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April 2004 In this issue: >> Intro: A
Publisher's Vanity
Greetings, In the last issue's survey I asked for some feedback about whether you ever went to the excessvoice.com site and what your impressions were. Well, the response was skinny to say the least. : ) Lesson learned? A publisher's vanity about his or her own site may be comforting at one level, but at the end of the day, it's dangerous to assume that people who read your newsletter are necessarily interested in your site. And in many cases it's not that people aren't interested - it's simply that we are busy and don't have time to visit sites unless there is a compelling reason to do so. In this issue's survey the question is a simple one: where do you sit down to work? In an office, a home office, at the kitchen table? Finally, I hope you enjoy this issue's article. For me, it covers an important issue that too many of us forget. Until next time. Nick >> Feedback: mailto:nick@excessvoice.com =============================================== REVIEW: SnagIt - Screen Capture Software This is a simple tool that has proved extremely useful to me since I first heard of it a few months ago. Put simply, it's a tool for capturing pages, screens, selected areas, text, menus, videos - whatever you want - from web sites or anything else on your monitor. I use it when I want to add elements from sites in reports and PowerPoint seminar presentations. Great resolution, plenty of features and easy to use. My full review is here: http://www.excessvoice.com/snagit-screen-capture.htm
- MarketingSherpa: - Site Build It!: - Principled Profit =============================================== ARTICLE: Get To ‘The Meat’ Faster Much of my consulting work comprises writing ‘Outside Opinion’ reports on the sites of large companies and organizations. Sometimes I review just a few pages, sometimes fifty or more. I’m just finishing one up now and have recognized a thread that is common to many of reports. Here is what I have noticed: On many sites we are too slow to ‘get to the meat’. Too much rambling and introduction on each page. One of the things I do in each report is create some ‘copywriter layouts’ of key site pages. I do my critique, and then provide some sample page designs to give the client an idea of how I see each page; the key messages, the key actions etc. But here’s the thing: I create just the first screen, not the whole page. And within that first screen I make sure that everything that NEEDS to be said is said. I make sure the key messages are prominent. And I include one or more directions or calls-to-action. How do I manage to get all the important points within one screen? I focus on what the visitor is expecting and hoping to find on the page. For that first screen I spend a lot of time trying to anticipate the frame of mind of the visitor. I know they are coming to the page with some task in mind. They are looking for something, some kind of answer. I either provide the answer as high up on the page as possible, or give clear choices and direction to help them click through to where they’ll find what they want. When you look at it that way, one screen isn’t such a small space. It becomes small only when too much attention is given to promoting, explaining and applauding the company or organization. It becomes crowded when too many stakeholders are fighting for space. And yes, I provide links starting with active verbs and get them into that first screen as well. If someone finds what they want right there, I want to allow them to click through without having to scroll and search. If someone is still one or two levels away from finding what they need, I want to get them on their way as quickly as possible. When you keep the visitor at the front of your mind...when you recognize and understand what they are looking for...you’ll serve them best by getting to the ‘meat’ as quickly as possible and providing them with the links they need.
** The archives of
all previous ExcessVoice articles can be found here: >> Feedback: mailto:nick@excessvoice.com =============================================== READERS WRITE BACK: Bits & Pieces In this issue we have a couple of comments on quite separate subjects, and my own thoughts too... "Some years ago I was on a trip from Oregon to Southern California when I saw this message on a restaurant sign: COME IN AND EAT BEFORE WE BOTH STARVE! I though this was pretty witty, but although it has stuck with me for over 20 years, it was not a motivator to stop and eat – and I didn’t. Writers should be careful not to get carried away with their own cleverness at the expense of the message." Nina Vaught Note from Nick: That's a thought we need to write out and paste to our monitors. Never write just to be clever. The only excuse for being 'clever' is to add power and clarity to the right message. -- "I do enjoy what you write, think it is sensible, but do not often go to the website unless there is a particular article of interest. Those of us on time-limited plans tend to think about minutes and not spend two or three hours a day on the web unless there is a purpose to spending the time. Thanks for your newsletter." Ben Whitney Note from Nick: Another important thought. As a publisher it is all to easy to think that one's 'loyal' subscribers just can't wait to check out all the new content on one's site. Of course, it's not so. We're all busy and go to sites mainly when we make an active choice to look for something. -- Any thoughts or comments to share? Send them in now... >> Feedback: mailto:nick@excessvoice.com =============================================== SURVEY: Where Do You Work? It might be interesting to get an idea of where we all sit down to work. For myself, I work from my kitchen table. [ ] In my employer's
offices ====================================================== Don't miss out on future issues of the Excess Voice newsletter for copywriters. Sign up now: (Your email address will be used only for the purpose of sending you this newsletter, and you'll be free to unsubscribe at any time.) |
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