{"id":24729,"date":"2022-01-25T12:12:31","date_gmt":"2022-01-25T16:12:31","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=24729"},"modified":"2024-01-17T09:33:43","modified_gmt":"2024-01-17T13:33:43","slug":"skimming-scanning-and-close-reading","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-scanning-and-close-reading\/","title":{"rendered":"Skimming, scanning and close reading"},"content":{"rendered":"<h2>Get the word out to lookers, skimmers &amp; readers<\/h2>\n<p>Online readers read shallow and deep, according to The Stanford Poynter Project: Eye Movement on the Internet, a study by Stanford University and The Poynter Institute.<\/p>\n<figure id=\"attachment_28825\" aria-describedby=\"caption-attachment-28825\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28825\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-scanning-and-close-reading\/skimming-scanning-and-close-reading\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png\" data-orig-size=\"300,300\" 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=\"skimming-scanning-and-close-reading\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Reach all of your web visitors, &lt;\/strong&gt;whether they\u2019ve come to your web page for a bite, meal or snack. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hand-holding-phone-isolated-on-white-396591241&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by blackzheep&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png\" alt=\"Skimming, scanning and close reading\" title=\"Skimming, scanning and close reading\" width=\"300\" height=\"300\" class=\"size-full wp-image-28825 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading-100x100.png 100w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28825\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-scanning-and-close-reading\/skimming-scanning-and-close-reading\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png\" data-orig-size=\"300,300\" 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=\"skimming-scanning-and-close-reading\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Reach all of your web visitors, &lt;\/strong&gt;whether they\u2019ve come to your web page for a bite, meal or snack. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hand-holding-phone-isolated-on-white-396591241&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by blackzheep&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png\" alt=\"Skimming, scanning and close reading\" title=\"Skimming, scanning and close reading\" width=\"300\" height=\"300\" class=\"size-full wp-image-28825\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-scanning-and-close-reading-100x100.png 100w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/noscript><figcaption id=\"caption-attachment-28825\" class=\"wp-caption-text\"><strong>Reach all of your web visitors, <\/strong>whether they\u2019ve come to your web page for a bite, meal or snack. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/hand-holding-phone-isolated-on-white-396591241\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by blackzheep<\/em><\/a><\/figcaption><\/figure>\n<p>So how can you give your in-depth \u201cdivers\u201d enough information without overwhelming your casual \u201csurfers\u201d?<\/p>\n<p>\u201cThe Internet is for everybody,\u201d write Daniel A. Cirucci and Mark A. Tarasiewicz of the Philadelphia Bar Association. \u201cIt\u2019s for the 30-second reader, the three-minute reader, the 30-minute reader and even the three-hour junkie.\u201d<\/p>\n<p>So how do you serve all these groups?<\/p>\n<h3>Write for three audience groups.<\/h3>\n<p>Present each message for:<\/p>\n<ul>\n<li><strong>Lookers<\/strong>, who may give you 10 seconds. Get these folks\u2019 attention with a sharp headline and large image.<\/li>\n<li><strong>Skimmers<\/strong>, who may give you 30 seconds. Reach them through <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/\">display copy<\/a>: <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/\">headlines<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/double-deck-headline\/\">decks<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-subheading\/\">subheads<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/link-writing\/\">links<\/a> and <a href=\"https:\/\/revvingupreadership.com\/writing\/micro-content\/bold-face-type\/\" target=\"_blank\" rel=\"noopener noreferrer\">bold-faced lead-ins<\/a>, for instance.<\/li>\n<li><strong>Readers<\/strong>, who may give you 2 minutes. These folks may read the paragraphs.