Creating a Clear Message!
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Sed laoreet elementum
posuere. Nunc sem...
We don’t like to read blocks of text.
 We were raised with the
newspaper.
 We usually know what
we’re looking for.
 We ...
You have less than 15 seconds
 Make Every Second Count
 Give them what they want
 Make it easy to find
 Make it all ab...
Find your Focus
Features - You Benefits - Them
 What you do for them
 Example:
 I write compelling
marketing content fo...
Your Target Market
 Define your ideal client.
 Understand what that your
potential client is looking for.
 Understand w...
How to Write Content
 With your Target in mind,
 Create an outline emphasizing your 3 strongest
benefits.
 Write. Don’t...
How to Edit Content
 Edit it.
 Find:
 Your most compelling point,
 Your strongest sentences,
 Your best words.
 Rear...
Keep Editing
 Shorten the length of your sentences.
 Break up long sentences.
 Starting sentences with a conjunction, s...
“Don’t Make Me Think” Tips
1. Omit needless words
Omit words
2. Happy Talk Must Die
3. Instruction Must Die
blah blah ging...
Grading Your Writing
 Flesh Reading Ease & Flesh-Kincaid Grade Level
 Available in Word
 In Word under Preferences, Spe...
Flesch Scoring Details
 Flesch Reading Ease
 Calculated as follows:
 Flesch-Kincaid Grade Level
 The average US citize...
For more information
 About Flesh-Kincaid:
 http://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_r
eadability_test
 Onli...
Feel free to contact me if you have any
questions or if I can help you with your
content.
Contact info:
Judy@JudyKane.com
...
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Creating a clear message

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  • 1. Younger generations the web. We learned how to scan headlines and find things that interest us.
    2. Know what we’re looking for – we’re in a Hurry, focused. Not looking for general info. We don’t want to hear about you.
    Don’t need to read everything – We’re good at finding what we’re looking for by scanning.
    Satisficing – we choose the first reasonable option. On the web, the cost of the error is minimal
  • Why do people come to your website looking for you? Respond to that.
    Don’t make them search. Use Bullet Points and Bold text
    3. What are you going to do for them? Will you save them Time, Money, improve your bottom line, increase your conversion rate
  • What and Who are interrelated.
    Features are what you do – I
    Connect the dots…
    Benefits are what they get – you, your client. All about You Client
    Exercise
  • 1 Be specific. Size, $, Geographic Area, What?
    Why does your target need what you sell
    To get there, Your target:
    Do they know about the product
    Do they know that they need the product
    Know about you
    Are you easy to find
    3.Content needs to be focused toward your Target market
  • Here you go into your keyword research.
    Read
    There should be something that you’ve written that you can latch onto
  • Latch onto the good stuff – best words, sentences, etc.
    Can sentences be broken up?
    Throw out high school English. This is web content.
  • Bullet points do not need to be complete sentences.
    Be merciless, be brutal
    In fact question every word. Use a Thesaurus. Understand the meaning of the words you choose.
    Read it out loud – does it flow?
    Is it easy to read?
    Do you have to read a sentence more than once to understand it?
    Tomorrow – you will find errors and typos that you didn’t see.
  • 1. Good writing is concise. It’s clear, uses short words and says what it means.
    2. Happy Talk - Think about your audience. Do they want or need to hear this. If it’s need, move it to where they can find it, when they are looking for it.
    3. If you must have instructions make them easy. And where possible and appropriate, give timeframes. Survey.
  • Talk about word length
    The girl went to the park, and she fed the squirrels.
    Symantech.
