20 Copywriting Disasters (and how to avoid them)
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20 Copywriting Disasters (and how to avoid them)

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We've all made them: Those copywriting mistakes that leave us hanging our heads in shame 10 years later. I've made every single one. ...

We've all made them: Those copywriting mistakes that leave us hanging our heads in shame 10 years later. I've made every single one.

So, benefit from my pain. This presentation goes through my top 20 mistakes (plus a bonus), and how you can avoid them.

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    ACTAVIS PROMETHAZINE WITH CODEINE PURPLE COUGH SYRUP
    Oxycotin, oxycodone , opama ,xanax, pollen , MDMA,vicodin etc

    NOTE: SEEDS AND GRINDERS ARE ALSO AVAILABLE
    Our quality is the best you can find around and we. Do email us and place your order.Include your contact number when doing so.Willing to mix and match strains.Safe and secured We global shipping discretely Contact Above email


    NZT 48 AND OTHER PAIN RELIEVE PILLS ( dr.caya1@techemail.com )

    Others
    ACTAVIS PROMETHAZINE WITH CODEINE PURPLE COUGH SYRUP
    Oxycotin, oxycodone , opama ,xanax, pollen , MDMA,vicodin etc

    NOTE: SEEDS AND GRINDERS ARE ALSO AVAILABLE
    Our quality is the best you can find around and we. Do email us and place your order.Include your contact number when doing so.Willing to mix and match strains.Safe and secured We global shipping discretely Contact Above email
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20 Copywriting Disasters (and how to avoid them) 20 Copywriting Disasters (and how to avoid them) Presentation Transcript

  • 1 20 21 Copywriting Disasters (And how to avoid them) Ian Lurie CEO & Founder
  • 3 Our secret lair
  • 4 portent.co/20copy yes, like this, no ‘m’ Tweet your questions with #portentu View slide
  • 55 We’ve all been there. View slide
  • 66 by golly, ian, this copy is perfect!!! The copy’s perfect Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  
  • 77 The client loves it we love it!! Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  
  • 88 and then…
  • 99 boom. ian, you suck. Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  
  • 1010 20 disasters haunt us all.
  • 1111 I’ve been in every one.
  • 1212 But you can avoid them, sometimes. They’ve inevitable. They hit all of us.
  • 1313 Learn from my pain.
  • 1414 Three disaster classifications embarrassing: no permanent consequences bad: you may get fired gods preserve us (gpu): I don’t know you
  • 1515 Here we go.
  • 1616 Disaster 1: The Great Philsophy Massacre
  • 1717 Uh-huh What’s wrong with this picture? Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt   in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  
  • 1818 Cost: $5,000 Classification: Bad Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt   in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  
  • 1919 Use a #$@&%*! spell checker Avoidable Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt   in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  
  • 2020 Read it backwards Avoidable Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt   in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  
  • 2121 Have someone else read it? Avoidable Our  Philsophy:  Smart,  Efficient,  Quick   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et   dolore  magna  aliqua.  Ut  enim  ad  minim  veniam,  quis   nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex   ea  commodo  consequat.       Did  I  men)on  how  efficient  we  are?   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.   Excepteur  sint  occaecat  cupidatat  non  proident,  sunt   in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  
  • 2222 Disaster 2: The incomplete headline
  • 2323 Egads. Teacher, Student in Fertility Experiment
  • 2424 Egads. Teacher, Student in Fertility Experiment Teacher, Student Research Bee Fertility
  • 2525 Really, really embarrassing Classification: Embarrassing Teacher, Student in Fertility Experiment
  • 2626 But, like I always say…
  • 2727 When life gives you lemons…
  • 2828 Supreme Court Tries Sodomy Laugh at someone else.
  • 2929 The Blank Sheet of Paper Test Avoidable Supreme Court Tries Sodomy
  • 3030 The Blank Sheet of Paper Test Avoidable Supreme Court Tries Sodomy Case
  • 3131 The blank sheet of paper test Supreme Court Tries Sodomy If I write this headline on a blank sheet of paper and show it to a stranger, will they know what I’m talking about? Correctly?
