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* Scanning and Skimming Practices *


Whether you're writing e-mail messages or Web site sales letters, you need to know how to hold the attention of different types of readers. Even the readers that don't actually "read."


Most readers will either scan, skim, or both, especially when reading online or when reading long pieces. Optimizing the writing on your site for those who scan and those who skim isn't extremely difficult, but it does require an attention to detail.


First, let's take a look at what these terms mean.

Scanning--involves looking for particular elements cheap air jordan retro , such as headlines, subheadings, and text that is highlighted, bold-faced, or otherwise emphasized. Scanners read only the elements that "stick out," their eyes moving from one attention-grabbing word or phrase to another.

Skimming--involves looking over the entire page but only superficially, like a speed-reader. Skimmers may see the same elements that scanners do cheap air jordan shoes , but they don't focus that much on anything specific for very long. They glance over all of it, just trying to get the basic idea.

Most readers do a combination of scanning and skimming. They might scan a page and find a headline that grabs their attention, then skim the paragraph beneath it. Only when they find something really interesting will they go back and read.

Sometimes, the information in the various headings and emphasized text is all the information a visitor needs. In fact, a visitor to a consumer sales site should conceivably be able to make their entire buying decision based solely on the headlines and emphasized text.


It's important to note that scanning and skimming isn't something that was created by the Web. (It just seems like it sometimes.) Audiences have been skimming newspaper headlines and flipping through TV channels for quite some time now.


* 6 Steps for Writing for Scanners and Skimmers *


In the Information Overload Age, consumers have grown tired of sales hype and marketing fluff. They're already predisposed to skimming and scanning. Short attention spans and a high level of skepticism are becoming a part of their nature.


But all is not lost. Optimizing for scanners and skimmers (and turning them into readers) isn't easy, but you can do it if you take a steady approach and revise carefully. Here's an example of how you can do it:


Step 1) Write out the main points of your sales argument (which some will call a sales "pitch cheap air jordan ," but since I want to persuade rather than "pitch," I look at this process as a kind of e, a sales argument.) These main points will be your subheadings. List them as a skeleton outline for your piece, and leave space beneath each.


Step 2) Below each main point, write down the main words and phrases associated with each point i. Cheap Jerseys Wholesale Cheap NBA Jerseys Wholesale Cheap MLB Throwback Jerseys Cheap College Jerseys Cheap College Jerseys Cheap Jerseys Cheap Jerseys China Wholesale Football Jerseys China Free Shipping Wholesale NCAA Jerseys From China Cheap NBA Basketball Jerseys