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SXSWi 2011 Writing Workshop with @BettyDraper


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Session given at SXSWi on Friday, March 11, 2011

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SXSWi 2011 Writing Workshop with @BettyDraper

  1. image swiped from sxswi 2011Writing Workshop with @bettydraper Saying It Short
  2. @adbroad @bettydraper
  4. The less you say, the more they’ll remember.
  5. “Short attention span linked to TV” image pilfered from --USA Today, 2004
  6. “The internet is rerouting our neural pathways.” --Nicholas Carr, The Shallows What the Internet is Doing to our Brains
  7. The biggest impediment to concentrationis your computers ecosystem of interruption technologies: IM, email alerts, RSS alerts, Skype rings, etc. --Cory Doctorow, co-editor of Boing Boing: A Directory of Wonderful Things.
  8. 1.Make a story.
  9. Our brains are wired for stories. image swiped from
  10. Make it a short story. (this takes a long time)
  11. “I didn’t have time to write a short letter, so I wrote a long one instead.”-Blaise Pascal, French scientist (often falsely attributed to Mark Twain)
  12. 2.Make every word count.
  13. “The difference between the right word and almost right word is the difference between lightening and lightening bug.” --Mark Twain
  14. dataISN”T A
  15. One death is a tragedy; one million is a statistic. --Stalin
  16. DataThe king died. Then, the queen.
  17. StoryThe king died. Then, the queen died of grief. --E.M. Forster
  18. Paul Ford listened to 1,302 bands worth of music at SXSW09 and reviewed each in six words or less.
  19. 3.Consider the target images courtesy
  21. 4.Keep it simple.
  23. “Betty’s tweets are simply entertaining. That is, they’re simple. Frequently her tweets are less than 140 characters.” --Englund Blog, Daily Dose of Social Media
  24. Stop writing paragraphs.Think about traffic signs.
  25. before you think you are finished
  26. A kindergarten teacher turned every student into an artist.“It’s just a matter of knowing when to take the paper away.” --Martin Stevens, former Revlon Creative Director
  27. Leave out the parts people skip. --Elmore Leonard
  28. It’s not about telling it all. It’s about telling it right.
  29. Michael Pollan’s theoryby Design strategist Jono
  30. Eat food. Not too much. Mostly plants. --Michael Pollan, In Defense of Food
  31. (actual slide, not a simulation) What is transmedia? Transmedia is a format of formats; an approach to story deliverythat aggregates fragmented audiences by adapting productions to new modes of presentation and social integration.The execution of a transmedia production weaves together diverse storylines, across multiple outlets, as parts of an overarching narrative structure. These elements are distributed through bothtraditional and new media outlets. The online components exploit the social conventions, and social locations, of the internet.
  32. What is transmedia? Narrative told through many media at oncein a way that is non-linear, participatory and immersive. --Frank Rose, author The Art of Immersion
  33. What is transmedia?Stories freed from the restrictions of any single platform or media. --Michael Morello, co-founder, ECD of Campfire
  34. Successful communication isn’t about technology. It’s about story.
  35. For sale. Baby shoes. Never worn. -Ernest Hemingway
  36. Shipwrecked by Bob Thurber (from Hint Fiction, Stories in 25 Words or Less)After we buried the captain, we salvaged theVictrola. It worked, though the mahogany wasruined. Half of us put on dresses. And wedanced.
  37. 5.Say it different.
  39. --sign by cash register at Harney’s Tea Shop, Millerton,
  45. The most important story you tell is your own.
  46. Writing your bio means creating a narrative from the many people you are.
  47. “Thus play I in one person many people, and none contented.” --Shakespeare, Richard II
  48. Writing your bio means creating a character.
  49. The oldest working writer in advertising
  50. Your photo speaks volumes.
  51. Evan R. Chesler, Presiding Partner,Marty Cooke, CCO ad agency corporate law firm
  52. What do others say about you?
  53. Convent of the Sacred Heart, NY2004 Yearbook
  54. Exercise partially stolen from Michael Margolis @GetStoried.
  55. 1. Where were you born?2. What was your first job?3. What is your work now?4. What is your passion?5. What did you wake up thinking about this morning?
  56. Helen Klein Ross She’s loved advertising since the dayit convinced her mother to buy Sea Monkeys.
  57. 917-796-8330 @adbroad