Writing for the Web.
Writing for the Web.
KNOW YOUR PURPOSE
SPEAK TO YOUR AUDIENCE
POLISH YOUR STYLE
PERFECTING YOUR PROCESS
Know your purpose.

All marketing content is essentially composed to
achieve the same goal:

To get people to read it.
Know your purpose.
 Why do we want them to read?






To educate
To build rapport
To build credibility
To develop a ...
Know your purpose.
Before you start: Get your head on straight.
 Don’t

assume viewers
will read what you’ve
written simp...
Know your purpose.
Before you start: Set goals.
 What do you want your viewers to do or learn?
Knowledge
Your agenda

EXA...
What’s your goal?
Know your purpose.
Before you start: Set deadlines.
 When do you need to:
 send your email
 publish your post
 finaliz...
What will your timeline look like?
Allow for wiggle room.
Two days for revisions.
How MayeCreate works as a group.
Know your purpose.
Before you start: Brainstorm keywords.
 What are keywords and why are they important?
 Search terms o...
What keywords do people use to search
for your business online?
What keywords resonate with your
audience?
Speak to your audience.

When trying to reach to everyone you end up
touching to no one at all.
Speak to your audience.
Who are you
speaking to?
Will these factors
impact effective
delivery of your
message?

Income

Re...
Who are you talking to?
Where are they?
Speak to your audience.
Building a online bridge to your customers.

Your
Audience

Facebook

Email
Marketing

Pinterest

...
Speak to your audience.
Don’t just build a bridge, cast a net.
Blog

Your
Audience

WEBSITE
Email
Marketing

Facebook
Pint...
Sometimes in the process this is a good
stopping point. Let your thoughts
simmer and come back in a day or two to
start wr...
Speak to your audience.
Goal: Get people to read it…but what to write?
You don’t just have to write about what you do.
You...
Speak to your audience.
When writing about a specific product or service place
yourself in the shoes of your audience:

?...
Speak to your audience.
When writing for social media:

?

Are you promoting or conversing?


?

Are you contributing t...
What is your communication style?
Speak to your audience.
Communication Style: DISC

D











Strong-Willed
Competitive
Demanding
Independent
D...
What communication style are your readers?
It’s okay if they’re not the same.
Get mentally prepared…
Speak to your audience.
Communication Style: DISC

D








Brief and to
the point
Results
oriented
Focus on the
futu...
Polish your style.
Tonality: What personality do you want to portray?








Conservative
Clinical
Traditional
Prof...
Polish your style.
Tonality: What personality do you want to portray?











Agreeable
Fair
Friendly
Pleasant
...
Polish your style.
Tonality: What personality do you want to portray?










Lively
Light
Charming
Curious
Thoug...
Polish your style.
Tonality: What personality do you want to portray?









Trendy
Youthful
Clever
Alive
Outrageo...
Polish your style.
Tonality: What personality do you want to portray?
When we do website design

When we do website design...
What tonality will you use?
Polish your style.
Format for success: Textbook meets inverted pyramid.
navigation

website

A textbook organizes informat...
Polish your style.
Format for success: Textbook meets inverted pyramid.
 Vocal story telling
 Build interest

 Inverted...
Polish your style.
Speaking vs. Writing: Free flow then edit.
When you talk you add all
kinds of unnecessary words
into ea...
Polish your style.
Format for success: Textbook meets inverted pyramid.
 Create visual hierarchy with text sizing and col...
Polish your style.
How long is too long?
Blog Posts
 Keep entries around 250-300 words, less than 500


300 words not en...
Polish your style.
How long is too long?
Twitter




Max is 140 characters
This includes links names
and all! So shoot f...
Polish your style.
E-Newsletter Styles

Magazine-style
Short copy
Your newsletter is
primarily used as a
portal to content...
Polish your style.
How often is too often?
 Facebook
 1-2 times per day, be consistent
 Twitter
 As many times as you ...
Polish your style.
Tasty title writing tips.
 Short and sweet is best, keep it 50 characters or less
 Pack a punch, make...
Polish your style.
Tasty title writing tips.
 Examples from Bnet.com







Shut Up! Why Your Company Needs Quiet Ti...
Polish your style.
Test your call to action.
 Close your eyes and open them, what do you see first?
 Put yourself in the...
Polish your style.
Polish your style.
Polish your style.
Polish your style.
The final edit.
 Plug in additional key words (web pages and blogs only)
 SPELL CHECK!!!

