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"Write Tight(er)"—LavaCon, Oct 12, 2014

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A fast, pain-free technique for creating concise, compelling, less-costly copy

Publié dans : Business

"Write Tight(er)"—LavaCon, Oct 12, 2014

  1. 1. Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, and Your Products through Your Words Marcia Riefer Johnston @MarciaRJohnston #LavaCon
  2. 2. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  3. 3. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  4. 4. What does conciseness mean (and not mean)? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  5. 5. What does conciseness mean (and not mean)? How much difference can conciseness make? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  6. 6. What does conciseness mean (and not mean)? How much difference can conciseness make? How does conciseness help me sell? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  7. 7. What does conciseness mean (and not mean)? How much difference can conciseness make? How does conciseness help me sell? How can I write more concisely? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  8. 8. What does conciseness mean (and not mean)? How much difference can conciseness make? How does conciseness help me sell? How can I write more concisely? Fast, pain-free technique #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  9. 9. What does conciseness mean (and not mean)? How much difference can conciseness make? How does conciseness help me sell? How can I write more concisely? WORKSHOP Fast, pain-free technique #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  10. 10. What does conciseness mean (and not mean)? How much difference can conciseness make? How does conciseness help me sell? How can I write more concisely? WORKSHOP Three-minute video Fast, pain-free technique #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  11. 11. #LavaCon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  12. 12. #LavaCon No headline? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  13. 13. No bullets? #LavaCon No headline? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  14. 14. No bullets? No verbiage? #LavaCon No headline? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  15. 15. No bullets? No verbiage? #LavaCon No headline? How concise! #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  16. 16. No bullets? No verbiage? #LavaCon No headline? How concise! #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  17. 17. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  18. 18. Words WordsWords Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  19. 19. “Most often I talk about content as text because text is everywhere … text is different … text is messy as hell.” ! —Kristina Halvorson Content Strategy for the Web #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  20. 20. “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.’” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com ! —Maxwell Hoffmann Intercom magazine, Society for Technical Communication, Jan. 2013
  21. 21. What does conciseness mean (and not mean)? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  22. 22. What does conciseness mean (and not mean)? Minimalism #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  23. 23. Concise means “minimal.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  24. 24. Concise means “minimal.” Not short. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  25. 25. Concise means “minimal.” Not short. “Cut me a short string.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  26. 26. Concise means “minimal.” Not short. “Cut me a short string.” Huh? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  27. 27. Concise means “minimal.” Not short. “Cut me a short string.” Huh? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  28. 28. Concise means “minimal.” Not short. “Cut me a short string.” Huh? Make text (like string) as long as needed. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  29. 29. Make text, like string, as long as needed. @MarciaRJohnston #LavaCon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  30. 30. Concise means “minimal.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  31. 31. Concise means “minimal.” Not robospeak. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  32. 32. Concise means “minimal.” Not robospeak. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  33. 33. Concise means “minimal.” Not robospeak. Push button. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  34. 34. Concise means “minimal.” Not robospeak. Push button. Push the button. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  35. 35. Concise means “minimal.” Not robospeak. Push button. Push the button. Keep the the. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  36. 36. Concise means “minimal.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  37. 37. Concise means “minimal.” Not gutted for mobile. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  38. 38. Concise means “minimal.” Not gutted for mobile. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  39. 39. Concise means “minimal.” Not gutted for mobile. Don’t think, “Smartphone users won’t need that.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  40. 40. Concise means “minimal.” Not gutted for mobile. Don’t think, “Smartphone users won’t need that.” They will. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  41. 41. Concise means “minimal.” Not gutted for mobile. Don’t think, “Smartphone users won’t need that.” They will. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  42. 42. Example #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  43. 43. Example #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  44. 44. No discussion board? Example #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  45. 45. No calendar? No discussion board? Example #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  46. 46. Example Concise ≠ Gutted No calendar? No discussion board? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  47. 47. Minimal. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  48. 48. Minimal. Enough to meet your audiences’ needs #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  49. 49. Minimal. Enough to meet your audiences’ needs Enough to accomplish your purpose #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  50. 50. Minimal. Enough to meet your audiences’ needs Enough to accomplish your purpose No more #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  51. 51. Minimal. Enough to meet your audiences’ needs Enough to accomplish your purpose No more No less #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  52. 52. Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  53. 53. Audience needs: “What’s in it for me?” Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  54. 54. Audience needs: “What’s in it for me?” My purpose: Get you here Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  55. 