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We web writers like talking about bulleted lists. And keeping things short. And cake.
But for whatever reason, we don’t talk much about source content. We should. Because no matter how short our paragraphs, or how bulleted our lists, or how cake-filled our mouths, if we don’t start with good source content, we’re screwed.
Back up. Why’s source content so important?
Source content is to web content as marble is to the Venus de Milo. Or, more deliciously, as batter is to cake (mmm, cake). It’s the material you shape into your final product. If you want to create worthwhile content, you need to start with worthwhile source content.
What is “worthwhile” source content, exactly?
Source content comes in many forms—from your client’s current web content to print brochures to testimonials. Worthwhile source content gives you accurate facts and ideas relevant to your client and their users. Now, that’s not to say it doesn’t also contain outdated facts and irrelevant ideas. It probably does. That’s why you’re there—to separate the wheat from the chaff.
For example, if your client’s current print brochure says they work with Adobe, Apple, and Hall and Oates, that’s a fact. Arguably, a notable and powerful one. If your client’s current print brochure says they “work with many premier clients” that’s not really a fact. And it’s not a very powerful statement. Wheat. Chaff. See the difference?
Now, I know what you’re thinking …
But what if your client’s source content is all chaff? In that case, you’re going to have to do some digging. In other words, you’re going to have to ask for more source content. Or …
Interview ‘em!
Okay, so. You asked the client for more source content. Turns out, they don’t have any. Now it’s time to dust off the ol’ notepad, hop in your Dodge Stratus, and conduct interviews!
That’s right. You’re gonna have to put on your reporter hat. Before you do, read up on how to do so effectively and efficiently:
1. Exhaust your resources.
The great thing about being a web writer these days? We have a handy tool called the Internet. Not like when our great-grandmothers were web writers. Back then, web writers didn’t HAVE the Internet.
Not funny? Let’s move on. My point is, the Internet obviously contains a lot of information. So, if you have holes in your source content, it can pay to do a quick Google search or two before approaching subject matter experts. If you get information from third-party sources, be sure to verify it with the client.
2. Prepare yourself.
Don’t go in to interview clients without a basic idea of what you’re looking for. If you’re working with a content strategy, refer to that.
If you’re not working with a content strategy, make a list of common questions users will likely ask when they come to a website that the source content didn’t answer. Such as, “How do I contact the company?” Or, “What, exactly, does this company do?” Write these questions down.
Then, when you interview stakeholders and subject matter experts, you can be very specific about what information you need from them. By being prepared, you save yourself and your client time. And you increase the likelihood you’ll get exactly the source content you need.
3. If you can’t say something nice, don’t say anything at all.
Source content is a sensitive area for a lot of clients. Because, at some point—maybe even now—it wasn’t just their source content. It was their content. Their home page. Their brochure. They approved it. Maybe (though they might not cop to it) they even wrote it.
So, instead of saying, “Holy corn fritters your content’s horrendous!” say, “I’m SO thrilled to work with you. We’re gonna make your website super awesome.” When you show clients you’re on their side, they’ll open up. They’ll trust you. Which means they’ll be in a better position to answer your questions. And they are more likely to clearly, fairly judge your work once you start writing.
4. Don’t be afraid to ask dumb questions.
My kindergarten teacher used to say, “There’s no such thing as a dumb question.” What a liar!
But as a web writer—and, OK, just as a regular human—I ask dumb questions all the time. Questions like, “So, what do your customers do with your toasters after they buy them?” Or, “What do you mean by ‘good,’ exactly?”
Dumb questions can get you really far for two big reasons. First, dumb questions loosen clients up. They’re so blown away by your sheer stupidity, they forget to be self-conscious. Instead of saying, “We’re an experienced team of technologists,” they say, “We fix computers. We’re computer fixers. You do know what a computer is, right?” They break things down in plain, direct, unmistakable terms—the same thing you’re trying to do for users.
Dumb questions also shake things up. They make people really think. By doing this, they open up all kinds of potential avenues. “Hey, do we need an FAQ section?” And, “Why exactly do we have fourteen paragraphs about our CEO on the About Us page?”
You ask dumb questions. They start asking dumb questions. The content gods smile.
And there you have it, chief. You’re now a source content rock star. Please, use your skills for good. And to score free cake for yourself and your loved ones (hint: me).
