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Writing Across Communication: Writing For Tomorrow

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Writing For Tomorrow. This deck provides an overview of how writers will need to think in order to reach the audience of tomorrow. It is presented as a supplement and course outline for a class taught by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

The deck will also be used as part of article at richardrbecker.com

Published in: Marketing
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Writing Across Communication: Writing For Tomorrow

  1. 1. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas [what every writer needs to imagine] writing for tomorrow
  2. 2. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Tomorrow starts today. Writers need to be poised to work in a very different world than the one they do today.
  3. 3. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Any surface, every surface. Cloud computing will make it possible to transform any surface into a display.
  4. 4. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Or even no surface at all. Interfaces will easily transition between audio, tactile, and visual commands.
  5. 5. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Intuitive assistance. Artificial intelligence will calculate preferences for predictive solutions.
  6. 6. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Product proximity. Finding the right size, color, and special will be as easy as walking into the store.
  7. 7. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Cashless transactions. Wallets become optional as smart devices allow for remote transactions.
  8. 8. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Augmented reality. Information will be augmented with simulations served in real time.
  9. 9. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Performance analysis. Physical data can be recorded and tracked in real time to boost performance.
  10. 10. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Printed products. Product design will become increasingly valuable as consumer print purchases.
  11. 11. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas All of this points to a different landscape.
  12. 12. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas All of this points to a different landscape.Where content is both portable and multimodal.
  13. 13. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Visual photos videos charts graphics symbols
  14. 14. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Aural attendance audio tracks discussions story telling share ideas
  15. 15. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Reading readings articles handouts essays lists
  16. 16. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Kinesthetic participation experiments applications activities tours
  17. 17. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas There are other modes of learning.
  18. 18. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Attributes logical emotional solitary social
  19. 19. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas And no one person is really the same.
  20. 20. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas But there is something that doesn’t change.
  21. 21. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Motivation Internal and external influences stimulate our desire for, interest in, and commitment to jobs, roles, subjects, interests, and achievements.
  22. 22. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Motivation These influences may be conscious or unconscious, but they are almost always related to three factors.
  23. 23. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Motivation Intensity of need or desire. Perceived value of goal or reward. Expectation of individual and peers.
  24. 24. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Maslow
  25. 25. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Becker
  26. 26. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas How do we reconcile reception, motivation, and retention?
  27. 27. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Humans We are still the only creatures on this planet that form our perceptions based on objective and conceptual realities, and possess a capacity for cooperation that is both flexible and scalable.
  28. 28. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Humans As new technology and digital content continues to blur the boundaries between objective and conceptual reality, people will likely be more responsive to conceptual influences regardless of their objective needs.
  29. 29. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Reception Change delivery methods. Repeat across multimodal spectrums. Deliver nonlinear, self-selected paths.
  30. 30. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Wearables Wearable technologies like Fitbit provide visual, kinesthetic, and social stimuli to encourage motivation.
  31. 31. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Smart Devices Smart devices and their features help clarify rewards and goals while changing our perception of value.
  32. 32. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Display surfaces By providing more opportunities for content distribution, we redefine nonlinear content fluidity.
  33. 33. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Digital Content By adding digital content to the physical world, we provide infinite opportunities to add more context.
  34. 34. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Augmented Reality Digital content can even define the experience, providing multimodal stimulus or an enhanced experience.
  35. 35. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Predictive Assistance Combined with big data, content will become increasingly personalized, interactive, responsive, and predictive.
  36. 36. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Predictive Assistance Combined with big data, content will become increasingly personalized, interactive, responsive, and predictive.
  37. 37. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Virtual Reality The boundaries of what we experience are only confined to our imagination, with our brains unable to distinguish what is real or imagined.
  38. 38. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Artificial Intelligence As the programming becomes more sophisticated so will its ability to solve problems, adjust messages, and provide intuitive fulfillment.
  39. 39. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Digital Reality With advancements such as 3D touch and 3D printing, the ability to materialize digital content into a physical form is science fact.
  40. 40. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Conversion Change behavior. Change perception. Change attitude.
  41. 41. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas How do we do that?
  42. 42. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Objectives Know precisely what you want to do. Product introduction. Favorable impression. Implant features. Offset criticism. Outshine competition. Change behavior. Improve attitude. Increase usage.Build community. Build recognition. Reinforce reputation.Establish seamlessness. Improve performance. Become indispensable. Redefine value. Challenge perception. Elevate conversation. Elicit emotion.
  43. 43. Writing Across Communication Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas Richard Becker (Rich) is an American writer, educator, and creative strategist. He holds several executive and board positions, and is best known for his position as president of Copywrite, Ink., a strategic communication firm with experience on more than 1,000 accounts. He has taught writing, marketing, public relations, and communication classes at UNLV for almost two decades. On occasion, he accepts invitations to present as a guest speaker or private educator. Richard R. Becker richardrbecker.com

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