Are There Bullet Points In Hell?
The latest CW says: limit what you write about your company because “people don’t like to read.”
That’s a brilliant insight. It explains a lot about human behavior, the history of man, and why Dean Koontz sleeps on a bed made of gilded dollar bills and angel feathers.
No, of course people like to read. They pay billions of dollars every year just for the privilege. They read all the bloody time. It’s just that they don’t like to read… wait for it… wait for it… boring junk.
Now what’s interesting is that people love to read juicy junk (see Koontz, Dean; People Magazine). And they’ll even read boring brilliance (see Updike, John).
But what they won’t tolerate is loser content that neither entertains nor enlightens (a.k.a. 99% of everything you read on a corporate site).
So don’t limit your words. Don’t use bullet points ad nauseam. Don’t bold key words to help the skimmers.
Just write something that doesn’t suck.
