Attention spans are shrinking.
Reader habits are shifting.

Overwhelmed — checking messages 70-400x a day.
Under-informed — missing critical context.
Frustrated — ignoring long, impenetrable updates.
Tight on time — reading for 26 seconds, on average.

When we see new content — no matter the type — our brains ask two things:
What is this about?
Is this relevant to me?

If we can't get to "yes" in about 17 milliseconds, we move on.

There's a winning mix of white space, bolding and bullets that will break us out of that haze.

it works for any form of communication. It's built on insight from eye-tracking labs and 5+ years of testing. The result: 50% shorter read times, on average.

Focus on your audience. Prioritize what they need, rather than what you want to say. Cut anything non-essential.

Pick the most important detail you want readers to remember. Sum it up in one sentence, then say it first — always.

Subject-verb-object. Tight sentences and muscular words help readers see your point more quickly.

Studies show short paragraphs, bolding and bullets help pull people in — and get them farther, faster.