0
Hi, I’m Tiffani.




                        I like to read and write.

Friday, June 26, 2009
I’m here to talk to you
                  about your (web) copy.



Friday, June 26, 2009
(my boss)




Friday, June 26, 2009
Friday, June 26, 2009
A little more about me
        Community Specialist and
        Account/Project Manager
        Blue Flavor

        M.A i...
Disclaimer:
                                                                                                              ...
What is
                        Copywriting?


Friday, June 26, 2009
Brain dump. Journalism. Magazine
                 writing. Diary. Self expression.
                Making yourself laugh. ...
Not just pretty pictures.
                        Or grids. icons. colors.



Friday, June 26, 2009
Copywriting is a
                        user experience problem!




                            http://www.websiteoptimi...
Copywriting is using
                          words to sell
                              stuff.

                       ...
Copywriting is using
                         words to create
                             tribes.


                     ...
"Getting across the perfect
                  message, with the perfect
                           words."
               ...
This is copywriting.
Friday, June 26, 2009
Good copy addresses a
                      very important
                         question.


Friday, June 26, 2009
WIFM
     It’s business!




Friday, June 26, 2009
What really persuades
                        consumers to buy or not
                        to buy is the content of
   ...
Some Basics.




Friday, June 26, 2009
Be a good writer.
                        (like, generally)




Friday, June 26, 2009
Don’t know how?
                           Get these books.




Friday, June 26, 2009
The Four Big’ns

                         Brevity. Simplicity.
                         Clarity. Humanity.



Friday, June...
Brevity
                        ten words, not thirty.




Friday, June 26, 2009
http://www.braintraffic.com/what-we-do/




Friday, June 26, 2009
Simplicity



                         http://www.charlesknobloch.com/hvra/2007-11GLImages/I4.jpg




Friday, June 26, 2009
Friday, June 26, 2009
Clarity




Friday, June 26, 2009
Jargon
                                   Use it when it matters.

                            Write plainly where possibl...
Actual Sentence                 Translated

          The Acme Defense Systems           We care about
          strategy ...
Humanity




                            your Self, in writing.
                         http://www.flickr.com/photos/libra...
Friday, June 26, 2009
Friday, June 26, 2009
Rands in Repose

            What does a lie sound like? How do we decide to trust?
            There’s a reason why you c...
Friday, June 26, 2009
Friday, June 26, 2009
Experimentation leads to great
                         new things.




                        http://www.hss.state.ak.us...
“Hard writing makes easy
                                    reading. Easy writing
                                    mak...
Writing to sell.



Friday, June 26, 2009
Do your homework. Know your
    position.              who’s your
                             audience? what
            ...
Be clear and direct.




                          orange juice from Uwajimaya


Friday, June 26, 2009
Show benefits and features.
                                minimal design!




           asks question                   ...
Get specific (wifm)




Friday, June 26, 2009
Grab peoples’ attention.




Friday, June 26, 2009
sexy!    Rock the visuals.




                           (From Kind Company)
                             http://kindcomp...
But remember:

                The good news is that anyone who
              touches copy can make a difference by
      ...
Web Copy is Special.
                                 Why?




Friday, June 26, 2009
It’s about helping people   do stuff.
                                (plus all of the above)




Friday, June 26, 2009
It’s interactive, silly.



Friday, June 26, 2009
Find. Understand. Act.
                         From homepage to contact form.




Friday, June 26, 2009
Copy in direct
                        proximity to an action
                        must be insanely clear.



Friday, J...
Your Audience




                          who are they?
Friday, June 26, 2009
Goal-driven, page-scanning,
   self-interested creatures...




                              in a hurry.
Friday, June 26,...
Dealing With Scanners
                 • use bullet points
                 • highlight important words
                 •...
Invert the Pyramid.
       title
            main point
                        support
                           history...
Finesse Headings.




                        http://media2.moma.org/collection_images/resized/343/w500h420/CRI_7343.jpg

...
whassup?
                                     chillin.




