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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 Writing for the Web : Mark Shaw Presentation Transcript

  • 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 about communicating
  • 12 wonderful 5 minute chunks Or possibly less, as it’s Friday pm
  • 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
  • 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
  • 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
  • What is copywriting? It’s easier than you think it is
  •  
  • The next six chunks are xx
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  • Mark Shaw
  • 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
  • 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:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • Quick copywriting checklist be aware of the elements in your copy
  •  
  •  
  •  
  • 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
  • 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:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 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:
    • Copywriting rules
    • Key thoughts on copy
    • Copywriting checklist
    • Different styles to consider
    • Case Study - Hands-On Health
    • 3 tips for web writing
  • 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 11. Quality control 12. Case study - Challenge
  • Copy is a key part of your brand and your brand is your future
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  • 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
  • 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 11. Quality control 12. Case study - Challenge
  • 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 11. Quality control 12. Case study - Challenge
  • 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 11. Quality control 12. Case study - Challenge
  • 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 11. Quality control 12. Case study - Challenge
  • 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