Writing for the WebDo the same with alumni and other audiences Bob Johnson Consulting, LLC 2020 Don’t write about features… “I have a client in education, a university known

presents

Writing for the Web

Thursday, February 16, 20062:00 p.m. - 3:30 p.m. Eastern1:00 p.m. - 2:30 p.m. Central

12:00 Noon - 1:30 p.m. Mountain11:00 a.m. - 12:30 p.m. Pacific

Presented By:

Robert E. Johnson, Ph.D.

Services provided by KRM Information Services, Inc. 11226

Robert E. Johnson, Ph.D. President and Senior Consultant

Bob Johnson Consulting, LLC Bob Johnson is a senior consultant in higher education marketing, working directly with individual clients and together with Aslanian Group, Creative Communication Associates, mStoner, and TargetX. His specialties include brand building in an interactive world, competition analysis and competitive positioning, and electronic communications for increased yield in advancement and enrollment activities. Bob’s popular email newsletter, “Your Higher Education Marketing Newsletter,” is sent monthly to nearly 4,000 subscribers at 931 colleges and universities in the U.S. and abroad. He is the author of “Advancement and the Web: Thriving in a New World” and “Transforming Your Web Site into a Collaboration Marketing Tool” (Handbook of Institutional Advancement, CASE Books 3rd ed., 2000). A popular speaker at professional meetings sponsored by CASE, ACT, American Marketing Association, TargetX, and Aslanian Group, his topics include communication strategies to integrate print and web publications, writing on the web, and best practices for email communications. In recent years, Bob has served as a faculty member for the CASE Institute for Integrated Marketing and Branding, the CASE Conference on Marketing, PR, and the Internet, and the CASE meetings for Senior Communication Professionals and Senior Publications Professionals. Bob chaired the AMA’s annual Symposium for the Marketing of Higher Education from 1994 until 2003 as attendance grew from just over 100 people to more than 500. From 2000 to 2005, he was senior vice president and director of strategy at Creative Communication Associates. Before joining CCA, he held college and university leadership positions in marketing and enrollment for more than 25 years. Bob earned his bachelor’s degree from Alfred University and his Ph.D. in political science from the University of Massachusetts-Amherst.

Writing for the Web(and improving your email impact)

Bob Johnson, Ph.D.CASE Online Speaker Series

February 16, 2006

Which page gets more readers?

Bob Johnson Consulting, LLC

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Easy to scan copy blocks…


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Write to motivate response…


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Web readers are scan readers…Web readers are scan readers…

If people can’t scan your web pages, people won’t If people can’t scan your web pages, people won’t read your content…read your content…

The most important, least expensive improvement The most important, least expensive improvement websites can make today starts with a cursorwebsites can make today starts with a cursor

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66

Questions & AnswersQuestions & Answers

Push *1 on your telephone key padto comment or ask your question

ORe-mail your comment/question by clicking on the

“question icon” in the lower right corner of your screen. Type your question or comment in the window that appears, and then click “send.”

Submitted questions will be answered verbally as time allows.

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The website editorThe website editor--inin--chief?chief?Your website is multiple publications for different Your website is multiple publications for different

audiences…audiences…Editors are needed to guide content & styleEditors are needed to guide content & style

Who’s “in charge” of your website?

Great content presented poorly…Great content presented poorly…

Means great content doesn’t get read…Means great content doesn’t get read…Web writing is special… and many people can Web writing is special… and many people can

master the basic points of presentationmaster the basic points of presentation

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"U culd win cul stuff frm Doritos, incl "U culd win cul stuff frm Doritos, incl ipods, Digi Cams, DVDs + mor!"ipods, Digi Cams, DVDs + mor!"

Can you write like this?Can you write like this?Can you connect with someone who Can you connect with someone who

communicates like this?communicates like this?

