Acrolinx userconference2013 writetight(er)
description
Transcript of Acrolinx userconference2013 writetight(er)
HowToWriteEverything.com @MarciaRJohnston
Write Tight(er)
Conciseness: What It Means,
Why It Makes MoreBusiness Sense Than Ever, and How to Achieve It
Marcia Riefer Johnston
HowToWriteEverything.com @MarciaRJohnston
#acroconf 2013
HowToWriteEverything.com @MarciaRJohnston
#acroconf 2013
No headline?
HowToWriteEverything.com @MarciaRJohnston
#acroconf 2013
No headline?
Nobullets?
HowToWriteEverything.com @MarciaRJohnston
#acroconf 2013
No headline?
Nobullets? No
verbiage?
HowToWriteEverything.com @MarciaRJohnston
#acroconf 2013
No headline?
Nobullets? No
verbiage?
Howconcise!
HowToWriteEverything.com @MarciaRJohnston
#acroconf 2013
No headline?
Nobullets? No
verbiage?
Howconcise!
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
“Most often I talk about content as text because text is everywhere … text is different … text is messy as hell.”
—Kristina HalvorsonContent Strategy for the Web
HowToWriteEverything.com @MarciaRJohnston
“The number-one complaint I’ve heard from technical publications managers is, ‘Much of my staff is about to retire, and I’m having trouble finding anyone who can write correct grammar and simple, concise, accurate text.’”
—Maxwell HoffmannIntercom magazine,
Society for Technical Communication, Jan. 2013
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”Not short.
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”Not short.
“Cut me a short string.”
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”Not short.
“Cut me a short string.” Huh?
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”Not short.
“Cut me a short string.” Huh?
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”Not short.
“Cut me a short string.”
Make text (like string) as long as needed.
Huh?
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not robospeak.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not robospeak.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not robospeak.
Push button.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not robospeak.
Push button. Push the button.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not robospeak.
Keep the the.
Push button. Push the button.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not gutted for mobile.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not gutted for mobile.
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not gutted for mobile.
Don’t think, “Smartphone users won’t need that.”
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not gutted for mobile.
They will.
Don’t think, “Smartphone users won’t need that.”
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Not gutted for mobile.
They will.
Don’t think, “Smartphone users won’t need that.”
Concise means “minimal.”
HowToWriteEverything.com @MarciaRJohnston
Example
HowToWriteEverything.com @MarciaRJohnston
Example
HowToWriteEverything.com @MarciaRJohnston
No discussion board?
Example
HowToWriteEverything.com @MarciaRJohnston
No discussion board?
No calendar?
Example
HowToWriteEverything.com @MarciaRJohnston
Concise ≠Gutted
No discussion board?
No calendar?
Example
HowToWriteEverything.com @MarciaRJohnston
Minimal.
HowToWriteEverything.com @MarciaRJohnston
Minimal.
Enough to meet your audiences’ needs
HowToWriteEverything.com @MarciaRJohnston
Minimal.
Enough to meet your audiences’ needs
Enough to accomplish your purpose
HowToWriteEverything.com @MarciaRJohnston
Minimal.
Enough to meet your audiences’ needs
Enough to accomplish your purpose
No more
HowToWriteEverything.com @MarciaRJohnston
Minimal.
Enough to meet your audiences’ needs
Enough to accomplish your purpose
No more No less
HowToWriteEverything.com @MarciaRJohnston
Conciseness: What It Means,
Why It Makes MoreBusiness Sense Than Ever, and How to Achieve It
HowToWriteEverything.com @MarciaRJohnston
Conciseness: What It Means,
Why It Makes MoreBusiness Sense Than Ever, and How to Achieve It
Audience needs:“What’s in it for me?”
HowToWriteEverything.com @MarciaRJohnston
Conciseness: What It Means,
Why It Makes MoreBusiness Sense Than Ever, and How to Achieve It
My purpose: Get you here
Audience needs:“What’s in it for me?”
HowToWriteEverything.com @MarciaRJohnston
Conciseness: What It Means,
Why It Makes MoreBusiness Sense Than Ever, and How to Achieve It
My purpose: Get you here
Audience needs:“What’s in it for me?”
No more
HowToWriteEverything.com @MarciaRJohnston
Conciseness: What It Means,
Why It Makes MoreBusiness Sense Than Ever, and How to Achieve It
My purpose: Get you here
Audience needs:“What’s in it for me?”
No more No less
HowToWriteEverything.com @MarciaRJohnston
Conciseness makes more business sense than ever.
