NICE + TIDY FOR THE INTERWEBS… I'M SERIOUS

HOW TO WRITE GOOD

@visakanv

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s informal and friendly, but not too

familiar. You want to avoid being stilted or too formal, but

you don’t want to risk sounding falsely jovial or

patronizing. Remember that users are likely to read the

text in your UI many times, and what might seem clever at

first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant or unnecessary words. When your UI text is

short and direct, users can absorb it quickly and easily.

Identify the most important information, express it

concisely, and display it prominently so that people don’t

have to read too many words to find what they’re looking

for or to figure out what to do next."

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s informal and friendly, but not too

familiar. You want to avoid being stilted or too formal, but

you don’t want to risk sounding falsely jovial or

patronizing. Remember that users are likely to read the

text in your UI many times, and what might seem clever at

first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant or unnecessary words. When your UI text is

short and direct, users can absorb it quickly and easily.

Identify the most important information, express it

concisely, and display it prominently so that people don’t

have to read too many words to find what they’re looking

for or to figure out what to do next."

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s informal and friendly, but not too

familiar. You want to avoid being stilted or too formal, but

you don’t want to risk sounding falsely jovial or

patronizing. Remember that users are likely to read the

text in your UI many times, and what might seem clever at

first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant or unnecessary words. When your UI text is

short and direct, users can absorb it quickly and easily.

Identify the most important information, express it

concisely, and display it prominently so that people don’t

have to read too many words to find what they’re looking

for or to figure out what to do next."

Good advice… what if you applied it to itself?

ayyyyy.caramba.so manyredundant words

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s informal and friendly, but not too

familiar. You want to avoid being stilted or too formal, but

you don’t want to risk sounding falsely jovial or

patronizing. Remember that users are likely to read the

text in your UI many times, and what might seem clever at

first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant or unnecessary words. When your UI text is

short and direct, users can absorb it quickly and easily.

Identify the most important information, express it

concisely, and display it prominently so that people don’t

have to read too many words to find what they’re looking

for or to figure out what to do next."

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s informal and friendly, but not too

familiar. You want to avoid being stilted or too formal, but

you don’t want to risk sounding falsely jovial or

patronizing. Remember that users are likely to read the

text in your UI many times, and what might seem clever at

first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant or unnecessary words. When your UI text is

short and direct, users can absorb it quickly and easily.

Identify the most important information, express it

concisely, and display it prominently so that people don’t

have to read too many words to find what they’re looking

for or to figure out what to do next."

let's kill some.

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s friendly, but not too familiar. You want to

avoid being too formal, but you don’t want to risk

sounding fake or patronizing. Remember that users are

likely to read the text in your UI many times, and what

might seem clever at first can become irritating when

repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

that's better.

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s friendly, but not too familiar. You want to

avoid being too formal, but you don’t want to risk

sounding fake or patronizing. Remember that users are

likely to read the text in your UI many times, and what

might seem clever at first can become irritating when

repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

so many commas…let's kill some too!

Talk To Your User Like You're A Newspaper Editor

Use a tone that’s friendly, but not too familiar. You want to

avoid being too formal, but you don’t want to risk

sounding fake or patronizing. Remember that users are

likely to read the text in your UI many times, and what

might seem clever at first can become irritating when

repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

so many commas…let's kill some too!

also, repeated point

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember that users are

likely to read the text in your UI many times, and what

might seem clever at first can become irritating when

repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

ahh.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember that users are

likely to read the text in your UI many times, and what

might seem clever at first can become irritating when

repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

minor gripe: "are likely to" is such an 'ugly' phrase…

(by ugly I mean it brings up complexity that is irrelevant to the point being made.)

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember that users will

read the text in your UI many times, and what might seem

clever at first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember that users will

read the text in your UI many times, and what might seem

clever at first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

many times… when repeated

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

better.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. When your UI text is direct, users can

absorb it quickly. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

Unnecessary complexity alert!

1: When you X, users can Y.

2: Do X, so that people don't have to not-Y.

Two things saying the same thing, differently.

Let's kill one.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

Better.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. Identify the most important information,

express it concisely, and display it prominently so that

people don’t have to read too many words to find what

they’re looking for.

"Don't have to X to do Y..."

