Tech Startup Growth Hacking 101 - Basics on Growth Marketing
"Write Tight(er)"—LavaCon, Oct 12, 2014
1. Write Tight(er):
A Time-Saving, Pain-Free Technique for Selling Yourself,
Your Company, and Your Products through Your Words
Marcia Riefer Johnston
@MarciaRJohnston #LavaCon
4. What does conciseness mean (and not mean)?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
5. What does conciseness mean (and not mean)?
How much difference can conciseness make?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
6. What does conciseness mean (and not mean)?
How much difference can conciseness make?
How does conciseness help me sell?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
7. What does conciseness mean (and not mean)?
How much difference can conciseness make?
How does conciseness help me sell?
How can I write more concisely?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
8. What does conciseness mean (and not mean)?
How much difference can conciseness make?
How does conciseness help me sell?
How can I write more concisely?
Fast,
pain-free
technique
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
9. What does conciseness mean (and not mean)?
How much difference can conciseness make?
How does conciseness help me sell?
How can I write more concisely?
WORKSHOP
Fast,
pain-free
technique
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
10. What does conciseness mean (and not mean)?
How much difference can conciseness make?
How does conciseness help me sell?
How can I write more concisely?
WORKSHOP
Three-minute video
Fast,
pain-free
technique
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
18. Words WordsWords
Words
Words
Words
Words
Words
Words
Words
Words Words
Words
Words Words
Words
Words
Words
Words
Words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
19. “Most often I talk about content
as text because text is
everywhere … text is different …
text is messy as hell.”
!
—Kristina Halvorson
Content Strategy for the Web
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
20. “The number-one complaint I’ve heard
from technical publications managers is,
‘Much of my staff is about to retire, and
I’m having trouble finding anyone who
can write correct grammar and simple,
concise, accurate text.’”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
!
—Maxwell Hoffmann
Intercom magazine,
Society for Technical Communication, Jan. 2013
21. What does conciseness
mean (and not mean)?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
22. What does conciseness
mean (and not mean)?
Minimalism
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
24. Concise means “minimal.”
Not short.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
25. Concise means “minimal.”
Not short.
“Cut me a short string.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
26. Concise means “minimal.”
Not short.
“Cut me a short string.” Huh?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
27. Concise means “minimal.”
Not short.
“Cut me a short string.” Huh?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
28. Concise means “minimal.”
Not short.
“Cut me a short string.”
Huh?
Make text (like string)
as long as needed.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
29. Make text, like string,
as long as needed.
@MarciaRJohnston #LavaCon
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
31. Concise means “minimal.”
Not robospeak.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
32. Concise means “minimal.”
Not robospeak.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
33. Concise means “minimal.”
Not robospeak.
Push button.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
34. Concise means “minimal.”
Not robospeak.
Push button.
Push the button.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
35. Concise means “minimal.”
Not robospeak.
Push button.
Push the button.
Keep the the.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
37. Concise means “minimal.”
Not gutted for mobile.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
38. Concise means “minimal.”
Not gutted for mobile.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
39. Concise means “minimal.”
Not gutted for mobile.
Don’t think,
“Smartphone users
won’t need that.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
40. Concise means “minimal.”
Not gutted for mobile.
Don’t think,
“Smartphone users
won’t need that.”
They will.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
41. Concise means “minimal.”
Not gutted for mobile.
Don’t think,
“Smartphone users
won’t need that.”
They will.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
48. Minimal.
Enough to meet your
audiences’ needs
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
49. Minimal.
Enough to meet your
audiences’ needs
Enough to accomplish
your purpose
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
50. Minimal.
Enough to meet your
audiences’ needs
Enough to accomplish
your purpose
No more
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
51. Minimal.
Enough to meet your
audiences’ needs
Enough to accomplish
your purpose
No more No less
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
52. Write Tight(er):
A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your Company, or
Your Products through
Your Words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
53. Audience needs:
“What’s in it for me?”