Not everyone is a Millennial…Not everyone is a Millennial…

But everyone visiting a website wants to find specific But everyone visiting a website wants to find specific content…and find it quicklycontent…and find it quickly

Be brief… clear… compellingBe brief… clear… compelling

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Remember 8 tips about the web…Remember 8 tips about the web…

People are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatient

The most important person on a The most important person on a website team, the impatience protector, website team, the impatience protector,

is…is…

The website editorThe website editor--inin--chief…chief…Most websites are not yet run by editors…Most websites are not yet run by editors…

That’s changingThat’s changing

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Website… a series of magazinesWebsite… a series of magazines

Admissions, alumni, athletics, friends & donors…Admissions, alumni, athletics, friends & donors…Content, style, frequency will differ…Content, style, frequency will differ…

As it does for print publicationsAs it does for print publications


The web editor and friends…The web editor and friends…

Editor-in-Chief

Magazine editors for audience sections Writers for audience sections

Copy editor Reporting Correspondents

Production specialists Publication designer

Editorial advisory board

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Editors know that vague attributes are Editors know that vague attributes are bad… Compelling copy is goodbad… Compelling copy is good

““Big attributes have little credibility.Big attributes have little credibility.In any industry or category, the same claims are In any industry or category, the same claims are

made by multiple competitors.” made by multiple competitors.” Jonathan Kranz, MarketingProf.com, 15 Feb 2005Jonathan Kranz, MarketingProf.com, 15 Feb 2005

Don’t make a claim…Don’t make a claim…

If you can’t back it up with concrete examples…If you can’t back it up with concrete examples…That are important to your readers…That are important to your readers…

Without readers, you don’t have an audienceWithout readers, you don’t have an audience

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““Dedicated to academic excellence”Dedicated to academic excellence”

Very vague…Very vague…Not very compelling…Not very compelling…

Unless you can present the factsUnless you can present the facts

““Dedicated to academic excellence…”Dedicated to academic excellence…”

For higher profile academic students…For higher profile academic students…Follow with compelling stories of faculty and student Follow with compelling stories of faculty and student

interactivity…interactivity…More important than percent of faculty with a Ph.D.More important than percent of faculty with a Ph.D.

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Listen to your students to learn what to Listen to your students to learn what to write about…write about…

Turn what students say about why they like you into Turn what students say about why they like you into copy that gets attention and persuades more people copy that gets attention and persuades more people

to enroll…to enroll…Do the same with alumni and other audiencesDo the same with alumni and other audiences


Don’t write about features…Don’t write about features…

““I have a client in education, a university known I have a client in education, a university known for its graduate programs for teachers. for its graduate programs for teachers.

“These programs have wonderful features: “These programs have wonderful features: weekend schedules, convenient locations and a weekend schedules, convenient locations and a focus on effective teaching practices.” focus on effective teaching practices.”

Jonathan Kranz, MarketingProf.com, 15 Feb 2005Jonathan Kranz, MarketingProf.com, 15 Feb 2005

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Write about impact…Write about impact…how your programs make life betterhow your programs make life better

““These teachers loved the practical advice and These teachers loved the practical advice and lesson plans they could apply in their own lesson plans they could apply in their own classrooms; what they learned over the classrooms; what they learned over the weekend could be used immediately the weekend could be used immediately the following week.”following week.”

Jonathan Kranz, MarketingProf.com, 15 Feb 2005Jonathan Kranz, MarketingProf.com, 15 Feb 2005


Write about the… Write about the… “Monday Morning Difference”…“Monday Morning Difference”…

Jonathan’s envelope teaser…Jonathan’s envelope teaser…–– "On a future Monday, your classroom will "On a future Monday, your classroom will come alivecome alive

with new energy and ideas. Here's why...." with new energy and ideas. Here's why...." Jonathan Kranz, MarketingProf.com, 15 Feb 2005Jonathan Kranz, MarketingProf.com, 15 Feb 2005

Also works as…Also works as…–– Entry point web copy for prospective studentsEntry point web copy for prospective students

–– First line in an email messageFirst line in an email message

–– Print advertisingPrint advertising

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ORe-mail your comment/question by clicking on the

“question icon” in the lower right corner of your screen. Type your question or comment in the window that appears, and then click “send.”


