Mark Shaw Essentials of Copywriting
It’s Friday afternoon you could get the early train
But this is not a boring lecture (well, let’s see how it goes)
This is about writing content all you need to know - in one hour
Who am I? Writer, creative director Design Associate Business owner Journalist Lecturer
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 a...
12 wonderful 5 minute chunks Or possibly less, as it’s Friday pm
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
What is copywriting? It’s easier than you think it is
 
The next six chunks are xx
xx
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xx xx
xx xx
Mark Shaw
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
Some key thoughts on web copy
To build an online relationship You have to give away your stuff
Guess what?  No one reads your website
They scan your pages - fast for info, cues and signposts
If they don’t really read online we don’t have to write loads  of stuff for them
It’s not how long they stay it’s what they do when they’re here
Let them find their way around and interact naturally
SEO is essential but not king work with your SEO adviser
Be practical and obvious  the search engines will get you
Write the copy first then design the site around it
Information architecture is all about simple logic
Focus on short, influential text encourage actions and transactions
 
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
Quick copywriting checklist   be aware of the elements in your copy
 
 
 
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
Put some effort into your copy but don’t try too hard - be yourself
 
Writing for the web
Writing for the web
Writing for the web Mark Shaw
Writing for the web Mark Shaw
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
Clarity, simplicity and branding Hands On Health UK
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
First 6 chunks: <ul><li>Copywriting rules </li></ul><ul><li>Key thoughts on copy </li></ul><ul><li>Copywriting checklist <...
Three aspects of web copy keep it tight, but provide detail too
Writing for the web
Mark Shaw
Writing for the web Mark Shaw
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
Copy is a key part of your brand and your brand is your future
xx xx
xx xx
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xx xx
xx xx
xx xx
xx xx
xx xx
xx xx
 
xx xx
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
Put everything into the brief it’s the secret to great communications
 
xx xx
xx xx
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
Personality and guidance Broad Stripe Butchers
Writing for the web Mark Shaw
Writing for the eb Mark Shaw
Writing for the web Mark Shaw
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
Understand who is visiting you give your audience what they want
Writing for the web Mark Shaw
Mark Shaw
 
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
Reminders for quality control catch everything before you publish
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
The next six chunks 7. Brand essentials 8. Writing a great brief 9. Case study - Broadstripe 10. Profiling your audience 1...
Getting the tone of voice right Challenge Consulting
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
Writing for the web Mark Shaw
A parting message Better communications  = better business www.markshaw.co.uk
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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"

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Writing for the Web : Mark Shaw

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

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