Harry Gardiner offers top tips, tricks and advice on how to create successful copy for web. Slides used for a talk at Southampton Solent University on the 20th January, 2016
20. “BECAUSE THE REAL GENIUS OF
EDITING IS NOT IN ADDING A COMMA…
IT’S ABOUT RUNNING EACH WORD
THROUGH A SPECIFIC FILTER, AND
MAKING SURE THAT WHEN IT COMES
OUT ON THE OTHER SIDE? IT CONVEYS
EXACTLY WHAT YOU WANT IT TO.
THAT’S WRITING.”
Ash Ambridge – The Middle Finger Project
26. 1
3
2
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Remember you’re writing for people, not robots
Identify and understand your objectives
Keep your text simple and your message clear
To Summarise:
Break up your copy with subheadings and bullet
points
Edit, proofread, and then edit again
“Known as the inverted pyramid method, this means you should present readers with everything they need to know from the opening few paragraphs.
Begin with the important information, and work your way from there.”