 Read it o...
Polish your style.
The final edit: Grammar check.
 Grammar
 Consider composing in Word to easily recognize spelling and
...
Perfecting Your Process.
Put your new found knowledge to work!
Knowledge

Action

Your agenda

Their agenda

To let readers know about the
Joplin situation.

GOAL:

Tell them how to don...
OUTLINE:
• Explain the mission
• Share the GPS story
• Street sign not right
• What Home Depot?
• Share Nancy’s contact in...
Our experience in Joplin.
Our taskforce was deployed to Joplin, MO to search for missing persons. We
were assigned to sear...
First impression? Be a critic!
What information is the most important?
What makes you think, “Wow I’m glad I read that?”
Our experience in Joplin.
Our taskforce was deployed to Joplin, MO to search for missing persons. We
were assigned to sear...
Our experience in Joplin.
Our taskforce was deployed to Joplin, MO to search for missing persons. We
were assigned to sear...
Our experience in Joplin.
Our mission was to locate missing persons but first had to locate the missing
Home Depot store f...
Joplin: Shelving , Street Signs & Needed Supplies.
Our mission was to locate missing persons but first had to locate the m...
Joplin: Shelving , Street
Signs & Needed Supplies.
The landscape in Joplin was so
unrecognizable we needed a GPS to find o...
Writing for the Web.
KNOW YOUR PURPOSE
SPEAK TO YOUR AUDIENCE
POLISH YOUR STYLE
PERFECTING YOUR PROCESS
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  • Process: Getting creativity out isn’t easy. It takes time and practice to develop a process. Use young designer analogy.
  • Dominant, Influencer, Steady Relator, Cautious Thinker
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Don’t underestimate the importance of your title.
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Fishing analogy: When you’re going fishing do you gently set the hook and hope it takes or give it a good secure tug?
  • Writing for the web 2013

