions can transfer on to the following.

This instance from World Nomads clearly identifies what readers can anticipate from the article – seven issues to know earlier than heading to Cuba – and makes use of the numbers to make it straightforward to observe the textual content.

5. Promote the story in 150 to 160 characters

ORIGINAL: Dressing up in costumes and trick or treating are common Halloween actions, however few most likely affiliate these lighthearted fall traditions with their origins in Samhain, a three-day historic Celtic pagan pageant.

That’s the unique intro for Time’s article on Halloween.

REVISED: Few most likely affiliate the lighthearted traditions of Halloween with their origins in Samhain, an historic Celtic pagan pageant.

WHAT CHANGED: Within the authentic, the lede grew to become the de-facto meta description showing in Google’s search outcomes. Within the revision, the meta description extra rapidly addresses what the searcher needs to know – the origin of Halloween.

WHY: A searcher’s intent typically differs from the intent of the on-page reader. Whereas the lede needs to be written to seize the eye of a reader, a meta description needs to be written to seize the eye of a searcher. (And if there isn’t a meta description, Google typically showcases the start of the article.)

TIP: The act of writing a succinct, intent-based meta description (150 to 160 characters) earlier than writing the article permits you to acknowledge what the main target of the piece needs to be.

Overcome your worry of numbers

Now there, that wasn’t so dangerous, was it? You’ve obtained 5 non-scary methods to make use of numbers in your content material which have your audiences seeing rainbows, not horrifying creations.

You at the moment are the particular person backstage – the magician who can flip numbers into individuals and issues into numbers. You possibly can conjure up countdowns that create suspense and spells to assist individuals get issues carried out. And at last, you possibly can assist conquer the Google monster and get the proper content material in entrance of your viewers.

And all that may occur with out a magic calculator.

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute

Up to date from an October 2019 article.