  • 3232 Disaster 3: Search term avoidance
  • 3333 Wedding garment Bridesmaid dress?
  • 3434 Destination formalwear Bridesmaid dress?
  • 3535 Destination dress Bridesmaid dress?
  • 3636 Failure to use audience’s lexicon Classification: Bad
  • 3737 Have a brain Avoidable
  • 3838 Use WordStream Avoidable
  • 3939 Use SEMRush Avoidable
  • 4040 Use Surveys Avoidable
  • 4141 USE ANYTHING BUT GUESSING!!! Avoidable
  • 4242 Disaster 4: Baffle ‘em with
  • 4343 I am ashamed I wrote this We create extant systems by adapting legacy infrastructure to current interprative mechanisms, thereby building longer time-to-obsolescence.
  • 4444 Drives away customers like the plague. Sounds like I sneezed repeatedly on the page. Classification: Bad We create extant systems by adapting legacy infrastructure to current interprative mechanisms, thereby building longer time-to-obsolescence.
  • 4545 Knowledge of a word does not require its use. Avoidable
  • 4646 Also: The Blank Sheet of Paper Test Avoidable
  • 4747 The Blank Sheet of Paper Test Supreme Court Tries Sodomy If I write this headline on a blank sheet of paper and show it to a stranger, will they know what I’m talking about? Correctly? We create extant systems by adapting legacy blah blah blah blah blah mumble blah
  • 4848 The Blank Sheet of Paper Test Supreme Court Tries Sodomy Not even if I gave them a dictionary. We create extant systems by adapting legacy blah blah blah blah blah mumble blah
  • 4949 The Blank Sheet of Paper Test Supreme Court Tries Sodomy Better. Not great. But better. Our products extend the life of existing enterprise software by connecting it to modern, more usable interfaces.
  • 5050 Disaster 5: The poop sandwich
  • 5151 Yummy on the outside IAN LURIE // JAN 7 2013 How to Create an Online Experience for Humans Marketers Dying By A Thousand Data Points What Project Managers Actually Do Announcing RainGage One-Trick Ponies Get Shot: Doing Digital Strategy Right Research: Site Speed Is Hurting Your Everyone’s Revenue Advertising should Marketing is what we do. Advertising is what we often make as a result. It sounds very fulfilling. Alas, the process usually looks something like this: 1. The marketing team builds out brilliant messaging and brand story. 2. They brainstorm some nifty ideas. 3. Then, they pull together a completely incomprehensible collection of marketing platitudes creative brief around the ideas, which they pitch over the wall to management. 4. Every yahoo who thinks they know anything about marketingAll stakeholders review the brief. All draw their own conclusions. None of those conclusions agree. 5. Armed with these insights, the creative team staggers into a separate room to spawn beautiful but confusing creative that complies with corporate branding guidelines. 6. Stakeholders review the creative and say “This is great!” 7. The marketing team reviews the creative and says “This won’t convert!” Then they pout. 8. In response, the creative team adds a ‘click here’ button. 9. It goes live. 10. Everyone gets drunk. I have a Diet Coke. 11. Congrats! It’s advertising! The result is an utter turd that converts about as well as opening your office window and yelling “BUY MY STUFF.” But by then the process has sucked out your will to live. You crawl across the finish line, then go hunting for chocolate. Yes, I’m prone to exaggeration. It isn’t always this bad. Once in a while everything falls into place. But I’m stuck in a middle seat on a 7-hour flight. So I’m grumpy. Er. More grumpy. Why? Please, tell me why? Why does this happen over and over? I could name all the usual suspects: Poor communications, lack of organizational clarity, no sense of vision, no accountability, blah blah blah. But I think it comes down to discipline: We all know what we need to do. Getting everyone to do it every time, day after day is something else entirely. Consistency is a butt-kicker. Anyone who’s tried to get their teen-ager to carry his damned dishes to the dishwasher and actually put them in after each of his 9 daily meals knows whereof I speak. We repeat the same mistakes, over and over. And over. When it comes to creating great marketing, we’re teenagers. Somehow, we have to keep the real goal of marketing and advertising front-of-mind, even when deadlines, political squabbles and turf wars drive us all nuts. My solution: A USB-capable work monitor and kidney-puncher. But I’ve been told that’s not practical. The better way: #AdvertisingShould Fortunately, the folks at Copacino & Fujikado came up with a much better idea. They’ve started advertisingshould.com. It’s a Twitter-based scrapbook of ads wisdom. You can contribute to and learn from the yummy advertising goodness within by doing 3 simple things: 1. Bookmark it, and check back every day for a nice reminder what we should be doing. 