    1. 1. Writing for the Web.
    2. 2. Writing for the Web. KNOW YOUR PURPOSE SPEAK TO YOUR AUDIENCE POLISH YOUR STYLE PERFECTING YOUR PROCESS
    3. 3. Know your purpose. All marketing content is essentially composed to achieve the same goal: To get people to read it.
    4. 4. Know your purpose.  Why do we want them to read?     To educate To build rapport To build credibility To develop a relationship To SELL! ( Generate Revenue)
    5. 5. Know your purpose. Before you start: Get your head on straight.  Don’t assume viewers will read what you’ve written simply because you wrote it  Writing is selling, it is not meant to meet your emotional needs  Forgive yourself  Make an adequate timeline to achieve your process  Know your support group  Hold true to your process
    6. 6. Know your purpose. Before you start: Set goals.  What do you want your viewers to do or learn? Knowledge Your agenda EXAMPLE Action Their agenda To foster an interest in the home buying process. Click on the link to visit the website for more information. HOW? Share the number of houses currently on the market and buying incentives. A big link button leading to a page on the website with more stats and a call to action to contact an agent.
    7. 7. What’s your goal?
    8. 8. Know your purpose. Before you start: Set deadlines.  When do you need to:  send your email  publish your post  finalize your content  Create a timeline working from end to beginning
    9. 9. What will your timeline look like? Allow for wiggle room. Two days for revisions. How MayeCreate works as a group.
    10. 10. Know your purpose. Before you start: Brainstorm keywords.  What are keywords and why are they important?  Search terms or phrases  Resonate terms or phrases that evoke emotion and/or action  What are key words or phrases you need to include for SEO or to relate to your audience?  Make a list to use during brainstorming and editing to include in blog post and page:    Content Titles Meta Tags
    11. 11. What keywords do people use to search for your business online? What keywords resonate with your audience?
    12. 12. Speak to your audience. When trying to reach to everyone you end up touching to no one at all.
    13. 13. Speak to your audience. Who are you speaking to? Will these factors impact effective delivery of your message? Income Relationship Gender Education Level Interests Location Communication Age Style Life Style
    14. 14. Who are you talking to?
    15. 15. Where are they?
    16. 16. Speak to your audience. Building a online bridge to your customers. Your Audience Facebook Email Marketing Pinterest Blog & Website Closed Business Other possible digital components of your marketing bridge: Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
    17. 17. Speak to your audience. Don’t just build a bridge, cast a net. Blog Your Audience WEBSITE Email Marketing Facebook Pinterest Closed Business
    18. 18. Sometimes in the process this is a good stopping point. Let your thoughts simmer and come back in a day or two to start writing. Now…What to write?
    19. 19. Speak to your audience. Goal: Get people to read it…but what to write? You don’t just have to write about what you do. You do have to write about topics that interest your audience.  Subscribe to RSS feed of other  Check out your competition popular blogs in your industry.  Keep a list of FAQ from clients & prospects.  Share photos, video, events and event summaries.  Testimonials and those you admire.  Summaries explaining current events or technological advances in your industry.  Featured clients  Industry specific controversy
    20. 20. Speak to your audience. When writing about a specific product or service place yourself in the shoes of your audience: ? What information would they expect to find?   Will you share pricing? (Does your competition?)  ? Read competitor sites to see how much information they provide. What questions are you commonly asked in a first meetings or phone conversations? Should those be addressed or left open to encourage viewers to contact? What will tip the scales in your favor?  Example: Brag about your competitive advantages using video, testimonials, pricing and most importantly your personality!
    21. 21. Speak to your audience. When writing for social media: ? Are you promoting or conversing?  ? Are you contributing too little or over contributing?  ? Everyone likes a chuckle or a helpful hit but steer clear of continually talking about mundane tasks Are you keeping true to company culture?  ! Social media is about building a relationship, selling constantly and never bonding does not build relationships If you’re formal everywhere else keep your conversation formal yet inviting in social media, don’t change your persona. Stay positive, no one likes a whiner.
    22. 22. What is your communication style?
    23. 23. Speak to your audience. Communication Style: DISC D          Strong-Willed Competitive Demanding Independent Direct Self-Centered Decisive Tough Impatient I          S Sociable Talkative Open Enthusiastic Energetic Persuasive Spontaneous Emotional Impulsive C   Steady Laid Back Modest Trustworthy  Family Oriented   Sincere Patient Careful Calm              Precise Exact Analytical Systematic Follows Rules Quiet Careful Formal Disciplined
    24. 24. What communication style are your readers? It’s okay if they’re not the same. Get mentally prepared…
    25. 25. Speak to your audience. Communication Style: DISC D     Brief and to the point Results oriented Focus on the future Get to business I  S Positive and  conversational     Quirky and friendly Ask for feedback Get personal Be excited!    Take your time Do what you say you’ll do Remember the little things Human interest C     Go into details Keep it formal Explain why Reflect on the past (working results) Doesn’t matter what style you are, everyone loves to see their own name!
    26. 26. Polish your style. Tonality: What personality do you want to portray?       Conservative Clinical Traditional Professional Resonate Powerful      Distinct Brave Courageous Heavy Steady
    27. 27. Polish your style. Tonality: What personality do you want to portray?         Agreeable Fair Friendly Pleasant Helpful Tender Kind Quaint        Innocent Warm Calm Easy going Gentle Laid back Neutral
