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
Writing Across Communication: Writing For Tomorrow
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
All of this points to a different landscape.
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. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Visual
photos
videos
charts
graphics
symbols
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. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Reading
readings
articles
handouts
essays
lists
16. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Kinesthetic
participation
experiments
applications
activities
tours
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. 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. 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.
26. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
How do we reconcile reception,
motivation, and retention?
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Conversion
Change behavior.
Change perception.
Change attitude.
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. 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