She covers all the usual things on good writing: paragraphing, short sentences varying in length and structure, clear language and simple words.
Cathy has an ideal set of slides that you can scan quickly. She also explains about setting up Readability Statistics in Word. I’d no idea the option was there.
Once set up, you can measure the Flesch Reading Ease on a click. It gives a first check on the ease of reading of a block of text.
A study of popular magazines and newspapers shows a direct match between popularity and Flesch Reading Ease. The highest and most readable scores for the most popular magazines come in at 65.
A tool, not a solution:
Cathy is careful to explain that it’s a tool, not a solution. Here’s how to set it up. Open a Word file and choose:
Check that there’s a tick in Show readability statistics. Running a spell-check on a typical post in Word follows the usual routine, ending in a report. It shows a list of data, as well as the Flesch Reading Ease.
I was a bit sceptical of all this at first, so I decided to put it to the test.
I selected a number of my posts that I knew had been very popular, and some that were certainly not so. I keep Word files of the text of all my posts, so it was easy to check them on their Flesch Reading Ease.
How I write:
What I found made me stop and think again about how I write. Here’s a list of titles of some posts. I put them in order of popularity, measured from data in Google Analytics, beside their Flesch Reading Ease.
FRE - Post Title
65.7 - 5 Explanations of a Zen Proverb
73.2 - Splitting the Knol
71.1 - How do I know what I think till I see what I write?
52.8 - So This is What You Want
38.4 - Complexity Science and Social Media Learning
34.8 - Science, Technology, The Silicon Chip and Social Need
I don't believe this is the only way to predict the popularity of a post. But clearly, these numbers are trying to tell me something. I think I may be looking at Readability Statistics in future.
By the way, the Flesch Reading Ease of this post comes in at 75.8.