Download - Writing For The Web
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Stop what you’re doing
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In 11 words or lessdescribe your job
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I’ll give you five minutes
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Okay....we’re back!
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Who can get it downto 7 words?
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Is Tom crazy?
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Not your Father’s Web
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microcontent
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content reuse
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audience != passive
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conversations
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words w/o context
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this wouldn’t be quite so bad except....
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we’re talking about business here....
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people do business with people they
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1. know
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1. know2. like
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1. know2. like3. trust
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(usually in that order)
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1. know2. like3. trust
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so there is a gap between
stranger cha-ching
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the most profitable wayto leap the gap.....
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is with words
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not just any old words
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the right words
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the right wordsdelivered to the right people
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the right wordsdelivered to the right peopleat the right time
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the right wordsdelivered to the right peopleat the right timein the right way
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That’s what I’m gonna teach you
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In 11 words or lessdescribe your company
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I’ll give you five minutes
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Okay....we’re back!
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Who can get it downto 7 words?
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So....who is Tom Myer?
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I’m a copywriter and communications consultant.
I help companies grow.
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I turn words into money.
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iHrrrl
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Tell us how you do it!
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TFFLR
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Target
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TargetFocus
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TargetFocusFuriously
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TargetFocusFuriouslyLeave
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TargetFocusFuriouslyLeaveRevise
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Target
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Targetwho are you writing for?
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Targetwho are you writing for?what do they care about?
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Targetwho are you writing for?what do they care about?
what keeps them up at night?
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Targetwho are you writing for?what do they care about?
what keeps them up at night?what problems are they facing?
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Targetwho are you writing for?what do they care about?
what keeps them up at night?what problems are they facing?
what can you tell them?
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Focus
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Focusimmerse yourself
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Focusimmerse yourself
research
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Focusimmerse yourself
researchinterviews
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Focusimmerse yourself
researchinterviews
read, read, read
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Focusimmerse yourself
researchinterviews
read, read, readfigure out all the hot buttons
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Furiously
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Furiously
kick the editor out
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Furiously
kick the editor outwrite fast and furious
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Furiously
kick the editor outwrite fast and furiousdon’t hide your light
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Furiously
kick the editor outwrite fast and furiousdon’t hide your light
be the real you!
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Leave
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Leavelet the draft rest
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Leavelet the draft rest
walk away for a few hours
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Leavelet the draft rest
walk away for a few hoursor a day
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Leavelet the draft rest
walk away for a few hoursor a day
or a week
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Leavelet the draft rest
walk away for a few hoursor a day
or a weekget refreshed
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Revise
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Reviseinvite that cranky, hypercritical
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Reviseinvite that cranky, hypercritical
editor back into the room
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Reviseinvite that cranky, hypercritical
editor back into the room
go through and cut out
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Reviseinvite that cranky, hypercritical
editor back into the room
go through and cut outanything that doesn’t make
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Reviseinvite that cranky, hypercritical
editor back into the room
go through and cut outanything that doesn’t make
sense to the audience
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Inverted Pyramid Style
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How informative can your first sentence be?
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How informative can your headline be?
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Who
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WhoWhat
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WhoWhatWhen
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WhoWhatWhenWhere
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WhoWhatWhenWhereWhy
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WhoWhatWhenWhereWhyHow
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I'm being followed, so I can only talk for a minute. In this telephone call, I will reveal the location of a suitcase full of money. I will then explain who gave it to you, and why. This telephone call will then go on to describe how to defuse the booby trap without attracting unwanted attention from the dozens of armed mercenaries who are out to kill you at this very minute. After you have finished listening to this telephone call, you will be wealthy, healthy, and safe, thanks to the important information that this telephone call has communicated. Uh-oh... I gotta go.
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Exercise: Analysis
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Exercise: Rewrite
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Chunking
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sounds gross, right?
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chunking is a method ofpresenting information
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it’s all about splitting conceptsinto “chunks” to
speed comprehension
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bullets
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bulletssubheads
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bulletssubheadsone idea per sentence
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bulletssubheadsone idea per sentenceshort sentences
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bulletssubheadsone idea per sentenceshort sentencesshort paragraphs
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bulletssubheadsone idea per sentenceshort sentencesshort paragraphsbolding/highlighting
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bulletssubheadsone idea per sentenceshort sentencesshort paragraphsbolding/highlightingillustrative graphics
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bulletssubheadsone idea per sentenceshort sentencesshort paragraphsbolding/highlightingillustrative graphicsdata tables
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white space too!
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use half the words!
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people don’t read on the webjakob nielsen, 1997
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Exercise: Chunking
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Headlines
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50/50 Rule
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80/20 Rule
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be USEFUL to the reader
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be USEFUL to the readerprovide a sense of URGENCY
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be USEFUL to the readerprovide a sense of URGENCYconvey a UNIQUE benefit
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be USEFUL to the readerprovide a sense of URGENCYconvey a UNIQUE benefitbe ULTRA-SPECIFIC
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Direct Headlines
Pure Silk Blouses - 30% OffDownload our Free E-book
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Indirect Headlines
Fresh Bait Works BestEases Gas Pain
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News Headlines
Introducing Product 2.0My Exclusive Interview with X
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How-To Headlines
How to improve your salesHow to conquer fear of x
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Question Headlines
Do you outsource work to India?Who else wants to get rich?
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Command Headlines
Outsource your work to IndiaSubscribe to tdog.blog today!
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Reason-Why Headlines
138 reasons why Apple rocks8 ways to improve your blog
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Testimonial Headlines
“I think Tom is the best writer ever,”admits Angelina Jolie
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Exercise: Headlines
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Lead Paragraphs
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What’s the point?
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Make them read the next paragraph!
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Ask a question
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Open with an anecdote or quote
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Paint a picture
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Use analogy or metaphor
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Use shocking statistic
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Conclusion
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TFFLR
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people don’t read on the webjakob nielsen, 1997
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microcontent