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If you want people to read your stuff, you should be clear and succinct. Get to the point. People are not up for reading a book, so make it quick.
Quoting from adn.com | Church visits : Guest Blog -Top 10 Church Website Design Mistakes of 2007
Get to the point.
There is something to be said about Shakespeare’s oft-quoted assertion from Hamlet:‘… brevity is the soul of wit …‘
Or as usability expert Jakob Nielsen writes his 1997 post entitled “how people read the web:”
People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. In research on how people read websites we found that 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.
Read the entire article at:
http://community.adn.com/node/131981