by Brenden Arakaki
Killer Copy
(with a Polish twist)
Brenden Arakaki — @Cognix
Question
Who here is not
a native English speaker?
(English was not your first language)
Brenden Arakaki — @Cognix
Brenden Arakaki — @Cognix
Listening Speaking
Reading Writing
Brenden Arakaki — @Cognix
More people read what you write
rather than hear what you say.
Brenden Arakaki — @Cognix
Speech has context.
Text stands alone.
Brenden Arakaki — @Cognix
People read with their
internal voice
Brenden Arakaki — @Cognix
How is good copy written?
Brenden Arakaki — @Cognix
“Copy is never written,
copy is assembled.”
—Eugene Schwartz
Brenden Arakaki — @Cognix
Components of good copy
Power and action verbs
Beautiful descriptors
Practical solutions to prob...
Verbs
Syncs your work
Your files are backed up
Return to older versions
Restore deleted files
Get up and running
Start sav...
Verbs
Syncs your work
Your files are backed up
Return to older versions
Restore deleted files
Get up and running
Start sav...
Descriptors
Important
Simpler
Automatically
Instantly
Safe
Securely
Latest
Descriptors
Important
Simpler
Automatically
Instantly
Safe
Securely
Latest
Solutions
Getting started is simple
Available from anywhere
No training required
Forget about email attachments
Solutions
Getting started is simple
Available from anywhere
No training required
Forget about email attachments
Verbs
Organize windows
Swipe through apps
Edit photos
Provides smooth touch
Preserves picture clarity
Boots-up in seconds
...
Verbs
Organize windows
Swipe through apps
Edit photos
Provides smooth touch
Preserves picture clarity
Boots-up in seconds
...
Descriptors
0.55mm layer
Touch-enabled glass
fused to screen
Smooth touch
Best of all
Built-in
Fastest networks
Machinized...
Descriptors
0.55mm layer
Touch-enabled glass
fused to screen
Smooth touch
Best of all
Built-in
Fastest networks
Machinized...
Brenden Arakaki — @Cognix
Your work where you need it
Dropbox syncs your important work across all your devices. Your file...
Brenden Arakaki — @Cognix
Verbs
Your work where you need it
Dropbox syncs your important work across all your devices. You...
Brenden Arakaki — @Cognix
Adjectives/Adverbs
Your work where you need it
Dropbox syncs your important work across all your...
Brenden Arakaki — @Cognix
How do I gather good copy?
Copy-paste writing
Listen closely
Aspire to greatness
Brenden Arakaki — @Cognix
Polish
Gender nouns
(three, up to five)
7 case markings on
nouns/adjectives
3 verb tenses
Fixed ...
Brenden Arakaki — @Cognix
Example: Future Perfect Continuous
“In July, I will have been coaching
English in Poland for two...
Brenden Arakaki — @Cognix
Mastering English
for Polish Natives
Brenden Arakaki — @Cognix
Basic Level
Avoid Woulda-Coulda-Shoulda
Careful with aspects
Careful with pronouns
Brenden Arakaki — @Cognix
Intermediate Level
Keep verb tenses
Prepositions
Stress
Brenden Arakaki — @Cognix
Master Level
Definite and Indefinite Articles
Vocabulary, Phrasal Verbs, Idioms
Sounds and Prono...
Brenden Arakaki — @Cognix
Conclusion
Plan and Think about the Cost
bmarakaki@gmail.com
@Cognix
Thank you!
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
infoShare 2013: Brenden Arakaki - Effective communication in english [EN]
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infoShare 2013: Brenden Arakaki - Effective communication in english [EN]

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Brenden Arakaki / Startup Communication Advisor
Effective Communication in English.
Presented at infoShare 2013 conference in Gdańsk, Poland.

Published in: Technology, Business
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infoShare 2013: Brenden Arakaki - Effective communication in english [EN]