Posted in Content Strategy, Editorial Strategy, Uncategorized, Web Content, Web Writing
Ever send a super clever, funny, smart email, and then re-read it and realize you sound like a jerk? Or bat-dip crazy? Or full of yourself?
It’s not your fault! It’s email’s fault.
WHY IT’S EMAIL’S FAULT
Email is a tricky medium, because:
1. It’s crude.
In person, you convey information through:
1. Words
2. Vocal intonations
3. Facial expressions
4. Body language
5. Visual aids (e.g., PowerPoint slides)
6. Vibes (according to hippies)
Over email you convey info through:
1. Words
Communicating through email is like painting with one big, fat brush. Rendering subtleties—such as sarcasm and self-deprecation—is a tough, messy, and often impossible task.
2. It’s easy.
Sending a birthday card is a full-blown process. You go to the store. Rifle through a bunch of cards. Buy one. Think out what you want to write. Grab a pen. Find a flat surface. Then, finally, put pen to paper.
Email’s free. And easy—just type and hit send. Because it carries no cost and requires little thought, people often don’t put much care into their emails. It shows.
THREE TIPS FOR GREATER EMAIL SUCCESS
Writing clear, courteous emails ain’t rocket science. Just stick with these three common sense tips:
1. Keep it simple, silly. The fewer—and less fancy—words you use, the less likely you’ll be to confuse (or, worse, offend) your recipient. Avoid sarcasm, irony, metaphor, obscure references—all the fun stuff that gets you in trouble. Need an example? Okay.
Instead of saying:
“Thad, you broke a leg—and two arms! You’ve got the charisma of a young Ronald Reagan.”
Say:
“Thad, you did a really great job.”
See? Not as creative. But less chance of confusing/offending/creeping out the recipient.
2. Listen to your gut.
You know when you read something you’ve just written, and it doesn’t sit quite right? Listen to that feeling. Remember, once you hit “send” you can’t take it back. So what’s the rush? Go grab a pretzel stick from the office kitchen. Take a walk. Whatever. Any excuse to get away from your words for a few minutes.
When you return, you might be surprised by how quickly you pinpoint what’s off. “Gee, maybe I shouldn’t tell the client he reminds me of Larry King … ”
3. Ask, “Why?”
Before sending any email, ask yourself why you’re sending it. Or, better yet, ask what your recipient will get out of it. Will it inform, amuse, or reassure them? If you can’t think of even one little ol’ benefit, you probably don’t need to send it.
Remember, too, email isn’t always the answer. Would your recipient prefer a text message or phone call? Or—gasp!—a face-to-face chat? Why labor over an email to a coworker when you could quick pop over to their desk?
Finally, word to the wise: Sending YouTube videos over five minutes long is just bad form.
Seriously, people. Nothing’s that funny.
HOW TO DEAL WITH EMAIL SNAFUS
So now you know how to stop yourself from writing bad emails. But what if you’ve already sent one? You have two options:
When to say sorry:
Your coworker or boss says in very definite terms, “Wow, you’re a jerk.”
What to say:
“Wow, I’m a real jerk. I meant to be <funny/sarcastic/goofy/whatever> and I totally flubbed up. Please forgive me, yo!”
When to say nothing:
Your aunt or friend seems put off, but doesn’t actually say so.
What to say:
Nothing. Let it blow over. Just make sure you take care with future emails. Chances are, in a few weeks, things will be just fine. What you don’t want to do is cram your foot any deeper into your mouth.
YOU’RE NOW AN EMAIL JEDI MASTER
Feels good, doesn’t it? You want to test your skills right now, don’t you? Well, what are you waiting for? Go!
Posted in Resources, Web Content, Web Writing
Creepy, kooky, and altogether spooky, Brain Traffic paper face masks are specially designed to be worn on your face.
They’re also:
-
100% paper
-
100% for your face
-
Flat
Brain Traffic face masks come in four bone-chilling varieties. For best results, follow directions carefully.
Brain Traffic President Mask
Trick AND treat. Then write a book. On occasion, nap.
- Tweet that you’re going to put a mask on your face.
- Put your mask on your face.
- Tweet that you’ve put a mask on your face.
- Respond to several @ replies about you putting on a mask.
- Go to airport.
