How to write for the second and third screens

From writing coach Anne Wylie:

With Web writing, you can literally make your readers sick, resign and forget where they parked their cars.

So how do you write blog posts, Web pages, email messages, status updates and other copy without repelling your readers? Here are some pointers to consider:

• Get to the point faster. Don’t expect readers to read the entire first paragraph to figure out where you’re going.
• Chunk it up. Break your message into several shorter Web pages.
• Write tight. Use the tools that you use to condense copy for print more aggressively online.
• Lift your ideas off the screen. Make your copy easy to scan with microcontent or display copy.
• Cut the fluff. Drop the adjectives, adverbs, hyperbole and other useless words.
• Make it friendly. Engage readers with a conversational, me-to-you voice, not an off-putting, stiff corporate style.