Writing well is for school. Writing effectively is for life.

Todd Rogers and Jessica Lasky-Fink offer the most valuable practical writing advice today. Building on their own research in behavioral science, they outline cognitive facts about how people actually read and distill them into six principles that will transform the power of your writing:

* Less is more
* Make reading easy
* Design for easy navigation
* Use enough formatting, but no more
* Tell readers why they should care
* Make responding easy

Including many real-world examples, a checklist and other tools, this guide will make you a more successful and productive communicator. Rogers and Lasky-Fink bring Strunk and Whites core ideas into the twenty-first centurys attention marketplace.

Whenthe influential guides to writing prose were written, the internet hadnt been invented. Now, the average American adult is inundated with digital messages each day. With all this correspondence, capturing a busy readers attention is more challenging than ever. This is how to do it.