The document discusses how to effectively write content by considering what message you want to convey, who your target audience is, and using an appropriate tone for the context. It emphasizes clearly defining your goal, knowing your audience's level of knowledge and common questions, and choosing a tone that will resonate without confusing or alienating readers. Understanding your audience will help focus the content to their specific needs and interests.

1. Lorem ipsum
sIT amet, his
apeirian saLU
aLIQUando. No
When words matter:
Writing about type

2. Sally Kerrigan
Photo from Type Camp Neon
Copywriter & editor

3. What you are
trying to say
Who you are
trying to say it to
(& bringing it together with the right tone)

4. What are you trying to say?

5. Actually, literally, write out your goal
Not subtle

6. Be specific

8. Getting more specific

9. Even more specific

11. Who are you trying to reach?

12. Know your audience
What
information do
they need?
What do you
explain often?
What
would you like
people to
know?
How much do
they already
know about
you?

13. We tune in to actual questions
We promote with clear intention
Why Typekit content clicks

14. Know your nerds

15. …and your other audiences
What the hell
is Typekit?
What fonts
are in the
library? What fonts
are new in the
library?
Why isn’t
Myriad
showing up on
my website?
What is the
type design
process like?

16. T H E S P E C T R U M O F I N T E R E S T
You can’t please everyone, or:
Hmm.I’m really glad I
read this!
I don’t need to
read this.

17. Why isn’t this font showing on my website?
Hmm.I’m really glad I
read this!
I don’t need to
read this.

18. Why isn’t this font showing on my website?

19. What fonts are new in the Typekit library?
Hmm.I’m really glad I
read this!
I don’t need to
read this.

20. What fonts are new in the Typekit library?

21. What is the type
design process like?
Hmm.I’m really glad I
read this!
I don’t need to
read this.

22. What is the type design process like?

23. 😅 😅
😅
😉
😎
😊
😍

24. Tone & Context

25. What the hell
is Typekit?
What fonts
are in the
library?
What fonts
are new in the
library?
Why
isn’t Myriad
showing up on
my website?
What is the
type design
process like?
😱 🤔
😯🙄
🙃

26. Consider your
context

28. Consider your context
t
Tweet
Tweet-31
Egmont is the quintessence of
beauty in the roman letter-form,
crystallized and polished by the
restless attrition of typographic
developments during the past
two decades.

29. Consider your context

30. 😅
😉
😎
😊
😍
😱 🤔
😯🙄
🙃

31. What you are
trying to say
Who you are
trying to say it to

32. Thank you
Sally Kerrigan
@draftwerk