2. LINKEDIN 101:
WHY SHOULD YOU CARE
• 2 new users every second.
• 500 out of 500 Fortune 500
companies use it.
• 92% of recruiters look at a
candidate’s profile.
• When it doubt, follow the money.
3. LINKEDIN 101
IT’S SUSTAINABLE
• IPO has doubled since going public.
• LinkedIn accounts for 64% of visits from
social media channels to corporate
websites.
• http://www.cmo.com/articles/2013/11/4/15
_Stats_LinkedIn.html
8. LINKEDIN 101
STEP FIVE EXPERIENCE MATTERS
• We should never see this much
white space…
• What have you done?
• How have you created value?
• Quantify the numbers.
18. WRITING BASICS:
BEFORE YOU EVER
START TYPING
• Research the client
• Research the client’s competitors
• Research your company
• Research your company’s competitors
• Research the target audience
• Context Matters!!
19. WRITING BASICS
BEFORE YOU EVER START TYPING
Outline the purpose
•What outcome to you want?
•Inform
•Entertain
•Persuade
21. THE MAIN THEME OF
GOOD WRITING
• The key to good writing is brevity.
• Be concise and thorough.
22. UNIVERSAL TRUTHS TO
ACHIEVE
THAT THEME
Commitment Statement
• How can you explain everything you are
talking about in one sentence?
• That sentence should have emotional
impact.
• Everything you write needs to revolve
around that commitment statement.
24. UNIVERSAL TRUTHS TO
ACHIEVE
THAT THEME
• Avoid passive voice at all costs
• Passive voice is confusing.
• Passive voice is cumbersome.
• Passive voice is not conversational.
Passive voice writing will hurt your grade.
Don’t use it.
26. WHAT IS PASSIVE
VOICE?
• The man was bitten by the dog.
• The dog bit the man
• SVO writing shortens your sentences.
• SVO writing is more clear.
• SVO writing is better.
28. THE OTHER BIG WRITING ISSUE:
FORCING PRESENT TENSE
•Is happening=bad
•Will happen=good
29. UNIVERSAL TRUTHS TO
ACHIEVE
THAT THEME
Every word should have a purpose.
•Write your copy
•Diet Coke break
•Review your copy
•Read it aloud
30. LAUNDRY LIST OF
WRITING TIPS
• Do use active voice verbs create immediacy.
Use them.
• Don’t use jargon. It’s confusing.
• Do vary sentence structure and length.
• Don’t overly hype something.
• Do think about tone.
31. WAYS TO CLARIFY
WRITING
Example
• We all played show and tell in elementary school.
Definition
• If you use a complex term, assume people don’t
know what it means
Comparison
• We know about apples to apples
32. WAYS TO CLARIFY
WRITING
Restatement
• Tell them what you’re going to tell them.
• Tell them.
• Tell them what you told them.
• 3 minimum amount of times you have to tell
someone something before they have a
chance to get it….
• 8-11 times before it sticks….
34. WHY ARE WE TALKING
ABOUT BUSINESS
WRITING?
• Strategic Communication is about telling stories
that preserve or improve brands.
• The better a brand, the more likely it survives.
• A surviving brand means you still have a job.
Good business writing helps you eliminate clutter, workplace
drama and other annoyances that prevent you
from doing the work you want to do.
35. INTERNAL MEMO
• Bosses gloss over stuff.
• You need to keep them updated on
client progress.
• Memos make that happen.
• They also cover you when something
goes wrong.
36. BEFORE YOU WRITE THE MEMO
REMEMBER FORMATTING
• To
• From
• Date
• Subject Line: By the way, this is the most
important line you will write in a memo.
• Every memo, including the one you hand
in, should include this.
37. MEMO FORMAT
THE BEGINNING
Why are you writing?
• Mention this in the subject line
• Mention this in the first or second sentence
• Be nice
Tell Them What You’re Going To Tell Them
39. MEMO FORMAT
THE MIDDLE
All the slides I will just talked about…do it.
• Bullet Points
• Outline
• Vary Copy
• Visual Aids
• Context AND Content
Tell Them