55. Audience needs: “What’s in it for me?” Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, No more My purpose: Get you here Your Company, or Your Products through Your Words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  56. 56. Audience needs: “What’s in it for me?” My purpose: Get you here Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words No more No less #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  57. 57. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  58. 58. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  59. 59. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  60. 60. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  61. 61. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  62. 62. Questions, please. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  63. 63. How much difference can conciseness make? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  64. 64. How much difference can conciseness make? “Measured usability was dramatically higher for the concise version [of the website]—58% better.” ! Nielsen Norman Group www.nngroup.com/articles/ how-users-read-on-the-web #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  65. 65. How does conciseness help me sell? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  66. 66. How does conciseness help me sell? Translation costs #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  67. 67. How does conciseness help me sell? Translation costs Readability #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  68. 68. How does conciseness help me sell? Translation costs Readability Think usability, engagement. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  69. 69. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  70. 70. Write Tight (er) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  71. 71. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  72. 72. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  73. 73. “But I already write concisely.” 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. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  74. 74. Readers want this. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  75. 75. Especially if you translate. Philips Sonicare™ toothbrush #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  76. 76. “But my stuff isn’t translated.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  77. 77. “But my stuff isn’t translated.” Get ready! #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  78. 78. How much can a word cost? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  79. 79. How much can a word cost? You may be needing a loan. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  80. 80. How much can a word cost? You may be needing a loan. 6 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  81. 81. How much can a word cost? You may be needing a loan. 6 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  82. 82. How much can a word cost? You may be needing a loan. You may need a loan. 6 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  83. 83. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  84. 84. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  85. 85. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  86. 86. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  87. 87. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  88. 88. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  89. 89. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): 1 sentence, 1 language #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  90. 90. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  91. 91. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language 10,000 sentences,* 1 language #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  92. 92. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language 10,000 sentences,* 1 language * the size of a Harry Potter novel #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  93. 93. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language 10,000 sentences,* 1 language * the size of a Harry Potter novel $ 2,500.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  94. 94. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language 10,000 sentences,* 1 language 10,000 sentences,* 25 languages * the size of a Harry Potter novel $ 2,500.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  95. 95. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language 10,000 sentences,* 1 language 10,000 sentences,* 25 languages * the size of a Harry Potter novel $ 2,500.00 $ 62,500.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  96. 96. How much can a word cost? You may be needing a loan. You may need a loan. 6 words 5 words 1 word Translation cost (or savings): $ 0.25 1 sentence, 1 language 10,000 sentences,* 1 language 10,000 sentences,* 25 languages * the size of a Harry Potter novel $ 2,500.00 $ 62,500.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  97. 97. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  98. 98. per word? How so? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  99. 99. per word? How so? Close enough #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  100. 100. per word? How so? Close enough Varies with the language #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  101. 101. per word? How so? Close enough Varies with the language Depends on the translation memory (database) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  102. 102. per word? How so? Close enough Varies with the language Depends on the translation memory (database) unrecognized word #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  103. 103. per word? How so? Close enough Varies with the language Depends on the translation memory (database) unrecognized word Full price #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  104. 104. per word? How so? Close enough Varies with the language Depends on the translation memory (database) unrecognized word “fuzzy” match Full price #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  105. 105. per word? How so? Close enough Varies with the language Depends on the translation memory (database) unrecognized word “fuzzy” match Full price Pay less #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  106. 106. per word? How so? Close enough Varies with the language Depends on the translation memory (database) unrecognized word “fuzzy” match “perfect” match Full price Pay less #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  107. 107. per word? How so? Close enough Varies with the language Depends on the translation memory (database) unrecognized word “fuzzy” match “perfect” match You still pay! Full price Pay less #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  108. 108. Whether or not you translate, #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  109. 109. Whether or not you translate, whatever size your page or screen, #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  110. 