We were all taught the fundamentals of writing wellin school. But how do we write effectivelyin today's hyper-interactive world? When The Elements of Styleand On Writing Wellwere published in 1959 and 1976, the internet hadn't been invented. Since then, there has been a radical transformation in how we communicate. The average adult receives over 100 emails and tens of text messages each day. With all this correspondence, gaining a busy reader's attention is now a competition. Todd Rogers and Jessica Lasky-Fink, both behavioural scientists, offer practical writing advice you can use today. They begin by outlining cognitive facts about how busy people read, then detail six research-backed principles for effective writing: Use fewer words Lower the reading level Use formatting judiciously Make the purpose clear for skimmers Emphasise value for readers Make responding as easy as possible. Including many examples, a checklist, and other tools for the most effective writing, this handbook will make you a more effective communicator. Rogers and Lasky-Fink bring conventional ideas about text-based communication into the 21st century's radically transformed attention marketplace.