{"id":15192,"date":"2023-05-30T01:00:13","date_gmt":"2023-05-30T05:00:13","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=15192"},"modified":"2023-05-30T11:39:10","modified_gmt":"2023-05-30T15:39:10","slug":"puffery","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/05\/puffery\/","title":{"rendered":"Stop wasting web visitors\u2019 time with puffery, hype"},"content":{"rendered":"<h2>Web visitors \u2018get visibly angry\u2019 at verbose sites<\/h2>\n<p>Here&#8217;s an interesting dichotomy: <a href=\"https:\/\/www.nngroup.com\/articles\/optimizing-a-screen-for-mobile-use\/\" target=\"_blank\" rel=\"noopener noreferrer\">Killing time is the killer app for mobile devices<\/a>. But mobile users are in a hurry and &#8220;get visibly angry&#8221; at verbose sites that waste their time.<\/p>\n<figure id=\"attachment_24257\" aria-describedby=\"caption-attachment-24257\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24257\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/puffery\/puffery\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"puffery\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tick tock&lt;\/strong&gt; Readers may be killing time checking out your content on their smartphones. That doesn\u2019t mean they want you to kill their time.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png\" alt=\"Puffery\" title=\"Puffery\" width=\"600\" height=\"300\" class=\"size-full wp-image-24257 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24257\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/puffery\/puffery\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"puffery\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tick tock&lt;\/strong&gt; Readers may be killing time checking out your content on their smartphones. That doesn\u2019t mean they want you to kill their time.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png\" alt=\"Puffery\" title=\"Puffery\" width=\"600\" height=\"300\" class=\"size-full wp-image-24257\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/puffery-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-24257\" class=\"wp-caption-text\"><strong>Tick tock<\/strong> Readers may be killing time checking out your content on their smartphones. That doesn\u2019t mean they want you to kill their time. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/tasty-cotton-candy-on-white-background-1384550915\" rel=\"noopener\" target=\"_blank\"><em>Image by Pixel-Shot<\/em><\/a><\/figcaption><\/figure>\n<p>Why?<\/p>\n<p>&#8220;Even relaxation is purposeful behavior,&#8221; <a href=\"https:\/\/www.nngroup.com\/articles\/condense-mobile-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">according to usability expert Jakob Nielsen<\/a>. &#8220;In <a href=\"https:\/\/www.nngroup.com\/articles\/information-foraging\/\" target=\"_blank\" rel=\"noopener noreferrer\">information foraging<\/a>\u00a0theory, users seek to maximize their cost\/benefit ratio. That is, people want <em>more <\/em>thrills and <em>less <\/em>interaction overhead.&#8221;<\/p>\n<p>Sadly, <a href=\"http:\/\/www.nngroup.com\/articles\/interaction-cost-definition\/\" target=\"_blank\" rel=\"noopener noreferrer\">interaction costs<\/a> are inherently greater in mobile \u2014 all that swiping and scrolling and trying to remember what you can&#8217;t see on the screen adds up.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"17461\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/puffery\/mobile-activity\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg\" data-orig-size=\"411,228\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mobile-activity\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity-300x166.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg\" alt=\"\" width=\"411\" height=\"228\" class=\"aligncenter size-full wp-image-17461 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg 411w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity-300x166.jpg 300w\" data-sizes=\"(max-width: 411px) 100vw, 411px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 411px; --smush-placeholder-aspect-ratio: 411\/228;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"17461\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/05\/puffery\/mobile-activity\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg\" data-orig-size=\"411,228\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mobile-activity\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity-300x166.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg\" alt=\"\" width=\"411\" height=\"228\" class=\"aligncenter size-full wp-image-17461\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity.jpg 411w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/03\/mobile-activity-300x166.jpg 300w\" sizes=\"(max-width: 411px) 100vw, 411px\" \/><\/noscript><\/p>\n<p>\u201cTolerance of padding on mobiles is a lot lower,&#8221; counsels the BBC in its writing news for mobile screens guidelines. &#8220;So people are even quicker to drop out. You have to get their attention instantly; grab them from the first sentence. It\u2019s too easy to click away.\u201d<\/p>\n<p>So how do you give mobile readers more thrills and less interaction overhead? Cut the blah-blah. Readers won&#8217;t put up with filler on their phones.<\/p>\n<h3>Cut the blah-blah.