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Use the RIGHT
To increase your speed
without sacrificing quality
• Time – never enough
• Quality – can’t be perfect
• Information - incomplete, inaccurate, inconsistent from
one source to another
• Emotions -
• frustration - goals seem impossible
• confusion, standards keep changing
• apathy - I don’t get a byline, I’m not listed as a media
contact so why does it all matter?
• Absurdity - clients are insane, sales reps are hit and miss
on their product knowledge, production demands keep
changing, it all rolls downhill on you
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• Time – you’re developing speed, a key skill
• Quality – you’re developing quality, a key trait
• Information – you’re developing product and service
knowledge across a wide array of fields and it’s a big
company; you’re building knowledge that could help you
work in another department
• Emotions - That’s what Grooveshark is for! Or Pandora!
• Absurdity - $2 beers at Fox and Hound every Tuesday!!!
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Quality Management = Develop a personal
strategy for how you’ll attack each type of site
Not just spelling and grammar but word choice
Choose vivid, enticing words as much as possible
KEY: Think of a scenario in advance – this
should activate the right words in your brain so
that you don’t have to THINK as much or as hard
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Marine engineers scenario: rescue operation / into the depths
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Keep your project afloat
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Mill Creek Manor
Following scenario all the way through
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Mill Creek Manor Menu Page
This just develops the theme further
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And still more…
Vivid imagery – “sharpen your sweet tooth”
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D M Campsey Seed & Feed
Alliteration and Rhyme also help = “one-stop shop” and “seed
and feed needs”
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Word Choice matters
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• Use QAF 644 for complex, sensitive or content-poor
• You can find it at this link at the bottom:
• Minimize the time you need to think or categorize topics
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Attack the site strategically = write the elements that do the
heavy lifting FIRST
• Page Names
• These should come from the PBC doc
• Callouts = come from your benefits
• Bullet points = come from your features/products/services
= generate your subhead
• Hero / Lead = devote most of your time to this
These three bolded items write your entire site.
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DOUBLE CHECK YOUR WORK
• Write first. Edit later.
• Check spelling and grammar AFTER you’ve written the site.
• You can’t write AND edit WELL at the same time.
• Each tasks requires different sections of your brain and these sections
normally don’t work well together.
• A good hint from Quality Review was read the copy backward if you
have to in order to trick your brain into reading it afresh.
• Check spelling and grammar BEFORE you proof
• Why? Time will have passed between when you wrote it and when
you got it back.
• Hopefully the copy will seem fresher to you.
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