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Our bookmarks on this topic are also at pinboard.in/u:unison/t:web-writing/
The website makes clear through examples, tips and descriptions of feelings exactly how to achieve MailChimp’s tone of voice in all areas, including apps, social media, the main website, the blog and internal communications. The same approach and presentation could be used for printed guidelines, too. Tell team members how to get the tone right, but also show them.
From Smashing: Tone of voice isn’t what we say but how we say it. It’s the language we use, the way we construct sentences, the sound of our words and the personality we communicate. It is to writing what logo, color and typeface are to branding.
From Ben Zimmer at The Atlantic: As he paced around the stage at the f8 Developers Conference, Mark Zuckerberg declared with wide-eyed optimism that Facebook was “helping to define a brand-new language for how people connect.” “When we started,” Zuckerberg explained, “the vocabulary was really limited. You could only express a small number of things, like who you were friends with. Then last year, when we introduced the Open Graph, we added nouns, so you could like anything that you wanted.“
And then he delivered the breathless payoff: “This year, we’re adding verbs. We’re going to make it so you can connect to anything in any way you want.” It was all part of “building this language for how people connect,” he said.
Readability turns any web page into a comfortable reading view right in your web browser. Too busy to read right then and there? Readability makes it simple to save your favorite articles for reading later.
From Copyblogger: Sometimes you’re just flat out of ideas. It’s not a matter of talent — you’ve written great stuff in the past. But lately, when you go back to the well for a fresh idea, it’s coming up dry. This happens to the best of us — even veterans who consistently produce quality content have their off days. Yet they continue to write.
This one little thing — often no longer than a dozen or so words — can have a dramatic impact on who sees your content, how they perceive it, and their willingness to share it with others. So, making the greatest headline possible for every piece of content you create in the future is critical.