Más contenido relacionado Similar a Redish stc summit 2013 (20) Redish stc summit 20131. Janice (Ginny) Redish
Redish & Associates, Inc.
Bethesda, MD USA
www.redish.net
@GinnyRedish
Purposes, Personas, Conversations
– Practical techniques for everything you create
2. 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
3. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 3
How do we achieve our purposes?
Flickr cc photo by Polandeze
Everything
we write
is part of
a conversation.
4. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 4
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.
5. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 5
Everything we write is for other people
6. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 6
What do we have to know about those people?
Quesenbery and Brooks,
Storytelling for User Experience,
Rosenfeld Media, 2010
7. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 7
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
8. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 8
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.
11. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 11
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
12. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 12
plan
organize
write
evaluate
Flickr cc photo by Polandeze
"Purposes, personas, conversations"
helps you
13. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 13
plan
organize
write
evaluate
"Purposes, personas, conversations"
helps you
14. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 14
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
15. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 15
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
16. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 16
Content must be
planned
coordinated
reviewed
managed
and maintained
removed
Content strategy = Governance
all with cross-group
collaboration
Break down those silos!
17. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 17
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
18. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 18
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
19. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 19
Plan at every level
Why? (Purposes)
Who? (Personas)
What? (Conversations)
20. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 20
Aligned with business goals and content strategy
Measurable
Specific
Focused on your customers
Why? Purposes
$$$
$$ $
21. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 21
Be specific
http://www.
manageyourwriting.com/
Kenneth W. Davis
22. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 22
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
23. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 23
24. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 24
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.
25. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 25
What? Conversations
26. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 26
How I might revise Make an Appointment
28. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 28
"Purposes, personas, conversations"
helps you
plan
organize
write
evaluate
Don't hog the conversation.
Take turns.
29. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 29
Hear your reader
as you write.
What's a
SIM card?
It's not all here.
What do I do?
30. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 30
Cut to the essential message
– and put it first
2011
31. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 31
2013
32. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 32
33. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 33
"Bite, snack, meal"
from Leslie O'Flahavan,
www.ewriteonline.com.
Bite
Snack
Meal
36. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 36
Break up text with parallel, useful headings
www.gov.uk
37. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 37
www.ebags.com
Hear the conversation as you design and write
I like that bag,
but I wonder
38. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 38
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
39. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 39
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
40. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 40
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
41. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 41
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
42. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 42
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
43. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 43
Content = Conversation
helps you
plan
organize
write
evaluate
44. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 44
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
45. Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 45
Thank you! More questions?
Write to me:
ginny@redish.net
Morgan Kaufmann / Elsevier
2nd edition, 2012
@GinnyRedish
Ginny Redish
Ginny Redish
www.redish.net