The digital age forced writers to rethink transitions. Suddenly, seamlessly guiding readers from one thought to another became counterproductive.
The old methods need to be updated: We’re increasingly reading screens rather than paper. Research says we need to keep our web writing short and scannable.
Remember: If it sounds wrong to you, it will sound wrong to your readers as well. Spend a couple of minutes making it sound right, even if your 8th-grade English teacher would have said it passed a grammar check.
There’s a lot of drama in that structure – it’s like watching a big, polite and calm man slowly get provoked by the pest who’s been poking him in the chest, then standing up and slugging the dude. Repeatedly.
There’s a really smart approach to business behind all the crazy animation, cheesy karaoke and in-your-face messaging. It’s not random. It’s all intended to generate interest and loyalty.