writing for humans: 10 tips to defeat robot overlords of copy
TRANSCRIPT
Writing For Humans: 10 Tips to Defeat Robot
Overlords of Copy
9/22/16 1pm Eastern
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Before we get started »
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Our guest presenter »
Sheena Greer @colludos
Writer & Strategist, Colludo (Latin for “play together”)
Over a decade experience helping nonprofits learn, reflect, create and connect
Copywriting and fundraising strategy: newsletters, blog annual reports, appeals
There wasn't actually any war at all.Everyone just hung out, drank bluespace milk, and sat around looking attwo suns. It was pleasant. Nice even.Like white wonder bread, the world wasneither spectacular or horrible. It justwas. And so everyone schlepped on likebowls of tapioca pudding that happenedto be graced with skin and eyes (thoughno one ever questioned why), hohumming their way through space as ifnothing actually mattered, and they kindof liked it that way.
“The world will not be destroyed by those who do evil, but by those who watch them without doing anything.”
-Albert Einstein(who looks particularly bored in this photo)
Long-winded, ego-driven, jargon-filled brain diarrhea filled with cold-fish salespeak that is predictable yet nonsensical because it tries to make too many points and yet somehow manages to make no point at all.
Long-winded, ego-driven, jargon-filled brain diarrhea filled with cold-fish salespeak that is predictable yet nonsensical because it tries to make too many points and yet somehow manages to make no point at all.
Long-winded, ego-driven, jargon-filled brain diarrhea filled with cold-fish salespeak that is predictable yet nonsensical because it tries to make too many points and yet somehow manages to make no point at all.
Long-winded, ego-driven, jargon-filled brain diarrhea filled with cold-fish salespeak that is predictable yet nonsensical because it tries to make too many points and yet somehow manages to make no point at all.SO WHAT!?!??!??!
A mind-numbingnote from our boring leader.
GIVE US UR MONIES.
And now for some numbers that makeno sense.
The long list ofbullet pointsyou should definitely memorize.
Here are some particularly concerning statistics.
Just look at how awesome we are at doing stuff.
Meaningful caption not currently available.
• Who is reading?• Why are they reading?• What do you want them to do?• How will they react to the
content?
• Jeanie, retired, 75• Annual gifts, $250-500• Widowed, kids, grandkids• Doesn’t trust technology• Loves cats, tea, Alex Trebek
• 3D Robot Monster, 392• Is ¾ machine• Only emotion is rage• Programmed to enjoy
stealing women from beach picnics, Alex Trebek
Dear child,
We appreciate you and your continued efforts towards excellence.
Respectfully,Management of the Miller Family.
To my glorious last born and only daughter,
My heart sings and swells with pride when I reminisce on the many ways in which your stupendous talents overwhelm your mother and I with wondrous joy!
Sheen Beans,
I love you and I’m your number one fan. Your mom and I are so proud of you!
Love ya,Dad
Sheen Beans,
I love you and I’m your number one fan. Your mom and I are so proud of you!
Love ya,Dad
Personalized
Authentic
From one person to another
Dear Joan,
You helped me beat cancer in just 15 days. And it’s all because you made a donation to ABC Hospital. Thank you!
Yours in good health,Nancy
Homework•Watch your favourite stand up comedian. Take notes on how they use observation and empathy.
It has come to the attention of management that an excess in ultra contemporary diminutive humanoid garments for lower body extremities has unfortunately resulted in increased pressure to downsize due to inadequate performance.
Homework•Go through your latest piece and try rewriting every statistic to create a story about one person.
• Color is better than black and white. • Eye contact.• One person is better than many
people.• People work better than things.• Stock photography seldom works.• Probably don’t draw a space helmet
in MS Paint.
“I don’t like that.”“I don’t think our donors would like that.”
“It’s too emotional.”
“It needs more facts.”“It’s too different.”
“My opinion matters.”
“I don’t like that.”“I don’t think our donors would like that.”
“It’s too emotional.”
“It needs more facts.”“It’s too different.”
“My opinion matters.”
NOPE
Jeff Brooksin a space helmet
Tom Ahern with weird brain tentacles
Mary Cahalanewho has a laser in her space crown
Gail Perry in badass teleportation armor
… and so many more …
A mind-numbingnote from our boring leader.
GIVE US UR MONIES.
And now for some numbers that makeno sense.
The long list ofbullet pointsyou should definitely memorize.
Here are some particularly concerning statistics.
Just look at how awesome we are at doing stuff.
Meaningful caption not currently available.
Too often, our typical content is boring(and weird)
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Asking as an Intentional Conversation: A Better Way to Get What You Want
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