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Great Language Feels Good, Works Good Too by PG Bartlett
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Great Language Feels Good, Works Good Too by PG Bartlett

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  • 1. Great Language Feels Good, Works Good Too PG Bartlett 12 July 2013
  • 2. My Groundhog Day Surprise… “We need a new voice”
  • 3. Why?  Buyers rely on content for 70%-100% of their process  “We sound the same as our competitors” – Stuffy, boastful windbags  “Even our fans criticize our #$%@& content”
  • 4. So what? “Our language is hurting our business”
  • 5. What they did Hired consultant (thewriter.com) to help them:  Define their voice  Develop before-after examples  And train their people
  • 6. Results so far …
  • 7. How would you measure results?  Impact on language: metrics?  Impact on activity: – Web traffic – Support calls  Impact on business: – Revenue? – Satisfaction?  Something else?
  • 8. Third-party research All: +124% Concise: + 58% Scanable: +47% Objective: +27% “Users detest marketese” http://www.nngroup.com/articles/how-users-read-on-the-web/
  • 9. Language Matters!  We knew it  Our contacts at our customers knew it  And maybe we can get executives to know it too
  • 10. We Decided to Humanize Our Own Content Our action plan:  Define our voice  Rewrite our website  Modify our software
  • 11. Define Our Voice
  • 12. Start with the end: audiences & goals People who love language Their bosses • Connect • Motivate • Educate • Follow our example • Language matters to their business • How we can help • Follow our example
  • 13. Our new voice But what good is it if you can’t find it?
  • 14. Taboos  Buzzword-laden  Jargon-filled  Complicated  Boastful  Equivocal  Impersonal  Long-winded  Irrelevant  Unapproachable (walls of text)
  • 15. What makes a web page good?  Scanable text  Highlighted keywords  Meaningful sub-heads (not “clever”)  Bulleted lists  One idea per paragraph  Start with conclusion  Half the words http://www.nngroup.com/articles/how-users-read-on-the-web/
  • 16. Scanning – NOT Reading http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
  • 17. Rewrite Our Website
  • 18. acrolinx.com: Before & After www.acrolinx.com
  • 19. Does Great Grammar = Great Language?
  • 20. http://www.wimp.com/frylanguage/
  • 21. Change Our Software
  • 22. Measuring Dimensions of Voice
  • 23. Trend or blip?
  • 24. Content Marketing Every key measurement depends on good content.
  • 25. http://blog.hubspot.com/blog/tabid/6307/bid/34080/Why-Marketers-Need-to-Rise-Above-the-Deluge-of-Crappy-Content.aspx
  • 26. What Happens When Volume of Crap Soars? Better language will matter more than ever
  • 27. So what did I learn?  Executives may start realizing language’s power  In deluge of crappy content, language matters more than ever  Content strategy includes: – “Right voice”
  • 28. What problems remain?  Assessing scale of problem  Internal alignment  Voice definition  Remain distinctive  Localization  Measurements
  • 29. PG.Bartlett@acrolinx.com

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