Creating a text for a friend vs. creating a text for the Internet

In a recent workshop/training in Turkey, I found out a simple difference, which has major implications:

  • When you write for the regular Internet audience, you should consider your audience – in a hurry, wanting fast results, eager to get to the point. Small sentences, active verbs, no gerund, no passive voice, no metaphors, plain speech, short texts.
  • When you write for a friend, when you write a letter, you should also consider your audience – you can write longer texts, your verbs can also be in a passive tense, you can have non-active verbs, you may use the gerund, metaphors are allowed, so are fancy words and long texts.

In a nutshell:

  • The Internet is for speed.
  • The friendship is for long, warm texts.


I am a Digital Marketing freelancer. My expertise is in SEO (Search Engine Optimization) / UX (user experience) / WordPress. Co-founder of (series of events on SEO & PPC) and (Book on branding for MDs). On a personal level, I like self-development - events, sports, healthy living, volunteering, reading, watching movies, listening to music.

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