                        be conversational.


Friday, June 26, 2...
Friday, June 26, 2009
Imperative statement:

                        Passive voice:   The CMS was built with scalability in
                    ...
Cut the Crap.
                        Throw out what doesn’t work.




Friday, June 26, 2009
http://museum.msu.edu/museum/tes/talltale/talltale02.jpg




                          Tell
                        a stor...
More Special
                   Considerations for
                     Web Writers.


Friday, June 26, 2009
Designers and Writers
                        “Ideally, you should work with a writer
                        from day one...
You’ll need a plan.
                                 (a content strategy)


                        Content strategy plans...
Who will make it? Who will publish it?
                        How often? For what audience? Who
                        w...
Know technology.
                            (nothin’ fancy)




Friday, June 26, 2009
You’re in business.




                        http://www.earlyofficemuseum.com/IMagesWWW/Equitable_Bldg_NYC_Largest_Busin...
Business’ Goals   your job.   User’s Goals




Friday, June 26, 2009
Pop Your (Web) Copy.




                            http://www.obfuscated.org/static/images/douchebag.jpg




Friday, Jun...
Readings
                        The Copywriter’s Handbook, Robert W. Bly
                     Content Strategy for the We...
I hope I made you
                              happy.
                            Feel free to hire me.




             ...
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Pop Your (Web) Copy

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t’s easy to underestimate the importance of good copywriting and editing, especially for the web. Anybody who can read can write and edit, right?

Wrong. Strong copywriting is a specialized skill, and your silent/deadly weapon in creating awesome websites that really work.

Tiffani will talk about what makes for good web copy, how it’s different than other types of copy, how to learn how to write it, and why you should.

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Transcript of "Pop Your (Web) Copy"

