110. Write It Well: How to Craft an Email to Capture Busy Readers

Summary

In the podcast 'Think Fast, Talk Smart,' Matt Abrahams interviews Todd Rogers, author of 'Writing for Busy Readers.' They discuss strategies for effective writing in a world of busy readers who often skim content. Rogers emphasizes the importance of structure, clarity, and brevity, advocating for a reader-focused approach that prioritizes ease of navigation and understanding. The conversation covers the six principles from Rogers' book, including designing for navigation, the 'less is more' concept, and making reading easy with simple language. They also touch on the role of context, such as status and norms, in shaping written communication.

Takeaways

• 📝 **Effective Writing Saves Time**: Writing clearly and effectively makes it easier for busy readers, saving them time and being considerate of their limited attention.
• 👥 **Focus on the Reader**: Effective writing is reader-focused, considering how readers actually engage with text, often by skimming rather than reading every word.
• 🧭 **Structure is Key**: Adding headings and structure helps readers navigate content quickly, making it easier to find key information.
• 📉 **Less is More**: Concise writing that omits unnecessary details is more likely to be read and understood, even if it seems incoherent without full context.
• 🔤 **Simplify Language**: Using short, common words and simple grammar makes reading easier and more accessible to a broader audience.
• 👀 **Eye-Tracking Research**: Understanding how people's eyes move when they read can inform writing practices to make text more scannable.
• 📈 **Practical Writing**: The principles discussed are particularly relevant to practical writing like emails, texts, and reports, rather than creative or literary works.
• 🤔 **Engagement Matters**: Writers should consider how to capture and maintain a reader's attention, using strategies from behavioral science where appropriate.
• 😅 **Emojis and Emoticons**: While emojis can be engaging, their use can be risky due to varying interpretations across different audiences and generations.
• 🏢 **Norms and Status in Writing**: The context of an organization and the status of the writer can influence the style and tone of writing, with higher status often correlating with brevity.

Q & A

What is the main focus of Todd Rogers' book 'Writing for Busy Readers'?

The book focuses on how to write effectively for readers who are often busy and skimming through content, emphasizing clarity and ease of understanding.

According to Todd Rogers, why is it important to write in a way that reflects how people actually read?

Writing in a way that reflects how people actually read ensures that the message is more likely to be understood and engaged with, as it accommodates the reality that many people skim rather than read thoroughly.

What does Todd Rogers mean by 'better living through effective writing'?

He means that by making writing easier for readers, it saves them time and is kinder, which in turn improves everyone's lives by helping them navigate through information more efficiently.

How does the structure of a written piece aid readers according to the transcript?

Adding structure such as headings and formatting helps readers navigate and understand the content more easily, especially when they are skimming.

What is one principle Todd Rogers suggests for effective writing and why is it important?

One principle is 'less is more', which suggests that omitting unnecessary words and ideas can make the writing more concise and increases the likelihood of readers engaging with the core message.

Why does Todd Rogers advocate for the use of simple language and short sentences?

Using simple language and short sentences makes the reading process less taxing and more accessible to a wider audience, including those with lower reading proficiency levels.

How does Todd Rogers view the role of word choice in effective writing?

He believes that word choice should prioritize clarity and simplicity over impressing the reader with complex vocabulary, to ensure the message is easily understood.

What does Todd Rogers think about the use of lists and bullet points in writing?

He thinks lists and bullet points are effective as long as they are used to organize related ideas, as they provide a clear structure that helps busy readers navigate the content.

How does Todd Rogers suggest writers increase a reader's engagement with their writing?

Writers can increase engagement by making the reading experience as easy and relevant as possible, and then leveraging social and behavioral science tools to further capture interest.

What generational differences does Todd Rogers highlight regarding the use of emojis?

He points out that different generations interpret the same emojis differently, with a smiley face, for example, signifying warmth and agreement to an older generation but sarcasm to younger individuals.

What is Todd Rogers' stance on setting communication norms within an organization?

He believes that setting clear communication norms, such as the BLUF (bottom line up front) principle in the military, can make writing more effective and reduce the burden on lower-status writers.