Account Manager
Make it a Halloween to remember—at your desk!
- Block out a half hour on your calendar.
- Change your email signature and voicemail message to reflect you’ll be unavailable for said half hour.
- Email a reminder to yourself to change back your email and voicemail.
- Put your mask on your face.
- Recap. What went well? What didn’t? What did you learn about putting a mask on your face?
Content Strategist
See dead people. And, content gaps.
- Check out competitor face masks. Pros? Cons?
- Create a SWOT analysis of your face.
- Collaborate closely with your hands and brain to create a useful, usable mask-putting-on strategy.
- Implement the mask-putting-on tactics outlined in your mask-putting-on strategy.
Web Writer
Be afraid of “click here.” Be very, very afraid.
Get this mask on your face in 5 easy steps:
- Got your mask? Great. Now, take a minute to get familiar with it.
- Ask yourself what could go. “Do I really need two eyeholes?” Or, “Could this nose be shorter?”
- Once you know what can go, cut. Literally. Like, with scissors.
- Proof your mask for errors. Grammar, people.
- All done? Great. Slap that mask on your mug!
Posted in Uncategorized
When used correctly, your style guide can be a helpful tool. When used incorrectly, it can cause confusion and suck up time.
Don’t let your style guide derail your sane train! Bone up on these tried-and-true tips:
1. Don’t put it off. Always have your style guide set before you start writing. A style guide will help you establish, guide and rein in all stakeholder expectations over the course of the project.
Whatever you do, don’t fool yourself into believing you can write now and create your style guide later. You probably won’t. And if you do, rest assured, it’ll be a painful and messy process.
Tip: If you already have a style guide, give it a good once-over. What should change, if anything? What should remain the same? If you’ve found yourself ignoring major sections of the style guide in the past, consider updating it. A tight, clean style guide is a happy style guide!
2. Make sure you “get it” get it. Don’t make assumptions about your style guide. If anything seems wonky, illogical, or even just “off,” clarify it. That goes double if other people are going to be using it, too.
Tip: Everything’s relative. Words especially. Nail down slippery terms by defining what each one means to you. If you’re going for a “conversational” tone, put together a comparison chart:
Conversational is …
More Like
|
Less Like |
| For reals. |
In all seriousness. |
| It’s off the hook. |
It’s extraordinary. |
| Cool it. |
Patience is a virtue. |
| Give a shout. |
Contact customer service. |
3. Bob for phrases. Okay, so, you’ve nailed down the definition of conversational. Great. Now, go a step further. Hunt down real-world examples of conversational copy. Websites, blogs, Twitter feeds—they’re all easily accessible content mines. When you see a turn of phrase you like, copy and paste that baby into a spreadsheet.
In a nutshell, build out the left-hand column of the diagram above.
| Word Bank |
| For reals |
| It’s off the hook. |
| Cool it. |
| Give a shout. |
| Raise the roof. |
| Don’t sweat the small stuff. |
| Sandwich is "wow" spelled incorrectly. |
Tip: The word bank is supposed to serve as inspiration. You should not copy phrases verbatim from your word bank into your content. In other words, don’t plagiarize.
4. Check in. After you’ve revised your style guide, run through it again. Make sure you’re on board before proceeding. This might seem tedious. And time-consuming. That’s because it is. But, it’s the only, only, only way to stay on point.
Tip: When revising a style guide (especially if you’re not the person who created it) give justifications for your changes. This can be a short intro paragraph, or comments in the word document. Or, it could simply be verbal. Whatever you do, though, justify.
5. Honor and obey your style guide. Inevitably, maybe after a few happy years with your style guide, you will see another one. It will appear fancy and wonderful. And you will think, “Hey, no fair! I want a fancy and wonderful style guide.”
You will be tempted to stray. DON’T. Stay the course. Ditching your style guide mid-project, or—dread of all dreads!—near the end of a project, will only lead to heartbreak.
Tip: If you’re working on an ongoing project, and you’re not happy with the style guide, consider revising your style guide for the next major content rollout.
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Posted in Content Strategy, Editorial Strategy, Uncategorized, Web Writing
Fake celebrity Tweeting is web writing. On crack.
Web writers have to adopt appropriate voice and tone while remaining pithy. Fake celebrity Tweeters have to adopt appropriate voice and tone while remaining super pithy—and telling pudding jokes. It’s a hard job.
