writing vibrant, compelling copy

Writing Vibrant, Compelling Copy− the Content in Content StrategyJanice (Ginny) Redish, Ph.D.

Redish & Associates, Inc.

Bethesda, Maryland

www.redish.net

[email protected]

@GinnyRedish

Ginny Redish

MinneapolisMay 2011#Confab#grcf


© 2011, Janice (Ginny) Redish Slide 2 @GinnyRedish #grcf

Tell your latest web story

When?

Why?

What were you trying to do or what were you looking for?

To satisfy their goals

Content

Information

To do a task

People just want to

answer their question

solve a problem

do a task

share, contribute

Flickr cc photo by russelljsmith



Navigation and search are critical



Good, clear design is critical



Technology that works is critical



But they all support the content



Content = everything

text

illustrations

charts

graphs

tables

forms

pdfs

videos

podcasts

blogs

forums

FacebookLinkedInTwitterother social media



Content strategy =Think strategically about your content

Planned

Coordinated

Managed

Reviewed

Maintained

Removed

Message

Tone

Style



Content = conversation



On most sites, the site visitor starts the conversation.

Theme =content as conversation

How well does your web site converse?

Flickr cc photo by Bradleyolin

Lost. No problem. Use the computer!



Plan − at every level

Think first. Write second.

How does this topic / this page / this message fit into the content strategy?

Why? − Purposes

Who? − Personas

When and why? − Personas' conversations



Purposes − focus on people

sell shoes

have people buy our shoes

inform people about ..

answer people's questions about …

increase subscriptions

have site visitors be so engaged with us that they subscribe

© iStockphoto

We want to



Personas − with names and relevant attributes

Web sites, apps, documents − exist only to have peopleinteract with them.

Flickr cc photo by pedrosimeos7

© iStockphoto

© iStockphoto

© iStockphoto



Conversations

Flickr cc photo by Polandeze

What is your site visitor'sgoal?question?need?

What words are in your site visitor's mind?

For good SEO and successful site search, the keywords in your site must match the keywords site visitors use.



Conversing successfully with vibrant, compelling copy - 1

Imagine the conversation as you design.

Don't hog the conversation. Take turns.

Start with a title that works for your site visitors.

Answer your site visitors' questions.

Let the conversation flow from "known" to "new."



Imagine the conversation as you design

Which link should we click on?



http://www.tricare.mil/



Flickr cc photoby Mr.Thomas

Ron and Jen use Mint. Should we?

Mint.com started 2007Less than 2 years, tracking $200 billionBought by Intuit 2009 $170 Million

Imagine the conversation as you design

https://www.mint.com/

Sounds good.But is it safe?

Mint has more than 4 million users who know their information is always secure. That's because we use 128-bit SSL encryption - the same security that banks use - and all data is protected and validated by VeriSign and TRUSTe. Plus, since Mint is read-only, no money can be moved in or out of any account. Learn more>

Old CDC page; CDC has revised this and most other health information, following the content as conversation model.

http://familydoctor.org

Don't hog theconversation.Take turnsHeadings are the site visitor's turns in the conversation.

http://familydoctor.org/online/famdocen/home/common/mentalhealth/stress/167.html



Start with a title that worksfor your site visitors

Roadmap for Performance-based Navigation

Can I get roadmaps here?

How much do Americans pay for fruitsand vegetables?

FAA's strategic plan for the next 5 years

Think not only about site visitors who should click on a link;also think about who should not be tempted by the link.

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Which of these work well? Which do not? Why?

L.I. Harvests May Signal a Comeback for Scallops

Can the World Reach an Agreement on Climate Change?

Sign In Subscribe Now

Chemical Plans

QuickCards



Answer your site visitors' questions

Flickr photo by pedrosimeos7

Oh! I thinkI like that bag, but I wonder…



Approved fumigation with methyl bromide at normal atmospheric pressure, in accordance with the following procedure, upon arrival at the port of entry, is hereby prescribed as a condition of importation for shipments of yams from foreign countries.

How would you say this in a conversation?

Flickr cc photo by Seattle Municipal Archives



Did you say something like this?

newcontext = given, known then

If you are importing yams, [someone] must fumigate them when they arrive at the port of entry.

To fumigate yams, [someone] must use this procedure:

Clark and Haviland, Comprehension and the given-new contract, In R. Freedle (Ed.), Discourse production and comprehension, 1975, Erlbaum, 1-40.

Let the conversation flow from "known" to "new"




Help people "grab and go."

Write to your site visitors.

Put people and actions in your copy.

Converse in forms, too.

Keep the conversation going to a successful end.



http://www.dell.com/

When's my new computer going to arrive?

Help people "grab and go"



Check order status. That's what I want to do. No need to read; I'll just click.



Caroline's case study,Letting Go, Chapter 6



Talk to your site visitors



Put people and actions in your copy

When you finish renewing online, you can print your

registration card.

Upon successful completion of the online renewal

transaction, printing the registration card will be an

option.



Converse in forms, too Experienced web visitors can "hear" conversationin a form like this.

Caroline Jarrett



Even more conversational

Why are apps like TurboTax so popular?

Even more conversational

http://huffduffer.com/



Keep the conversation going to a successful end

Dead-ends are deadly online.

Always offer links to continue

more information

purchase

contact information(on the page as wellas in the global links)

© iStockphoto

https://www.foundersfcu.com/Loan-Rates.aspx

I wonder if my credit union can give me a good rate on a car loan.




Review your copy before you publish it.

Evaluate through your personas and their conversations.



Evaluate through your personasand their conversations

Do usability testing!

Even before that:

Walk your personas through their conversations.

See the site through their eyes with their words.



Think conversation for all your content

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Morgan Kaufmann / Elsevier, 2007

Ginny Redish

[email protected]

301 229 3039

@GinnyRedish

Ginny Redish

Thank youWant more?Full-day workshop, June 2Chicagowww.redish.net