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Writing for peopleby 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 companieswrite 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
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 runRuby programs on Windows.
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
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 leaderin enterprise software.
http://www.oracle.com/us/solutions/ent-performance-bi/index.html
Monday, April 18, 2011
Picture the PersonYou’re Talking To.
Monday, April 18, 2011
Lessons fromOther 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 MakeOne Impression
Monday, April 18, 2011
Don’t Let It Be In MyNext Presentation.
Monday, April 18, 2011
Fin.
Slides available at http://rob.by/2011/writing-for-people-part-2Monday, April 18, 2011
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