We don’t need statistics to know that people don’t read. But the numbers are important, so here they are.
According to The Literacy Company:
- 44 million adults in the U.S. don’t read well enough to read a simple story to a child.
- More than one in every five (20%) adults read at or below a fifth-grade level.
- Half of American adults can’t read at an eighth-grade level.
What does this mean to marketers? Even our best, most creative work may not get results for the simple reason that so few people will read it.
Our greatest challenge is to write in such a way that non-readers are willing to read.
A lot of people try to solve the problem by following strict word limits — an approach I strongly disagree with. Short copy isn’t more persuasive. It’s just less intimidating. But proper formatting and layout can reduce the intimidation factor without reducing persuasive power.
Shorter copy doesn’t give enough information to make the sale. That’s why I think it’s such a poor solution.
So what is the solution?
Let’s begin by remembering that marketing is sales in print. Following this metaphor, imagine a salesman coming to your door, giving you a 30-second pitch and then asking you to sign on the dotted line.
You’d shut the door in his face without a second thought. Unless he said something that piqued your curiosity.
Then you’d want to hear more. You’d ask a few questions, maybe even listen to his full spiel.
The solution to poor readership isn’t short copy, my friends. It’s the ability to hook your reader and capture his imagination.
We need to focus our energies on proven persuasive techniques. We need to utilize the emotional triggers that compel our prospect to read. We need to concentrate on building relationship, which almost guarantees readership because it moves us from “salesman” to “trusted friend” status.
If your readership is down, look to your content:
- Is it relevant?
- Does it fascinate your reader?
- Does it offer enough intrinsic value to be worth the time to read it?
What are your thoughts on the matter?
photo credit: Chi Tranter
