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Writing for people: SEO-optimized copy
- 1. Writing for people by Robby Grossman Monday, April 18, 2011
- 2. Good Copy Is • Informative • Actionable • Intuitive • Succinct Monday, April 18, 2011
- 3. Bad Copy Is • Anything else. Monday, April 18, 2011
- 4. Copy Matters. Proof by Case Study: PaperPhobic Monday, April 18, 2011
- 5. Increasing Signups “Sign Up” Monday, April 18, 2011
- 6. Increasing Signups “Sign Up” “Get Started for Free” Monday, April 18, 2011
- 7. Increasing Signups “Sign Up” “Get Started for Free” Result: Conversion Up 60%. Monday, April 18, 2011
- 8. Increasing Paid Accounts “Checkout” Monday, April 18, 2011
- 9. Increasing Paid Accounts “Checkout” “Choose Executive Account” Monday, April 18, 2011
- 10. Increasing Paid Accounts “Checkout” “Choose Executive Account” Result: Conversion Up 80%. Monday, April 18, 2011
- 11. Lessons • Know your goal. • Be precise (don’t “default”). • Think like your reader. Monday, April 18, 2011
- 12. Most companies write terrible copy. Monday, April 18, 2011
- 13. Microsoft “AppFabric is an open source SDK that helps Ruby programs communicate with the Windows Azure AppFabric service bus and access control using plain HTTP.” http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx Monday, April 18, 2011
- 14. Microsoft “AppFabric is an open source SDK that helps Ruby programs communicate with the Windows Azure AppFabric service bus and access control using plain HTTP.” AppFabric lets you run Ruby programs on Windows. http://www.interoperabilitybridges.com/projects/azure-ruby-sdk-for-net-services.aspx Monday, April 18, 2011
- 15. SAP “Maximize the effectiveness of every customer interaction and drive process efficiency at the same time.” http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx Monday, April 18, 2011
- 16. SAP “Maximize the effectiveness of every customer interaction and drive process efficiency at the same time.” Make the most of your relationships. http://www1.sap.com/index.epx#/solutions/business-process/customer-relationship-management.epx Monday, April 18, 2011
- 17. Oracle “Oracle is the leader in Enterprise Performance Management (EPM), unifying Performance Management and Business Inte&igence (BI), supporting a broad range of strategic, financial and operational management processes.” http://www.oracle.com/us/solutions/ent-performance-bi/index.html Monday, April 18, 2011
- 18. Oracle “Oracle is the leader in Enterprise Performance Management (EPM), unifying Performance Management and Business Inte&igence (BI), supporting a broad range of strategic, financial and operational management processes.” Oracle is the leader in enterprise software. http://www.oracle.com/us/solutions/ent-performance-bi/index.html Monday, April 18, 2011
- 19. Picture the Person You’re Talking To. Monday, April 18, 2011
- 20. Lessons from Other Contexts Monday, April 18, 2011
- 21. Be Concise. http://www.badlanguage.net/two-examples-of-bad-copy Monday, April 18, 2011
- 22. Reduce Cognitive Load. http://www.natashascorner.com/2009/02/25/dont-make-me-read-while-driving/ Monday, April 18, 2011
- 23. Eliminate Noise. http://www.natashascorner.com/2009/02/05/better-hurry/ Monday, April 18, 2011
- 24. Give Time to React. http://thedailywtf.com/Articles/Act-Fast!.aspx Monday, April 18, 2011
- 25. You Get to Make One Impression Monday, April 18, 2011
- 26. Don’t Let It Be In My Next Presentation. Monday, April 18, 2011
- 27. Fin. Slides available at http://rob.by/2011/writing-for-people-part-2 Monday, April 18, 2011