    28. 28. Polish your style. Tonality: What personality do you want to portray?        Lively Light Charming Curious Thoughtful Cheerful Witty      Comfortable Open Encouraging Energetic Enthusiastic
    29. 29. Polish your style. Tonality: What personality do you want to portray?       Trendy Youthful Clever Alive Outrageous Bold      Unusual Wild Funny Different Noisy
    30. 30. Polish your style. Tonality: What personality do you want to portray? When we do website design When we do website design for others we make sure for others we keep them on they don’t stray too far from track ensuring they reach the yellow brick road. Now -VS- their goals. Now we need we need your help to keep your help to make sure we us from being attacked by don’t stray from our those darn flying monkeys. original objectives.
    31. 31. What tonality will you use?
    32. 32. Polish your style. Format for success: Textbook meets inverted pyramid. navigation website A textbook organizes information with a table of contents, easily identifiable chapters, sub-titles and captions on images. page titles
    33. 33. Polish your style. Format for success: Textbook meets inverted pyramid.  Vocal story telling  Build interest  Inverted pyramid  Bang! This is so funny  That reminds me of this one time when…  You won’t believe this    Supporting details Bang!    If you don’t get past this statement it’s OK, the reader still got the information they needed. Supporting details Less important information You only have 3-5 seconds to hook your reader.
    34. 34. Polish your style. Speaking vs. Writing: Free flow then edit. When you talk you add all kinds of unnecessary words into each sentence to get your point across. I know my brain clips along faster when I’m speaking than when I’m writing. When communicating with your audience they probably don’t want to read all the fluffy stuff in between, they want to get right to the point. When speaking you add extra words into each sentence unnecessarily. My brain clips along faster when I’m speaking than writing. Your audience doesn’t want to read all the fluff, so get to the point.
    35. 35. Polish your style. Format for success: Textbook meets inverted pyramid.  Create visual hierarchy with text sizing and colors  Bold key information  Break apart information into bulleted lists  Place captions with graphics to emphasize key elements  Use meaningful original graphics instead of clip art or stock photos whenever possible
    36. 36. Polish your style. How long is too long? Blog Posts  Keep entries around 250-300 words, less than 500  300 words not enough? Breakdown your article into logical parts and make a series of entries.  Keep paragraphs short, 3-5 sentences  Break up every few paragraphs with a sub heading to help viewers skim for content  Remove all content that is not needed
    37. 37. Polish your style. How long is too long? Twitter   Max is 140 characters This includes links names and all! So shoot for 124. Facebook   Ideal length is 100 to 119 characters Max 63,206 Email Newsletter     Take the very best content Put that in your newsletter Link to everything else on your website Try for 500 characters or less
    38. 38. Polish your style. E-Newsletter Styles Magazine-style Short copy Your newsletter is primarily used as a portal to content on your website. Hybrid Medium-length copy Both inform readers and promote a product or service — one large excerpt with link to site for more. Single-Topic Long copy Include all the information readers want into the email itself. No links necessary unless needed.
    39. 39. Polish your style. How often is too often?  Facebook  1-2 times per day, be consistent  Twitter  As many times as you want say the message in different ways each time  Blog  At least 1 time every two weeks  Email Marketing  1 per month is effective, effectiveness drops until 5 then holds steady
    40. 40. Polish your style. Tasty title writing tips.  Short and sweet is best, keep it 50 characters or less  Pack a punch, make it interesting, the subject is the first thing     viewers see and maybe the only thing if it’s not intriguing Capitalize Letters of Each Word for Easy Recognition. Consider starting emails with the business name so they know who the email is coming from AVOID: help, percent off and reminder, special, ALL CAPS, !!!!!!!, free Create urgency and the must read feeling
    41. 41. Polish your style. Tasty title writing tips.  Examples from Bnet.com      Shut Up! Why Your Company Needs Quiet Time. What Cleaning Toilets Taught One Exec. Is Someone Stealing Your Ideas? Let Them. Why you should go home early. Stop the Whining: How to End Corrosive Complaining.
    42. 42. Polish your style. Test your call to action.  Close your eyes and open them, what do you see first?  Put yourself in the shoes of a viewer, be objective  Do you know where to click instinctively?  Did you ask your viewers to take action? Is it front and center?  Look for consistent punctuation and capitalization of bulleted lists and subtitles  Don’t forget your contact information
    43. 43. Polish your style.
    44. 44. Polish your style.
    45. 45. Polish your style.
    46. 46. Polish your style. The final edit.  Plug in additional key words (web pages and blogs only)  SPELL CHECK!!!  Read it out loud  Skim it backwards  Send to the proofing authorities in your process
    47. 47. Polish your style. The final edit: Grammar check.  Grammar  Consider composing in Word to easily recognize spelling and grammar errors. Note: Writing in Word doesn’t negate reading proofing your grammar and spelling upon completion!  Look for consistent punctuation and capitalization of bulleted lists and subtitles  Check for correct comma, semicolon and colon usage
    48. 48. Perfecting Your Process. Put your new found knowledge to work!
    49. 49. Knowledge Action Your agenda Their agenda To let readers know about the Joplin situation. GOAL: Tell them how to donate supplies. HOW? Tell our story about Home Depot and share a picture. Highlight needs list and how to contact for pick up. TIMELINE: Sooner the better, supplies are needed. No approval needed from superiors, I’m the boss of my own blog! AUDIENCE: Followers of the task force blog. Friends, family, fellow search and rescue professionals. Varied communication styles and backgrounds. KEYWORDS: Joplin, MO, Needs List, Search and Rescue, Task Force
