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Finding your voice
Changing a writing style
One of the dilemmas facing many organisations is how to adapt their
style of writing for the web.
Studies now prove that if you write in a friendly, comparatively
informal and human style, you are more likely to engage web
visitors and achieve the results you want.
Of course there's
a lot more to successful web writing than just that, but feedback
from readers welcomes a more personal approach.
Changing a writing style can cause furious debate between
modernists and traditionalists.
Outside the communications
department many people believe the only style that can be
taken seriously is formal 'corporate speak'. This may have been part of
the company culture for years. They fear that any changes
will simply 'dumb down' the message.
An organisation's writing style tells the outside world a
lot about it and can strongly affect its bottom line. It's
essential that staff at all levels appreciate why a particular
style is being adopted and show commitment to using it.
Next: Keeping up with the times
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