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Making the most of microcontent

Seth Godin made an excellent point about micro content.He mentions the role of word choice, which impacts voice, which influences likability and relatability -- all of which are vital in any piece of content, but particularly in short form.

Get Better Results with Better Word Choice

We achieve better word choice and voice when we think more carefully about our purpose, our audience and who they want to hear from.Before you start drafting:

  • State in the clearest language possible the one most important thing the audience should take from this content.
  • Write down in the simplest possible terms what you want the audience to think, feel or do during and after they consume your content.
  • Jot down a few adjectives describing the person your audience would most like to hear from on this topic or with this information.

Use the insights from this exercise to guide your word choice and voice. Need inspiration or a refresher? Review what makes a "strong verb" and how to choose effective adjectives.

Make Your Point with Plain Language

Godin also advocate for clear language, which I define as direct and efficient wording that makes concepts easier to understand for our target audience. It avoids or explains jargon and technical lingo. Think plain English.Plain language often gets a bad rap, but just because it's direct doesn't mean it's dull. Here are some examples of “plain language” that are anything but dreary:

  • The surprise rise in water levels led some to question the weather forecast.
  • The previous world record wasn't merely broken, it was smashed.
  • The cardiac rehab specialist urged him to exercise vigorously three times a week.

Writing clearly requires using only enough words to make your point. Again, choosing words that do a lot of the heavy lifting like strong verbs and effective adjectives makes this much easier.Want to be a better reviser? Flip through this slide deck of quick revision and editing strategies.

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