HowToWriteEverything.com @MarciaRJohnston
Small screens
Conciseness makes more business sense than ever.
HowToWriteEverything.com @MarciaRJohnston
Small screens
Conciseness makes more business sense than ever.
Translation costs
HowToWriteEverything.com @MarciaRJohnston
Small screens
Conciseness makes more business sense than ever.
Translation costs
Readability
HowToWriteEverything.com @MarciaRJohnston
Small screens
Conciseness makes more business sense than ever.
Translation costs
Readability
Think usability.
HowToWriteEverything.com @MarciaRJohnston
“But I don’t write for small screens.”
HowToWriteEverything.com @MarciaRJohnston
“But I don’t write for small screens.”
Maybe your readers see this.
HowToWriteEverything.com @MarciaRJohnston
... or maybe your readers see this.
HowToWriteEverything.com @MarciaRJohnston
... or maybe your readers see this.
“Full site” view
HowToWriteEverything.com @MarciaRJohnston
... or maybe your readers see this.
“Full site” view
“Mobile site” view
HowToWriteEverything.com @MarciaRJohnston
“But I write for print.”This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips.
This is your toothbrush when it’s ready to replace. The blue bristles have turned half white.
HowToWriteEverything.com @MarciaRJohnston
Your readers want this.
HowToWriteEverything.com @MarciaRJohnston
Especially if you translate.
Philips Sonicare™ toothbrush
HowToWriteEverything.com @MarciaRJohnston
“But my stuff isn’t translated.”
HowToWriteEverything.com @MarciaRJohnston
“But my stuff isn’t translated.”
Get ready!
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?words6
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?words6
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may need a loan.
words6
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may need a loan.
words6
5 words
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may need a loan.
words6
5 words
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may need a loan.
words6
5 words
1 word
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may need a loan.
words6
5 words
1 word
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
You may need a loan.
words6
5 words
1 word
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
1 sentence, 1 language
You may need a loan.
words6
5 words
1 word
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
1 sentence, 1 language
10,000 sentences,* 1 language
You may need a loan.
words6
5 words
1 word
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
* the size of a Harry Potter novel
1 sentence, 1 language
10,000 sentences,* 1 language
You may need a loan.
words6
5 words
1 word
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
* the size of a Harry Potter novel
1 sentence, 1 language
10,000 sentences,* 1 language
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
1 sentence, 1 language
10,000 sentences,* 1 language
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
1 sentence, 1 language
10,000 sentences,* 1 language
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
1 sentence, 1 language
10,000 sentences,* 1 language $ 2,500.00
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
You may be needing a loan.
HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
1 sentence, 1 language
10,000 sentences,* 1 language $ 2,500.00
$ 62,500.00
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
Varies with the language
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
Varies with the language
Depends on the translation memory
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
Varies with the language
Depends on the translation memory• unrecognized word
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
Varies with the language
Depends on the translation memory• unrecognized word• fuzzy match
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
Varies with the language
Depends on the translation memory• unrecognized word• fuzzy match• 100% match
HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough
Varies with the language
Depends on the translation memory• unrecognized word• fuzzy match• 100% match
You still pay!
HowToWriteEverything.com @MarciaRJohnston
Whether or not you translate ...
HowToWriteEverything.com @MarciaRJohnston
Whether or not you translate ...
Whatever size your page or screen ...
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
HowToWriteEverything.com @MarciaRJohnston
Dump these words!**unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact that
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjust
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order to
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in time
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbial
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three different
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticular
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticularverbiage
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticularverbiageany other verbiage or unneeded words that you can pitch
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticularverbiageany other verbiage or unneeded words that you can pitch
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticularverbiageany other verbiage or unneeded words that you can pitch
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticularverbiageany other verbiage or unneeded words that you can pitch
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
See be-verbs.
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
The fix might not be self-evident.
HowToWriteEverything.com @MarciaRJohnston
The fix might not be self-evident.
HowToWriteEverything.com @MarciaRJohnston
The fix might not be self-evident.
You have to think.
HowToWriteEverything.com @MarciaRJohnston
Another translation example
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation examplewords6
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation examplewords6
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
Your content needs updating.
words6
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
Your content needs updating.
words6
4 words
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
Your content needs updating.
words6
4 words
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
Your content needs updating.
words6
4 words
2 words
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
Your content needs updating.
words6
4 words
2 words
HowToWriteEverything.com @MarciaRJohnston
Updates are needed to your content.