The best style for the web…The best style for the web…

Brief…Brief…Clear…Clear…

CompellingCompelling

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Direct marketing copy style…Direct marketing copy style…

The precursor of effective email and The precursor of effective email and web communicationsweb communications


Direct marketing copy style…Direct marketing copy style…

Short sentencesShort sentences

Short paragraphsShort paragraphs

SubSub--headsheads

Bullet pointsBullet points

AngloAnglo--Saxon words… “walk”… not “ambulate”Saxon words… “walk”… not “ambulate”

Emotional languageEmotional language

Prompt to take an actionPrompt to take an action

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With a key difference…With a key difference…

Beware of bold or underlined words and Beware of bold or underlined words and phrases in web & email copy…phrases in web & email copy…

People will think these are linksPeople will think these are links


How colleges and RollsHow colleges and Rolls--Royce are alike…Royce are alike…

““RollsRolls--Royce has an obsession with quality Royce has an obsession with quality appreciated by discerning customers”appreciated by discerning customers”–– Not David OgilvyNot David Ogilvy

“At 60 miles an hour the loudest noise in this “At 60 miles an hour the loudest noise in this new Rollsnew Rolls--Royce comes from the electric clock” Royce comes from the electric clock” –– David Ogilvy David Ogilvy

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Web and email reading style…Web and email reading style…

Web readers scan first, read afterwards…Web readers scan first, read afterwards…Web readers are very impatient…Web readers are very impatient…

You have to capture attention immediatelyYou have to capture attention immediately

The “you” word is fine…The “you” word is fine…

Make things as personal as possibleMake things as personal as possible“You” and “I” are strong in the right context“You” and “I” are strong in the right context

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The first sentence in a paragraph…The first sentence in a paragraph…

Can stand aloneCan stand aloneShould capture attentionShould capture attention

A “paragraph” does not require more than one A “paragraph” does not require more than one sentencesentence

Subheads for web and email…Subheads for web and email…

Action words, not labels…Action words, not labels…Motivate reader to the next text section…Motivate reader to the next text section…

Appear more frequently than in printAppear more frequently than in print

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Keep paragraphs brief…Keep paragraphs brief…

In most cases, not more than 50 wordsIn most cases, not more than 50 wordsA more ruthless editing style than for printA more ruthless editing style than for print

Sentence fragments are OK…Sentence fragments are OK…

Really!Really!For variety!For variety!

For emphasis!For emphasis!With thanks to Gerry McGovern!With thanks to Gerry McGovern!

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Which one gets more readers?


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More examples of writing that works…

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Visit this site and follow the trail…


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ORe-mail your comment/question by clicking on the“question icon” in the lower right corner of

your screen. Type your question or comment in the window that appears, and then click “send.”


More clues for higher impact…

Pay attention to daily reports of activity on your Pay attention to daily reports of activity on your website…website…

Essential guide to editorial activityEssential guide to editorial activity

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Review reports on pages that are visited

Use these as guides to where to spend your time… Use these as guides to where to spend your time… Especially to set improvement priorities…Especially to set improvement priorities…

And even to “halt” publicationAnd even to “halt” publication

And finally…

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If you use only one guide…


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If you subscribe to only one newsletter…


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And remember…And remember…

““Your Higher Education Marketing Newsletter”…Your Higher Education Marketing Newsletter”…3,893 subscribers… 973 colleges & universities3,893 subscribers… 973 colleges & universities

[email protected]@bobjohnsonconsulting.com


In the future…In the future…

For continuing communication tips…For continuing communication tips…–– www.targetonline.comwww.targetonline.com for target marketing infofor target marketing info

–– www.marketingprofs.comwww.marketingprofs.com for tutorials and morefor tutorials and more

–– www.clickz.comwww.clickz.com for newsletters and articlesfor newsletters and articles

–– www.gerrymcgovern.comwww.gerrymcgovern.com for Gerry McGovernfor Gerry McGovern

–– www.useit.comwww.useit.com for Jakob Nielsenfor Jakob Nielsen

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Be a marketing champion on your campus!Be a marketing champion on your campus!

Thank you!Thank you!

If you have additional questions, If you have additional questions, please send an eplease send an e--mail to mail to

[email protected]@case.org by Thursday, by Thursday, February 23, 2006February 23, 2006

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Bob Johnson, Ph.D.Bob Johnson, Ph.D.

