We are no longer limited to reading off paper we hold in our hands. Nowadays, when we are online, there are millions of things to read, so the competition for our time is off the charts. Yet, some people still write the same way they were taught to do decades ago.

The fact is, if your audience is online, you need to be to the point, catch the reader quickly and use formatting to get your message across. Another trend is that push marketing (where content is forced on people) is often less effective than pull marketing that draws in the reader. 

To take advantage of the changes taking place, the following are 10 tips from Susan Weiner’s book Financial Blogging, How to Write Powerful Posts That Attract Clients.

1. Put yourself in the reader's eyes – Appeal to the audience’s interests, avoiding just pushing an agenda. Start by answering the questions your audience would ask.

Also, ask yourself: What is my target market? How sophisticated is the audience?  Why would readers want to build a relationship with you? What keeps the ideal clients up at night?

Use the WIIFM approach, because your readers will be thinking, What’s In It For Me?

2. Organize thoughts – Too often articles are organized poorly. Think about the point of the message by preparing. Ask: What should the writing accomplish? What should the readers do?  What are the main points?

Sometimes the creator of the content has to free write to get all the ideas out and then organize them after. This approach can be effective, but it does require a rewrite. For that reason, it is OK if the freewriting has typos and does not flow. Its purpose is to identify the main points.

3. Give it personality – Just because you are likely writing on financial service topics does not mean you cannot put your own twist on the content to bring it to life.

4. Avoid jargon – Use the words the target audience would understand. If the readers will not understand the technical vocabulary, it is highly likely it will not be as effective.

5. Nail the title – Do your best to determine what will intrigue the reader. Your title almost serves as a promise of the benefit the reader can expect to get out of the content.

Do not try to write the perfect title on the first try. Type up alternative titles to help yourself brainstorm.

The right keywords in titles can also help improve search rankings. (See no. 10.)

6. Have a great introduction – The first paragraph can be considered the foundation to the content. It sets clear expectations, making for a quick, effortless read.

7. Shorten when possible – Pay attention to syllables per word, words per sentence and words per paragraph. Think "less is better." If typing in Microsoft Word, there is a tool with readability statistics that automates the analysis of content.

8. Write routinely – Many advisors struggle to have regular blog posts that are compelling. However, by generating solid content ideas, an advisor can build a regular following outside their networks of connections. 

Consider mind mapping to generate unconventional ideas. Start with the tree trunk and the branches off the main topic can be the focus. Extend the branches and a writer will soon have enough content to write a weekly blog for the year.

Build an editorial calendar to plan out communications and even get different parties to share responsibility for the year. If internal resources are not getting the job done, consider using a ghostwriter, editor or proofreader.

9. Promote it – It is one thing to have great content, but if nobody sees it, is it worth it?  Leverage social media (like LinkedIn), highlight the Web site pieces in e-newsletters (with tools like Constant Contact) and even consider guest blogging. 

Having links directed to a site can help search engines recognize it as popular or more important. The more things pointing toward your Web site the better.

10. Keep SEO in mind – Search engine optimization can help a Web site be found.  Just by creating content using the right keywords on a regular basis, a site will have better search results than a firm that is stagnant. If clients are in a geographic area, consider local terms, like "Boston financial advisor."

Even prospects that are coming from referrals will research an organization online before reaching out. Are you being found?  And if so, are you making a great first impression?

If advisors do these 10 things well, they will educate their clients and prospects, improve their reputations, drive traffic to their websites and ultimately grow their businesses. Whatever the purpose of your communications, reader-centric writing will make it more successful.

Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.