2. Keep an eye on the #advertisingshould hashtag on Twitter. 3. And contribute: Tweet how you think advertising should work, and use the hashtag #advertisingshould. Keep it going and it’ll keep us all on our toes. And, see your name in the dim light of my d-list celebrity status! I’m going to do a list of my favorites in a few weeks. This may seem like a little thing. But it’s the little things that make projects successful, and marketing great: A little reminder now and then goes a long way. And it’s better than USB-administered corporal punishment. So go contribute your ideas to #advertisingshould. Ian Lurie CEO Ian Lurie is CEO and founder of Portent Inc. He is co-author of the 2nd edition of the Web Marketing All-In-One for Dummies and wrote the sections on SEO, blogging, social media and web analytics. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. And, Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Read More Related Articles 2 Comments JUSTIN MARKETING ONLINE // JAN 8 2013, 00:08:06 Hey Ian, Love the tips (and of course the creative graphics) You make a great distinction between marketing/ advertising and one i have for sales vs. marketing is marketing gets the horse to the lake. Sales make the horse drink the water. Look forward to more of your posts happy 2013 BEN // JAN 15 2013, 14:53:27 This is the neatest idea! I can’t wait to follow this trend on Twitter. Thanks so much for sharing. Comments are closed. Net Neutrality: It's more than streaming video Lead by Example: 10 Ways to Be a Successful Team Leader Yep. I'm back. SUBSCRIBE TO THE RSS FEED BLOG TOPICS CONNECT PPC . SEO . Social Media CONVERSE Copywriting . Creative CONVERT Analytics . Internet Marketing RECENT POSTS THIS WEEK POPULAR ALL TIME STAY UP TO DATE. Sign up to receive our Email Series! E-Mail By clicking submit you are agreeing to our terms and conditions and privacy policy. SIGN ME UP › Internet Marketing Portent, Inc. Follow us: Phone: 206.575.3740 Email: info@portent.com 506 2nd Ave. Suite 1700 Seattle, WA 98104-2354 Directions Careers Staff Philosophy News Webinar Blog © 1995-2014, Portent, Inc. All Rights Reserved. Privacy Policy TweetTweet 121 36ShareShare 2730LikeLike Services Work Advantage Insights Tools Blog Contact
  • 5252 Yummy on the outside Puke-inducing on the inside
  • 5353 That one’s not going in the portfolio Classification: Embarrassing
  • 5454 Sorry, I got nothing. Inevitable
  • 5555 (except don’t rush to publish) Inevitable
  • 5656 Disaster 6: Writer’s block
  • 5757 You’re screwed. Classification: GPU
  • 5858 Free writing Google Enigma.io Mitigate
  • 5959 Step. Away. From the desk. Mitigate
  • 6060 Read something inspiring. Mitigate
  • 6161 Disaster 7: The stolen idea (intentional)
  • 6262 I was desperate!!!! Hey, look
  • 6363 Just own it Classification: Embarrassing Stolen blatantly from Walter Chen and everyone else who’s used it
  • 6464 It’s OK Inevitable Stolen blatantly from Walter Chen and everyone else who’s used it
  • 6565 If you own it Inevitable Stolen blatantly from Walter Chen and everyone else who’s used it
  • 6666 Disaster 8: Plagiarism
  • 6767 …was in 4th grade. Last time I did this…
  • 6868 Classification: GPU
  • 6969 Classification: GPU
  • 7070 Go to jail. Go directly to jail. Because you suck. Classification: GPU
  • 7171 Using a scraper doesn’t make it OK. Classification: GPU
  • 7272 It is a bad thing. It is not the sincerest form of flattery. Avoidable
  • 7373 Get permission! It’s not that hard! Avoidable
  • 7474 Add value. Analyze. Summarize. Expand. Avoidable
  • 7575 Disaster 9: Plagiarism (second-hand)
  • 7676 …but really, what are the odds Never done this one (as far as I know)
  • 7777
  • 7878 You could really get into trouble Classification: GPUI’m being generous here. Because you’re so young
  • 7979 A desperate copywriter. That’s what happened. What happened?
