Cut to the chase

I’ve been writing for the Web for decades, and the first lesson I learned was to get to the point. The necessity of doing so was reinforced recently after I was stung on the thumb by a bee.

My first thought: Eeeeyow, this hurts.
My second thought: What do I do now? Better check the Web for the best treatment.
My third thought, after having checked the Web: CUT TO THE CHASE!

When time is of the essence, and my thumb is swelling to the size of a big toe, I don’t want tips about how it’s best to avoid bees. It’s too stinging late for that. Now what?

Several articles began by listing the side effects of bee stings. Yes, it’s hot, red, swelling, and really, really painful. Tell me something I don’t know – like what to do now.

I sprinkled some baking soda onto the sting, based on a hazy memory of kitchen home remedies. But would an onion have been better? Steak sauce? A steak itself? I couldn’t remember.

C’mon Web, cough up an answer.

I stumbled upon a promising article titled, “How To Treat a Bee Sting,” and the first words were less than encouraging: Bee stings are either annoyingly painful or deadly… Then followed tips about avoiding bees. Argggggh.

Slate had a long article about the best remedies for a bee sting, but it was probably meant as future knowledge rather than a prescription for an immediate need. Before getting to any useful answers, I had to sort through the author’s own experience, his research, and then a laundry list of possible fixes, both good and bad.

While wading through all the words, I wrapped my thumb in ice – which, I eventually read, was a good thing. I also took Benadryl and Excedrin. Two other good things.

By the time I read that I had already done what was appropriate, the situation was well in hand (sorry, I couldn’t pass up the pun). The anxiety that was listed as a possible side effect was only a result of not finding the information fast enough.

My thumb returned to normal size and function in short order, but I learned a long-lasting lesson. When writing for the Web, especially “How to” articles, get to the point quickly. Don’t tell someone who asks the time of day how to build a watch.

Just cut to the chase.

An unseasonable season

These days, the Fourth of July can signal either the start or the end of summer’s high season.

It’s a great start if you’ve just made it to the beach, taken that first swim, begun to lose that whiter shade of winter pale.

More and more, however, the Fourth has become a harbinger of the upcoming fall season. Back-to-school sales are already underway (see below) and save-the-date announcements for holiday events are readily found.

Unseasonable and almost unreasonable temperatures have helped to push along the calendar this year. Heat waves made March seem more like May, and June more like August. So far July feels like we're living on the sun. My late summer flowers have bloomed and withered already, which leaves me wondering whether I can keep anything green until Labor Day.

The cycle of days, of seasons, of calendar dates seems to speed by with the years, but maybe that’s because I spend too much time anticipating what’s next – thinking about deadlines and scheduling new projects. Today, however, I’ll do none of that. My clients are either on holiday or their projects have slowed. This is the perfect time to sit back and enjoy the relaxed pace of summer, whatever the temperature.

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Those of you looking for a jump start on end-of-season sales can start here:

• The Apple Store has special “education pricing” on Macs, with a free iPod touch, through September 7. 
• T-Mobile, AT&T, and other mobile carriers are (or will soon be) having back-to-school sales. Check their Web sites or an aggregator site like Bestincellphones.com.
  
• The latest on back-to-school sales and coupons at CouponClock.com. 
• More end-of-season deals at TheBarganist.com.  
  
  
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