110. Whether or not you translate, whatever size your page or screen, you owe it to yourself to ask … #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  111. 111. How can I write more concisely? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  112. 112. Dump these words!* #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  113. 113. Dump these words!* *unless you need them #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  114. 114. Dump these words!* *unless you need them Fast, pain-free technique #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  115. 115. Dump these words!* *unless you need them Fast, pain-free technique weak be-verbs (is, was, were, will be, have been, am, are) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  116. 116. Dump these words!* *unless you need them Fast, pain-free technique weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  117. 117. Dump these words!* *unless you need them Fast, pain-free technique weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  118. 118. Dump these words!* *unless you need them Fast, pain-free technique 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) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  119. 119. Dump these words!* *unless you need them Fast, pain-free technique 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 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  120. 120. Dump these words!* *unless you need them Fast, pain-free technique 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 just #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  121. 121. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  122. 122. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  123. 123. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  124. 124. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  125. 125. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  126. 126. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  127. 127. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  128. 128. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  129. 129. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  130. 130. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  131. 131. Dump these words!* *unless you need them Fast, pain-free technique 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  132. 132. be-verbs #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  133. 133. be be-verbs #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  134. 134. is be be-verbs #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  135. 135. is be are be-verbs #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  136. 136. is be are be-verbs am #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  137. 137. is be are be-verbs was am #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  138. 138. is be are be-verbs was has been am #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  139. 139. is be will be are be-verbs was has been am #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  140. 140. is be will have been being will be are be-verbs was has been am #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  141. 141. be-verb. Any form of the verb to be— namely, am, are, be, been, being, is, was, and were—whether used as an auxiliary verb or as a main verb. —Bryan Garner Garner’s Modern American Usage #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  142. 142. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  143. 143. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  144. 144. See be-verbs. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  145. 145. See be-verbs. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  146. 146. See be-verbs. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  147. 147. See be-verbs. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  148. 148. Start seeing be-verbs! @MarciaRJohnston #LavaCon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  149. 149. Questions, please. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  150. 150. Examples #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  151. 151. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  152. 152. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  153. 153. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  154. 154. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  155. 155. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  156. 156. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  157. 157. The fix might not be self-evident. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  158. 158. The fix might not be self-evident. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  159. 159. The fix might not be self-evident. You have to think. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  160. 160. The fix might not be self-evident. You have to think. (Not too painful.) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  161. 161. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  162. 162. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  163. 163. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  164. 164. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  165. 165. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  166. 166. “A scheme of which every part promises delight can never be successful.” —Jane Austen, Pride and Prejudice #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  167. 167. “A scheme of which every part promises delight can never be successful.” —Jane Austen, Pride and Prejudice #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  168. 168. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  169. 169. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  170. 170. Audit logs are proof that no data breach has occurred. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  171. 171. Audit logs are proof that no data breach has occurred. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  172. 172. Our team wants to be predictive. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  173. 173. Our team wants to be predictive. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  174. 174. Our team wants to be predictive. What does the team want to do? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  175. 175. Skydiving was fun. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  176. 176. Skydiving was fun. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  177. 177. Skydiving was fun. What happened? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  178. 178. Use be-verbs when they serve a purpose. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  179. 179. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  180. 180. what? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  181. 181. is #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  182. 