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Writing for the Web
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  • From a presentation by Aaron Schmidt of the blog Walking Paper
  • From Jakob Neilsen On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. http://www.useit.com/alertbox/percent-text-read.html
  • “ Get rid of half the words on each page, then get rid of half of what's left."
  • Look at the back of the book
  • They flash because of their ability to create curiosity. And not just a little bit of curiosity, but a massive amount of curiosity. Sean D'Souza (marketer) writing for CopyBlogger.com (http://www.copyblogger.com/irresistible-bullet-points/)
  • Take your product/service. Split it into five or seven parts and pull out the most important highlights or benefits. (http://www.copyblogger.com/irresistible-bullet-points/)
  • Less scrolling
  • Can also be applied to URLs
  • No all-caps
  • No exclamation points
  • No “click here”
  • Spell out library acronyms.  Customers do not know what OPLIN is; only librarians do.
  • Write clearly! Extra words and jargon can really hurt your organizational image. Siegel+Gale recently completed a year long study of 1,214 American homeowners and investors that shows huge demand for simple, plainEnglish communications .  A few interesting quotes: Fully 84% of all consumers say they are more likely to trust a company that uses jargon-free, plain English in communications. http://www.commoncraft.com/study-americans-overwhelmingly-demand-simple-communications
  • Keep it conversational
  • Write in the active voice
  • What’s in it for them? What’s the payoff?
  • Take those highlights or benefits and put a “why” or “how” before each one. (http://www.copyblogger.com/irresistible-bullet-points/)
  • Transcript

    • 1. Writing for the Web (A.K.A. “Trying to get people to give a darn”) Laura Solomon Library Services Manager OPLIN [email_address]
    • 2. You can:
      • Keep their attention
      • Not turn them off
      • Write more convincingly
    • 3. From Aaron Schmidt, walkingpaper.org
    • 4. L E N G T H
    • 5.  
    • 6.
      • On average, web users read almost 100% of a page’s content only if it is 25 words or less .
    • 7. Krug’s Third Law of Usability
    • 8.  
    • 9.  
    • 10. http://mrs.oshimbo.com/2010/10/10thingsidontlike.html
    • 11.  
    • 12. “… bullets are like flashing Christmas lights”
    • 13.  
    • 14. LESS NOISE
    • 15. MORE PROMINENCE
    • 16.
      • Less
      • Page
      • Length
    • 17.
      • http://www.yourlibrary.org/node/11452?ddbox00=429&ddbox01=464&x=73&y=13
      • http://www.yourlibrary.org/reference
    • 18. Q U A L I T Y
    • 19. PLEASE STOP SCREAMING AT ME. Please?
    • 20.
      • Harry Potter Party at the Main Library Thursday, July 14, at 3 p.m.!!!!!!!!
    • 21.
      • Click here
    • 22.
      • Click here to access your account
      • Access your account
    • 23. http://www.scribendi.com/advice/the_correct_use_of_acronyms.en.html
    • 24.
      • 84% are more likely to trust you
      • 60% + are more likely to be interested in what you are selling/saying
    • 25.  
    • 26.
      • Content should not be written by passive-voiced staff members.
      • Write in the active voice.
    • 27. Selling your content
    • 28.  
    • 29.  
    • 30.
      • Learn more about the library’s research databases
      • How to make your research faster & more productive
    • 31.
      • HOW or WHY
      • and BENEFIT
      • = WIN*
      • * ($how||$why)+$benefit=$win
    • 32. (Get specific, too)
      • The library has storytime
      • Why your child needs storytime
      • How to increase your child’s literacy
    • 33. Practice

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