New Blog Series: #BizVoiceExtra

There’s a phrase most writers know (and loathe, even though we understand the necessity of it): “kill your darlings.”

While it doesn’t literally mean to kill anyone, the point is that you will write things that are so witty and smart and wonderful that you have probably lost objectivity on whether the words or phrases are useful to the reader.

The only solution is to kill them! Delete. Rewrite. Either way, make sure you’re not just writing for yourself – you’re writing for the reader.

I wish I had all the room in the world – or, within the pages of our bimonthly business magazine, BizVoice – to keep all my lovely darlings and every interview and nugget of information that I find fascinating when working on a story.

Side note: It probably causes my editor, Tom, a little heartburn when I say, “Can I have a little more room, pleassssssse?” (It happens nearly every edition. Sorry, Tom!)

But we have so many great stories to tell about the people and companies making Indiana a special place to work and live that I want to share as much of that with our readers as possible.

In an effort to tell more of those stories that didn’t get into the magazine, I’m starting a new series here on our blog (and this social media manager is giving it a hashtag, of course): #BizVoiceExtra. While it’s not a total workaround of “killing my darlings,” this means I can expand on some topics that readers also might find interesting.

Look here for stories and photos you won’t find in BizVoice from me and hopefully my fellow writers (they don’t know I’m going to rope them into this yet, ha!).

Our March-April edition of BizVoice drops this week! Keep an eye out for some intriguing stories focusing on education and workforce, Indiana Vision 2025 progress and a trip through Indiana’s political history with another entry in our yearlong Road Trip Treasures series.

I’ll have a few of the #BizVoiceExtra stories from our new edition in a few days. Check back soon!

Grab Attention Quickly or Else

How much time do you have to get the attention of readers — particularly in today’s digital world? The simple answer: Not much.

Thanks to Wylie Communications (Ann Wylie is a top trainer in addition to running her own company) for the following:

In the mid-20th century, communication theorist Clay Schoenfeld suggested a 30-3-30 rule for reader attention. As in:

  • 30 minutes: These folks re readers, and don’t we wish there were more of them
  • 3 minutes: They’re not reading the text. Instead, they’re flipping, skimming and scanning for key ideas
  • 30 seconds: These folks are lookers. They’ll learn whatever they can through an image and a bold headline

Today’s reality, according to Microsoft Research, is that web visitors:

  • Decide whether to stay on a page within 10 seconds
  • Are likely to stay longer if they make it over the 30-second hump
  • At that point, may stay as long as two minutes or more

Ann’s advice: The good news is you may be able to move these folks up the ladder of attention. If the 10-second view is interesting enough, you might turn a looker into a skimmer. if the display copy reveals real value, you might turn a skimmer into a reader.

But event if you don’t move visitors up the attention ladder, you need to reach each group where they are. You need to write for all your readers.