We’re all gonna die
There’s no denying it, our time on the rock is short. So don’t waste it with verbose, yawn-inspiring writing and dense, thick-as-sludge blocks of copy. Cut it to the bone and use a sledgehammer to break it up.
Get to the point and keep it punchy. Especially in writing for the web. Short sentences and single syllable words are generally best (but not always – depends on the audience and the product).
Instead of hammering through the reader’s front door, try to go in the side door with something unexpected or humorous. Be friendly, funny and deliver the message fast. Then shut up and leave.
A short, pithy call to action at the end can show personality and wit. Or lameness. Be careful with it. You may want to call a professional.