    Leadership
  • Other methods for scoring: Gunning fog index, SMOG index (Simple Measure of Gobbledygook)
  • Creating a clear message

    1. 1. Creating a Clear Message! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed laoreet elementum posuere. Nunc sem est, mollis et euismod at, aliquet eu ligula. Duis magna erat, euismod ac pellentesque ut, placerat ut est. Donec ut libero in urna elementum molestie. In hac habitasse platea dictumst. Mauris ut velit enim. Cras lacinia mollis sapien, a tristique arcu sodales a. Phasellus varius lectus id nulla sollicitudin volutpat. Fusce fermentum lobortis diam, vitae consequat ipsum volutpat vel. Aenean ligula eros, elementum ac congue quis, pharetra quis nisl. Based on the concepts from Steve Krug’s Don’t Make Me Think, 2nd Edition  Lorem ipsum Don’t dolor sit amet, consectetur adipiscing elit.  Morbi lacinia urna sit amet mi you semper interdum.  Quisque non want quam ut sem cursus sollicitudin.  Donec at ipsum commodo to nibh porttitor condimentum porta eu massa.  Nunc read quis lorem accumsan leo interdum pretium quis sit amet leo this?
    2. 2. We don’t like to read blocks of text.  We were raised with the newspaper.  We usually know what we’re looking for.  We don’t need to read everything.  Satisficing* *Economist Herbert Simon coined the term (a cross between satisfying and sufficing) in Models of Man: Social and Rational (Wiley, 1957)
    3. 3. You have less than 15 seconds  Make Every Second Count  Give them what they want  Make it easy to find  Make it all about Them!!!
    4. 4. Find your Focus Features - You Benefits - Them  What you do for them  Example:  I write compelling marketing content for small to medium sized businesses  What they get as a result  Content that captures the attention of your target audience and shows the benefit of using you instead of your competition  What Are You Trying to Sell?  Who Are You Trying to Reach?
    5. 5. Your Target Market  Define your ideal client.  Understand what that your potential client is looking for.  Understand what you’re trying to sell to them.  Write to your Target.
    6. 6. How to Write Content  With your Target in mind,  Create an outline emphasizing your 3 strongest benefits.  Write. Don’t edit.  For at least 15 minutes.  Read what you’ve written.  Does it make sense?  Support your points?  Are your ideas cohesive?
    7. 7. How to Edit Content  Edit it.  Find:  Your most compelling point,  Your strongest sentences,  Your best words.  Rearrange everything.  Expect to delete 2/3 of what you write.  Question long words.  Are you creating lists?  Use bullet points
    8. 8. Keep Editing  Shorten the length of your sentences.  Break up long sentences.  Starting sentences with a conjunction, such as “and” or “but”, actually keep the reader moving forward.  Keep your paragraphs short.  No more than 3 sentences to a paragraph.  One sentence paragraphs work on the web.  Read your text out loud.  Last, add bold text  Not more than 1 or 2 words per paragraph.  Try to create a message through the bolded words.  Edit your content, if necessary, to accommodate the message.  Set it aside and read it again tomorrow.
    9. 9. “Don’t Make Me Think” Tips 1. Omit needless words Omit words 2. Happy Talk Must Die 3. Instruction Must Die blah blah ginger by Gary Larson (Far Side comic
    10. 10. Grading Your Writing  Flesh Reading Ease & Flesh-Kincaid Grade Level  Available in Word  In Word under Preferences, Spelling and Grammar, “Show readability statistics.”  In Word 2010, File, Options, Proofing, check “Show readability statistics.”  Use Spell Check to get the results.  Flesch Reading Ease Scores:  The higher the score, the easier it is to read [1] http://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_readability_test [1]
    11. 11. Flesch Scoring Details  Flesch Reading Ease  Calculated as follows:  Flesch-Kincaid Grade Level  The average US citizen reads at an 8th grade level. [1] http://www.editcentral.com/gwt1/EditCentral.html [2] [2] http://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_readability_t est
    12. 12. For more information  About Flesh-Kincaid:  http://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_r eadability_test  Online readability test locations:  http://www.online- utility.org/english/readability_test_and_improve.jsp  http://www.editcentral.com/gwt1/EditCentral.html
    13. 13. Feel free to contact me if you have any questions or if I can help you with your content. Contact info: Judy@JudyKane.com 408-504-6614 Visit me on the web at: IWriteTheWords.com www.Facebook.com/IWriteTheWords
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