182. “Write when there is something that you know; and not before; and not too damned much after.” —Ernest Hemingway, Death in the Afternoon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  183. 183. “Write when there is something that you know; and not before; and not too damned much after.” —Ernest Hemingway, Death in the Afternoon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  184. 184. www.hemingwayapp.com #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  185. 185. www.hemingwayapp.com #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  186. 186. www.hemingwayapp.com #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  187. 187. www.hemingwayapp.com #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  188. 188. What it is is… #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  189. 189. “What was found was that access points on maps were not reflective or accurate for where they are.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  190. 190. “What was found was that access points on maps were not reflective or accurate for where they are.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  191. 191. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  192. 192. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  193. 193. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) We don’t know diddly— #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  194. 194. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) We don’t know diddly— except to avoid (most) be-verbs. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  195. 195. Be-verbs are everywhere. See? @MarciaRJohnston #LavaCon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  196. 196. Be-verbs are everywhere. See? @MarciaRJohnston #LavaCon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  197. 197. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  198. 198. See be-verbs. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  199. 199. Now available Start seeing be-verbs. HowToWriteEverything.com #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  200. 200. Start seeing be-verbs. HowToWriteEverything.com #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  201. 201. Barbara Beresford, Minneapolis #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  202. 202. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  203. 203. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  204. 204. Questions, please. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  205. 205. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  206. 206. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  207. 207. Jane fully expects a big publisher to snap up her first novel. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  208. 208. Jane fully expects a big publisher to snap up her first novel. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  209. 209. We hope that people will actively participate. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  210. 210. We hope that people will actively participate. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  211. 211. Please listen carefully to the following choices so that we can immediately direct your call to the appropriate person. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  212. 212. Please listen carefully to the following choices so that we can immediately direct your call to the appropriate person. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  213. 213. Please listen carefully to the following choices so that we can immediately direct your call to the appropriate person. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  214. 214. Mahatma Gandhi truly changed the world. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  215. 215. Mahatma Gandhi truly changed the world. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  216. 216. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  217. 217. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  218. 218. Fred likes his toast very dry. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  219. 219. Fred likes his toast very dry. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  220. 220. Fred likes his toast very dry. Fred likes his toast so dry. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  221. 221. Fred likes his toast very dry. Fred likes his toast so dry. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  222. 222. Fred likes his toast very dry. Fred likes his toast so dry. Fred likes such dry toast. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  223. 223. Fred likes his toast very dry. Fred likes his toast so dry. Fred likes such dry toast. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  224. 224. Exception: the doge meme #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  225. 225. Exception: the doge meme #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  226. 226. Exception: the doge meme #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  227. 227. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  228. 228. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  229. 229. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  230. 230. Dump these words!* *unless you need them 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) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  231. 231. Do not use negative phrasing. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  232. 232. Do not use negative phrasing. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  233. 233. If you want viewers to focus on something, do not show faces looking away from it. (This image is from an eye-tracking study by James Breeze as cited in Garr Reynolds’s book Presentation Zen.) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  234. 234. If you want viewers to focus on something, do not show faces looking away from it. (This image is from an eye-tracking study by James Breeze as cited in Garr Reynolds’s book Presentation Zen.) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  235. 235. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  236. 236. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  237. 237. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  238. 238. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  239. 239. Dump these words!* *unless you need them 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) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  240. 240. Dump these words!* *unless you need them 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 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  241. 241. Given the fact that Joan understood topic-based writing, everyone went to her with questions. Concept Task Reference #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  242. 242. Given the fact that Joan understood topic-based writing, everyone went to her with questions. Concept Task Reference #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  243. 243. Dump these words!* *unless you need them 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 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  244. 