Anyone who has experienced trying to read the front page of a daily paper that measures 13 by 22 inches knows how headlines wrestle for a reader's attention. Although the page layout has a lot to do with which piece is read first, the way a headline is worded can also make or break a story.

Every day, we are deluged by all kinds of copies (that is, advertising in print, radio, television or online). Often we are not conscious of them, but I guess in our little ways we subconsciously filter which copies work and which don't.

As a writer by profession and passion alike, I know that knowing your audience is a cardinal rule in the practice. The explanation is simple. If I am writing for a supposedly intellectual bunch of people in the academe, I put an air of sophistication in my language. It is not only a matter of preference; it is a matter of courtesy.

I did not believe Shakespeare when he said that brevity is the soul of wit. It is, I believed, simply not my style. Going forward, though, reading a wide variety of works changed my mind. The challenge to any writer is to make the article clear, concise, and readable. After all, the purpose of writing is to express.

Most online instructions on how to write effective copy for the web revolve around details and tips regarding keywords, page titles, META descriptions, and other similarly technical things. These materials will tell you, for instance, to mind your page title or soak up your copy with keywords, all in an effort to jack up the chances of your site landing on the top results of search engines.

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