Basics for writers and editors Notes
What is SEO?
Search engine optimization (SEO) refers to the many techniques you can
use to raise your webpages rank in search engine results.
Search engines analyze the words on a page and consider some words as
Print Media Requirements Notes
Less intrusive medium
Ads more straightforward and informative
Better ad production
More informative, longer copy
Focus on service or store personality
Little space for explanation; keep it s
Print headlines online Notes
In Florida, the natives are restless
Classic Easter fare: a grilled, herb-laden ham
Oakland behind the curve on hunger for street eats
Better than a jungle gym: Native garden at Long Beach school
to public on Sunday
Know your audience Notes
Is it the same as your print audience? Probably not.
Look at your current data where does your traffic come from?
Who visits your site, for how long, what do they look at most?
Know your audience!
Local becomes global online. Thin
Categories of Copy
Elements readers see in their initial scanning
Headlines, subheads, call-outs, taglines, and slogans
Elements that are designed to be read and absorbed
Text of the ad message, captions, call to action
How to Write
Creativity and Breakthrough Advertising Notes
Ads Where Words Are Crucial
If the message is complicated
In ads for high-involvement products
Information that needs definition and explanation
If a message tries to convey abstract qualities
Scripts, Storyboards, Photoboards Notes
The written version of the commercial
Prepared by the copywriter
The visual plan or layout of the commercial
Prepared by the art director
Uses photos instead of art for images
Web Ads Notes
They create awareness and interest in a product and build a brand
Good copywriting works well in any medium, including the Internet.
Other Web ad formats include games, pop-up windows, daughter
windows, and side frames.
Writing for Television Notes
The script contains the words, dialogue, lyrics, sound effects,
instructions, and descriptions to help the producer create the
commercial as the copywriter imagined.
Sources of audio are on the left.
Words, dialogue, d
Top five tips for Web text Notes
Front-load your information
Each sentence should start with the most important words, and
each paragraph should start with the most important sentence.
Remember the eye-tracking studies! These recommend putting
the most im
SEO for articles Notes
Try to repeat each keyword 2 to 4 times in a 300-word story.
But you dont want your text to sound artificial or so repetitive
that it's ridiculous.
Include keywords and variations in subheads, bold, bulleted lists.
Draft your story
Techniques for Creating Slogans Notes
Direct Address: Have it your way; Think small.
A startling or unexpected phrase: the NYNEX campaign used, If
its out there, its in here, which is an example of a twist on a
common phrase that makes it unexpected.