244. Dump these words!* *unless you need them 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 just #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  245. 245. It's just that I just say just a lot. I just have the habit, so it’s just hard to stop saying it. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  246. 246. It's just that I just say just a lot. I just have the habit, so it’s just hard to stop saying it. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  247. 247. Dump these words!* *unless you need them 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 just #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  248. 248. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  249. 249. Michael Noer handed the six-year-old the tablet. With no instruction, and never having seen a computer, the boy began to swipe the screen, launch apps, and play a pinball game. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  250. 250. Michael Noer handed the six-year-old the tablet. With no instruction, and never having seen a computer, the boy began to swipe the screen, launch apps, and play a pinball game. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  251. 251. Try to focus on breathing. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  252. 252. Try to focus on breathing. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  253. 253. “Stop trying to hit me, and hit me.” —Morpheus to Neo #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  254. 254. “Stop trying to hit me, and hit me.” —Morpheus to Neo #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  255. 255. “Do or do not. There is no try.” —Yoda #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  256. 256. “Do or do not. There is no try.” —Yoda #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  257. 257. “When our tools don’t work, we tend to blame ourselves for being too stupid or not reading the manual or having too fat fingers.” —Lev Grossman, Time #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  258. 258. “When our tools don’t work, we tend to blame ourselves for being too stupid or not reading the manual or having too fat fingers.” —Lev Grossman, Time #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  259. 259. In order to divert 34,000 tons of food scraps from landfills, Portland created a curbside-pickup program for compostable waste. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  260. 260. In order to divert 34,000 tons of food scraps from landfills, Portland created a curbside-pickup program for compostable waste. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  261. 261. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  262. 262. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  263. 263. Jones and Caruthers have worked here for a long period of time. Sketch by Brian Poulsen. Used with permission. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  264. 264. Jones and Caruthers have worked here for a long period of time. Sketch by Brian Poulsen. Used with permission. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  265. 265. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  266. 266. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  267. 267. In light of my lack of cash, we stopped at an ATM. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  268. 268. In light of my lack of cash, we stopped at an ATM. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  269. 269. Since… In light of my lack of cash, we stopped at an ATM. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  270. 270. Since… In light of my lack of cash, we stopped at an ATM. In spite of his poor health, Samuel attended his niece’s graduation. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  271. 271. Since… In light of my lack of cash, we stopped at an ATM. In spite of his poor health, Samuel attended his niece’s graduation. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  272. 272. Since… In light of my lack of cash, we stopped at an ATM. Despite… In spite of his poor health, Samuel attended his niece’s graduation. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  273. 273. Since… In light of my lack of cash, we stopped at an ATM. Despite… In spite of his poor health, Samuel attended his niece’s graduation. I prefer that TV in terms of cost. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  274. 274. Since… In light of my lack of cash, we stopped at an ATM. Despite… In spite of his poor health, Samuel attended his niece’s graduation. I prefer that TV in terms of cost. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  275. 275. Since… In light of my lack of cash, we stopped at an ATM. Despite… In spite of his poor health, Samuel attended his niece’s graduation. …that cheaper TV. I prefer that TV in terms of cost. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  276. 276. “The word of is, in anything other than small doses, among the surest indications of flabby writing.” —Bryan Garner Garner’s Modern American Usage #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  277. 277. “The word of is, in anything other than small doses, among the surest indications of flabby writing.” —Bryan Garner Garner’s Modern American Usage #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  278. 278. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  279. 279. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  280. 280. The proverbial needle in the haystack #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  281. 281. The proverbial needle in the haystack #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  282. 282. The proverbial needle in the haystack #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  283. 283. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  284. 284. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  285. 285. Our company understands the pros and cons of all these different technologies. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  286. 286. Our company understands the pros and cons of all these different technologies. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  287. 287. Steve Jobs’s name appears on 212 different Apple patents. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  288. 288. Steve Jobs’s name appears on 212 different Apple patents. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  289. 289. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  290. 290. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  291. 291. Google’s CEO, Eric Schmidt, has a particular belief that Android’s open platform leads to more options and more consumer choice. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  292. 292. Google’s CEO, Eric Schmidt, has a particular belief that Android’s open platform leads to more options and more consumer choice. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  293. 293. While Lady Gaga’s particular sense of style puzzles many, millions of fans say that her affirming theme of bravery and kindness has changed their lives. