How to write effectively
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The document provides tips for effective writing for the web, including writing concisely for scanning readers, using active voice and a direct tone, and including things like calls to action and hyperlinks to engage readers. It emphasizes understanding the audience and their needs in order to write content that is easy to understand and will encourage readers to take desired actions.
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How to write effectively
- 1. How to write effectively Handy tips for e-communication
- 2. First, a disclaimer. I did not invent English
- 3. Let's talk about the editorial style guide Why should you care?
- 4. Importance of the editorial style guide You are writing on behalf of the University and proper style indicates an official message The tone, voice, and style of University communications are very important to how we are perceived by the audience Use the style guidelines for all University publications webpages invitations to events event programs official thank you notes brochures flyers
- 5. Let's put you to the test I promise it's easy.
- 6. Freshman and sophomores, are required to take English, Math, and history every quarter. The asisstant who ordinarily is highly efficient, was all thumbs in todays experiment. The Law School was named one of the ten most diverse schools inn the country. Information regarding President Father Engh S.J. is available on-line by visiting http://www.SCU.edu Despite averse whether conditions the first annual cookout begins Sunday night at 7:00 pm.
- 7. Let's see how you fared
- 8. Freshmen and sophomores are required to take English, math , and history every quarter. The assistant, who ordinarily is highly efficient , was all thumbs in today's experiment. The law school was named one of the 10 most diverse schools in the country. Information regarding President Michael Engh, S.J. is available online at www .scu.edu . Despite adverse weather conditions, the annual cookout begins Sunday at 7 p.m.
- 9. The Web A deep, dark, mysterious place
- 10. How do people use the Web? Readers search for relevant items and often print pages containing lengthier information they need. In other words, readers tend to scan text online and read text offline.
- 11. Ask yourself these questions Why will they come to your site? Will they find what they are looking for? How much time will they spend looking for information versus reading the information they are looking for? Will they return to the site?
- 12. Scanning text, skipping intros
- 13. Cater to the scanners Keep content short and simple Be clear not clever Four-to-eight word headlines Twenty-five-word summary/intro sentences Single-sentence paragraphs One idea/thought per paragraph
- 14. Think of headlines as tweets 140 characters max Clearly summarize the target article Most important keywords are at the beginning Understandable out of context
- 15. BBC does a great job Italy buries first quake victims Romania blamed over Moldova riots Ten arrested in UK anti-terrorist raids Villagers hurt in West Bank clash Iran accuses journalist of spying
- 16. So does NPR (on Twitter) Despite 'End' Of Combat, U.S. Assists In Iraqi Raid http://n.pr/d81hxN Engineers: 1 More Test Will Tell If BP Well Is Sealed http://n.pr/ach3uG Legislators Divided On How Far To Extend Tax Cuts http://n.pr/c5PqLW
- 17. Follow the inverted pyramid Don't bury important content Provide a quick summary first, details later Pull the best quotes, showcase the strongest visuals Write tight
- 18. Write active content Choose the appropriate voice: institutional or formal? Write content that speaks directly to the audience Keep your tone consistent
- 19. Example 1 Students, faculty, staff, and the University community are all welcome to attend the spring retreat that is being sponsored by the Bannan Center in Los Gatos. All of those who attend the weekend will focus on the theme of vocation and finding meaning in our work. The University community is invited to a weekend spring retreat in Los Gatos, focusing on vocation and finding meaning in one's work.
- 20. Example 2 The event will be held at the Donohoe Alumni Building on Feb. 10. Join the party and hang out with SCU classmates you haven't seen since the good ol' days. Your response is requested before Feb. 1. We hope you will join us for XYZ event on Friday, Feb. 10 at the Donohoe Alumni House. It will be a great opportunity to catch up with classmates and relive your SCU memories. Please RSVP by Feb. 1.
- 21. Hyper about links Hyperlinks are a promise: connect your audience to relevant info Write effective hyperlinks ("click here" doesn't do it) Remember, hyperlinks also inform search engines
- 22. Break it up Subheadings help the flow of the text and advance the narrative Bullets, boldface and pull quotes give readers reference points Use lists Remember visual relief is relief only when you don't overdo it
- 23. Include a call to action Give your readers a reason to click on the links Apply now Check out the visual tour Read more...
- 24. Categorize headlines Call to action Question Fact Testimonial Tip
- 25. Chop!
- 26. He hit it really hard. He clobbered it. Doctors say exercise and organic foods are the key to a healthy life. Get moving and eat organic foods for good health.
- 27. Get it out of your head And walk away.
- 28. It's easy to just write With no particular reader in mind The problem is that nobody reads that kind of writing
- 29. Remember to: Refine Rewrite Always proofread everything Double-check hyperlinks
- 30. Bottomline Understand and respect the medium Always remember to cater to your audience Provide quick, pertinent information that is of value and easy to grasp Make it clutter-free, lucid, and engaging If you put yourself in your readers' shoes, you won't go wrong
- 31. This is great! But how do I do it?
- 32. Practice.
- 33. Example 1 Revised text: Are you passionate about Santa Clara? Do you love sharing your Mission experiences with others? – this is your hook Then you’ll love this volunteer opportunity. – here is the quick at-a-glance summary We’re looking for passionate Broncos who can spare a couple of hours to represent Santa Clara at a regional college fair. – this is what we need from you We will provide the training. All you have to do is be willing to share your Bronco pride with prospective students. – here is how we make it easy
- 34. Example 2 Renovations & upgrades Construction crews were everywhere on campus this summer as more than a dozen buildings underwent repairs, renovations, or upgrades. – to the point information dissemination.
- 35. Example 3 de Saisset Celebrates Native California Art On Saturday, Oct. 2, the museum will kick off an exciting exhibition season with Sing Me Your Story, Dance Me Home: Art and Poetry from Native California . – to the point, gives you date and title of exhibition at a glance
- 36. Writing is a collaborative process Brainstorm Don’t be afraid to write out two-three variations of the same thought Select the one that conveys your message best (and quickly) Seek help when in doubt: [email_address] ; 408-551-1796