Snappy writing works best online

First, people are less ready to read long pieces online than short articles.

Second, people read online material about 25 per cent slower than print. Jakob Nielsen explains why in In defence of print. Nielsen wrote his article in 1996, but things haven’t changed.

Countering distraction

Third, people get distracted easily online. There are advertisements and links to other websites as well as bleeping notification of incoming emails, tweets and instant messages.

If you write a brief article, there is more chance a reader will get to the end before skipping off elsewhere.

Brevity is the key

Fourth, skilled writers aim for brevity because good, vigorous English is concise.

A writer’s goal is to get messages to readers as swiftly and as accurately as possible.

Get on. Say what you need to say. Get off.

Leave the fancy, flowery stuff to poets and fiction writers.