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Writing for people                            by Robby GrossmanMonday, April 18, 2011
Good Copy Is                    • Informative                    • Actionable                    • Intuitive              ...
Bad Copy Is                    • Anything else.Monday, April 18, 2011
Copy Matters.                         Proof by Case Study: PaperPhobicMonday, April 18, 2011
Increasing Signups                               “Sign Up”Monday, April 18, 2011
Increasing Signups                                “Sign Up”                         “Get Started for Free”Monday, April 18...
Increasing Signups                                “Sign Up”                         “Get Started for Free”                ...
Increasing Paid Accounts                                 “Checkout”Monday, April 18, 2011
Increasing Paid Accounts                                  “Checkout”                         “Choose Executive Account”Mon...
Increasing Paid Accounts                                  “Checkout”                         “Choose Executive Account”   ...
Lessons                    • Know your goal.                    • Be precise (don’t “default”).                    • Think...
Most companies                         write terrible copy.Monday, April 18, 2011
Microsoft                         “AppFabric is an open source SDK that helps                           Ruby programs comm...
Microsoft                          “AppFabric is an open source SDK that helps                            Ruby programs co...
SAP                          “Maximize the effectiveness of every                         customer interaction and drive pr...
SAP                          “Maximize the effectiveness of every                         customer interaction and drive pr...
Oracle                             “Oracle is the leader in Enterprise                         Performance Management (EPM...
Oracle                             “Oracle is the leader in Enterprise                         Performance Management (EPM...
Picture the Person                         You’re Talking To.Monday, April 18, 2011
Lessons from                         Other ContextsMonday, April 18, 2011
Be Concise.                                       http://www.badlanguage.net/two-examples-of-bad-copyMonday, April 18, 2011
Reduce Cognitive Load.                                     http://www.natashascorner.com/2009/02/25/dont-make-me-read-whil...
Eliminate Noise.                                      http://www.natashascorner.com/2009/02/05/better-hurry/Monday, April ...
Give Time to React.                                          http://thedailywtf.com/Articles/Act-Fast!.aspxMonday, April 1...
You Get to Make                         One ImpressionMonday, April 18, 2011
Don’t Let It Be In My                          Next Presentation.Monday, April 18, 2011
Fin.                         Slides available at http://rob.by/2011/writing-for-people-part-2Monday, April 18, 2011
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Transcript of "Writing for people"

  1. 1. Writing for people by Robby GrossmanMonday, April 18, 2011
  2. 2. Good Copy Is • Informative • Actionable • Intuitive • SuccinctMonday, April 18, 2011
  3. 3. Bad Copy Is • Anything else.Monday, April 18, 2011
  4. 4. Copy Matters. Proof by Case Study: PaperPhobicMonday, April 18, 2011
  5. 5. Increasing Signups “Sign Up”Monday, April 18, 2011
  6. 6. Increasing Signups “Sign Up” “Get Started for Free”Monday, April 18, 2011
  7. 7. Increasing Signups “Sign Up” “Get Started for Free” Result: Conversion Up 80%.Monday, April 18, 2011
  8. 8. Increasing Paid Accounts “Checkout”Monday, April 18, 2011
  9. 9. Increasing Paid Accounts “Checkout” “Choose Executive Account”Monday, April 18, 2011
  10. 10. Increasing Paid Accounts “Checkout” “Choose Executive Account” Result: Conversion Up 300%.Monday, April 18, 2011
  11. 11. Lessons • Know your goal. • Be precise (don’t “default”). • Think like your user.Monday, April 18, 2011
  12. 12. Most companies write terrible copy.Monday, April 18, 2011
  13. 13. Microsoft “AppFabric is an open source SDK that helps Ruby programs communicate with the Windows Azure AppFabric service bus and access control using plain HTTP.” http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspxMonday, April 18, 2011
  14. 14. Microsoft “AppFabric is an open source SDK that helps Ruby programs communicate with the Windows Azure AppFabric service bus and access control using plain HTTP.” AppFabric lets you run Ruby programs on Windows. http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspxMonday, April 18, 2011
  15. 15. SAP “Maximize the effectiveness of every customer interaction and drive process efficiency at the same time.” http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epxMonday, April 18, 2011
  16. 16. SAP “Maximize the effectiveness of every customer interaction and drive process efficiency at the same time.” Make the most of your relationships. http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epxMonday, April 18, 2011
  17. 17. Oracle “Oracle is the leader in Enterprise Performance Management (EPM), unifying Performance Management and Business Inte&igence (BI), supporting a broad range of strategic, financial and operational management processes.” http://www.oracle.com/us/solutions/ent-performance-bi/index.htmlMonday, April 18, 2011
  18. 18. Oracle “Oracle is the leader in Enterprise Performance Management (EPM), unifying Performance Management and Business Inte&igence (BI), supporting a broad range of strategic, financial and operational management processes.” Oracle is the leader in enterprise software. http://www.oracle.com/us/solutions/ent-performance-bi/index.htmlMonday, April 18, 2011
  19. 19. Picture the Person You’re Talking To.Monday, April 18, 2011
  20. 20. Lessons from Other ContextsMonday, April 18, 2011
  21. 21. Be Concise. http://www.badlanguage.net/two-examples-of-bad-copyMonday, April 18, 2011
  22. 22. Reduce Cognitive Load. http://www.natashascorner.com/2009/02/25/dont-make-me-read-while-driving/Monday, April 18, 2011
  23. 23. Eliminate Noise. http://www.natashascorner.com/2009/02/05/better-hurry/Monday, April 18, 2011
  24. 24. Give Time to React. http://thedailywtf.com/Articles/Act-Fast!.aspxMonday, April 18, 2011
  25. 25. You Get to Make One ImpressionMonday, April 18, 2011
  26. 26. Don’t Let It Be In My Next Presentation.Monday, April 18, 2011
  27. 27. Fin. Slides available at http://rob.by/2011/writing-for-people-part-2Monday, April 18, 2011
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