You’ve heard it a million times. The three Rs of environmental conservationists across the globe. I was listening to a song by Jack Johnson when it struck me that the three Rs can be applied to content writers as well.
Every piece of writing you churn out comes from a process. Some of us follow established processes and while some of us just create our own over time. But it still boils down to this: Write. Rewrite. Rewrite. Rewrite.
But if you hate rewrites as much as I do, here’s how the three Rs can see you through.
Reduce: Online content is best when short. When you’re done with the first draft, go through it and cut out whatever is unnecessary. Remember your précis writing exercises? This is it. Ignore the ‘longer is better’ mantra of Indian schools, and keep only what is central to your message. In other words, reduce.
Reuse: Take a look at the communication. How many times have you re-emphasized your message? This is online communication, so remember no one reads. If you need to repeat “Download now” at three different places on the page, do it. If it works to have the benefits in bullets in a text box along with the content, go ahead. Maximize your communication through reuse of content. But be careful about how and where you do this. You don’t want to be perceived as a cut-paste artist.
Recycle: Great idea, but not for this piece? Witty line, but doesn’t fit? Store these little sparks of your writing capabilities. Over time you’d be surprised how long that list can grow. Don’t force fit something that sounds great. Its time will come. Recycle.
Tuesday, March 13, 2007
Thursday, March 08, 2007
Freshness guaranteed!
One of the most common refrains you hear from clients in India, while working on their website content or marketing material is this: “Have your writer take a look at this content and make it fresh.”
If you’re not from India that basically means “do a rewrite”.
This used to be the source of endless frustration for me as a writer, because if I think the content has been well-written, I prefer to use it exactly as it has been given.
In India, that could be a problem, because:
1. The content is not client-original, meaning they’ve ripped it off competitor sites.
2. The content has been written by the CEO, CTO, VP-whatever for a completely different purpose and your client is actively recycling.
3. The client wants his money’s worth out of the writer.
The above cynical view developed over my time with agencies. However, now that I’m on the other side of the table, I not only see it was remarkably accurate, but I now have a few more reasons to add:
1. The content was written in 1987 when the company was founded. It was never updated and by “making it fresh” they want YOU to get their sales material up-to-date.
2. The content has been used so many, many times in multiple formats across group websites, intranet pages and newsletters, that they are just sick of seeing it, and want to “repackage” it in a way that’s “fresh and new”.
3. SEO is the flavor of month and so the client wants content to be constantly updated. Unfortunately, there’s no new information.
If you have a tone or theme for your content, this issue of new content usually sorts itself out. Or if you understand what’s going on behind the curtains, you can usually get a general idea of what the client expects to see in the rewrite. However, if all you’ve heard is “make it fresh” without the knowing the reason why, you’re in for a long rally of submissions and rejections.
So as always, I encourage you to pick up the phone and ask.
If you’re not from India that basically means “do a rewrite”.
This used to be the source of endless frustration for me as a writer, because if I think the content has been well-written, I prefer to use it exactly as it has been given.
In India, that could be a problem, because:
1. The content is not client-original, meaning they’ve ripped it off competitor sites.
2. The content has been written by the CEO, CTO, VP-whatever for a completely different purpose and your client is actively recycling.
3. The client wants his money’s worth out of the writer.
The above cynical view developed over my time with agencies. However, now that I’m on the other side of the table, I not only see it was remarkably accurate, but I now have a few more reasons to add:
1. The content was written in 1987 when the company was founded. It was never updated and by “making it fresh” they want YOU to get their sales material up-to-date.
2. The content has been used so many, many times in multiple formats across group websites, intranet pages and newsletters, that they are just sick of seeing it, and want to “repackage” it in a way that’s “fresh and new”.
3. SEO is the flavor of month and so the client wants content to be constantly updated. Unfortunately, there’s no new information.
If you have a tone or theme for your content, this issue of new content usually sorts itself out. Or if you understand what’s going on behind the curtains, you can usually get a general idea of what the client expects to see in the rewrite. However, if all you’ve heard is “make it fresh” without the knowing the reason why, you’re in for a long rally of submissions and rejections.
So as always, I encourage you to pick up the phone and ask.