  • 8080 You could really get into trouble. Classification: GPU
  • 8181 For example, someone could call you out in a webinar that’s recorded and placed on Slideshare for all time. Classification: GPU
  • 8282 Use the Googles! Avoidable
  • 8383 Disaster 10: Telepathy
  • 8484 …was last week. Last time I did this…
  • 8585 …was last week. Last time I did this…
  • 8585 I… am a loser. Classification: Embarrassing
  • 8787 Disaster 11: The bad comma
  • 8888 This was me. Yep. Best-in-class restroom flight attendant and food service.
  • 8989 This was me. Yep. Best-in-class restroom, flight attendant and food service.
  • 9090 Oy. Classification: Bad Best-in-class restroom flight attendant and food service.
  • 9191 Maybe read it before you send it Avoidable Best-in-class restroom, flight attendant and food service.
  • 9292 Disaster 12: Autocorrect
  • 9393 Now you can do it on Twitter, too! It’s not just for SMS any more
  • 9494 And potentially stock market-trashing Classification: Bad
  • 9595 Read before you send Avoidable
  • 9696 Disaster 13: The unsafe structure
  • 9797 Enjoy a challenge No, readers do not Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et  dolore   magna  aliqua.  Ut  enim  ad  minim  veniam,  quis  nostrud   exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex  ea  commodo   consequat.  Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint   occaecat  cupidatat  non  proident,  sunt  in  culpa  qui  officia   deserunt  mollit  anim  id  est  laborum.   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et  dolore   magna  aliqua.  Ut  enim  ad  minim  veniam,  quis  nostrud   exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex  ea  commodo   consequat.  Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint   occaecat  cupidatat  non  proident,  sunt  in  culpa  qui  officia   deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum  dolor  sit   amet,  consectetur  adipisicing  elit,  sed  do  eiusmod  tempor   incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad  minim   veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip   ex  ea  commodo  consequat.  Duis  aute  irure  dolor  in   reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu  fugiat   nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non  proident,   sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est  laborum.   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  i  
  • 9898 Just stupid. I shouldn’t get paid. Classification: Bad Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et  dolore   magna  aliqua.  Ut  enim  ad  minim  veniam,  quis  nostrud   exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex  ea  commodo   consequat.  Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint   occaecat  cupidatat  non  proident,  sunt  in  culpa  qui  officia   deserunt  mollit  anim  id  est  laborum.   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.  Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing   elit,  sed  do  eiusmod  tempor  incididunt  ut  labore  et  dolore   magna  aliqua.  Ut  enim  ad  minim  veniam,  quis  nostrud   exercitaCon  ullamco  laboris  nisi  ut  aliquip  ex  ea  commodo   consequat.  Duis  aute  irure  dolor  in  reprehenderit  in  voluptate   velit  esse  cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint   occaecat  cupidatat  non  proident,  sunt  in  culpa  qui  officia   deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum  dolor  sit   amet,  consectetur  adipisicing  elit,  sed  do  eiusmod  tempor   incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad  minim   veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip   ex  ea  commodo  consequat.  Duis  aute  irure  dolor  in   reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu  fugiat   nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non  proident,   sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est  laborum.   Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  i  
