Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The science of ordinary words

1,209 views

Published on

Keynote presentation for Procopywriter network conference, Oct 2017. Includes user journeys, reading psychology and the law in making websites unreadable.

Published in: Internet
  • Login to see the comments

  • Be the first to like this

The science of ordinary words

  1. 1. contentdesign.london
  2. 2. Publishing model 1 1. CEO has fabulous idea 2. hire copywriter 3. someone practically rewrites it 4. no-one is massively happy
  3. 3. Publishing model 2 1. someone writes 2. legal ‘signs it off’ (aka destroys it) 3. no-one is happy
  4. 4. Government publishing model 1. permission (denied) 2. learnt helplessness 3. stop asking
  5. 5. How to make friends and influence people
  6. 6. Set the main: • problem • task • goal
  7. 7. Rule 1 Be more specific than you are comfortable with
  8. 8. The copywriter’s most useful tactic:
  9. 9. The copywriter’s most useful tactic: HIDE
  10. 10. www.google.com/ trends/explore
  11. 11. Find your audience’s mental models
  12. 12. Selfies
  13. 13. Take your client on a journey
  14. 14. Rule 2: Get your audience to fight for you
  15. 15. Conversations with data
  16. 16. @escmum
  17. 17. Reading psychology
  18. 18. Your memory works on: • motivation • length of time in working memory • meaning
  19. 19. Context is important Coat vs cove Cat > dog Cat > soap
  20. 20. It was a really sunny Saturday. Sam was having a great time on the beach. It took ages to find the pump and her friends were already on their inflatables in the water. Sam couldn’t believe how long it was taking to inflate the large carrot. She needed an ice cream badly.
  21. 21. Words are easily skipped if they are easy to process. This happens when they are: • short • high frequency • and/or predictable
  22. 22. “Eye movements are affected by the need to make a grammatical and legitimate metrical structure.”
  23. 23. Rule 3 Humans are not special
  24. 24. .www.alltrials.net/news/judgment-in-richmond-v- hra-judicial-review/
  25. 25. www.alltrials.net/news/judgment-in-richmond-v- hra-judicial-review/
  26. 26. http://works.bepress.com/cgi/viewcontent.cgi? article=1000&context=christopher_trudeau
  27. 27. http://works.bepress.com/cgi/viewcontent.cgi? article=1000&context=christopher_trudeau
  28. 28. http://works.bepress.com/cgi/viewcontent.cgi? article=1000&context=christopher_trudeau
  29. 29. Rule 4 Do you want people to read or understand?
  30. 30. Measure what too much content is costing you
  31. 31. The quality needle gets lost in the haystack of noise
  32. 32. Rule 5 What you don’t publish is as important as what you do publish
  33. 33. Job and user stories: contentdesign.london/content- design/user-stories-and-job-stories/ Everything: www.contentdesign.london/book Legal study: http://works.bepress.com/cgi/viewcontent.cgi? article=1000&context=christopher_trudeau Problem statments: https://medium.com/leading-service- design/how-to-write-a-problem-statement-50e2c87810fe Legal judgement: www.alltrials.net/news/judgment-in- richmond-v-hra-judicial-review/
  34. 34. Questions? 10% discount on 2-day content course: contentdesign.london/content-design-2-day-course/ Code: PCN

×