Writing for people

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This document discusses good and bad practices for writing copy. Good copy is informative, actionable, intuitive and succinct. It provides examples from a company called PaperPhobic that showed converting more users by changing buttons from "Sign Up" to "Get Started for Free" and "Checkout" to "Choose Executive Account". Lessons discussed are to know your goal, be precise and think like the reader. Examples are given of copying from Microsoft, SAP and Oracle that could be improved by being more concise and understandable to the average reader. The document encourages writing copy focused on the reader by being concise and avoiding unnecessary information to reduce cognitive load.

Business Technology

Writing for people
by Robby Grossman

Monday, April 18, 2011

Good Copy Is

• Informative
• Actionable
• Intuitive
• Succinct

Monday, April 18, 2011

Bad Copy Is

• Anything else.

Monday, April 18, 2011

Copy Matters.
Proof by Case Study: PaperPhobic

Monday, April 18, 2011

Increasing Signups
“Sign Up”

Monday, April 18, 2011

Increasing Signups
“Sign Up”

“Get Started for Free”

Monday, April 18, 2011

Increasing Signups
“Sign Up”

“Get Started for Free”

Result: Conversion Up 60%.

Monday, April 18, 2011

Increasing Paid Accounts
“Checkout”

Monday, April 18, 2011

Increasing Paid Accounts
“Checkout”

“Choose Executive Account”

Monday, April 18, 2011

Increasing Paid Accounts
“Checkout”

“Choose Executive Account”

Result: Conversion Up 80%.

Monday, April 18, 2011

Lessons

• Know your goal.
• Be precise (don’t “default”).
• Think like your reader.

Monday, April 18, 2011

Most companies
write terrible copy.

Monday, April 18, 2011

Microsoft
“AppFabric is an open source SDK that helps
Ruby programs communicate with the
Windows Azure AppFabric service bus and
access control using plain HTTP.”

http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx

Monday, April 18, 2011

SAP
“Maximize the eﬀectiveness of every
customer interaction and drive process
eﬃciency at the same time.”

http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx

Monday, April 18, 2011

SAP
“Maximize the eﬀectiveness of every
customer interaction and drive process
eﬃciency at the same time.”

Make the most of
your relationships.

http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx

Monday, April 18, 2011

Oracle
“Oracle is the leader in Enterprise
Performance Management (EPM), unifying
Performance Management and Business
Inte&igence (BI), supporting a broad range
of strategic, ﬁnancial and operational
management processes.”

http://www.oracle.com/us/solutions/ent-performance-bi/index.html

Monday, April 18, 2011

Picture the Person
You’re Talking To.

Monday, April 18, 2011

Lessons from
Other Contexts

Monday, April 18, 2011

Be Concise.

http://www.badlanguage.net/two-examples-of-bad-copy

Monday, April 18, 2011

Reduce Cognitive Load.

http://www.natashascorner.com/2009/02/25/dont-make-me-read-while-driving/

Monday, April 18, 2011

Eliminate Noise.

http://www.natashascorner.com/2009/02/05/better-hurry/

Monday, April 18, 2011

Give Time to React.

http://thedailywtf.com/Articles/Act-Fast!.aspx

Monday, April 18, 2011

You Get to Make
One Impression

Monday, April 18, 2011

Don’t Let It Be In My
Next Presentation.

Monday, April 18, 2011

Fin.

Slides available at http://rob.by/2011/writing-for-people-part-2
Monday, April 18, 2011

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Writing for people

1. Writing for people by Robby Grossman Monday, April 18, 2011

2. Good Copy Is • Informative • Actionable • Intuitive • Succinct Monday, April 18, 2011

3. Bad Copy Is • Anything else. Monday, April 18, 2011

4. Copy Matters. Proof by Case Study: PaperPhobic Monday, April 18, 2011

5. Increasing Signups “Sign Up” Monday, April 18, 2011

6. Increasing Signups “Sign Up” “Get Started for Free” Monday, April 18, 2011

7. Increasing Signups “Sign Up” “Get Started for Free” Result: Conversion Up 60%. Monday, April 18, 2011

8. Increasing Paid Accounts “Checkout” Monday, April 18, 2011

9. Increasing Paid Accounts “Checkout” “Choose Executive Account” Monday, April 18, 2011

10. Increasing Paid Accounts “Checkout” “Choose Executive Account” Result: Conversion Up 80%. Monday, April 18, 2011

11. Lessons • Know your goal. • Be precise (don’t “default”). • Think like your reader. Monday, April 18, 2011

12. Most companies write terrible copy. Monday, April 18, 2011

13. Microsoft “AppFabric is an open source SDK that helps Ruby programs communicate with the Windows Azure AppFabric service bus and access control using plain HTTP.” http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx Monday, April 18, 2011

14. Microsoft “AppFabric is an open source SDK that helps Ruby programs communicate with the Windows Azure AppFabric service bus and access control using plain HTTP.” AppFabric lets you run Ruby programs on Windows. http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx Monday, April 18, 2011

15. SAP “Maximize the eﬀectiveness of every customer interaction and drive process eﬃciency at the same time.” http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx Monday, April 18, 2011

16. SAP “Maximize the eﬀectiveness of every customer interaction and drive process eﬃciency at the same time.” Make the most of your relationships. http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx Monday, April 18, 2011

17. Oracle “Oracle is the leader in Enterprise Performance Management (EPM), unifying Performance Management and Business Inte&igence (BI), supporting a broad range of strategic, ﬁnancial and operational management processes.” http://www.oracle.com/us/solutions/ent-performance-bi/index.html Monday, April 18, 2011

18. Oracle “Oracle is the leader in Enterprise Performance Management (EPM), unifying Performance Management and Business Inte&igence (BI), supporting a broad range of strategic, ﬁnancial and operational management processes.” Oracle is the leader in enterprise software. http://www.oracle.com/us/solutions/ent-performance-bi/index.html Monday, April 18, 2011

19. Picture the Person You’re Talking To. Monday, April 18, 2011

20. Lessons from Other Contexts Monday, April 18, 2011

21. Be Concise. http://www.badlanguage.net/two-examples-of-bad-copy Monday, April 18, 2011

22. Reduce Cognitive Load. http://www.natashascorner.com/2009/02/25/dont-make-me-read-while-driving/ Monday, April 18, 2011

23. Eliminate Noise. http://www.natashascorner.com/2009/02/05/better-hurry/ Monday, April 18, 2011

24. Give Time to React. http://thedailywtf.com/Articles/Act-Fast!.aspx Monday, April 18, 2011

25. You Get to Make One Impression Monday, April 18, 2011

26. Don’t Let It Be In My Next Presentation. Monday, April 18, 2011

27. Fin. Slides available at http://rob.by/2011/writing-for-people-part-2 Monday, April 18, 2011

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