Redish stc summit 2013

Janice (Ginny) Redish Redish & Associates, Inc. Bethesda, MD USA www.redish.net @GinnyRedish

Purposes, Personas, Conversations – Practical techniques for everything you create

Redish & Associates, Inc.

© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 2

Everything you write serves a purpose

When you write this What do you want to happen? A proposal for funding Instructions for installing an app

Online help for a task

An email to your boss asking to go to the STC Summit

A web page about using ladders safely



How do we achieve our purposes?

Flickr cc photo by Polandeze

Everything we write is part of a conversation.



conversation is the contribution

of professional technical communicators

Asynchronous

Issuance of a TOP command results in a line zero condition.

To go to the beginning of your file, type TOP and press Enter.



Everything we write is for other people



What do we have to know about those people?

Quesenbery and Brooks, Storytelling for User Experience, Rosenfeld Media, 2010



For most of what we write, the other person starts the conversation

You start the conversation

Flickr cc photo by Bradleyolin

He starts the conversation



Jenna enjoying red wine at a friend's house.

Next moment after this picture – Oops!

Thanks to Caroline Jarrett for finding the example for me.



Removing Red Wine Stains Vanish Oxi Action Powder removes wine stains easily. Important: Follow the package directions. Do not use on wool, silk, or leather. Do not use on wood, metals, or other finished or coated surfaces. Instructions 1.  Dissolve 1 scoop of Vanish Oxi Action Powder

in 4 litres of warm water. (warm = max. 40o) 2.  Soak the stained item.

•  Colored item – soak max. 1 hour •  White item – soak max. 6 hours

3.  Wash as usual, adding 1 scoop of Vanish to the wash.

How I might revise the Vanish Oxi content



  plan   organize   write   evaluate

Flickr cc photo by Polandeze

"Purposes, personas, conversations" helps you



  plan   organize   write   evaluate




Content strategy = thinking strategically about your content

Aligning content with business goals (Ahava Leibtag)

A repeatable system that manages content throughout the content lifecycle (Rahel Bailie)

Develop and follow a content strategy

Halvorson and Rach, 2012

McGrane, 2012

Bailie and Urbina, 2012

Wachter-Boettcher, 2012



Content is everything you say in all the ways you touch people

  text   illustrations   charts   graphs   tables   forms

  videos   podcasts   blogs   emails   social media   paper mailings

  and more



Content must be   planned   coordinated   reviewed   managed and maintained   removed

Content strategy = Governance

all with cross-group collaboration

Break down those silos!



Content strategy = Resources

  People   Who will write? edit?

illustrate? produce?   What skills do

these people need?

  Technology   What systems

and templates will you use?   How will people be trained?

Flickr cc photo by Rowens27



Content strategy = Messages and more

Messages

Tones

Styles

Right content in the right amount to the right person at the right time in the right medium

Media

Voice



Plan at every level

  Why? (Purposes)

  Who? (Personas)

  What? (Conversations)



  Aligned with business goals and content strategy   Measurable   Specific   Focused on your customers

Why? Purposes

$ $ $

$ $ $



Be specific

http://www. manageyourwriting.com/

Kenneth W. Davis



Focus on what you want people to do because you wrote this content

to sell lots of shoes

people to buy the shoes we sell to tell people how to get their driver's license

people to get their driver's license successfully without frustration and without calling with questions

We want





Who? Personas

  Who they are

  Adjectives and phrases to describe   Abilities   Aptitudes   Attitudes

Even assumptive personas can help you focus on the people your copy is for.



What? Conversations



How I might revise Make an Appointment

http://www.uwmedicine.org/ Patient-Care/Our-Services/ Pages/Make-An-Appointment.aspx




  plan

  organize   write   evaluate

Don't hog the conversation. Take turns.



Hear your reader as you write.

What's a SIM card?

It's not all here. What do I do?



Cut to the essential message – and put it first

2011



2013





"Bite, snack, meal" from Leslie O'Flahavan, www.ewriteonline.com.

Bite

Snack

Meal



Break up text with parallel, useful headings

www.gov.uk



www.ebags.com

Hear the conversation as you design and write

I 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



Think "conversation" even from sentence to sentence

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

To fumigate yams, [that person] must use this procedure:

  To do x,   If x,   Do x before   After you do x, .

new

context = given, known

then



Talk to (and with) your customers

In the presentation, this slide had a visual with two versions of the lead-in to a form:

  a noun-based description, followed by a call to action

  a conversational phrase as if the site visitor were speaking

The conversational phrase generated many more leads and sales.

https://whichtestwon.com/archives/19429 with permission to show but not to distribute



Give your customers a voice

In the presentation, this slide had a visual with two versions of a call-to-action button. One button used "my." The other used "your."

"My" generated many more clicks.

https://whichtestwon.com/archives/20134 with permission to show but not to distribute



Let go of the words – but, sometimes, add words the conversation needs

www.virb.com Example from Josh Porter http://bokardo.com

Jarrett and Gaffney, 2008



Content = Conversation helps you

  plan   organize   write

  evaluate



Walk your personas through their conversations   Do usability testing!

  Even before that: "channel" your personas as they bring their conversations to your content.

Barnum, 2010



Thank you! More questions? Write to me: [email protected]

Morgan Kaufmann / Elsevier 2nd edition, 2012

@GinnyRedish

Ginny Redish

Ginny Redish www.redish.net

Education

Redish stc summit 2013