  • 9999 No paragraph longer than 6 lines Avoidable Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.       Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  in  culpa   qui  officia  deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum   dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do  eiusmod   tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad   minim  veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut   aliquip  ex  ea  commodo  consequat.       Duis  aute  irure  dolor  in  reprehenderit  in  voluptate  velit  esse   cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint  occaecat   cupidatat  non  proident,  sunt  in  culpa  qui  officia  deserunt  mollit   anim  id  est  laborum.     Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.       Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.       Occaecat  cupidatat  non  proident,  sunt  in  culpa  qui  officia   deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum  dolor  sit   amet,  consectetur  adipisicing  elit,  sed  do  eiusmod  tempor   incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad  minim   veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut  aliquip   ex  ea  commodo  consequat.  Duis  aute  irure  dolor  in  
  • 100100 No more than 3 paragraphs w/o a break Avoidable Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.       Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  in  culpa   qui  officia  deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum   dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do  eiusmod   tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad   minim  veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut   aliquip  ex  ea  commodo  consequat.       Subheading  here   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate  velit  esse   cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint  occaecat   cupidatat  non  proident,  sunt  in  culpa  qui  officia  deserunt  mollit   anim  id  est  laborum.     Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.       Duis  aute  irure  dolor  in  reprehenderit  in  voluptate  velit  esse   cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint  occaecat   cupidatat  non  proident,  sunt  in  culpa  qui  officia  deserunt  mollit   anim  id  est  laborum.    
  • 101101 How about (useful) images? Avoidable Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.       Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  in  culpa   qui  officia  deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum   dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do  eiusmod   tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad   minim  veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut   aliquip  ex  ea  commodo  consequat.       Subheading  here   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate  velit  esse   cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint  occaecat   cupidatat  non  proident,  sunt  in  culpa  qui  officia  deserunt  mollit   anim  id  est  laborum.                                 Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.    
  • 102102 10-15 words/line Avoidable Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.       Excepteur  sint  occaecat  cupidatat  non  proident,  sunt  in  culpa   qui  officia  deserunt  mollit  anim  id  est  laborum.  Lorem  ipsum   dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do  eiusmod   tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad   minim  veniam,  quis  nostrud  exercitaCon  ullamco  laboris  nisi  ut   aliquip  ex  ea  commodo  consequat.       Subheading  here   Duis  aute  irure  dolor  in  reprehenderit  in  voluptate  velit  esse   cillum  dolore  eu  fugiat  nulla  pariatur.  Excepteur  sint  occaecat   cupidatat  non  proident,  sunt  in  culpa  qui  officia  deserunt  mollit   anim  id  est  laborum.                                 Lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut   enim  ad  minim  veniam,  quis  nostrud  exercitaCon  ullamco   laboris  nisi  ut  aliquip  ex  ea  commodo  consequat.  Duis  aute  irure   dolor  in  reprehenderit  in  voluptate  velit  esse  cillum  dolore  eu   fugiat  nulla  pariatur.  Excepteur  sint  occaecat  cupidatat  non   proident,  sunt  in  culpa  qui  officia  deserunt  mollit  anim  id  est   laborum.    
  • 103103 Learn a little typography Avoidable
  • 104104 Pearsonified’s Golden Ratio Typography Calculator
  • 105105 Disaster 14: Giving offense
  • 106106 This wasn’t me Actually
  • 107107 whoa. Still,
  • 108108 Just think about whether you want the result you’ll get. Avoidable?
  • 109109 And be aware of your cultural context. Avoidable?
  • 110110 Also, don’t be an asshole. Avoidable? Also, don’t be an asshole.
