Writing for people
description
Transcript of Writing for people
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Writing for peopleby Robby Grossman
Monday, April 18, 2011
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Good Copy Is
• Informative
• Actionable
• Intuitive
• Succinct
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Bad Copy Is
• Anything else.
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Copy Matters.Proof by Case Study: PaperPhobic
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Increasing Signups
“Sign Up”
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Increasing Signups
“Sign Up”
“Get Started for Free”
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Increasing Signups
“Sign Up”
“Get Started for Free”
Result: Conversion Up 60%.
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Increasing Paid Accounts
“Checkout”
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Increasing Paid Accounts
“Checkout”
“Choose Executive Account”
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Increasing Paid Accounts
“Checkout”
“Choose Executive Account”
Result: Conversion Up 80%.
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Lessons
• Know your goal.
• Be precise (don’t “default”).
• Think like your reader.
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Most companieswrite terrible copy.
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Microsoft“AppFabric is an open source SDK that helps
Ruby programs communicate with the Windows Azure AppFabric service bus and
access control using plain HTTP.”
http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx
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Microsoft“AppFabric is an open source SDK that helps
Ruby programs communicate with the Windows Azure AppFabric service bus and
access control using plain HTTP.”
AppFabric lets you runRuby programs on Windows.
http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx
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SAP“Maximize the effectiveness of every
customer interaction and drive process efficiency at the same time.”
http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx
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SAP“Maximize the effectiveness of every
customer interaction and drive process efficiency at the same time.”
Make the most of your relationships.
http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx
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Oracle“Oracle is the leader in Enterprise
Performance Management (EPM), unifying Performance Management and Business
Inte&igence (BI), supporting a broad range of strategic, financial and operational
management processes.”
http://www.oracle.com/us/solutions/ent-performance-bi/index.html
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Oracle“Oracle is the leader in Enterprise
Performance Management (EPM), unifying Performance Management and Business
Inte&igence (BI), supporting a broad range of strategic, financial and operational
management processes.”
Oracle is the leaderin enterprise software.
http://www.oracle.com/us/solutions/ent-performance-bi/index.html
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Picture the PersonYou’re Talking To.
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Lessons fromOther Contexts
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Be Concise.
http://www.badlanguage.net/two-examples-of-bad-copy
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Reduce Cognitive Load.
http://www.natashascorner.com/2009/02/25/dont-make-me-read-while-driving/
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Eliminate Noise.
http://www.natashascorner.com/2009/02/05/better-hurry/
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Give Time to React.
http://thedailywtf.com/Articles/Act-Fast!.aspx
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You Get to MakeOne Impression
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Don’t Let It Be In MyNext Presentation.
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Fin.
Slides available at http://rob.by/2011/writing-for-people-part-2Monday, April 18, 2011