LM Copy Presentation-Short
Otis Conway
Created on August 20, 2024
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Transcript
LEVELLING UP
LEVELLING UP
COPY DOESN'T MEAN GAME OVER!
PRESS START
We explore the level of work we can achieve through the amount of copy and content we use
intro
Today we are talking copy. Why it matters and how to get the most impactful results.
© 2024 like minds Copy
HI-SCORE
250724
STAGES
LEVELS
Examples
Stage 1 breakout
Pause
Stage 2 breakout
Tips & Tricks
hp up
7 tips
word count creep
level Guides
Playthrough
rESTART GAME
Cheat codes
Credits
Sprints
levels
Play
Play
Play
When push comes to shove we make the descision to have copy as the star of the show. This means design and graphical elements are secondary, shoe-horned in where they will fit.
Tetris
This usually requires us to downsize the copy to a minimum point size and also reduce leading creating a condensed finished product.
We have more room to play with design and graphics, there is less content than Tetris and copy feels more comfortable in the space.
Space invaders
There is a balance of overall content with more options for layout, key messaging and brand recognition. In this instance the design has scope to change and be more malleable.
The ball is in our court, copy is at a minimum and visuals speak louder than words.
Pong
We have the space to create beautiful graphics which translate the message without the need to spell it out in plain text. This approach lends itself to strong direct headings, key messaging/callouts and impactful visuals.
Examples
Highlighting the difference in levels, across one project
stage 1Breakout
We are going to breakout into 4 groups to discuss which levels our clients/projects fall into, where we think those clients should be and the challenges we face.
Lindsay
Megan
Alix
Kiarna
Laura
Allan
Players
Alana
Tom
bAN
eLLEN
nIKITA
Nikki
DANII
alex b
Jude
nICKY C
Bee
sOPHIE
iSOBEL
rOBYN
dI
15:00
back in the game
Let's talk through what each group discussed, exploring where our clients are, where we want them to be and the challenges we face.
LET'S TAKE A BREAK
PAUSE
PAUSE
Stage 2Breakout
We are now going to ask everyone in their groups to think up and write down some ways we can overcome the difficulties and challenges, are there tools we could benefit from?
Lindsay
Megan
Alix
Kiarna
Laura
Allan
Players
Alana
Tom
bAN
eLLEN
nIKITA
Nikki
DANII
alex b
Jude
nICKY C
Bee
sOPHIE
iSOBEL
rOBYN
dI
15:00
Time toshare
Let's talk through what each group came up with. Any ideas, solutions and tools that may prove to be beneficial moving forward.
Tips & Tricks
to level up
Planning is key
restartgame
PLAYTHROUGH
iNSIGHTS
- Capita's response to Cyber incident
- Keeping safe from scams
Keeping your pension safe [2 pages]
- Welcome from Jonathan
- Contents
- What to read if you only have 5 minutes - top 3 actions for a member to take, with signposting to relevant newsletter page for more details
Welcome [2 page]
Front cover [1 page]
Item
WHAT WE'VE DONE BEFORE
Page 5
Page 4
Page 3
Page 2
Back
Front
How we could do it
level Guides
These are here for best practice and visual results, they won't always be achievable
These are guides, a basis for best practice to achieve clear content and impactful visuals
Instills heirachy within content and steers the readers attention
Similar to Sub-headings these are here to draw attention to important information
This will be the main intro into the subject matter,this might not be neccessary on every page
Things to think about when adding more pages:
what if word count creeps
- More content = more pages = more cost
- Increased print costs (may be negligible)
- If in doubt, get print quotes for 2 document lengths
Give clients pros and cons of more copy if they want it
7 tips for elite content outlines
Include key messages (and word counts where helpful)
Consider how much you’re putting on each page
Think about the flow – where do things sit best on a spread and across the document?
Get your client’s input and agreement early on
Ask the client and administrator any key questions
Give it a theme – how will it all hang together?
TIME FOR SOME FOOD!
HP UP
HP UP
Cheat codes
Inside the world of copy for web
TETRIS
SPACE INVADERS
PONg
another dimention
not final
No limits
20%
STATS
20%
of text on a web page is read on average
People don’t read.They scan.
what makes great web copy
headings
SUBHEADERS
headings
SHORT PARAGRAPHS
SUBHEADERS
headings
groupingcontent
This is just a sample text to show you how hard and time-consuming it is to read this long text. It’s not easy to scan for the human eye, and we feel that we don’t want to read this text even in the beginning. And I totally understand, it’s painful. Thanks you for reading.
Don’t write stressful paragraphs like this.
But on the other hand, it is effortless to read this one.Because words are grouped together into 3-5 pairs.A carefully thought out text structure creates a seamless experience.
Group text into 3-5 pairs like this.
Most people can remember about seven chunks of information in short term memory.
Magical number 7
7 8 9 6 5 1 2 6 6 5
7 8 9 6 - 5 1 2 - 6 6 5
- Item 1
- item 2
- item 3
- item 4
- item 5
- item 6
- item 7
- Item 1
- item 2
- item 3
- item 4
- item 5
- item 6
- item 7
- item 8
- item 9
- item 10
links - CTAs
Provides some information when read out of context
Explains what the link offers
Provides some information when read out of context
Doesn’t talk about mechanics
Explains what the link offers
Provides some information when read out of context
Doesn’t use ‘Click here’ or ‘Find out more’
Doesn’t talk about mechanics
Explains what the link offers
Provides some information when read out of context
To download the climate report click here
Get the latest climate report
i need your help
This is for members of the Unknown Pension Plan, this website is designed to be fully functional on mobile devices. In addition to member sections, the site contains useful information relating to the Plan's governance, financial and investment position, click here to keep up to date with the latest news.
- Make it descriptive
Call-to-action
- Strip out the unessesary
- Keep it short
Description
Heading
THE RIGHT WAY TO DO IT
05:00
These slides will be shared on Workplace along with a link to like minds world, where you can download the level guides.
Good game
HI-SCORE
We just want to say a big thank you to everyone for making the trip today, we hope you enjoyed it.
© 2024 like minds Copy
250724
THANKS
CREDITS
CREDITS
+INFO
Play
+INFO
ContentsWhat to read if you only have 5 minutes - top 3 actions for a member to take, with signposting to the relevant newsletter page for more details
Chair’s welcome (max 750 words)Key messages:
- The Fund is in a good position
- There’s a new sponsor CEO – no changes anticipated
- We’re keeping an eye on changes resulting from the General Election
page 3
Page 2
Title
Image
Logo
Front COVER
Tagline
Contact details
bACK COVER
Keeping safe from scams (max 500 words) Key messages:
- The Trustee doesn’t want members to fall victim to scams
- Be aware of how scammers might approach you
- Take financial advice before making any decisions
Capita's response to Cyber incident (max 500 words) Key messages:
- We want to reassure you
- Capita has made updates to its systems
- The aim is to prevent any further risk to your data/benefits