Ew, negatives suck. Flip it.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. Identify the most important information,

express it concisely, and display it prominently so that

people can quickly find what they need.

sweet.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. Identify the most important information,

express it concisely, and display it prominently so that

people can quickly find what they need.

Always make it personal.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. Identify the most important information,

express it concisely, and display it prominently so that

your users can quickly find what they need.

nice.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

"Think like a newspaper editor, and watch out for

redundant words. Identify the most important information,

express it concisely, and display it prominently so that

your users can quickly find what they need.

could we put some blood and guts into this?

excellent.

(maybe we could do a featured image with a butcher-editor)

Talk To Your User Like You're A Newspaper Editor

“Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

Be merciless with words, like a newspaper editor. Identify

the most important information, express it concisely, and

display it prominently so that your users can quickly find

what they need.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

Be merciless with words, like a newspaper editor. Identify

the most important information, express it concisely, and

display it prominently so that your users can quickly find

what they need.

can we compress it?

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

Be merciless with words, like a newspaper editor. Identify

critical information, express it concisely, and display it

prominently so that your users can quickly find what they

need.

yes we can!

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

Be merciless with words, like a newspaper editor. Identify

critical information, express it concisely, and display it

prominently so that your users can quickly find what they

need.

ahhh.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what seems

clever at first can be irritating when read for the

umpteenth time.

Be merciless with words, like a newspaper editor. Identify

critical information, express it concisely, and display it

prominently so that your users can quickly find what they

need.

BOLD THE DIRECTIVESit makes things morescan-friendly

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing. Remember, what

seems clever at first can be irritating when read for the

umpteenth time.

Be merciless with words like a newspaper editor.

Identify critical information, express it concisely, and

display it prominently so that your readers can quickly find

what they need.

you see?let's try some spacing

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing.

Remember, what seems clever at first can be irritating

when read for the umpteenth time.

Be merciless with words like a newspaper editor.

Identify critical information, express it concisely, and

display it prominently so that your readers can quickly find

what they need.I ship it.

And now for the coup de grâce...

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing.

Remember, what seems clever at first can be irritating

when read for the umpteenth time.

Be merciless with words like a newspaper editor.

Identify critical information, express it concisely, and

display it prominently so that your readers can quickly find

what they need.

A LIST

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing.

Remember, what seems clever at first can be irritating

when read for the umpteenth time.

Be merciless with words like a newspaper editor.

1. Identify critical information

2. Express it concisely

3. Display it prominently

… so that your readers can quickly find what they need.

boom.

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing.

Remember, what seems clever at first can be irritating

when read for the umpteenth time.

Be merciless with words like a newspaper editor.

1. Identify critical information

2. Express it concisely

3. Display it prominently

… so that your readers can quickly find what they need.

Let's see how far we've come

Talk To Your User Like You're A Newspaper Editor

Be friendly but not patronizing.

Remember, what seems clever at first can be irritating

when read for the umpteenth time.

Be merciless with words, like a newspaper editor.

1. Identify critical information

2. Express it concisely

3. Display it prominently

… so that your readers can quickly find what they need.

Talk To Your User Like You're A Newspaper Editor

“Use a tone that’s informal and friendly, but not too

familiar. You want to avoid being stilted or too formal, but

you don’t want to risk sounding falsely jovial or

patronizing. Remember that users are likely to read the

text in your UI many times, and what might seem clever at

first can become irritating when repeated.

"Think like a newspaper editor, and watch out for

redundant or unnecessary words. When your UI text is

short and direct, users can absorb it quickly and easily.

Identify the most important information, express it

concisely, and display it prominently so that people don’t

have to read too many words to find what they’re looking

for or to figure out what to do next."

feel the difference?

Recap:

- kill redundant words- kill commas & long sentences- kill repeated points- kill unnecessarily complex phrases- kill negatives- kill anything non-essential, really

Recap

- Identify and bold the primary directive(s)- Do This -> Achieve That

- Kill The Dragon To Get The Treasure- Journey To The West To Acquire Sutras- Install ReferralCandy To Acquire More Customers

- Multi-step process? Make it a list- Multiple items in a set? Make it a list

But wait, there's more…

- All of this is just straightforward editing within a preselected context.

- Choosing the right context to begin with is the bigger challenge.

- ...- ...I'll write about that another time.