<\/h3>\n<p>Nielsen once saw this electronic sign in an airport hotel lobby:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;; text-align:center;\">For Your Information<br \/>\nand Convenience<br \/>\nThe Monitor<br \/>\nUnderneath Will<br \/>\nIndicate the Flight<br \/>\nSchedules of All<br \/>\nAirlines at JFK<\/div>\n<p><em>Really?!<\/em> you might ask. This flight monitor will actually \u2026 monitor flights?<\/p>\n<p style=\"text-align: left;\">\u201cBecause the monitor\u2019s meaning is obvious to anyone who has ever been on an airplane, the sign adds nothing,\u201d Nielsen says. \u201cWorse, it wastes people\u2019s time as they ponder the cycling text, assuming that it will eventually say something important.\u201d<\/p>\n<p>After all, Nielsen points out, the sign could just say:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;; text-align:center;\">Schedules for All<br \/>\nJFK Flights<\/div>\n<h3>Avoid information pollution.<\/h3>\n<p>Call it information pollution \u2014 \u201cexcessive word count and worthless details\u201d that make it hard for people to get good information.<\/p>\n<p>Information pollution not only wastes time, it steals audience attention.<\/p>\n<p>\u201cEach little piece of useless chatter is relatively innocent, and only robs us of a few seconds,\u201d Nielsen says. \u201cThe cumulative effect, however, is much worse: we assume that most communication is equally useless and tune it out, thus missing important information that\u2019s sometimes embedded in the mess.\u201d<\/p>\n<p>So cut the fluff.<\/p>\n<p style=\"text-align: left;\">&#8220;In particular, ditch the <a href=\"https:\/\/www.nngroup.com\/articles\/blah-blah-text-keep-cut-or-kill\/\" target=\"_blank\" rel=\"noopener noreferrer\">blah-blah verbiage<\/a>,&#8221; Nielsen says. &#8220;When writing for mobile users, heed this maxim: If in doubt, leave it out.&#8221;<\/p>\n<h3>Filler = bad.<\/h3>\n<p>Nielsen also sees this kind of <a href=\"https:\/\/www.nngroup.com\/articles\/blah-blah-text-keep-cut-or-kill\/\" target=\"_blank\" rel=\"noopener noreferrer\">&#8220;useless chatter&#8221; at the tops of many web pages<\/a>.<\/p>\n<p>&#8220;The worst kind of blah-blah has no function; it&#8217;s pure filler \u2014 platitudes, such as, &#8216;Welcome to our site, we hope you will find our new and improved design helpful,&rsquo;&#8221; he says.<\/p>\n<p>&#8220;Kill the welcome mat and cut to the chase.&#8221;<\/p>\n<p>Filler of all kinds irritates mobile readers. Consider this response from <a href=\"https:\/\/www.nngroup.com\/articles\/condense-mobile-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">one participant in Nielsen&#8217;s mobile usability studies<\/a>:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;;\">&#8220;I don&#8217; t need to know what everyone else is saying and the event from their point of view. I don&#8217;t mind a quote from a local leader, but all this to me is just filler, and I wouldn&#8217;t read it \u2026<\/p>\n<p>&#8220;This is what came to me as breaking news? That&#8217;s too much. It should be: This is what happened, and this is what&#8217;s going on.&#8221;<\/p><\/div>\n<p>She felt duped because she didn&#8217;t get enough payoff from her investment of time and effort.<\/p>\n<h3>Cut to the chase.<\/h3>\n<p>\u201cLet\u2019s clean up our information environment,\u201d Nielsen says. \u201cAre you saying something that benefits your customers, or simply spewing word count? If users don\u2019t need it, don\u2019t write it. Stop polluting now.\u201d<\/p>\n<div id='MC-W4M-CTTCO' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-3\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Reach Readers Online \u2014 our web-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/web-writing-training.png\" alt=\"Reach Readers Online \u2014 our web-writing workshop\" title=\"Reach Readers Online \u2014 our web-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/web-writing-training.png\" alt=\"Reach Readers Online \u2014 our web-writing workshop\" title=\"Reach Readers Online \u2014 our web-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you increase reading on smartphones?<\/h3>\r\n<p>It\u2019s 48% harder to understand information on a smartphone than on a laptop. So how do you make your writing style easy to understand \u2014 even on the small screen?<\/p>\r\n\r\n<p>Learn how to write readable web pages that don't overwhelm mobile readers at <a title=\"Reach Readers Online \u2014 our web-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>Reach Readers Online<\/strong><\/a> \u2014 our web-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll learn proven-in-the-lab best practices for increasing web page usability up to 124% \u2026 how to pass a simple test for writing paragraphs visitors can read on mobile \u2026 and how to avoid making visitors \u201cvisibly angry\u201d at verbose sites that waste their time.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Web visitors \u2018get visibly angry\u2019 at verbose sites<\/p>\n","protected":false},"author":6,"featured_media":24257,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[335],"tags":[121,96,345],"class_list":{"0":"post-15192","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile-writing","8":"tag-cut-through-the-clutter","9":"tag-readability","10":"tag-readers","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stop wasting web visitors\u2019 time with puffery, hype<\/title>\n<meta name=\"description\" content=\"Tick tock: Readers may be killing time checking out your content on their smartphones. 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