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First of all, there's a cosmetic trend for online notions to powder the nose of paper-based communication... web and email jargon, smiley faces, text abbreviations (U h8 txt 2?) and more are turning up in printed material every day. More usefully, many of us who write for a living are applying some online writing techniques and approaches to our offline work, too. In fact the very "fashionableness" of all things online has given us the excuse we needed to clear out a lot of the awful old junk that's been cluttering up some clients' offline text for years. Online to offline: key connections 1. It's essential to have clear objectives. Any piece of online communication that doesn't have clear-cut objectives comes over as chinless and indecisive. Many printed documents have got away with being chinless and indecisive in the past, but no more - possibly due, in part, to online influences. 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If that makes them quicker to absorb online, think what a beneficial effect it can have on lists in offline text... 9. Headlines and crossheads must be relevant, not cutesy-clever. In the online environment these lines often have to stand alone - e.g. as email subject lines - so must be directly relevant. Although abstract headlines are acceptable in some press ads, in longer offline text the headlines are what people latch on to while scanning. This means they also have to be directly relevant, so they're instantly understood. 10. Cut the c*** and get to the point. Not only do online comms demand uncluttered information, but also relevant information. People haven't got time to wait 10 minutes while your incredibly creative animation downloads, and equally they haven't time to figure out the meaning of a literary quote over an arty picture when they're in a hurry to find out about your diesel generators. In our high-speed business culture, direct is beautiful.
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