Why WordPress core needs a writing style guide

From WPShout: Tone is often a sublim­inal thing. Over months and years, you work with a person, an orga­ni­za­tion, or a soft­ware package, and even­tu­ally you notice that it gener­ally makes you feel either happy or bummed out, listened to or scoffed at.

I wrote this post after noticing that parts of my daily inter­ac­tions with Word­Press Core were making me feel the wrong sets of things. The post outlines what I believe to be signif­i­cant prob­lems with the written tone of Word­Press Core, and argues for the creation of a formal Word­Press writing style guide. · Go to Why Word­Press core needs a writing style guide →

7 things the great copywriters wish you knew

From Copy­blogger: We some­times talk about web copy and content like they’re the same, but they aren’t — they comple­ment each other, but they also serve two distinct purposes.

Copy, tradi­tion­ally, is what we use to make the sale. To use Albert Lasker’s phrase, it’s sales­man­ship in print (or pixels). Its aim is to persuade.

Content does every­thing else. It attracts an audi­ence, engages their sustained atten­tion, demon­strates your ability to solve their prob­lems, and paves the way for an even­tual purchase.

Content marketing is the new cool kid in adver­tising– because the web lets us use content to accom­plish so much with rela­tively limited resources.

But really smart content marketers know enough to steal from their more tradi­tional copy­writing brothers and sisters. Because those old school elements of persua­sion will make every­thing in your content work better. · Go to 7 things the great copy­writers wish you knew →

MailChimp’s voice and tone

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. · Go to MailChimp’s voice and tone →

The rise of the Zuckerverb: The new language of Facebook

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. · Go to The rise of the Zuck­erverb: The new language of Face­book →

21 ways to create compelling content when you don’t have a clue

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. · Go to 21 ways to create compelling content when you don’t have a clue →