Here are some of our favorites:
-
“Economy?… TRASH!” @OscarTheeGrouch
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“Even though he looked like a wax figure, Mr. Jackson could do a strange backward jig, the likes of which I’ve never seen. He will be missed!” @HalfPintIngalls
- “Hulk smash!” @incredible_rawr
- “zippity hippity dop! zooba shawow! with the people, and the places, and the ohhh try some jello pudding. it’s such a good snack SHEBOP!” @JelloPudding
- “Hey twitter.” @HeyBrotherBluth
Would YOU like to be a fake celebrity Tweeter? Last we checked, these celebrities weren’t taken:
-
William Howard Taft
-
Jessica Tandy
-
Zach Morris (for real!)
-
Kevin Costner
-
Rudy Huxtable
Posted in Around the Office, Web Content, Web Writing
A few months ago Kristina was asked to write a book about content strategy. Shortly thereafter she took off for a writing retreat in lovely Vermont. She must be busy, because no one has heard from her since!
We did manage to get our hands on an excerpt from chapter one:
All work and no play makes Kristina a dull content strategist
All work and no play makes Kristina a dull content strategist
All work and no play makes Kristina a dull content strategist
All work and no play makes Kristina a dull content strategist
Watch your back, Hemingway!
You can pre-order Kristina’s book now. Can’t wait? You can buy her webinar today.
Posted in Brain Traffic, Content Strategy, Web Content, Web Writing
Sure, someday you’ll have a free decade or two to tackle the mountain of books out there on web writing. Until then, use this nice, basic list of web writing best practices to tack on your wall:
- Trim fat. Keep your content short and sweet. (Would say more about this, but, you know.)
- Stay focused. As you’re writing, stop yourself every once and awhile and revisit your topic sentence. Ask yourself: Is what I’m writing relevant? Delete what’s unnecessary and retool what’s awkward.
- Don’t exceed 60 words per paragraph. Doing this will make your readers’ eyes want to jump out of their sockets. True story.
- Honor thy bulleted lists. Three items? Perhaps you should bullet. Ten items? Definitely bullet. This will help your readers quickly assess, divide, and digest information.
- Avoid fantastic, wonderful fluff and cutting-edge, innovative corporate-speak. Readers can smell it a mile away. They don’t like it. It’s just a big, dumb, useless mountain in between the user and what they want.
- Speak to the audience as ‘you.’ Make them feel special, like you’re speaking directly to them. Remember, conversational. If you went to check into a hotel, a friendly concierge would say “Here’s the key to your room. Hope your stay is pleasant.” A not-as-nice concierge would bark “Here’s the key to the room. Hope the stay is crap.” (The crap bit was for emphasis. But you get the point, right?)
- Divide and conquer existing content. Sometimes a content expert will give you information for the About Us section that would actually be more useful in the Jobs section. Or, a sentence won’t fit with the rest of a paragraph. Don’t assume the person who put it there was smarter than you. Move it! When reorganizing existing paragraphs or forming new ones, a good rule of thumb is to use the inverted pyramid style.
- Talk like a human. If you’re writing for an established brand, by all means use their existing tone—if that’s what the client hired you to do. If you’re hired to create a new tone, that’s great. Do that. But in all instances make sure you don’t sacrifice clarity for cleverness. Also, don’t get overly grammatical. Sometimes it’s better to break a few grammar rules than to sound stuffy.
- Stay grounded. Don’t fall in love with your writing. You’ll lose perspective. And, you’ll probably be less open to constructive client feedback.
- Stay active. Jog twice a week. Heeeyyyoooo! Seriously, though, use active voice. Say, “She rocked the content.” Not, “The content was rocked by her.” Active voice sounds more conversational and offers less potential for confusion. Make sense? Good!
Want to dig deeper? Check out Kristina’s book recommendations.
Posted in Web Writing
Eight words. Just eight little words.
With one outburst, “Now that’s what I call an “interactive graphic!” I’ve finally, officially given in to the power of the geek side. And you know what? I don’t even care. In fact, I’m psyched. Why? Because the NYT has rocked my world with an interactive graphic that’s totally jiggable.*
The piece, titled What Your Global Neighbors Are Buying provides an overview of spending habits across the globe. The information it presents is less than earth-shattering—does anybody outside of a diaper not know that Americans spend an ungodly amount of money on, um, everything?