Write Tight(er):
A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your Company, or
Your Products through
Your Words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
54. Audience needs:
“What’s in it for me?”
My purpose:
Get you here
Write Tight(er):
A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your Company, or
Your Products through
Your Words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
55. Audience needs:
“What’s in it for me?”
Write Tight(er):
A Time-Saving, Pain-Free
Technique for Selling Yourself,
No more
My purpose:
Get you here
Your Company, or
Your Products through
Your Words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
56. Audience needs:
“What’s in it for me?”
My purpose:
Get you here
Write Tight(er):
A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your Company, or
Your Products through
Your Words
No more No less
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
63. How much difference can
conciseness make?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
64. How much difference can
conciseness make?
“Measured usability was
dramatically higher for the
concise version [of the
website]—58% better.”
!
Nielsen Norman Group
www.nngroup.com/articles/
how-users-read-on-the-web
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
65. How does conciseness
help me sell?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
66. How does conciseness
help me sell?
Translation costs
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
67. How does conciseness
help me sell?
Translation costs
Readability
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
68. How does conciseness
help me sell?
Translation costs
Readability
Think
usability, engagement.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
73. “But I already write concisely.”
This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.
This is your
toothbrush
when it’s
ready to
replace. The
blue bristles
have turned
half white.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
77. “But my stuff isn’t translated.”
Get ready!
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
78. How much can a word cost?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
79. How much can a word cost?
You may be needing a loan.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
80. How much can a word cost?
You may be needing a loan.
6 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
81. How much can a word cost?
You may be needing a loan.
6 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
82. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
83. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
84. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
85. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
86. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
87. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
88. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
89. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
1 sentence, 1 language
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
90. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
91. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
10,000 sentences,* 1 language
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
92. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
10,000 sentences,* 1 language
* the size of a Harry Potter novel
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
93. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
10,000 sentences,* 1 language
* the size of a Harry Potter novel
$ 2,500.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
94. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
10,000 sentences,* 1 language
10,000 sentences,* 25 languages
* the size of a Harry Potter novel
$ 2,500.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
95. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
10,000 sentences,* 1 language
10,000 sentences,* 25 languages
* the size of a Harry Potter novel
$ 2,500.00
$ 62,500.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
96. How much can a word cost?
You may be needing a loan.
You may need a loan.
6 words
5 words
1 word
Translation cost (or savings):
$ 0.25
1 sentence, 1 language
10,000 sentences,* 1 language
10,000 sentences,* 25 languages
* the size of a Harry Potter novel
$ 2,500.00
$ 62,500.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
98. per word? How so?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
99. per word? How so?
Close enough
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
100. per word? How so?
Close enough
Varies with the language
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
101. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
102. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
103. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
Full price
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
104. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match Full price
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
105. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match Full price
Pay less
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
106. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match
“perfect” match
Full price
Pay less
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
107. per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match
“perfect” match
You still pay!
Full price
Pay less
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
108. Whether or not you translate,
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
109. Whether or not you translate,
whatever size your page or screen,
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
110. Whether or not you translate,
whatever size your page or screen,
you owe it to yourself to ask …
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
111. How can I write
more concisely?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
112. Dump these words!*
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
113. Dump these words!*
*unless you need them
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
114. Dump these words!*
*unless you need them
Fast,
pain-free
technique
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
115. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
116. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
117. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
118. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
119. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
120. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
121. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
122. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
123. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
124. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
125. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
126. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
127. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
128. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
any other verbiage or unneeded words that you can pitch
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
129. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
any other verbiage or unneeded words that you can pitch
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
130. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
any other verbiage or unneeded words that you can pitch
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
131. Dump these words!*
*unless you need them
Fast,
pain-free
technique
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
any other verbiage or unneeded words that you can pitch
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
134. is
be
be-verbs
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
135. is
be
are be-verbs
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
136. is
be
are be-verbs
am
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
137. is
be
are be-verbs
was
am
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
138. is
be
are be-verbs
was has been
am
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
139. is
be
will
be
are be-verbs
was has been
am
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
140. is
be will have
been being
will
be
are be-verbs
was has been
am
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
141. be-verb. Any form of the verb to be—
namely, am, are, be, been, being, is, was,
and were—whether used as an auxiliary
verb or as a main verb.
