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We were all taught the fundamentals of writing well in school. But how do we write effectively in today's hyper-interactive world?. When The Elements of Style and On Writing Well were 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 American adult receives over 120 emails and over 100 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 behavioral 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 wordsLower the reading levelUse formatting judiciouslyMake the purpose clear for skimmersEmphasize value for readersMake responding as easy as possibleIncluding many examples, a checklist and other tools for the most effective writing, this handbook will make you a more effective communicator.