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Writing for the Web :  Mark Shaw
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Writing for the Web : Mark Shaw

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Copywriting tips and techniques from Mark Shaw, founder of Jupiter Design and best selling author of "Copywriting: Successful coypwriting for design, advertising and marketing"

Copywriting tips and techniques from Mark Shaw, founder of Jupiter Design and best selling author of "Copywriting: Successful coypwriting for design, advertising and marketing"

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Writing for the Web : Mark Shaw Presentation Transcript

  • 1. Mark Shaw Essentials of Copywriting
  • 2. It’s Friday afternoon you could get the early train
  • 3. But this is not a boring lecture (well, let’s see how it goes)
  • 4. This is about writing content all you need to know - in one hour
  • 5. Who am I? Writer, creative director Design Associate Business owner Journalist Lecturer
  • 6. What is this talk about? It’s not about SEO listing It’s not about google ranking It’s about engaging with visitors It’s about communicating
  • 7. 12 wonderful 5 minute chunks Or possibly less, as it’s Friday pm
  • 8. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 9. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 10. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 11. What is copywriting? It’s easier than you think it is
  • 12.  
  • 13. The next six chunks are xx
  • 14. xx
  • 15. xx xx
  • 16. xx xx
  • 17. xx xx
  • 18. xx xx
  • 19. Mark Shaw
  • 20. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 21. Some key thoughts on web copy
  • 22. To build an online relationship You have to give away your stuff
  • 23. Guess what? No one reads your website
  • 24. They scan your pages - fast for info, cues and signposts
  • 25. If they don’t really read online we don’t have to write loads of stuff for them
  • 26. It’s not how long they stay it’s what they do when they’re here
  • 27. Let them find their way around and interact naturally
  • 28. SEO is essential but not king work with your SEO adviser
  • 29. Be practical and obvious the search engines will get you
  • 30. Write the copy first then design the site around it
  • 31. Information architecture is all about simple logic
  • 32. Focus on short, influential text encourage actions and transactions
  • 33.  
  • 34. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 35. Quick copywriting checklist be aware of the elements in your copy
  • 36.  
  • 37.  
  • 38.  
  • 39. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 40. Put some effort into your copy but don’t try too hard - be yourself
  • 41.  
  • 42. Writing for the web
  • 43. Writing for the web
  • 44. Writing for the web Mark Shaw
  • 45. Writing for the web Mark Shaw
  • 46. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 47. Clarity, simplicity and branding Hands On Health UK
  • 48. Writing for the web Mark Shaw
  • 49. Writing for the web Mark Shaw
  • 50. Writing for the web Mark Shaw
  • 51. First 6 chunks:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 52. Three aspects of web copy keep it tight, but provide detail too
  • 53. Writing for the web
  • 54. Mark Shaw
  • 55. Writing for the web Mark Shaw
  • 56. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 57. Copy is a key part of your brand and your brand is your future
  • 58. xx xx
  • 59. xx xx
  • 60. xx xx
  • 61. xx xx
  • 62. xx xx
  • 63. xx xx
  • 64. xx xx
  • 65. xx xx
  • 66. xx xx
  • 67.  
  • 68. xx xx
  • 69. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 70. Put everything into the brief it’s the secret to great communications
  • 71.  
  • 72. xx xx
  • 73. xx xx
  • 74. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 75. Personality and guidance Broad Stripe Butchers
  • 76. Writing for the web Mark Shaw
  • 77. Writing for the eb Mark Shaw
  • 78. Writing for the web Mark Shaw
  • 79. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 80. Understand who is visiting you give your audience what they want
  • 81. Writing for the web Mark Shaw
  • 82. Mark Shaw
  • 83.  
  • 84. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 85. Reminders for quality control catch everything before you publish
  • 86. Writing for the web Mark Shaw
  • 87. Writing for the web Mark Shaw
  • 88. Writing for the web Mark Shaw
  • 89. The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 11. Quality control 12. Case study - Challenge
  • 90. Getting the tone of voice right Challenge Consulting
  • 91. Writing for the web Mark Shaw
  • 92. Writing for the web Mark Shaw
  • 93. Writing for the web Mark Shaw
  • 94. Writing for the web Mark Shaw
  • 95. Writing for the web Mark Shaw
  • 96. Writing for the web Mark Shaw
  • 97. Writing for the web Mark Shaw
  • 98. A parting message Better communications = better business www.markshaw.co.uk