Isla McKetta - Clients In Translation: Learning & Working Within A Brand Voice

Isla McKetta@islaisreading

[email protected]

CLIENTS IN TRANSLATIONLEARNING AND WORKINGWITHIN A BRAND VOICE

Ian Lurie

Edit as necessary but ALWAYS use the same styles

ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER ROI BIG DAY YOY TERMINAL EMULATOR PLATFORM AS A SERVICE LEGACY MODERNIZATION CULTIVATE SCALABLE EXPERIENCES BYOD VALUE-ADDED VERTICALS CONNECTIVITY DETOX CLEANSE R BIG DATA B2B KPI GAME CHANGER THOUGHT LEADER

SEO COPYWRITING ISN’TABOUT WORDS.

ESPECIALLY NOT KEYWORDS.

Ian Lurie

Just fun, if you have a disclaimer to make at the start.

Words and language are merely the medium.

S EO co py wr i tin gi s a bo ut

co m m uni catio n.

Ian Lurie

Example of 'really big' text paired with small. See the typography? The phrase below matches the one above in width.

One of these things is not like the other

Outlander

LANGUAGE IS A TOOL

Dialect: A variety of a language that signals where a person comes from.

- Encyc lopedia Br i tannica

Region Social ClassAgeProfessionEducationGenderRaceReligion

Dialects are shaped by

Language is a collection of our experiences

SHARED LANGUAGE BREEDS TRUST

Dialects connect us…

And dialects divide us

CroatianDobar dan

SlovenianDober dan LIKE ME

NOT LIKE ME

Sometimes the divide is tragic

But sometimes the divide is just silly

“These parameters are causing canonicalization problems”

“Why does this page have 147 different URLs?”

Language also connects us to brands

BRAND VOICE CASE STUDY:

PROM

Ask the client for information

• What are your audience demographics?• What do your customers read?• What are your negative keywords?• How do you want to be seen?• What’s your favorite piece of content?• Describe a failed piece of content.

Build a lexicon

The client is not always right

And neither is the writer

Client CustomerBorn 1974 1996Graduated HS 1992 Not yet

Teen Rebellion Flick Pump Up the Volume

Scott Pilgrim vs. the World

Heartthrob Bono Justin Bieber

Writer19781996

Dazed and Confused

Kurt Cobain

Find the customer’s native habitat

Research what customers really search for

Immerse yourself in the culture

Then write the hell out of your copy

If your voice isn’t authentic, you will lose your audience

Communication fail

“We have a caller from Lake Shelawn”

When you find the right voice…

Conversions follow.

Learn the brand voice

And you’re in.

Isla McKetta - Clients In Translation: Learning & Working Within A Brand Voice

Business

Transcript of Isla McKetta - Clients In Translation: Learning & Working Within A Brand Voice