  1. 1. Hi, I’m Tiffani. I like to read and write. Friday, June 26, 2009
  2. 2. I’m here to talk to you about your (web) copy. Friday, June 26, 2009
  3. 3. (my boss) Friday, June 26, 2009
  4. 4. Friday, June 26, 2009
  5. 5. A little more about me Community Specialist and Account/Project Manager Blue Flavor M.A in Ethics & Philosophy University of Chicago Lived a block from Barack Obama Ran a vegan restaurant B.A.’s in Psychology Religious Studies Indiana University Studied Wolof in Senegal Friday, June 26, 2009
  6. 6. Disclaimer: I’m still a new kid. http://images.google.com/imgres?imgurl=http://www.noob.no/noob-kid.jpg&imgrefurl=http://www.noob.no/ &usg=__ReP5lYrAQ07A1QMhty6DpiQ4xRg=&h=470&w=500&sz=22&hl=en&start=7&sig2=kzue5KcaIjXcQ5hHV3wTsw&um=1&tbnid=D4JjcMr5g0MkSM:&tbnh=122&tbnw=130&prev=/images%3Fq %3Dnoob%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DG%26um%3D1&ei=yBlBSpfLOJTYswOgsNCfCQ Friday, June 26, 2009
  7. 7. What is Copywriting? Friday, June 26, 2009
  8. 8. Brain dump. Journalism. Magazine writing. Diary. Self expression. Making yourself laugh. Writing an email. Tricking people. Friday, June 26, 2009
  9. 9. Not just pretty pictures. Or grids. icons. colors. Friday, June 26, 2009
  10. 10. Copywriting is a user experience problem! http://www.websiteoptimization.com/secrets/seo/1-13-honeycomb-morville.jpg Friday, June 26, 2009
  11. 11. Copywriting is using words to sell stuff. http://www.claudehopkinsaudio.com/oglivy2.jpg products, businesses, opinions, ideas. Friday, June 26, 2009
  12. 12. Copywriting is using words to create tribes. http://images.businessweek.com/ss/06/09/bloggers/image/sethgodin.jpg (of people who like you and your biz) Friday, June 26, 2009
  13. 13. "Getting across the perfect message, with the perfect words." - Rob Nightingale Friday, June 26, 2009
  14. 14. This is copywriting. Friday, June 26, 2009
  15. 15. Good copy addresses a very important question. Friday, June 26, 2009
  16. 16. WIFM It’s business! Friday, June 26, 2009
  17. 17. What really persuades consumers to buy or not to buy is the content of your advertising, not its form. - David Ogilvy Friday, June 26, 2009
  18. 18. Some Basics. Friday, June 26, 2009
  19. 19. Be a good writer. (like, generally) Friday, June 26, 2009
  20. 20. Don’t know how? Get these books. Friday, June 26, 2009
  21. 21. The Four Big’ns Brevity. Simplicity. Clarity. Humanity. Friday, June 26, 2009
  22. 22. Brevity ten words, not thirty. Friday, June 26, 2009
  23. 23. http://www.braintraffic.com/what-we-do/ Friday, June 26, 2009
  24. 24. Simplicity http://www.charlesknobloch.com/hvra/2007-11GLImages/I4.jpg Friday, June 26, 2009
  25. 25. Friday, June 26, 2009
  26. 26. Clarity Friday, June 26, 2009
  27. 27. Jargon Use it when it matters. Write plainly where possible. Everyone can understand plain language.You can be taken seriously without jargon. Friday, June 26, 2009
  28. 28. Actual Sentence Translated The Acme Defense Systems We care about strategy is to understand the customers. We make enduring needs of customers our products better and provide value-added by using new solutions to meet their technology. requirements. The strategy includes understanding the Copywritten art of using current and emerging technologies to The strongest improve the capabilities of defense system in existing products and the world. delivering new solutions. Friday, June 26, 2009
  29. 29. Humanity your Self, in writing. http://www.flickr.com/photos/library_of_congress/3066025100/ Friday, June 26, 2009
  30. 30. Friday, June 26, 2009
  31. 31. Friday, June 26, 2009
  32. 32. Rands in Repose What does a lie sound like? How do we decide to trust? There’s a reason why you can figure out in an instant whether a mail is spam or not. It’s not a single, measurable thing, but a whole set of small, invisible variables with which you can instantly make a judgment — I do not trust this mail. You have a complex set of analytical mental muscles that help you make critical snap emotional judgments. Whether it’s a mail, a website, or a person, your brain can instantly look at 12 imperceptible aspects of a thing to determine how you should feel. Friday, June 26, 2009
  33. 33. Friday, June 26, 2009
  34. 34. Friday, June 26, 2009
  35. 35. Experimentation leads to great new things. http://www.hss.state.ak.us/gcdse/history/Images/section%2003%20-%20renaissance/3e-early-surgery.jpg Friday, June 26, 2009
  36. 36. “Hard writing makes easy reading. Easy writing makes hard reading.” - Zinsser Good writing takes work and patience. Friday, June 26, 2009