—Bryan Garner
Garner’s Modern American Usage
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
151. “Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
152. “Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
153. “Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
154. “Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
166. “A scheme of which every part promises
delight can never be successful.”
—Jane Austen, Pride and Prejudice
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
167. “A scheme of which every part promises
delight can never be successful.”
—Jane Austen, Pride and Prejudice
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
182. “Write when there is
something that you know;
and not before; and not
too damned much after.”
—Ernest Hemingway,
Death in the Afternoon
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
183. “Write when there is
something that you know;
and not before; and not
too damned much after.”
—Ernest Hemingway,
Death in the Afternoon
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
188. What it is is…
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
189. “What was found was that access
points on maps were not reflective
or accurate for where they are.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
190. “What was found was that access
points on maps were not reflective
or accurate for where they are.”
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
191. “ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are things
that we know we don’t know. But there are
also unknown unknowns. There are things
we don’t know we don’t know.”
(attributed to a one-time US secretary of defense)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
192. “ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are things
that we know we don’t know. But there are
also unknown unknowns. There are things
we don’t know we don’t know.”
(attributed to a one-time US secretary of defense)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
193. “ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are things
that we know we don’t know. But there are
also unknown unknowns. There are things
we don’t know we don’t know.”
(attributed to a one-time US secretary of defense)
We don’t know diddly—
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
194. “ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are things
that we know we don’t know. But there are
also unknown unknowns. There are things
we don’t know we don’t know.”
(attributed to a one-time US secretary of defense)
We don’t know diddly—
except to avoid (most) be-verbs.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
205. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
206. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
207. Jane fully expects a big publisher
to snap up her first novel.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
208. Jane fully expects a big publisher
to snap up her first novel.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
209. We hope that people will actively participate.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
210. We hope that people will actively participate.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
211. Please listen carefully to
the following choices so
that we can immediately
direct your call to the
appropriate person.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
212. Please listen carefully to
the following choices so
that we can immediately
direct your call to the
appropriate person.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
213. Please listen carefully to
the following choices so
that we can immediately
direct your call to the
appropriate person.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
216. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
217. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
218. Fred likes his toast very dry.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
219. Fred likes his toast very dry.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
220. Fred likes his toast very dry.
Fred likes his toast so dry.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
221. Fred likes his toast very dry.
Fred likes his toast so dry.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
222. Fred likes his toast very dry.
Fred likes his toast so dry.
Fred likes such dry toast.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
223. Fred likes his toast very dry.
Fred likes his toast so dry.
Fred likes such dry toast.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
224. Exception:
the doge meme
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
225. Exception:
the doge meme
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
226. Exception:
the doge meme
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
229. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
230. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
231. Do not use negative phrasing.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
232. Do not use negative phrasing.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
233. If you want viewers to focus on something,
do not show faces looking away from it.
(This image is from an eye-tracking study by James Breeze
as cited in Garr Reynolds’s book Presentation Zen.)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
234. If you want viewers to focus on something,
do not show faces looking away from it.
(This image is from an eye-tracking study by James Breeze
as cited in Garr Reynolds’s book Presentation Zen.)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
235. The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
236. The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
237. The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
238. The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
239. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
240. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
241. Given the fact that Joan understood
topic-based writing, everyone went to
her with questions.
Concept Task Reference
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
242. Given the fact that Joan understood
topic-based writing, everyone went to
her with questions.
