Why do people often not read the text?

Every page on the Internet usually has a goal: to sell, sign for the newsletter, bring people to the conference, spread the information, increase the loyalty of the audience. The author does not achieve the goal if the text does not finish reading. "Always striving for excellence, thinking every detail from the very beginning, we are perspicacious, vigilant and flexible, which enables us to use the tremendous achievements of science and technology so that we can offer you beautiful, reliable and high-quality parquet floors." In the original in this sentence 41 words that do not convey any thought. Long phrases and sentences with almost zero meaning instantly cool readers' interest and reduce attention. It's empty calories and air bubbles. They do not help.

Beautiful looks nonsense scares the reader.

Focus on more than one subject

This problem has long haunted writers, in particular, bloggers and marketers. To get the result, focus on one thing. If you write about coffee makers - do not mention coffee grinders, about running shoes - forget about climbing shoes. Many people think that one page can cover several topics. Do not buy a coffee machine - they will be interested in a coffee grinder. This is not true.

If you focus on several objects, you probably will not buy any.

The text is difficult to read

Reading is complicated by empty words and phrases. But the problem is deeper - the author often throws information on the reader, in which he himself did not understand and could not structure it. The reader will not do this. Therefore, first find the easiest way to convey the idea, and use short words and simple sentences for this.

Information should be easy to read and understand.

The text does not affect emotions

Readers are not attracted to certain descriptions and facts. It's pointless to list 25 features of the program you are selling. If you want the text to be read to the end, make the reader feel something. Look for a way to engage emotionally: tell us why the use of the program will free up a lot of time for family and friends or help to look better before the boss, make a hero for colleagues.

Emotionally involved person will probably read the text, buy the goods and become a fan of the author.

Interference in a coherent series of words

When you have written the text, go back to the beginning and make sure that there is no disturbance to the readers or an unintentional change in tempo. Sometimes one sentence or paragraph destroys the entire text. If the reader stumbles on something, he may not finish reading. You can stop any of the above reasons - an empty phrase, an unnecessary topic, a complex thought.

Read and edit - do not let one sentence spoil the text.