Image by Gregory Szarkiewicz
Just because you’re a writer does not mean that you can easily jump from one literary medium to the other. There is, in fact, a vast difference between writing for the Internet and writing for print. If you want to succeed in one or both worlds, you need to learn the rules for each and follow them as closely as possible. Take a look at these rules.
Print
Titles of articles in print publications are usually creative and intriguing. They rarely state--straight out--what the article is about. Rather, clever (even vague) titles are valued as long as they cause a reader to pick up the publication to learn the real story behind the somewhat vague and very clever title.
Internet
You can forget that clever play-on-words title when you write an article for the Internet. Rather, the titles of Internet articles need to be search engine friendly. What does that mean? It means that that these titles need to include keywords that your prospective readers will plug into the search engines hoping to find that or similar information. Thus, the titles of Internet articles tend to bluntly state what the article is about.
Print
Although Strunk & White’s The Elements of Style instructs all writers to get to the point quickly, there is a lot of leeway in this rule when writing for print. There is room, for instance, for an imagery-laden first paragraph and for character building. The reader expects to be gently seduced (so to speak) into reading the rest of the article and will tend to stay with it to the end unless, of course, you start to be boring.
Internet
There is no such room for flowery passages in an Internet article, especially within the first paragraph. Like the title, the text of an online article needs to be search engine friendly. That means that your chosen keywords should be judiciously sprinkled throughout the text so that the search engines can find your article. The first paragraph, in particular, should include your major keyword or phrase which will tend to dampen any impulse for a vague and overly creative first paragraph.
But there’s another reason that the text of an online article needs to get straight to the point and stay there--Internet readers are skimmers. Most do not read the entire article. Rather, they skim the subheading, stopping only when they come to a part that is relevant to their needs. Moreover, if the reader gets bored, relief is just a mouse-click away. It behooves you as a writer, therefore, to get to the point quickly, say what you need to say, and then exit the piece.
Print
Articles for print are written in third person or--very rarely--first person But almost never will you find an article in a print publication written in second person (You). Directly speaking to the reader, as is the case with second person, is a big no no with print publication.
Internet
Online articles can be written in either first, second, or third person, but second person is the preferred style of writing for the Internet. The Internet is a much more intimate medium than are print publications. As such, talking directly to the reader encourages trust in and engagement of your message to the reader.
That being said, there is no absolute right way to write for print publications or the Internet. Yes, you can break the rules. But make sure that you do so with the full knowledge of the unique characteristics of the medium for which you write. As with any type of writing, you can follow the rules or you can break them for your own (and your readers) benefit--or at your own peril. .
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