Use the RIGHT

Writing Strategies

To increase your speed

without sacrificing quality

Managing

• Time – never enough

• Quality – can’t be perfect

• Information - incomplete, inaccurate, inconsistent from

one source to another

• Emotions -

• frustration - goals seem impossible

• confusion, standards keep changing

• apathy - I don’t get a byline, I’m not listed as a media

contact so why does it all matter?

• Absurdity - clients are insane, sales reps are hit and miss

on their product knowledge, production demands keep

changing, it all rolls downhill on you

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Opportunity!

• Time – you’re developing speed, a key skill

• Quality – you’re developing quality, a key trait

• Information – you’re developing product and service

knowledge across a wide array of fields and it’s a big

company; you’re building knowledge that could help you

work in another department

• Emotions - That’s what Grooveshark is for! Or Pandora!

• Absurdity - $2 beers at Fox and Hound every Tuesday!!!

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Options

Quality Management = Develop a personal

strategy for how you’ll attack each type of site

Not just spelling and grammar but word choice

Choose vivid, enticing words as much as possible

KEY: Think of a scenario in advance – this

should activate the right words in your brain so

that you don’t have to THINK as much or as hard

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Scenario Examples

http://www.atlanticengineeringnj.com/kinnelon-nj-diving.htm

Marine engineers scenario: rescue operation / into the depths

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Atlantic EngineeringKeep your project afloat

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And more…

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Mill Creek ManorFollowing scenario all the way through

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Mill Creek Manor Menu Page

This just develops the theme further

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And still more…Vivid imagery – “sharpen your sweet tooth”

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D M Campsey Seed & Feed

Alliteration and Rhyme also help = “one-stop shop” and “seed

and feed needs”

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Word Choice matters

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Information Management

• Use QAF 644 for complex, sensitive or content-poor

subjects

• You can find it at this link at the bottom:

• http://sp.corp.ybusa.net/adworks/ops/qip/qms/QA%20Forms%20%20

Master%20Documents/Forms/AllItems.aspx

• Minimize the time you need to think or categorize topics

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Time Management

Attack the site strategically = write the elements that do the

heavy lifting FIRST

• Page Names

• Features/products/services

• These should come from the PBC doc

• Callouts = come from your benefits

• Bullet points = come from your features/products/services

= generate your subhead

• Hero / Lead = devote most of your time to this

These three bolded items write your entire site.

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DOUBLE CHECK YOUR WORK

• Write first. Edit later.

• Check spelling and grammar AFTER you’ve written the site.

• You can’t write AND edit WELL at the same time.

• Each tasks requires different sections of your brain and these sections

normally don’t work well together.

• A good hint from Quality Review was read the copy backward if you

have to in order to trick your brain into reading it afresh.

• Check spelling and grammar BEFORE you proof

• Why? Time will have passed between when you wrote it and when

you got it back.

• Hopefully the copy will seem fresher to you.

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