  1. 1. by Brenden Arakaki Killer Copy (with a Polish twist)
  2. 2. Brenden Arakaki — @Cognix Question Who here is not a native English speaker? (English was not your first language)
  3. 3. Brenden Arakaki — @Cognix
  4. 4. Brenden Arakaki — @Cognix Listening Speaking Reading Writing
  5. 5. Brenden Arakaki — @Cognix More people read what you write rather than hear what you say.
  6. 6. Brenden Arakaki — @Cognix Speech has context. Text stands alone.
  7. 7. Brenden Arakaki — @Cognix People read with their internal voice
  8. 8. Brenden Arakaki — @Cognix How is good copy written?
  9. 9. Brenden Arakaki — @Cognix “Copy is never written, copy is assembled.” —Eugene Schwartz
  10. 10. Brenden Arakaki — @Cognix Components of good copy Power and action verbs Beautiful descriptors Practical solutions to problems
  11. 11. Verbs Syncs your work Your files are backed up Return to older versions Restore deleted files Get up and running Start saving Keep all of your work Share with your team Access older version
  12. 12. Verbs Syncs your work Your files are backed up Return to older versions Restore deleted files Get up and running Start saving Keep all of your work Share with your team Access older version
  13. 13. Descriptors Important Simpler Automatically Instantly Safe Securely Latest
  14. 14. Descriptors Important Simpler Automatically Instantly Safe Securely Latest
  15. 15. Solutions Getting started is simple Available from anywhere No training required Forget about email attachments
  16. 16. Solutions Getting started is simple Available from anywhere No training required Forget about email attachments
  17. 17. Verbs Organize windows Swipe through apps Edit photos Provides smooth touch Preserves picture clarity Boots-up in seconds Stays fast Delivers fast connectivity
  18. 18. Verbs Organize windows Swipe through apps Edit photos Provides smooth touch Preserves picture clarity Boots-up in seconds Stays fast Delivers fast connectivity
  19. 19. Descriptors 0.55mm layer Touch-enabled glass fused to screen Smooth touch Best of all Built-in Fastest networks Machinized Anodized aluminum Tight tolerance Hiddent vents Invisible screws Seamlessly tucked away
  20. 20. Descriptors 0.55mm layer Touch-enabled glass fused to screen Smooth touch Best of all Built-in Fastest networks Machinized Anodized aluminum Tight tolerance Hiddent vents Invisible screws Seamlessly tucked away
  21. 21. Brenden Arakaki — @Cognix Your work where you need it Dropbox syncs your important work across all your devices. Your files are backed up and you can even return to older versions or restore deleted files. And getting started has never been simpler. Get up and running instantly Start saving your work in Dropbox and it's automatically backed up and available from anywhere — no training required. Keep all of your work safe Share securely with your team, access older versions of your documents, and even restore deleted files. Forget about email attachments You'll have the latest version of your docs whether you're on a Mac at home, your colleague's PC, or your phone or tablet.
  22. 22. Brenden Arakaki — @Cognix Verbs Your work where you need it Dropbox syncs your important work across all your devices. Your files are backed up and you can even return to older versions or restore deleted files. And getting started has never been simpler. Get up and running instantly Start saving your work in Dropbox and it's automatically backed up and available from anywhere — no training required. Keep all of your work safe Share securely with your team, access older versions of your documents, and even restore deleted files. Forget about email attachments You'll have the latest version of your docs whether you're on a Mac at home, your colleague's PC, or your phone or tablet.
  23. 23. Brenden Arakaki — @Cognix Adjectives/Adverbs Your work where you need it Dropbox syncs your important work across all your devices. Your files are backed up and you can even return to older versions or restore deleted files. And getting started has never been simpler. Get up and running instantly Start saving your work in Dropbox and it's automatically backed up and available from anywhere — no training required. Keep all of your work safe Share securely with your team, access older versions of your documents, and even restore deleted files. Forget about email attachments You'll have the latest version of your docs whether you're on a Mac at home, your colleague's PC, or your phone or tablet.
  24. 24. Brenden Arakaki — @Cognix How do I gather good copy? Copy-paste writing Listen closely Aspire to greatness
  25. 25. Brenden Arakaki — @Cognix Polish Gender nouns (three, up to five) 7 case markings on nouns/adjectives 3 verb tenses Fixed stress Where do Polish and English differ? English Has no gender 4 case markings 16 verb tenses Variable stress
  26. 26. Brenden Arakaki — @Cognix Example: Future Perfect Continuous “In July, I will have been coaching English in Poland for two years now.”
  27. 27. Brenden Arakaki — @Cognix Mastering English for Polish Natives
  28. 28. Brenden Arakaki — @Cognix Basic Level Avoid Woulda-Coulda-Shoulda Careful with aspects Careful with pronouns
  29. 29. Brenden Arakaki — @Cognix Intermediate Level Keep verb tenses Prepositions Stress
  30. 30. Brenden Arakaki — @Cognix Master Level Definite and Indefinite Articles Vocabulary, Phrasal Verbs, Idioms Sounds and Pronounciation
  31. 31. Brenden Arakaki — @Cognix Conclusion Plan and Think about the Cost
  32. 32. bmarakaki@gmail.com @Cognix Thank you!
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