Arkasha will walk us through some great (and awful!) writing from a UX perspective, keeping one question in mind: If the reader is the user, what makes a great reading experience? She'll tell you how to catch a reader's attention, how to write some catchy content phrases, how to keep the reader's attention, and mostly, how to make a connection through words.

1. HOW TO USE THE
RIGHT WORDS
If the reader is the user, what makes a good reading
experience?

2. 1. THE PROCESS OF WRITING
CONTENT: ARTICLES OR BLOG POSTS

3. WRITING IS
CUTTING
THE READER IS MORE
IMPORTANT THAN YOUR
EGO

4. WHEN
INTERVIEWING/WRITING:
ALWAYS
KEEP THE
MAIN
QUESTION IN
MIND

5. AN EXAMPLE:
INTERVIEWING
THE
ORGANIZERS
OF DGTL
FESTIVAL

6. THEIR ANSWERS TO MY
QUESTIONS:
- INTERESTING AND CLOSE TO
THE MAIN QUESTION
- INTERESTING, BUT FAR FROM
THE MAIN QUESTION
- NOT INTERESTING

7. WRITE OUT
THE
THEMES

8. MARK THE GOOD
STUFF
IT’S LESS PAINFUL THAN
COMMAND + X

9. DRAG IT
CONNECT IT
DEFINE THE IN
BETWEEN TITLES

10. WRITE AN
INTRO
WRITE A TITLE

11. This is how DGTL Festival became the most
sustainable festival in the world.
These are the actions of the most sustainable
music festival in the world. And oh, it’s Dutch!
We talked with Tom & Jasper, the Dutch guys who
made DGTL Festival the most sustainable music
festival in the world.
How to make sure your sustainable efforts get
resonance abroad?
We asked Tom & Jasper, the organizers of DGTL, the greenest
music festival on the planet.

12. IN A NUTSHELL:
1) WRITE IT ALL OUT
2) STRUCTURE YOUR TEXT BY DEFINING THEMES, DRAGGING,
CUTTING
3) SPICE IT UP WITH A PERSONAL TOUCH
4) INTRO AND TITLE

13. 2. COPY WRITING
AND ITS TRAPS

14. She was made the
suggestion earlier
that some of the
sentences during
her presentation
might have come
off as a little too
long.
He said the sentences
during her
presentation were too
long.

15. 1) CUT THE
CRAP &
KEEP IT
SHORT

16. It was sunny outside
in Antwerp, yet some
people preferred to
go inside, where they
would listen to a
presentation called
How to Use the Right
Words. One of the
attendees was
probably here for the
beer.
Leaves would leave
shadow patterns on the
streets of Antwerp, as a
couple of people
descended into a cool
cellar, where some
nervous writer girl was
talking about How to Use
the Right Words. As she
stuttered, the sweatiest
of all attendees casted
an eye on a beer glass in
the corner.

17. 2) SHOW
DON’T
TELL – BUT
DOSE
WELL

18. With our passion for
strategic thinking we
bring value to your
table. We define a
whole new way of
finding
opportunities. That
is where the magic
happens. That’s how
we inspire, every
day.
We are a strategic
branding and
communication
agency, creating value
through the design of
digital products,
meaningful brands
and unique interactive
solutions.

19. 3) AVOID
CLICHES
AND BE
SPECIFIC

20. We’ll help you get
your goals.
You’ll reach your goals
35% faster.

21. 4) DON’T WRITE ABOUT YOU. WRITE
ABOUT YOUR CLIENT’S INTERESTS

22. 5 Ways That Will
Make Your Readers
Love Your Texts So
Much More
Your articles will be
picked up a lot faster
when following these
suggestions
Make sure you don’t miss out
on our best practices.
CLICK NOW!
This is How We Engage
our Audience with Well
Written Content.
And oh! We’re not even talking
about SEO…

23. 5) DON’T LET SEO RULE

24. Questions in Slack
■ Pim Van Vlaenderen asked: Are there good methods
to document or describe a tone of voice for
distributed teams of copywriters, designers,
marketeers,... ?

25. Questions in Slack
■ Hanne De Smedt asked: How do you balance
informing the user and limiting your content (as
users generally don't like to read). > How do you
make sure you say everything that's needed, in a
compact way but without sounding like a boring
robot (ie using creativity)?

26. Questions in Slack
■ ZaiMan asked: What I hope to get from your talk is a
general approach towards writing for specific
platforms vs writing for specific audiences, vs all of
the above. Is it a gut feeling, subject to trends or can
it be carved into stoney guidelines?

27. Other questions?

28. ASK YOUR LOCAL COPYWRITER
Arkasha Keysers
www.kash.be
@kashkijkt