  • 111111 Disaster 15: Going passive
  • 112112 If I get paid by the word Nice With our tires, customers will ride with fewer flat tires.
  • 113113 It’s like I’m talking to you but facing the other way Classification: Bad With our tires, customers will ride with fewer flat tires.
  • 114114 Use active voice. Talk to the reader. Easily avoided Our bicycle tires help you ride with fewer flats. With our tires, customers will ride with fewer flat tires.
  • 115115 Use active voice. Talk to the reader. Easily avoided Avoid the plague words “indeed” “regardless”
  • 116116 Disaster 16: Writing angry, or drunk, or whatever
  • 117117 I don’t think I’ll be hearing from them any time soon Yikes
  • 118118 May cause other disasters Classification: Bad, maybe GPU
  • 119119 Walk away for a minute Avoidable
  • 120120 Disaster 17: Getting your facts wrong
  • 121121 Sigh. Let’s just play that back, shall we?
  • 122122 Ignorance at 500 decibels is still ignorance Classification: Bad, maybe GPU
  • 123123 Immediately own up. Fix it. Apologize. Mitigate
  • 124124 Mitigate
  • 125125 Don’t just delete it, unless asked or legally required. Mitigate
  • 126126 Disaster 18: Treating your customer like an algorithm
  • 127127 I won’t believe you. Don’t tell me you haven’t done this This great wedding dress uses white chiffon for a dress that’s stylish at any wedding. You won’t find a better wedding dress anywhere else!
  • 128128 Painful, actually Classification: Bad This great wedding dress uses white chiffon for a dress that’s stylish at any wedding. You won’t find a better wedding dress anywhere else!
  • 129129 It doesn’t work anyway. Give it up. Avoidable seriously, I've seen it before
  • 130130 Disaster 19: Being mealy-mouthed
  • 131131 Who am I, Michael Dukakis? Donald Rummesfeld? Oh, just say it!!!! I think that, and this is just my opinion, tablets are just a fad.
  • 132132 What the hell, man. Classification: Embarrassing I think that, and this is just my opinion, tablets are just a fad.
  • 133133 Just listen to Ogilvy Avoidable “Swing for the fences”
  • 134134 If you don’t smile when you read it, do it again Avoidable Tablets are the Apple Newton of 2003.
  • 135135 If you don’t grimace when you read it, do it again Avoidable Tablets are the stupidest idea ever.
  • 136136 This isn’t trolling. It’s not writing angry. It’s making a statement. Avoidable
  • 137137 Disaster 20: Creating a checklist
  • 138138 before it spreads too far. We have to stop it 1.  Write 400 words 2. Use the key phrase 10 times 3. Make the headline 70 characters 4. Use one image 5. Use one list 6. Write happy! 7. Smile! Be creative!
  • 139139 Kind of stupid, really. Classification: Bad 1.  Write 400 words 2. Use the key phrase 10 times 3. Make the headline 70 characters 4. Use one image 5. Use one list 6. Write happy! 7. Smile! Be creative!
  • 140140 You need something. Mitigate 1. When you’re done, read it backwards 2. Make sure at least 1 colleague reads it 3. Wait 1 hour. Reread 4. Publish
  • 141141 Make repeatable stuff into a checklist. Mitigate 1. When you’re done, read it backwards 2. Make sure at least 1 colleague reads it 3. Wait 1 hour. Reread 4. Publish
  • 142142 Disaster 21: Going for perfect
  • 143143 is waiting for the ‘perfect’ topic Everything I’ve never written
  • 144144 is waiting for the ‘perfect’ story Everything I’ve never written
  • 145145 is waiting for the ‘perfect’ idea Everything I’ve never written
  • 146146 Get out there and write
  • 147 Created by Ian Lurie, CEO & Founder of Portent, Inc. Find him @portentint or www.slideshare.net/wrttnwrd Find his company at www.portent.com Q&A time!!! portent.co/20copy
  • 148148 Other presentations by Ian