Thursday, March 01, 2007
Overcome your tech content troubles
Dedicated to web writers who shudder every time their agency lands another tech company project:
Yes, I know, the bigger they are, the harder your job is. Because like any large enterprise with hundreds of applications bandaged one over the other, a large tech company usually has swarms of free-floating content that have been written and then rewritten a gazillion times by the myriad of hands it’s traveled through before reaching your inbox.
Of course with Content Management Systems doing the rounds, hopefully your client can find the relevant, updated version of information that you need. But if not, you’re in for some serious hair tearing.
In India, it’s hard to be an agency and not have a good percentage of software companies amongst your clientele. So if you find yourself staring blankly at a long list of software service solutions here’s why there is hope:
Everyone is looking for an easier way to understand technology. Most of these companies’ business readers are in the top management bracket. CXOs. Yes, they understand technology, but what’s more pertinent is they know technocrap* when they see it.
In case you don’t, here is an example of technocrap*:
From the depth of our domain expertise and our proprietary intellectual property to our onsite/offshore delivery model, our work is not finished until there's a solution that meets the challenge.
Technology simplification is the name of the game and that goes for content writing too.
Infosys Consulting is a great example of a tech company that bucked the trend. Though their main site sticks to the content quagmire norm, their consulting site content (and design, I might add) is head and shoulders above the rest.
Check out this page: http://www.infosysconsulting.com/about_us.htm
Examine the phrasing:
“Half the battle in consulting is winning the war for talent.”
“If it won't make you more competitive, we won't do it.”
“Using global resources, we deliver high quality technology while still managing to save clients money.”
Who said tech companies can’t be interesting? Or their content hard-hitting?
With every complex phrase and technically correct sentence, there comes challenge to the communicator in you. What does my target want to know? How do I translate this info in a way that quickly digestible and serves the purpose?
The next time you’re facing technology content, get back to the basics. Think briefly on the who, what, why and how of the page. Do a few quick sentences of what you think would be an interesting way of communicating the same point. Then see what other people are saying on the same subject. Understand their communication failings, not just their information gaps. Now enhance your content to cover those failings.
You’ll find your clients will either be impressed, surprised or just plain relieved with the outcome.
* Not to be confused with technobabble.
Yes, I know, the bigger they are, the harder your job is. Because like any large enterprise with hundreds of applications bandaged one over the other, a large tech company usually has swarms of free-floating content that have been written and then rewritten a gazillion times by the myriad of hands it’s traveled through before reaching your inbox.
Of course with Content Management Systems doing the rounds, hopefully your client can find the relevant, updated version of information that you need. But if not, you’re in for some serious hair tearing.
In India, it’s hard to be an agency and not have a good percentage of software companies amongst your clientele. So if you find yourself staring blankly at a long list of software service solutions here’s why there is hope:
Everyone is looking for an easier way to understand technology. Most of these companies’ business readers are in the top management bracket. CXOs. Yes, they understand technology, but what’s more pertinent is they know technocrap* when they see it.
In case you don’t, here is an example of technocrap*:
From the depth of our domain expertise and our proprietary intellectual property to our onsite/offshore delivery model, our work is not finished until there's a solution that meets the challenge.
Technology simplification is the name of the game and that goes for content writing too.
Infosys Consulting is a great example of a tech company that bucked the trend. Though their main site sticks to the content quagmire norm, their consulting site content (and design, I might add) is head and shoulders above the rest.
Check out this page: http://www.infosysconsulting.com/about_us.htm
Examine the phrasing:
“Half the battle in consulting is winning the war for talent.”
“If it won't make you more competitive, we won't do it.”
“Using global resources, we deliver high quality technology while still managing to save clients money.”
Who said tech companies can’t be interesting? Or their content hard-hitting?
With every complex phrase and technically correct sentence, there comes challenge to the communicator in you. What does my target want to know? How do I translate this info in a way that quickly digestible and serves the purpose?
The next time you’re facing technology content, get back to the basics. Think briefly on the who, what, why and how of the page. Do a few quick sentences of what you think would be an interesting way of communicating the same point. Then see what other people are saying on the same subject. Understand their communication failings, not just their information gaps. Now enhance your content to cover those failings.
You’ll find your clients will either be impressed, surprised or just plain relieved with the outcome.
* Not to be confused with technobabble.
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