  37. 37. Writing to sell. Friday, June 26, 2009
  38. 38. Do your homework. Know your position. who’s your audience? what does your product do? what does your audience want? Friday, June 26, 2009
  39. 39. Be clear and direct. orange juice from Uwajimaya Friday, June 26, 2009
  40. 40. Show benefits and features. minimal design! asks question Navigation ties in perfectly friendly, confident free! benefits listed Friday, June 26, 2009
  41. 41. Get specific (wifm) Friday, June 26, 2009
  42. 42. Grab peoples’ attention. Friday, June 26, 2009
  43. 43. sexy! Rock the visuals. (From Kind Company) http://kindcompany.com/ Friday, June 26, 2009
  44. 44. But remember: The good news is that anyone who touches copy can make a difference by insisting that every chunk of text on the site is doing something concrete. “Selling” is a muzzy, undefined process, so you can’t tell if you’re doing it properly just by looking. Copy needs specific goals to accomplish. - Erin Kissane http://www.alistapart.com/articles/writingcontentthatworksforaliving/ Friday, June 26, 2009
  45. 45. Web Copy is Special. Why? Friday, June 26, 2009
  46. 46. It’s about helping people do stuff. (plus all of the above) Friday, June 26, 2009
  47. 47. It’s interactive, silly. Friday, June 26, 2009
  48. 48. Find. Understand. Act. From homepage to contact form. Friday, June 26, 2009
  49. 49. Copy in direct proximity to an action must be insanely clear. Friday, June 26, 2009
  50. 50. Your Audience who are they? Friday, June 26, 2009
  51. 51. Goal-driven, page-scanning, self-interested creatures... in a hurry. Friday, June 26, 2009
  52. 52. Dealing With Scanners • use bullet points • highlight important words • few words • chunk sections •one idea per paragraph http://upload.wikimedia.org/wikipedia/en/0/03/Gort_Firing.jpg Friday, June 26, 2009
  53. 53. Invert the Pyramid. title main point support history end http://www.radiantdaggers.com/wp-content/uploads/2009/03/inverted-pyramid.jpg Friday, June 26, 2009
  54. 54. Finesse Headings. http://media2.moma.org/collection_images/resized/343/w500h420/CRI_7343.jpg Friday, June 26, 2009
  55. 55. whassup? chillin. be conversational. Friday, June 26, 2009
  56. 56. Friday, June 26, 2009
  57. 57. Imperative statement: Passive voice: The CMS was built with scalability in mind to facilitate ease of use by you. Active voice: We built a scalable, easy-to-use CMS. Friday, June 26, 2009
  58. 58. Cut the Crap. Throw out what doesn’t work. Friday, June 26, 2009
  59. 59. http://museum.msu.edu/museum/tes/talltale/talltale02.jpg Tell a story. with your copy, visuals, and brand. Friday, June 26, 2009
  60. 60. More Special Considerations for Web Writers. Friday, June 26, 2009
  61. 61. Designers and Writers “Ideally, you should work with a writer from day one to design the voice of the copy in conjunction with the visual language of the site. And getting a writer involved early can help you solve lots of other problems—from content strategy issues to information architecture snags. ” - Bronywn Jones, A List Apart http://www.alistapart.com/articles/betterwritingthroughdesign/ Friday, June 26, 2009
  62. 62. You’ll need a plan. (a content strategy) Content strategy plans for the creation, publication, and governance of useful, usable content. Kristina Halvorson, of Brain Traffic Content Strategy Queen Friday, June 26, 2009
  63. 63. Who will make it? Who will publish it? How often? For what audience? Who will be responsible for overseeing it? What are our key themes? This is why some copy sucks. Friday, June 26, 2009
  64. 64. Know technology. (nothin’ fancy) Friday, June 26, 2009
  65. 65. You’re in business. http://www.earlyofficemuseum.com/IMagesWWW/Equitable_Bldg_NYC_Largest_Business_Bldg_in_World.jpg Friday, June 26, 2009
  66. 66. Business’ Goals your job. User’s Goals Friday, June 26, 2009
  67. 67. Pop Your (Web) Copy. http://www.obfuscated.org/static/images/douchebag.jpg Friday, June 26, 2009
  68. 68. Readings The Copywriter’s Handbook, Robert W. Bly Content Strategy for the Web, Kristina Halvorson Killer Web Content, Gerry McGovern Content Critical, Gerry McGovern and Rob Norton Ogilvy on Advertising, David Ogilvy The Art of Writing Advertising, Ogilvy, Bernbach, etc. Letting Go of the Words, Ginny Redish When You Catch an Adjective, Kill It, Ben Yagoda On Writing Well, William Zinsser Friday, June 26, 2009
  69. 69. I hope I made you happy. Feel free to hire me. tiffani@secondandpark.com tiffani@thingsthatarebrown.com twitter: ticjones Friday, June 26, 2009
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