"understand the digital reader’s brain, and to get a couple of concrete writing tips for your next digital text." "Nothing can surpass a text when it comes to transforming abstract thoughts into concrete expression."
Gerry McGovern on skills needed for digital communication people. For example: - choose the right word to drive action; - make it easy finding content allowing users to complete a task quickly; - design for maintenance and evolution; - love metadata, be an information architect. I wished I had all of those.
Traditional, mass marketing branding still good for low information type customers. If they’re high information customers, you need to give them the facts and be useful because that’s what they want.
Reading long sentences (online), your readers not only don’t know what they’ve read, they also forget where they parked the car. Write short sentences like the Times.