Chances are, writing metrics like:
- Typing speed
- Word count
- Clearscope grades
…work their way into your process.
One metric that doesn’t get the love it deserves? Rate of revelation.
Rate of revelation means how fast you deliver insights via your words.
Let’s put that into context using an example:
“Every time a customer clicks on your website, they have one decision to make. Do they want to make a purchase now, or will they exit the tab for another day and return to their social media scroll? The constant back-and-forth plays on their mind. Is it worth the money? Should I trust the site with my credit card information? Is the checkout process going to be complex? Conversion rate optimization agencies exist to make your life easier. They’re run by people who’ve solved problems for other ecommerce companies, and work with you to…”
There are little over 100 words in that paragraph… but what did you really learn?
You only got clarification on one thing, and it took a long time to get there (if you managed to stick with it). The rate of revelation is slow.
This one does the opposite:
“Most ecommerce websites are losing out on conversions–big time. They have leaky checkout processes; a lack of social proof on critical buying pages; and don’t understand their typical customer journey. Modern-day shoppers aren’t patient enough to hang around. One fix to solve them all? Hire a CRO agency.”
Every sentence teaches something new. Because the rate of revelation is high, it packs the punch that engaging and educational writing needs.
Next time you’re writing something, think about your rate of revelation.
Yes, deliver stories. Make it fun to read. Include quotes. Do all that good stuff.
But remember: people are busy. They probably don’t want to spend hours reading a fluffy guide to B2B marketing. Give them what they need, fast–before they get frustrated and click off.