Writing For The Web
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Writing For The Web

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Writing For The Web Writing For The Web Presentation Transcript

  • Writing for the Web Tom Myer <tom@tripledogs.com>
  • Stop what you’re doing
  • In 11 words or less describe your job
  • I’ll give you five minutes
  • Okay....we’re back!
  • Who can get it down to 7 words?
  • Is Tom crazy?
  • Not your Father’s Web
  • microcontent
  • content reuse
  • audience != passive
  • conversations
  • words w/o context
  • this wouldn’t be quite so bad except....
  • we’re talking about business here....
  • people do business with people they
  • 1. know
  • 1. know 2. like
  • 1. know 2. like 3. trust
  • (usually in that order)
  • 1. know 2. like 3. trust
  • so there is a gap between stranger cha-ching
  • the most profitable way to leap the gap.....
  • is with words
  • not just any old words
  • the right words
  • the right words delivered to the right people
  • the right words delivered to the right people at the right time
  • the right words delivered to the right people at the right time in the right way
  • That’s what I’m gonna teach you
  • In 11 words or less describe your company
  • I’ll give you five minutes
  • Okay....we’re back!
  • Who can get it down to 7 words?
  • So....who is Tom Myer?
  • I’m a copywriter and communications consultant. I help companies grow.
  • I turn words into money.
  • iHrrrl
  • Tell us how you do it!
  • TFFLR
  • Target
  • Target Focus
  • Target Focus Furiously
  • Target Focus Furiously Leave
  • Target Focus Furiously Leave Revise
  • Target
  • Target who are you writing for?
  • Target who are you writing for? what do they care about?
  • Target who are you writing for? what do they care about? what keeps them up at night?
  • Target who are you writing for? what do they care about? what keeps them up at night? what problems are they facing?
  • Target who are you writing for? what do they care about? what keeps them up at night? what problems are they facing? what can you tell them?
  • Focus
  • Focus immerse yourself
  • Focus immerse yourself research
  • Focus immerse yourself research interviews
  • Focus immerse yourself research interviews read, read, read
  • Focus immerse yourself research interviews read, read, read figure out all the hot buttons
  • Furiously
  • Furiously kick the editor out
  • Furiously kick the editor out write fast and furious
  • Furiously kick the editor out write fast and furious don’t hide your light
  • Furiously kick the editor out write fast and furious don’t hide your light be the real you!
  • Leave
  • Leave let the draft rest
  • Leave let the draft rest walk away for a few hours
  • Leave let the draft rest walk away for a few hours or a day
  • Leave let the draft rest walk away for a few hours or a day or a week
  • Leave let the draft rest walk away for a few hours or a day or a week get refreshed
  • Revise
  • Revise invite that cranky, hypercritical
  • Revise invite that cranky, hypercritical editor back into the room
  • Revise invite that cranky, hypercritical editor back into the room go through and cut out
  • Revise invite that cranky, hypercritical editor back into the room go through and cut out anything that doesn’t make
  • Revise invite that cranky, hypercritical editor back into the room go through and cut out anything that doesn’t make sense to the audience
  • Inverted Pyramid Style
  • How informative can your first sentence be?
  • How informative can your headline be?
  • Who
  • Who What
  • Who What When
  • Who What When Where
  • Who What When Where Why
  • Who What When Where Why How
  • I'm being followed, so I can only talk for a minute. In this telephone call, I will reveal the location of a suitcase full of money. I will then explain who gave it to you, and why. This telephone call will then go on to describe how to defuse the booby trap without attracting unwanted attention from the dozens of armed mercenaries who are out to kill you at this very minute. After you have finished listening to this telephone call, you will be wealthy, healthy, and safe, thanks to the important information that this telephone call has communicated. Uh-oh... I gotta go.
  • Exercise: Analysis
  • Exercise: Rewrite
  • Chunking
  • sounds gross, right?
  • chunking is a method of presenting information
  • it’s all about splitting concepts into “chunks” to speed comprehension
  • bullets
  • bullets subheads
  • bullets subheads one idea per sentence
  • bullets subheads one idea per sentence short sentences
  • bullets subheads one idea per sentence short sentences short paragraphs
  • bullets subheads one idea per sentence short sentences short paragraphs bolding/highlighting
  • bullets subheads one idea per sentence short sentences short paragraphs bolding/highlighting illustrative graphics
  • bullets subheads one idea per sentence short sentences short paragraphs bolding/highlighting illustrative graphics data tables
  • white space too!
  • use half the words!
  • people don’t read on the web jakob nielsen, 1997
  • Exercise: Chunking
  • Headlines
  • 50/50 Rule
  • 80/20 Rule
  • be USEFUL to the reader
  • be USEFUL to the reader provide a sense of URGENCY
  • be USEFUL to the reader provide a sense of URGENCY convey a UNIQUE benefit
  • be USEFUL to the reader provide a sense of URGENCY convey a UNIQUE benefit be ULTRA-SPECIFIC
  • Direct Headlines Pure Silk Blouses - 30% Off Download our Free E-book
  • Indirect Headlines Fresh Bait Works Best Eases Gas Pain
  • News Headlines Introducing Product 2.0 My Exclusive Interview with X
  • How-To Headlines How to improve your sales How to conquer fear of x
  • Question Headlines Do you outsource work to India? Who else wants to get rich?
  • Command Headlines Outsource your work to India Subscribe to tdog.blog today!
  • Reason-Why Headlines 138 reasons why Apple rocks 8 ways to improve your blog
  • Testimonial Headlines “I think Tom is the best writer ever,” admits Angelina Jolie
  • Exercise: Headlines
  • Lead Paragraphs
  • What’s the point?
  • Make them read the next paragraph!
  • Ask a question
  • Open with an anecdote or quote
  • Paint a picture
  • Use analogy or metaphor
  • Use shocking statistic
  • Conclusion
  • TFFLR
  • people don’t read on the web jakob nielsen, 1997
  • microcontent