    50. 50. OUTLINE: • Explain the mission • Share the GPS story • Street sign not right • What Home Depot? • Share Nancy’s contact info • Needs list
    51. 51. Our experience in Joplin. Our taskforce was deployed to Joplin, MO to search for missing persons. We were assigned to search the Home Depot area. We piled in the car and drove toward the corner of Main and 20th Street. We drove in circles around the fallen 19th Street sign a few times in search of 20th Street, looking for Home Depot but didn’t see the store anywhere in sight. Finally we consulted our GPS navigation system and searched for the Home Depot. Turns out we were on the corner of Main and 20th Street all along! The street sign from 19th Street had been torn out of the ground by the tornado and thrown a full city block to the corner of Main and 20th were it lay impaled in the ground. All that was left of Home Depot was a bunch of shelves sticking out of a bunch of concrete that looked like a parking lot. The people of Joplin would greatly appreciate all supplies and donations you can provide. Much needed items are water, bandages, blankets and canned food. Please contact Nancy with the Red Cross at nancy@theredcross.org to coordinate supply pick up. Get it all out.
    52. 52. First impression? Be a critic! What information is the most important? What makes you think, “Wow I’m glad I read that?”
    53. 53. Our experience in Joplin. Our taskforce was deployed to Joplin, MO to search for missing persons. We were assigned to search the Home Depot area. We piled in the car and drove toward the corner of Main and 20th Street. We drove in circles around the fallen 19th Street sign a few times in search of 20th Street, looking for Home Depot but didn’t see the store anywhere in sight. Finally we consulted our GPS navigation system and searched for the Home Depot. Turns out we were on the corner of Main and 20th Street all along! The street sign from 19th Street had been torn out of the ground by the tornado and thrown a full city block to the corner of Main and 20th were it lay impaled in the ground. All that was left of Home Depot was a bunch of shelves sticking out of a bunch of concrete that looked like a parking lot. The people of Joplin would greatly appreciate all supplies and donations you can provide. Much needed items are water, bandages, blankets and canned food. Please contact Nancy with the Red Cross at nancy@theredcross.org to coordinate supply pick up. Get it all out.
    54. 54. Our experience in Joplin. Our taskforce was deployed to Joplin, MO to search for missing persons. We were assigned to search the Home Depot area. We piled in the car and drove toward the corner of Main and 20th Street. We drove in circles around the fallen 19th Street sign a few times in search of 20th Street, looking for Home Depot but didn’t see the store anywhere in sight. Finally we consulted our GPS navigation system and searched for the Home Depot. Turns out we were on the corner of Main and 20th Street all along! The street sign from 19th Street had been torn out of the ground by the tornado and thrown a full city block to the corner of Main and 20th were it lay impaled in the ground. All that was left of Home Depot was a bunch of shelves sticking out of a bunch of concrete that looked like a parking lot. The people of Joplin would greatly appreciate all supplies and donations you can provide. Much needed items are water, bandages, blankets and canned food. Please contact Nancy with the Red Cross at nancy@theredcross.org to coordinate supply pick up. What else can be done to improve this piece? Revise for style.
    55. 55. Our experience in Joplin. Our mission was to locate missing persons but first had to locate the missing Home Depot store formerly located on the corner of Main and 20th Street. The landscape in Joplin was so unrecognizable we needed a GPS to find our task force location, the Home Depot My task force circled the impaled 19th Street sign near Main Street for 15 min before we thought to use our GPS. We then discovered we’d already reached our destination; the street sign had flown a full city block to reach its new location. What was once Home Depot is now shelving standing in a parking lot. Help this city in need. Email Nancy with the Red Cross at nancy@theredcorss.org to coordinate supply pickups. Items needed include:  Bottled water  Bandages  Blankets  Canned Food Revise for style.
    56. 56. Joplin: Shelving , Street Signs & Needed Supplies. Our mission was to locate missing persons but first had to locate the missing Home Depot store formerly located on the corner of Main and 20th Street. The landscape in Joplin was so unrecognizable we needed a GPS to find our task force location, the Home Depot. My task force circled the impaled 19th Street sign near Main Street for 15 min before we thought to use our GPS. We then discovered we’d already reached our destination; the street sign had flown a full city block to reach its new location. What was once Home Depot is now shelving standing in a parking lot. Help this city in need. Email Nancy with the Red Cross at nancy@theredcorss.org to coordinate supply pickups. Items needed include: I find I tend to write the most important information last in my  Bottled water paragraphs. I often move the  Bandages last sentence to the beginning.  Blankets  Canned Food Revise for style. Write title. Test call to action.
    57. 57. Joplin: Shelving , Street Signs & Needed Supplies. The landscape in Joplin was so unrecognizable we needed a GPS to find our task force location, the Home Depot. Our mission was to locate missing persons but first had to locate the missing Home Depot store formerly located on the corner of Main and 20th Street. What was once Home Depot is now shelving standing in a parking lot. My task force circled the impaled 19th Street sign near Main Street for 15 min before we thought to use our GPS. We then discovered we’d already reached our destination; the street sign had flown a full city block to reach its new location. Joplin, MO Home Depot wreckage. Help this city in need. Email Nancy with the Red Cross at nancy@theredcorss.org to coordinate supply pickups. Items needed include: • • • • Bottled water Bandages Blankets Canned Food
    58. 58. Writing for the Web. KNOW YOUR PURPOSE SPEAK TO YOUR AUDIENCE POLISH YOUR STYLE PERFECTING YOUR PROCESS

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