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I.
Promotional
Writing Style - Attached is a promotional writing
style used often on the web and is dubbed "promotional"
writing. which contained exaggeration, subjective claims,
and boasting, rather than just simple facts. It has
been tested and less than 27% of the people completely
read this article…which included 2-photos.
Note: It has one heading in bold and uses 1-font throughout.
II. Concise
Writing Style - Concise says approximately what
the Promotional Writing Style explains, but uses 35%
fewer words. Some 30% of people read this article completely
- which did not include any photos. Certain less-important
information was cut, bringing the word count for each
page to about half that of the corresponding page in
the control version. Some of the writing in this version
was in the inverted pyramid style.
Note: It has two headings in bold and uses 1-font throughout.
III. Scannable
Writing - This is almost an outline style of
writing that has proven very effective on the web. The
viewer can quickly view the choices at the top of the
page and then move to their area of interest. Notice
that there are "links" used to help elaborate
on a specific subject. Bullets are very effective. It
was written to encourage scanning, or skimming, of the
text for information of interest. This version used
bulleted lists, boldface text to highlight keywords,
photo captions, shorter sections of text, and more headings.
48% read this completely.
IV. The
Objective version is a stripped down version.
Information was not exaggerated, and there were no subjective
claims. Because perhaps of its brevity, 58% read this
completely.
V. COMBINED
VERSION - WEB STYLE JOURNALISM - This version
has a shorter word count than 1-2-3. It was marked up
for scannability - use of bullets, bold text to highlight
key words, etc. It also made no "subjective claims".
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