<\/li>\n<\/ul>\n<p><em>Writing for the Web<\/em> author Crawford Kilian calls them:<\/p>\n<ul>\n<li><strong>Viewers<\/strong>, \u201cthose looking for entertainment, who think dancing boloney is fun\u201d<\/li>\n<li><strong>Users<\/strong>, \u201cthose who go to the web to get information they need for specific purposes\u201d<\/li>\n<li><strong>Readers<\/strong>, \u201cthose who are willing to put up with poor screen resolution so that they can actually read something that interests them\u201d<\/li>\n<\/ul>\n<p>And branding guru <a href=\"https:\/\/killianbranding.com\/keep-your-drill-down-down\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bob Killian suggests writing for three groups<\/a>:<\/p>\n<p><strong>1. Quals,<\/strong> or people who just want to hear your brand story plus maybe one proof point. They make up 86% of your human audience, Killian estimates, and 86% of your best prospects, as well.<\/p>\n<p>\u201cWhen they land on your home page, they\u2019ll give you 4.5 seconds to make clear we-make-widgets-that-wiggle, and we-ship-globally-in-24-hours. (One defining story, one meaningful differentiator),\u201d he writes. \u201cIf the first paragraph is ten lines long, they bail out. If you layer on 10-reasons-why, they \u2026 bail out.\u201d<\/p>\n<p><strong>2. Quants<\/strong>, or folks people who also want to know your proofs and processes.<\/p>\n<p>Quants \u201cwill read the nutrition chart on the peanut butter jar, read the prospectus, read the insurance policy, and so on,\u201d Killian writes.<\/p>\n<p>\u201cThey want more than your story; they want drill-down data about ingredients, processes, testimonials, proof statements of any kind \u2013 they\u2019ll even sit still for 10 reasons why. These data points can\u2019t be ignored since they are 14% of your human visitors.\u201d<\/p>\n<p><strong>3. Bots<\/strong>, or search engine robots. They\u2019re looking for the same level of detail as the Quants.<\/p>\n<p>How do you reach all of these folks?<\/p>\n<h3>Write shallow, deliver deep.<\/h3>\n<p>For the web, you may need to write shorter, making each web page as tight as possible. But you also need to deliver longer pieces for your deep divers.<\/p>\n<p>\u201cOpen with kernels for the 30-second reader,\u201d write Cirucci and Tarasiewicz. \u201cBreak to bits for the three-minute reader. Branch to detail for the 30-minute reader. Link to verbal and visual feasts for the three-hour junkie.\u201d<\/p>\n<p>As Eric Morgenstern, president and CEO of Morningstar Communications, counsels, offer your readers:<\/p>\n<ul>\n<li><em>USA Today<\/em> level<\/li>\n<li><em>Wall Street Journal<\/em> level<\/li>\n<li><em>Harvard Business Review<\/em> level<\/li>\n<\/ul>\n<p>Let them choose.<\/p>\n<p>Or, if you, like I, are more inclined to favor a bacon analogy, think of these layers as:<\/p>\n<ul>\n<li>Amuse bouche<\/li>\n<li>Appetizer<\/li>\n<li>Entree<\/li>\n<\/ul>\n<p>Or, as one PR pro (whose name I\u2019ve lost) put it:<\/p>\n<ul>\n<li>Bite<\/li>\n<li>Snack<\/li>\n<li>Meal<\/li>\n<\/ul>\n<p>For an executive speech, for instance, you might offer:<\/p>\n<ul>\n<li>A headline and summary blurb on the homepage<\/li>\n<li>A one-page summary of speech highlights<\/li>\n<li>The full text of the speech<\/li>\n<li>The speech in streaming audio and video<\/li>\n<\/ul>\n<p>Visitors can surf as shallowly or dive as deeply as they prefer.<\/p>\n<p>\u201cThere\u2019s a story to make obvious, and drill-down stuff to make available,\u201d Killian says. \u201cNever confuse the two.\u201d<\/p>\n<h3>Move readers up the attention ladder.<\/h3>\n<p>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 delivers real value, you might turn a skimmer into a reader.<\/p>\n<p>But even if you don\u2019t move visitors up the attention ladder, you need to reach each group where they are. You need to write for all of your readers.<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" 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; 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\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/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\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p 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readers<\/p>\n","protected":false},"author":6,"featured_media":28825,"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":[409],"tags":[372,477,12947],"class_list":{"0":"post-24729","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-headline","9":"tag-paragraphs","10":"tag-web-visitors","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>Skimming, scanning and close reading<\/title>\n<meta name=\"description\" content=\"Reach all of your web visitors, whether they\u2019ve come to your web page for a bite, meal or snack.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-scanning-and-close-reading\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Skimming, scanning and close reading\" \/>\n<meta property=\"og:description\" content=\"Reach all of your web visitors, whether they\u2019ve come to your web page for a bite, meal or snack.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-scanning-and-close-reading\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WylieCommunications\" \/>\n<meta property=\"article:author\" 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