Concept Task Reference
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
243. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
244. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
245. It's just that I just say just a lot. I just have
the habit, so it’s just hard to stop saying it.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
246. It's just that I just say just a lot. I just have
the habit, so it’s just hard to stop saying it.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
247. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
248. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
249. Michael Noer handed the six-year-old the
tablet. With no instruction, and never having
seen a computer, the boy began to swipe the
screen, launch apps, and play a pinball game.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
250. Michael Noer handed the six-year-old the
tablet. With no instruction, and never having
seen a computer, the boy began to swipe the
screen, launch apps, and play a pinball game.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
251. Try to
focus on
breathing.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
252. Try to
focus on
breathing.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
253. “Stop trying to hit me, and hit me.”
—Morpheus to Neo
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
254. “Stop trying to hit me, and hit me.”
—Morpheus to Neo
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
255. “Do or do not.
There is no try.”
—Yoda
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
256. “Do or do not.
There is no try.”
—Yoda
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
257. “When our tools don’t work, we tend to
blame ourselves for being too stupid or not
reading the manual or having too fat fingers.”
—Lev Grossman, Time
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
258. “When our tools don’t work, we tend to
blame ourselves for being too stupid or not
reading the manual or having too fat fingers.”
—Lev Grossman, Time
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
259. In order to divert 34,000
tons of food scraps from
landfills, Portland created a
curbside-pickup program
for compostable waste.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
260. In order to divert 34,000
tons of food scraps from
landfills, Portland created a
curbside-pickup program
for compostable waste.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
261. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
262. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
263. Jones and
Caruthers have
worked here
for a long
period of time.
Sketch by Brian Poulsen. Used with permission.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
264. Jones and
Caruthers have
worked here
for a long
period of time.
Sketch by Brian Poulsen. Used with permission.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
265. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
266. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
267. In light of my lack of cash,
we stopped at an ATM.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
268. In light of my lack of cash,
we stopped at an ATM.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
269. Since…
In light of my lack of cash,
we stopped at an ATM.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
270. Since…
In light of my lack of cash,
we stopped at an ATM.
In spite of his poor health, Samuel
attended his niece’s graduation.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
271. Since…
In light of my lack of cash,
we stopped at an ATM.
In spite of his poor health, Samuel
attended his niece’s graduation.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
272. Since…
In light of my lack of cash,
we stopped at an ATM.
Despite…
In spite of his poor health, Samuel
attended his niece’s graduation.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
273. Since…
In light of my lack of cash,
we stopped at an ATM.
Despite…
In spite of his poor health, Samuel
attended his niece’s graduation.
I prefer that TV in terms of cost.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
274. Since…
In light of my lack of cash,
we stopped at an ATM.
Despite…
In spite of his poor health, Samuel
attended his niece’s graduation.
I prefer that TV in terms of cost.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
275. Since…
In light of my lack of cash,
we stopped at an ATM.
Despite…
In spite of his poor health, Samuel
attended his niece’s graduation.
…that cheaper TV.
I prefer that TV in terms of cost.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
276. “The word of is, in anything other
than small doses, among the surest
indications of flabby writing.”
—Bryan Garner
Garner’s Modern American Usage
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
277. “The word of is, in anything other
than small doses, among the surest
indications of flabby writing.”
—Bryan Garner
Garner’s Modern American Usage
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
278. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
279. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
280. The proverbial
needle in the
haystack
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
281. The proverbial
needle in the
haystack
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
282. The proverbial
needle in the
haystack
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
283. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
284. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
285. Our company understands the pros and
cons of all these different technologies.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
286. Our company understands the pros and
cons of all these different technologies.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
287. Steve Jobs’s
name appears
on 212 different
Apple patents.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
288. Steve Jobs’s
name appears
on 212 different
Apple patents.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
289. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
290. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
291. Google’s CEO, Eric Schmidt,
has a particular belief that
Android’s open platform
leads to more options and
more consumer choice.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
292. Google’s CEO, Eric Schmidt,
has a particular belief that
Android’s open platform
leads to more options and
more consumer choice.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
293. While Lady Gaga’s
particular sense of
style puzzles many,
millions of fans say
that her affirming
theme of bravery
and kindness has
changed their lives.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
294. While Lady Gaga’s
particular sense of
style puzzles many,
millions of fans say
that her affirming
theme of bravery
and kindness has
changed their lives.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
295. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
296. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
297. We’ll throw some
verbiage in there.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
298. We’ll throw some
verbiage in there.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
306. Another translation example
Updates are needed to your content.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
307. Another translation example
Updates are needed to your content.
