when in doubt bring a dog
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When in doubt, bring a dog. I brought two…. Literature/Anthropology Major Print Journalist Ithaca Times College Rag Freelance Journalist Marketing Tools American Demographics Engineering Various publications in the Healthcare Industry. Office of Web Communications

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Presentation Transcript
who is lisa anyway
Literature/Anthropology Major

Print Journalist

Ithaca Times

College Rag

Freelance Journalist

Marketing Tools

American Demographics

Engineering

Various publications in the Healthcare Industry

Office of Web Communications

Program Manager, Developer Relations

De Facto Blogger

Resident Recusant

Guest Speaker (apparently)

Who is Lisa, anyway?

THEN

NOW

slide3

“…79% of our test users always scanned any new page they came across; only 16% read it word by word.”

-Jakob Nielson

Web Usability Expert, 1997

slide4
cornell.edu statistics suggest that the average length of time users spend on the site is 4 minutes and 37 seconds.
slide5
My father would argue that this is not writing, but he reads the shampoo bottles in the shower…

Nielsen says your text should be:

  • broken up by headings
  • shaped into lots of punchy, single idea paragraphs
  • put key phrases in bold face
  • bullet key points
  • avoid jargon and rhetoric
  • straightforward
  • short

Are you ready for your manacles?

it s not really that bad
Write tight(ly)

Audience matters even more

Less formal is fine (sometimes)

Be ruthless

Do not get attached to your words (30% rule)

Think in terms of word-count (ask your designers)

Sometimes, even character-count!

Pithy (I hate that word)

Be creative and be smart…short does not equal dumb

It’s not really THAT bad.
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