Hi there,
There is a simple way to make your online or printed information 'available' to different audiences. Namely the 'very interested' and the 'browser'. The very interested need only to be flagged down by a functional headline to get them into the text. They have a burning desire to learn all they can about your subject. The browsers will scan the page in a second, then move on. These readers need 'hooks' to get them in to the text. Hooks include: 1. Intriguing images with powerful captions that dramatise what is going on in the picture. 2. The most dramatic sentence or sentence fragment in the text highlighted in a special panel. 3. Bullet-pointed summaries of the content in boxes. It is important to use hooks because the 'browsers' represent far greater numbers than the 'very interested'.
Tomorrow: Appealing to different communication styles
Cheers!
Michael
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