6 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
308. Another translation example
Updates are needed to your content.
6 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
309. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
310. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
4 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
311. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
4 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
312. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
4 words
2 words
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
313. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
4 words
2 words
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314. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
4 words
2 words
Translation savings:
1 sentence, 1 language
$ 0.50
!
10,000 sentences, 1 language
!
10,000 sentences, 25 languages
$ 5,000.00
$ 125,000.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
315. Another translation example
Updates are needed to your content.
Your content needs updating.
6 words
4 words
2 words
Translation savings:
1 sentence, 1 language
$ 0.50
!
10,000 sentences, 1 language
!
10,000 sentences, 25 languages
$ 5,000.00
$ 125,000.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
316. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
317. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
318. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
319. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
320. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
321. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
322. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody wants to wade through volumes.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
323. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody wants to wade through volumes.
15-word reduction x 10,000 sentences x 25 languages saves ...
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
324. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody wants to wade through volumes.
15-word reduction x 10,000 sentences x 25 languages saves ...
$ 937,500.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
325. It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody wants to wade through volumes.
15-word reduction x 10,000 sentences x 25 languages saves ...
A cool mill.
$ 937,500.00
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
326. This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.
This is your
toothbrush
when it’s
ready to
replace. The
blue bristles
have turned
half white.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
327. This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.
This is your
toothbrush
when it’s
ready to
replace. The
blue bristles
have turned
half white.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
328. This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.
This is your
toothbrush
when it’s
ready to
replace. The
blue bristles
have turned
half white.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
329. This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.
This is your
toothbrush
when it’s
ready to
replace. The
blue bristles
have turned
half white.
Bet you didn’t miss the
headline I deleted.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
330. It’s mind-boggling to consider
what TIGHTENING that
dramatic would do to
IMPROVES KEYWORD DENSITY.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
331. It’s mind-boggling to consider
what TIGHTENING that
dramatic would do to
IMPROVES KEYWORD DENSITY.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
332. It’s mind-boggling to consider
what TIGHTENING that
dramatic would do to
IMPROVES KEYWORD DENSITY.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
333. It’s mind-boggling to consider
what TIGHTENING that
dramatic would do to
IMPROVES KEYWORD DENSITY.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
335. Adjectives
• absolutely certain, absolutely essential, absolutely
guaranteed, completely necessary, totally sure
• bald-headed
• best ever, first ever
• blue in color, few in number, long in duration, nubbly in
texture, round in shape, slovenly in appearance, short in
height, slow in speed, small in size, tall in stature
• booked solid
• exact same, same exact, same identical
• filled to capacity
• incredible to believe, visible to the eye, warm to the touch
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
336. Nouns
• actual experience, actual fact
• added bonus
• advance notice, advance planning, advance preview,
advance reservations, advance warning
• all-time favorite, all-time record
• alternative choice
• anonymous stranger
• annual anniversary
• armed gunman
• artificial prosthesis
• autobiography of her own life, biography of his life
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
337. Nouns
• actual experience, actual fact
• added bonus
• advance notice, advance planning, advance preview,
advance reservations, advance warning
• all-time favorite, all-time record
• alternative choice
• anonymous stranger
• annual anniversary
• armed gunman
• artificial prosthesis
• autobiography of her own life, biography of his life
And that’s just
the a’s.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
338. Verbs
• add an additional
• aid and abet, cease and desist, pick and choose
• allow you to be able to
• always include
• ask the question
• assemble together, attach together, blend together,
collaborate together, combine together, confer together,
connect together, cooperate together, fuse together, gather
together, join together, integrate together, meet together,
merge together, mingle together, mix together, pool
together, share together, splice together
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
339. Odds and Ends
• 6 a.m. in the morning, 10 p.m. in the evening,
twelve noon, twelve midnight
• and etc.