Another translation example
Your content needs updating.
words6
4 words
2 words
$ 0.501 sentence, 1 language
10,000 sentences, 1 language
10,000 sentences, 25 languages
$ 5,000.00
$ 125,000.00
Translation savings:
HowToWriteEverything.com @MarciaRJohnston
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
Nobody wants to wade through volumes.
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
Nobody wants to wade through volumes.
15-word reduction x 10,000 sentences x 25 languages saves ...
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
Nobody wants to wade through volumes.
15-word reduction x 10,000 sentences x 25 languages saves ...
$ 937,500.00
HowToWriteEverything.com @MarciaRJohnston
It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need.
Example
Nobody wants to wade through volumes.
15-word reduction x 10,000 sentences x 25 languages saves ...
A cool mill.$ 937,500.00
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
If only we had an automated text-analysis tool ...
HowToWriteEverything.com @MarciaRJohnston
This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips.
This is your toothbrush when it’s ready to replace. The blue bristles have turned half white.
HowToWriteEverything.com @MarciaRJohnston
This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips.
This is your toothbrush when it’s ready to replace. The blue bristles have turned half white.
HowToWriteEverything.com @MarciaRJohnston
This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips.
This is your toothbrush when it’s ready to replace. The blue bristles have turned half white.
HowToWriteEverything.com @MarciaRJohnston
This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips.
This is your toothbrush when it’s ready to replace. The blue bristles have turned half white.
Bet you didn’t miss the headline I deleted.
HowToWriteEverything.com @MarciaRJohnston
It’s mind-boggling to consider what TIGHTENING that
dramatic would do toIMPROVES KEYWORD DENSITY.
HowToWriteEverything.com @MarciaRJohnston
It’s mind-boggling to consider what TIGHTENING that
dramatic would do toIMPROVES KEYWORD DENSITY.
HowToWriteEverything.com @MarciaRJohnston
It’s mind-boggling to consider what TIGHTENING that
dramatic would do toIMPROVES KEYWORD DENSITY.
HowToWriteEverything.com @MarciaRJohnston
It’s mind-boggling to consider what TIGHTENING that
dramatic would do toIMPROVES KEYWORD DENSITY.
HowToWriteEverything.com @MarciaRJohnston
YOURWORDS
HERE
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*weak be-verbs (is, was, were, will be, have been, am, are)-ly words (& other vapid adverbs)very, such, so (& other empty intensifiers)not, no (& other negative words)the fact thatjustbegin to, start to, try to, tend to, in order topoint in timein light of, in spite of, in terms of (& of in general)proverbialmany different, three differentparticularverbiageany other verbiage or unneeded words that you can pitch
*unless you need them
HowToWriteEverything.com @MarciaRJohnston
Story time
HowToWriteEverything.com @MarciaRJohnston
Story time
Water dispenser
HowToWriteEverything.com @MarciaRJohnston
Story time
Water dispenser
Buttons
HowToWriteEverything.com @MarciaRJohnston
Story time
Water dispenser
Buttons
Quick reference
HowToWriteEverything.com @MarciaRJohnston
Looks easy enough.
HowToWriteEverything.com @MarciaRJohnston
Concise = good... right?
HowToWriteEverything.com @MarciaRJohnston
Ready for a video?
HowToWriteEverything.com @MarciaRJohnston
Ready for a video?(You’ll have to pretend.)
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
Rick(Smart guy!)
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
GlassRick(Smart guy!)
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
GlassRick(Smart guy!)
Instructions
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
GlassRick(Smart guy!)
Instructions Button
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
GlassRick(Smart guy!)
Instructions Button Water
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
DumpGlassRick(Smart guy!)
Instructions Button Water
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
DumpGlassRick(Smart guy!)
Instructions Button Water
Read again
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
DumpGlassRick(Smart guy!)
Instructions Button Water
Read again Exasperation
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
DumpGlassRick(Smart guy!)
Instructions Button Water
Read again Exasperation Try again
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
DumpGlassRick(Smart guy!)
Instructions Button Water
Read again Exasperation Try again Try again
HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
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HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?
Dump again
DumpGlassRick(Smart guy!)
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HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
If conciseness doesn’t fix it,change what you’re saying.
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
“Reader-users read differently than their forebears—they read Twitter to find links to long articles that will interest them; they switch between phone calls and the Kindle app. And yes, they watch video, play games, and listen to music. But language still knits it all together, and words have more work to do than they ever did before.”
— Paul FordForeword to Karen McGrane's
Content Strategy for Mobile, 2012