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  294. 294. While Lady Gaga’s particular sense of style puzzles many, millions of fans say that her affirming theme of bravery and kindness has changed their lives. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  295. 295. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  296. 296. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  297. 297. We’ll throw some verbiage in there. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  298. 298. We’ll throw some verbiage in there. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  299. 299. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  300. 300. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  301. 301. Want to make this technique even faster? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  302. 302. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  303. 303. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  304. 304. Try this. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  305. 305. Another translation example #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  306. 306. Another translation example Updates are needed to your content. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  307. 307. Another translation example Updates are needed to your content. 6 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  308. 308. Another translation example Updates are needed to your content. 6 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  309. 309. Another translation example Updates are needed to your content. Your content needs updating. 6 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  310. 310. Another translation example Updates are needed to your content. Your content needs updating. 6 words 4 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  311. 311. Another translation example Updates are needed to your content. Your content needs updating. 6 words 4 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  312. 312. Another translation example Updates are needed to your content. Your content needs updating. 6 words 4 words 2 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  313. 313. Another translation example Updates are needed to your content. Your content needs updating. 6 words 4 words 2 words #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  314. 314. Another translation example Updates are needed to your content. Your content needs updating. 6 words 4 words 2 words Translation savings: 1 sentence, 1 language $ 0.50 ! 10,000 sentences, 1 language ! 10,000 sentences, 25 languages $ 5,000.00 $ 125,000.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  315. 315. Another translation example Updates are needed to your content. Your content needs updating. 6 words 4 words 2 words Translation savings: 1 sentence, 1 language $ 0.50 ! 10,000 sentences, 1 language ! 10,000 sentences, 25 languages $ 5,000.00 $ 125,000.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  316. 316. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  317. 317. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  318. 318. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  319. 319. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  320. 320. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  321. 321. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  322. 322. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  323. 323. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. 15-word reduction x 10,000 sentences x 25 languages saves ... #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  324. 324. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. 15-word reduction x 10,000 sentences x 25 languages saves ... $ 937,500.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  325. 325. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. 15-word reduction x 10,000 sentences x 25 languages saves ... A cool mill. $ 937,500.00 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  326. 326. 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. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  327. 327. 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. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  328. 328. 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. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  329. 329. 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. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  330. 330. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  331. 331. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  332. 332. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  333. 333. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  334. 334. Questions, please. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  335. 335. Adjectives • absolutely certain, absolutely essential, absolutely guaranteed, completely necessary, totally sure • bald-headed • best ever, first ever • blue in color, few in number, long in duration, nubbly in texture, round in shape, slovenly in appearance, short in height, slow in speed, small in size, tall in stature • booked solid • exact same, same exact, same identical • filled to capacity • incredible to believe, visible to the eye, warm to the touch #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  336. 336. Nouns • actual experience, actual fact • added bonus • advance notice, advance planning, advance preview, advance reservations, advance warning • all-time favorite, all-time record • alternative choice • anonymous stranger • annual anniversary • armed gunman • artificial prosthesis • autobiography of her own life, biography of his life #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  337. 337. Nouns • actual experience, actual fact • added bonus • advance notice, advance planning, advance preview, advance reservations, advance warning • all-time favorite, all-time record • alternative choice • anonymous stranger • annual anniversary • armed gunman • artificial prosthesis • autobiography of her own life, biography of his life And that’s just the a’s. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  338. 338. Verbs • add an additional • aid and abet, cease and desist, pick and choose • allow you to be able to • always include • ask the question • assemble together, attach together, blend together, collaborate together, combine together, confer together, connect together, cooperate together, fuse together, gather together, join together, integrate together, meet together, merge together, mingle together, mix together, pool together, share together, splice together #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  339. 339. Odds and Ends • 6 a.m. in the morning, 10 p.m. in the evening, twelve noon, twelve midnight • and etc. • ATM machine, GOP party, GRE exam, HIV virus, ISBN number, LCD display, PIN number, RAM memory, UPC code—and my favorite: Please RSVP #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  340. 