• ATM machine, GOP party, GRE exam, HIV virus,
ISBN number, LCD display, PIN number, RAM memory,
UPC code—and my favorite: Please RSVP
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
340. More on redundancy …
www.HowToWriteEverything.com/
Annals-of-Redundancy-Annals/
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
362. YOUR
WORDS
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
363. Dump these words!*
*unless you need them
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
not, no (& other negative words)
the fact that
just
begin to, try to, tend to, in order to
period of time
in light of, in spite of, in terms of (& of in general)
proverbial
different (as in many different, 36 different)
particular
verbiage
any other verbiage or unneeded words that you can pitch
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
364. Word
count
Cost to
translate into
1 language 25 languages
x 10,000
sentences
(Harry Potter
novel)
BEFORE Your original text here with
more words than you need. 10 $2.50 $62.50 $625,000.00
AFTER Your tighter text here. 4 $1.00 $25.00 $250,000.00
Savings 60% $1.50 $37.50 $375,000.00
Spreadsheet available on request.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
371. Ready for a video?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
372. Ready for a video?
(You’ll have to pretend.)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
373. Hey, Rick, would you bring me a glass of room-temperature water?
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
374. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
(Smart guy!)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
375. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass
(Smart guy!)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
376. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass
(Smart guy!)
Instructions
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
377. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass
(Smart guy!)
Instructions Button
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
378. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass
(Smart guy!)
Instructions Button Water
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
379. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Dump
(Smart guy!)
Instructions Button Water
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
380. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Dump
(Smart guy!)
Instructions Button Water
Read again
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
381. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Dump
(Smart guy!)
Instructions Button Water
Read again Exasperation
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
382. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Dump
(Smart guy!)
Instructions Button Water
Read again Exasperation Try again
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
383. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Dump
(Smart guy!)
Instructions Button Water
Read again Exasperation Try again Try again
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
384. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Instructions Button Water
Dump
Dump again
(Smart guy!)
Read again Exasperation Try again Try again
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
385. Hey, Rick, would you bring me a glass of room-temperature water?
Rick
Glass Instructions Button Water
Dump
Read again Exasperation Try again Try again Dump again
Try again
(Smart guy!)
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
390. “A sentence should contain no
unnecessary words, a paragraph no
unnecessary sentences, for the same
reason that a drawing should have no
unnecessary lines and a machine no
unnecessary parts. This requires not
that the writer make all sentences
short or avoid all detail and treat
subjects only in outline, but that every
word tell.”
!
— William Strunk Jr.
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
391. “Reader-users read differently than their
forebears—they read Twitter to find links
to long articles that will interest them;
they switch between phone calls and the
Kindle app. And yes, they watch video,
play games, and listen to music. But
language still knits it all together, and
words have more work to do than they
ever did before.”
!
—Paul Ford
Foreword to Karen McGrane's
Content Strategy for Mobile, 2012
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
392. For more on concise writing
and much, much more
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
393. For more on concise writing
and much, much more
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
394. For more on concise writing
and much, much more
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
395. powerful
For more on concise writing
and much, much more
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
396. powerful
For more on concise writing
and much, much more
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
397. powerful
For more on concise writing
and much, much more
“I’ve longed for a book on writing
to recommend to clients and
colleagues … and this is it!”
—Kristina Halvorson
#LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com