How is digital different? putting sizzle into your online copy
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This document provides guidance on writing effective online communications. It discusses 10 rules for online communication, including using short sentences and focusing on one main idea. It also explains how people read differently online versus offline, skimming content and having short attention spans. The document then focuses on writing for Facebook, emphasizing relevant content and regular posting. It discusses writing compelling email subjects and offers examples. Finally, it stresses the importance of copy and provides examples of well-designed websites. The overall message is that online communication requires concise, scannable writing tailored to each platform in order to engage readers.
How is digital different? putting sizzle into your online copy
- 1. Speaker: el Jill Ruch raising Pra xis Fund t? ita l differen opy How is dig ur onlin to yo ec sizzle in Putting y on sored b rack sp ication T ommun 1 Mass C
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- 3. Section 1 10 rules of online communication 3
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- 10. Hard to read 10
- 11. Easier to read 11
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- 13. A practical example of Rule No.5 13
- 14. Rule No.5 in action 14
- 16. Rule No.6 – Be aware of the ‘F’ 16
- 18. Rule No.7 You only have 2-3 seconds to get their attention … so make sure your headline is compelling 18
- 19. Rule No.7 A seriously good headline We were gassed, then poisoned, then left to die. Source: Indra Sinha for the Bhopal Medical Appeal http://www.sofii.org/node/18 , 19
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- 21. Write for real people, but check for keywords 21
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- 25. Section 2 How people read online and how it’s different to the offline world 25
- 26. Offline vs online Offline sentence: Yet in Iraq, 20 million landmines lie in waiting, some for an innocent footstep, others for a child's inquisitive fingers reaching out unaware of the danger lurking in the brightly coloured or unusually shaped items. Online version: Danger lurked in the brightly coloured and unusually shaped items. Soraya reached out with inquisitive fingers, not for a moment suspecting it would be the last thing she ever did. Twenty million landmines wait in silence in the roads, pathways and fields of Iraq, each one waiting for another innocent foot or curious hand. 26
- 27. How people read online 27
- 28. Good headlines have a big idea 1. Your readers haven't seen it before … 2. Immediately captures their attention … 3. Relates to their core emotions, beliefs, view of the world… 4. Relates in a direct way to what you're trying to get them to respond to 28
- 29. Some examples Indra Sinha for the Bhopal Medical Appeal http://www.sofii.org/node/18 29
- 30. Another example Source: http://www.charitywater.org/projects/fromthefield/index.php 30
- 31. Will the last person to leave the beach please turn out the lights? 31
- 32. Section 3 How people read Facebook 32
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- 40. The key to writing great FB copy 1. YOUR AUDIENCE Decide what kind of content is relevant to your organisation's audience 1. TIMING Decide how often you will post 1. PLANNING Design a Facebook post calendar 40
- 41. Content options 41
- 42. Creating a Facebook content plan 30 posts Schedule the best If something topical arrives, substitute Keep track Rinse and repeat monthly 42
- 43. Effective Facebook ads 1. Picture – Person, looking inwards, preferably towards you, female or animal or child 1. Headline 2. Benefit related offer/call to action 3. Link 43
- 44. Section 4 Writing great emails and why that’s important 44
- 45. Why good emails are important 45
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- 49. Some good email subject lines An expression of your passion for birds Will our closest relatives survive this? Hours left: Carlos and Chetna The loss of our visionary leader, Rebecca Tarbotton* Why the Cheerleaders Shaved Their Heads This water is like freedom They Told Me I'd Never Run Again What any mother would do Performing surgery in a cave When school is just a bench *Rainforest Action Network 49
- 50. Some mediocre subject lines Help us make this a life-saving Christmas Victories Two more days! There is still time to make your 2012 donation! 2 days left to make a big difference We're so close to our goal for animals! http://www.frogloop.com/care2blog/2013/1/8/200-year-end-fundraising-email-subject-lines.html#ixzz2Mt6BlnEq 50
- 51. Section 5 How important is copy? 51
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- 57. Section 6 Some cool web pages 57
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Editor's Notes
- #2: ----- Meeting Notes (7/03/13 12:02) ----- Please put your hand up if you regard yourself as a complete beginner in online copywriting for fundraising? Please put your hand up if you've had some experience but would like to learn more Please put your hand up if you're pretty experienced but you are keen to get some extra tips and ideas? Who already creates a dedicated donation page for each campaign or appeal (Stand up)/sit How many people have a dedicated Facebook page for their organisation? Keep standing up if you also have Facebook landing pages for different issues and appeals Who uses email appeals or newsletters? Keep standing if you consistently gets a 20% open rate or more? Keep standing if you get a 30% open rate or more? Stand up if you consistently get more than 10% click through? Stand up if you don't know what you get
- #7: At school – praise for using long words Give that up Promulgate – share or spread Distribute – give out
- #26: a lot of the principles covered in the rules above already seen heatmap of online/offline (re-show) skim + short sentences and paras – same as offline make you feel – same as offline Probably use more sub-heads – people skim more online
- #28: Why is there an F pattern? Partly because of headlines – people’s attention is drawn to them – see the Google map Want to talk about headlines
- #33: ----- Meeting Notes (8/03/13 08:08) ----- Who is responsible for your FB page?
- #35: ----- Meeting Notes (8/03/13 08:08) ----- Look at what people are seeing
- #41: Options for calendar Excel Downlaod Posting programs
- #53: Michael Aagaard past 4 years – 250 A/B tests A/B tests – rigorous testing comparing results from specific and precise changes