Writing for people

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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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