What I did not expect was to encounter an interactive graphic that simultaneously does its job AND looks good enough to eat.
Specifically, I likey that NYT didn’t stink up its graphic with unnecessary bells and whistles. No long-winded copy. No extra stats jammed into the rollover. No convoluted keys or systems.
Just the gross total for the country, a bite-sized intro paragraph, and intuitive graphics (bigger boxes mean more spending). But what really makes me want to shoot off cowboy hat-shaped fireworks is that NYT made the information digestible. Content’s broken into categories which are broken out by tabs. Really lovely stuff.
Okay, NOW I’m hungry for breakfast. Think I’ll have a content-nerd McMuffin.
P.S.: I was just on CNN.com, and I noticed their story highlights feature on each story page. It’s a bulleted list of four key highlights. This, as a web writer and a reader, makes me happy. Of course they could (and should) take it one step further and link each bullet point to corresponding content further down on the page. But for now I’m happy. Baby steps, people. Baby steps.
*(adj.) exhibiting characteristics worthy of inciting a celebratory jig
Posted in Content Strategy, Information Architecture, Web Writing
My mind is a microwaved hot dog. I’ve just stumbled on a site that offers web content for $4. Four. Dollars. That’s like, a sandwich. A gas station sandwich. And here’s the best part: The company selling "$4 contents" (as they put it) is Niche Writers India. Yep, India.
People are actually outsourcing web writing—English web writing—to India. To a NON-ENGLISH SPEAKING COUNTRY.
Since when did web content become a cheap commodity? We’re not talking about zipper togs and baby socks! We’re talking about communication. Often, very technical and advanced communication. The idea that anyone would send English source content to India for editing just defies all logic ever. It’s a real-life Monty Python sketch.
With that premise, it makes sense that the NWI site itself is comic gold. Seriously, I couldn’t make this stuff up:
“Niche Writers India is the core when it comes to writing and this is what our clients feel about our content writing services expanding to various domains and collaterals. We have bubbling, energetic and youthful warp and woof of writers!”
I’m a lumberjack and I’m okay!
“Website content writing is an elaborate terrain, which deals in content for websites and website content writer is one who maneuvers such copywriting skills.”
Who’s on first?
“Oops! You fall short of compelling content. Where will the traffic fall, have you ever given a thought! If not, then it’s the right time to think. Internet visitors are smart, in fact, smarter than you.
The moment they’ll see some prosaic content or no content, you are out and so will be they!”
Daaammmn, Ginaaa!
The absurdity goes on and on, and it just gets better and better. Check out Niche Writers’ writing samples section. It’s a trove of confusing, incoherent treasures.
But here’s the serious point: Niche Writers India, though not in the manner it intends, makes a compelling case for the value of a good web writer. Hopefully after seeing this site, would-be value shoppers will decide to invest (more than $4) in their content. Hopefully.
Posted in Web Writing
The first rule of good web writing is the first rule of all good writing: cut the fat.
But, as all writers know, this is often easier said than done. Our temptation to be verbose is like a rodeo clown's drive to wear “barrel slacks.”
So, what should you do when the power of Victorian diction compels you? When that little Professor Higgins inside your head snaps, “For God’s sake, what’s one ‘indubitably’? Don’t you want to sound extraordinary?”
Fight it.
Fight it.
Fight it.
Need help? Of course you do! We all do. Print these quotes. They’re from some smart old people. Refer to them in moments of weakness:
- “I believe more in the scissors than I do in the pencil.” – Truman Capote
- “So the writer who breeds more words than he needs, is making a chore for the reader who reads.” – Dr. Suess
- “Don't use words too big for the subject. Don't say 'infinitely' when you mean 'very'. Otherwise you'll have no word left when you want to talk about something really infinite.” – C. S. Lewis
- “Broadly speaking, the short words are the best, and the old words best of all.” – Winston Churchill
- “The most valuable of all talents is that of never using two words when one will do.” – Thomas Jefferson
- “Any word you have to hunt for in a thesaurus is the wrong word. There are no exceptions to this rule.” – Stephen King
- “Vigorous writing is concise.” – William Strunk Jr.
Good luck!
Posted in Web Writing
