Week Three Contents• Length exercise and lead re-cap• Headings and titles• Writing devices for online• Active versus passive sentences• Bullet lists• Direct language• Choosing fonts and sizes• Avoid idioms• Acronyms• SEO
Length writing exercise• Start with one idea for your upcoming blogassignment and write as much as you can on theidea.• Now trim the content you have written to fiveimportant sentences.• Now trim those five important sentences to onesentence that you believe most accuratelydescribes your overall idea.
Headings/Titles“The purpose of a headline is to get potentialreaders to read the first line of your content.”– David Ogilvy, Ogilvy on Advertising
Writing devices for online• Write using active verbs• When to use I, you and we• Keep sentences simple• Avoid using verbs such as “get” and “do”• Use specific concrete nouns
Active versus passive sentences• Active sentence: The subject doing the verb’s action.• For example: The man (subject) is eating thehamburger (object).• Passive sentence: The subject being acted upon by theverb.• For example: The hamburgers (subject) are being eaten(verb).
Active versus passive sentences• Their house is being built by Sandra.• This furniture was made in Vietnam.• I will be taken to the airport by someone at2pm.• Once a month I am paid by the bank.• English must be spoken in class.• The window was broken.
Bullet Lists• Bullet lists are great for long lists of items andinstructions.• Bullet lists make information easier for yourreaders to scan and take in quickly.• Use numbered lists for instructions that aresequential.• Capitalising is fine• Use full stops if your bullet list forms acomplete sentence.
Direct Language• In the region of, approximately, concerning• Of the order of, regarding, respecting• Take action• Take action on• Following, subsequently• Assistance• Objective• Whole of• In addition• Made an approach to• Placed under arrest• Arrived on the scene• Inquire• In consequence of• Prior to, ahead of• Commerce, initiate• Prove beneficial• Constructed• However• Purchase• Described as• Give rise to• Centre around• Less expensive• Hails from• Give consideration to• Expensive• Medical practitioner• Beverage
Choosing fonts and sizes• Use the same font and vary the sizes• Choose fonts that are simple to read online• Keep it consistent across header, sub-header and textparagraphs• If you pair fonts, use complementary choices
• Concordant fonts: fonts of the same family• Contrasting fonts: size, colour and style• Number of fonts: use just two for most articles• Resources:http://webdesign.tutsplus.com/articles/typography-articles/a-beginners-guide-to-pairing-fonts/
Avoid idioms• It’s a piece of cake.• There’s nothing to it.• It’s as easy as pie.• It’s a no-brainer.• It’s like taking candy from a baby.• No sweat.
Acronyms• Acronyms should nearly always be explainedin the first instance with the acronym inbrackets on every new page.• There are some acronyms, however, that isbetter known by their abbreviation and wouldnot be useful to convert.• IBM, QANTAS, JPEG, NASA