Bob JohnsonBob Johnson, a pioneer in higher education marketing as chair of the Sympos, a pioneer in higher education marketing as chair of the Symposium ium for the Marketing of Higher Education from 1994 to 2003, is a hifor the Marketing of Higher Education from 1994 to 2003, is a highly regarded ghly regarded consultant and speaker in marketing communications and strategy,consultant and speaker in marketing communications and strategy, with a special with a special emphasis on projecting brand strength, competitive positioning, emphasis on projecting brand strength, competitive positioning, and Internet and Internet communications. His specialties include communications. His specialties include

–– brand building in an interactive world, brand building in an interactive world, –– competition analysis and competitive positioning, and competition analysis and competitive positioning, and –– electronic communications for increased yield in advancement andelectronic communications for increased yield in advancement and enrollment enrollment

activities.activities.Bob's popular email newsletter, "Your Higher Education MarketingBob's popular email newsletter, "Your Higher Education Marketing Newsletter," is Newsletter," is sent monthly to nearly 4,000 subscribers at 931 colleges and unisent monthly to nearly 4,000 subscribers at 931 colleges and universities in the versities in the United States, Canada, Australia, the UK, Poland, Russia and sevUnited States, Canada, Australia, the UK, Poland, Russia and several other eral other countries. One longcountries. One long--time reader recently described the newsletter as "better than time reader recently described the newsletter as "better than anything produced" for the higher education audience.anything produced" for the higher education audience.Subscribe to “Your Higher Education Marketing Newsletter” with aSubscribe to “Your Higher Education Marketing Newsletter” with an email to n email to [email protected]@bobjohnsonconsulting.comBob works directly with individual clients and together with AslBob works directly with individual clients and together with Aslanian Group, Creative anian Group, Creative Communication Associates, mStoner, and TargetX.Communication Associates, mStoner, and TargetX.Contact Bob at Bob Johnson Consulting, 226 Chauncey Court, MarshContact Bob at Bob Johnson Consulting, 226 Chauncey Court, Marshall, MI 49068 or all, MI 49068 or email him at email him at [email protected]@bobjohnsonconsulting.com

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CASE, PRNewswire’s ProfNet, and

Thomson Peterson’s are proud to present

HigherEd BlogCon 2006: Transforming Academic Communities with

New Tools of the Social Web

April 3-28, 2006 www.higheredblogcon.com

This brand-new, all online event will bring together in a single Web space many of the leading players who are transforming academe

with their use of the new tools of the Social Web.

All presentations will be made available on the event Web site at no charge to participants (with the exception of the live, Web/audio

CASE Online Speaker Series events).

HigherEd BlogCon will focus on the use of blogs, wikis, RSS, podcasts, vblogs, and other digital tools.

Thank you!

PLEASE FAX TO 1.800.472.5138 or +1.715.833.5476

insert this end first when faxing

Name (optional):

Council for Advancement and Support of Education

PLEASE KEEP WRITTEN COMMENTS WITHIN BOX

What was your overall impression of the event and the virtual seminar format? Any additional comments?

What other topics would you like to see covered in a web-based program such as this? (Please be specific)

11226

9. Did the web component add to the value of the virtual seminar?..........................................................

8. Would you participate in another virtual seminar?......................................................................................

NOYES

Presenter: Robert E. Johnson, Ph.D.

4. Ease of registration................................................................................................................

3. Audio quality...........................................................................................................................

2. Content...................................................................................................................................

1. Overall rating........................................................................................................................

POORFAIRGOODVERY

GOODEXCELLENT

If you prefer to submit your evaluation online, please go to: http://eval.krm.com/eval.asp?id=11226

February 16, 2006

Writing for the Web

7. Ability to respond appropriately to participants.........................................................

6. Presentation skills (e.g., voice clarity, pacing, etc. )......................................................

5. Knowledge of subject matter / topic.............................................................................

Documents

Writing for the WebDo the same with alumni and other audiences Bob Johnson Consulting, LLC 2020 Don’t write about features… “I have a client in education, a university known