you are what you write
TRANSCRIPT
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Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
You Are What You Write May 27, 2010
How do you set yourself apart in a very busy world?
Feature vs. Benefit Community Transport Corporation today announced that it will build a new $24 million bridge at Lake of the Ozarks. Problem? Feature? Benefit? INITIAL BENEFIT STATEMENT:“X” (who), who has struggled with “Y” (problem) will now be able to “Z” (benefit) thanks to “A” (what) being done by “B” (whom)
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Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
FOCUS BEFORE you write
• Organize your thoughts. What’s the reason for your communication?
• Use of your organization’s name • What’s the problem? OR WIIFM? Why should they care?
• Pay attention to ORDER of importance • How do you handle lengthy names? • What do you want the reader to do after reading the message?
SIMPLIFY AS you write
• Make your text scan-‐able. • Use the active voice. • Get to the point. • Be clear and concise • Make good use of headlines and sub headlines -‐ Will you get their attention in 2 seconds?
• Pay attention to your first paragraph Will they be compelled to action in 2 minutes?
• Structure -‐ Use of white space, bullets, graphics
• Simple and consistent branding.
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Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
CLARIFY AFTER you write
• Do a spell check, grammar check, and readability check.
• Wait a day before sending your message.
• Analyze the way the message looks. • Ask someone else to take a look. • Read it out loud. • Tell the reader what to do next. • Be prepared to rewrite.
“We don’t see things as they are; most times, we see things as WE are."
Take-aways from today:
• Think like your reader when creating materials. What is the benefit to them? • Practice: FOCUS, SIMPLIFY, CLARIFY • Use Readability Statistics for 2 weeks. • Remember: your writing is a reflection of your organization’s brand.