Brenden Arakaki / Startup Communication Advisor Effective Communication in English. Presented at infoShare 2013 conference in Gdańsk, Poland.

1. by Brenden Arakaki
Killer Copy
(with a Polish twist)

2. Brenden Arakaki — @Cognix
Question
Who here is not
a native English speaker?
(English was not your first language)

3. Brenden Arakaki — @Cognix

4. Brenden Arakaki — @Cognix
Listening Speaking
Reading Writing

5. Brenden Arakaki — @Cognix
More people read what you write
rather than hear what you say.

6. Brenden Arakaki — @Cognix
Speech has context.
Text stands alone.

7. Brenden Arakaki — @Cognix
People read with their
internal voice

9. Brenden Arakaki — @Cognix
How is good copy written?

10. Brenden Arakaki — @Cognix
“Copy is never written,
copy is assembled.”
—Eugene Schwartz

11. Brenden Arakaki — @Cognix
Components of good copy
Power and action verbs
Beautiful descriptors
Practical solutions to problems

13. Verbs
Syncs your work
Your files are backed up
Return to older versions
Restore deleted files
Get up and running
Start saving
Keep all of your work
Share with your team
Access older version

14. Verbs
Syncs your work
Your files are backed up
Return to older versions
Restore deleted files
Get up and running
Start saving
Keep all of your work
Share with your team
Access older version

15. Descriptors
Important
Simpler
Automatically
Instantly
Safe
Securely
Latest

16. Descriptors
Important
Simpler
Automatically
Instantly
Safe
Securely
Latest

17. Solutions
Getting started is simple
Available from anywhere
No training required
Forget about email attachments

18. Solutions
Getting started is simple
Available from anywhere
No training required
Forget about email attachments

21. Verbs
Organize windows
Swipe through apps
Edit photos
Provides smooth touch
Preserves picture clarity
Boots-up in seconds
Stays fast
Delivers fast connectivity

22. Verbs
Organize windows
Swipe through apps
Edit photos
Provides smooth touch
Preserves picture clarity
Boots-up in seconds
Stays fast
Delivers fast connectivity

25. Descriptors
0.55mm layer
Touch-enabled glass
fused to screen
Smooth touch
Best of all
Built-in
Fastest networks
Machinized
Anodized aluminum
Tight tolerance
Hiddent vents
Invisible screws
Seamlessly tucked away

26. Descriptors
0.55mm layer
Touch-enabled glass
fused to screen
Smooth touch
Best of all
Built-in
Fastest networks
Machinized
Anodized aluminum
Tight tolerance
Hiddent vents
Invisible screws
Seamlessly tucked away

27. Brenden Arakaki — @Cognix
Your work where you need it
Dropbox syncs your important work across all your devices. Your files are
backed up and you can even return to older versions or restore deleted files.
And getting started has never been simpler.
Get up and running instantly
Start saving your work in Dropbox and it's automatically backed up and
available from anywhere — no training required.
Keep all of your work safe
Share securely with your team, access older versions of your documents, and
even restore deleted files.
Forget about email attachments
You'll have the latest version of your docs whether you're on a Mac at home,
your colleague's PC, or your phone or tablet.

28. Brenden Arakaki — @Cognix
Verbs
Your work where you need it
Dropbox syncs your important work across all your devices. Your files are
backed up and you can even return to older versions or restore deleted files.
And getting started has never been simpler.
Get up and running instantly
Start saving your work in Dropbox and it's automatically backed up and
available from anywhere — no training required.
Keep all of your work safe
Share securely with your team, access older versions of your documents, and
even restore deleted files.
Forget about email attachments
You'll have the latest version of your docs whether you're on a Mac at home,
your colleague's PC, or your phone or tablet.

29. Brenden Arakaki — @Cognix
Adjectives/Adverbs
Your work where you need it
Dropbox syncs your important work across all your devices. Your files are
backed up and you can even return to older versions or restore deleted files.
And getting started has never been simpler.
Get up and running instantly
Start saving your work in Dropbox and it's automatically backed up and
available from anywhere — no training required.
Keep all of your work safe
Share securely with your team, access older versions of your documents, and
even restore deleted files.
Forget about email attachments
You'll have the latest version of your docs whether you're on a Mac at home,
your colleague's PC, or your phone or tablet.

31. Brenden Arakaki — @Cognix
How do I gather good copy?
Copy-paste writing
Listen closely
Aspire to greatness

32. Brenden Arakaki — @Cognix
Polish
Gender nouns
(three, up to five)
7 case markings on
nouns/adjectives
3 verb tenses
Fixed stress
Where do Polish and English differ?
English
Has no gender
4 case markings
16 verb tenses
Variable stress

33. Brenden Arakaki — @Cognix
Example: Future Perfect Continuous
“In July, I will have been coaching
English in Poland for two years now.”

34. Brenden Arakaki — @Cognix
Mastering English
for Polish Natives

35. Brenden Arakaki — @Cognix
Basic Level
Avoid Woulda-Coulda-Shoulda
Careful with aspects
Careful with pronouns

36. Brenden Arakaki — @Cognix
Intermediate Level
Keep verb tenses
Prepositions
Stress

37. Brenden Arakaki — @Cognix
Master Level
Definite and Indefinite Articles
Vocabulary, Phrasal Verbs, Idioms
Sounds and Pronounciation

38. Brenden Arakaki — @Cognix
Conclusion
Plan and Think about the Cost

39. bmarakaki@gmail.com
@Cognix
Thank you!