340. More on redundancy … www.HowToWriteEverything.com/ Annals-of-Redundancy-Annals/ #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  341. 341. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  342. 342. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  343. 343. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  344. 344. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  345. 345. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  346. 346. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  347. 347. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  348. 348. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  349. 349. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  350. 350. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  351. 351. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  352. 352. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  353. 353. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  354. 354. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  355. 355. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  356. 356. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  357. 357. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  358. 358. Or… “Unleash your creativity.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  359. 359. Or… “Unleash your creativity.” #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  360. 360. Or… “Unleash your creativity.” Savings: 79% #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  361. 361. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  362. 362. YOUR WORDS #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  363. 363. Dump these words!* *unless you need them 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 just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  364. 364. Word count Cost to translate into 1 language 25 languages x 10,000 sentences (Harry Potter novel) BEFORE Your original text here with more words than you need. 10 $2.50 $62.50 $625,000.00 AFTER Your tighter text here. 4 $1.00 $25.00 $250,000.00 Savings 60% $1.50 $37.50 $375,000.00 Spreadsheet available on request. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  365. 365. Story time
  366. 366. Story time Water dispenser
  367. 367. Story time Buttons Water dispenser
  368. 368. Story time Quick reference Buttons Water dispenser
  369. 369. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  370. 370. Concise = good ... right? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  371. 371. Ready for a video? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  372. 372. Ready for a video? (You’ll have to pretend.) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  373. 373. Hey, Rick, would you bring me a glass of room-temperature water? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  374. 374. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  375. 375. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass (Smart guy!) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  376. 376. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass (Smart guy!) Instructions #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  377. 377. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass (Smart guy!) Instructions Button #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  378. 378. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass (Smart guy!) Instructions Button Water #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  379. 379. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Dump (Smart guy!) Instructions Button Water #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  380. 380. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Dump (Smart guy!) Instructions Button Water Read again #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  381. 381. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Dump (Smart guy!) Instructions Button Water Read again Exasperation #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  382. 382. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Dump (Smart guy!) Instructions Button Water Read again Exasperation Try again #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  383. 383. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Dump (Smart guy!) Instructions Button Water Read again Exasperation Try again Try again #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  384. 384. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Instructions Button Water Dump Dump again (Smart guy!) Read again Exasperation Try again Try again #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  385. 385. Hey, Rick, would you bring me a glass of room-temperature water? Rick Glass Instructions Button Water Dump Read again Exasperation Try again Try again Dump again Try again (Smart guy!) #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  386. 386. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  387. 387. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  388. 388. If conciseness doesn’t fix it, change what you’re saying. @MarciaRJohnston #LavaCon #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  389. 389. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  390. 390. “A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all sentences short or avoid all detail and treat subjects only in outline, but that every word tell.” ! — William Strunk Jr. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  391. 391. “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 Ford Foreword to Karen McGrane's Content Strategy for Mobile, 2012 #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  392. 392. For more on concise writing and much, much more #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  393. 393. For more on concise writing and much, much more #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  394. 394. For more on concise writing and much, much more #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  395. 395. powerful For more on concise writing and much, much more #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  396. 396. powerful For more on concise writing and much, much more #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  397. 397. powerful For more on concise writing and much, much more “I’ve longed for a book on writing to recommend to clients and colleagues … and this is it!” —Kristina Halvorson #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  398. 398. #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  399. 399. Think this is small? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  400. 400. Think this is small? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  401. 401. Think this is small? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  402. 402. Think this is small? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com
  403. 403. Think this is small? #LavaCon @MarciaRJohnston Write Tight(er) HowToWriteEverything.com

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