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         sxswi 2011
Writing Workshop with @bettydraper
          Saying It Short
@adbroad           @bettydraper




           brandfictionfactory.com
brandfictionfactory.com
The less you say, the more they’ll remember.




                 brandfictionfactory.com
“Short attention span linked to TV”
                                      image pilfered from EdwardBoches.com


                                       --USA Today, 2004



            brandfictionfactory.com
“The internet is rerouting our neural pathways.”

                                                          --Nicholas Carr,
                     The Shallows What the Internet is Doing to our Brains
SXSWi 2011 Writing Workshop with @BettyDraper
The biggest impediment to concentration
is your computer's ecosystem of interruption technologies: IM,
           email alerts, RSS alerts, Skype rings, etc.
            --Cory Doctorow, co-editor of Boing Boing: A Directory of Wonderful Things.




                               brandfictionfactory.com
1.
Make a story.




   brandfictionfactory.com
Our brains are wired for stories.




                          image swiped from AMCTV.com
Make it a short story.
  (this takes a long time)




          brandfictionfactory.com
“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)




                                   brandfictionfactory.com
2.
Make every word count.




       brandfictionfactory.com
“The difference between the right word and almost right word is the
        difference between lightening and lightening bug.”
                                                          --Mark Twain




                            brandfictionfactory.com
data
ISN”T A STORY




brandfictionfactory.com
One death is a tragedy; one million is a statistic.
                                                      --Stalin




                     brandfictionfactory.com
Data
The king died. Then, the queen.




          brandfictionfactory.com
Story
The king died. Then, the queen died of grief.

                                                --E.M. Forster




                 brandfictionfactory.com
Paul Ford listened to 1,302 bands' worth of music at SXSW09 and reviewed each in six words or less.
3.
Consider the target




                      images courtesy AMCTV.com
brandfictionfactory.com
4.
Keep it simple.




  brandfictionfactory.com
brandfictionfactory.com
“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




                           brandfictionfactory.com
Stop writing paragraphs.
Think about traffic signs.




        brandfictionfactory.com
before you think you are finished

          brandfictionfactory.com
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




                         brandfictionfactory.com
Leave out the parts people skip.
                                   --Elmore Leonard
It’s not about telling it all.
 It’s about telling it right.




         brandfictionfactory.com
Michael Pollan’s theory
by Design strategist Jono
Eat food. Not too much. Mostly plants.

                            --Michael Pollan, In Defense of Food
(actual slide, not a simulation)




                  What is transmedia?

 Transmedia is a format of formats; an approach to story delivery
that 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 both
traditional and new media outlets. The online components exploit
    the social conventions, and social locations, of the internet.
SXSWi 2011 Writing Workshop with @BettyDraper
What is transmedia?
       Narrative told through many media at once
in a way that is non-linear, participatory and immersive.
                                               --Frank Rose, author The Art of Immersion
What is transmedia?
Stories freed from the restrictions of any single platform or media.
                                                --Michael Morello, co-founder, ECD of Campfire
Successful communication isn’t about technology.
               It’s about story.




                   brandfictionfactory.com
SXSWi 2011 Writing Workshop with @BettyDraper
For sale. Baby shoes. Never worn.
                                    -Ernest Hemingway
Shipwrecked by Bob Thurber (from Hint Fiction, Stories in 25 Words or Less)
After we buried the captain, we salvaged the
Victrola. It worked, though the mahogany was
ruined. Half of us put on dresses. And we
danced.
5.
Say it different.




   brandfictionfactory.com
brandfictionfactory.com
--sign by cash register at
                          Harney’s Tea Shop, Millerton, NY




brandfictionfactory.com
SXSWi 2011 Writing Workshop with @BettyDraper
http://mirandajuly.com/
http://mirandajuly.com/
SXSWi 2011 Writing Workshop with @BettyDraper
http://mirandajuly.com/
http://mirandajuly.com/
http://mirandajuly.com/
SXSWi 2011 Writing Workshop with @BettyDraper
SXSWi 2011 Writing Workshop with @BettyDraper
The most important story you tell is your own.




                  brandfictionfactory.com
Writing your bio means creating a narrative
      from the many people you are.




                brandfictionfactory.com
“Thus play I in one person many people, and none contented.”
                                      --Shakespeare, Richard II
SXSWi 2011 Writing Workshop with @BettyDraper
SXSWi 2011 Writing Workshop with @BettyDraper
Writing your bio means creating a character.




                 brandfictionfactory.com
The oldest working writer in advertising




               brandfictionfactory.com
SXSWi 2011 Writing Workshop with @BettyDraper
SXSWi 2011 Writing Workshop with @BettyDraper
Your photo speaks volumes.




        brandfictionfactory.com
Evan R. Chesler, Presiding Partner,
Marty Cooke, CCO ad agency
                                     corporate law firm
What do others say about you?




          brandfictionfactory.com
Convent of the Sacred Heart, NY
2004 Yearbook
SXSWi 2011 Writing Workshop with @BettyDraper
Exercise partially stolen from Michael Margolis @GetStoried.




                         brandfictionfactory.com
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?




                  brandfictionfactory.com
Helen Klein Ross

     She’s loved advertising since the day
it convinced her mother to buy Sea Monkeys.




                brandfictionfactory.com
helenkleinross@gmail.com
     917-796-8330
        @adbroad

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SXSWi 2011 Writing Workshop with @BettyDraper

Editor's Notes

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  2. I started in advertising. Billboards 6 words. TV spots 60 words. Betty--with a few words, evoke universe. You can’t say much. For one thing, u don’t know what’s going on with storyline.\n
  3. I appreciate that twitter imposes character count. It takes away 1000 little decisions about form when you’re writing. When you have a choice, form speaks volumes. Mme Bovary took one sentence to have a baby, then spent the next 4 pgs naming her.\n
  4. How many long emails do you have in your file to answer? Long emails are burdens to people without time--everyone these days. If someone writes 3 para, you can’t respond w/one sentence which is all you have time for.\n
  5. First, television was blamed.\n
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  7. 9 million twitter accounts, 500 million FB-\n
  8. Unplug for an hour--you’ll get four hours of work done.\n
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  24. Betty’s most popular tweets are often the shortest.\n
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  32. Even people immersed in the social space have a hard time remembering this. \n
  33. They made a graph to explain, which made the description more obtuse.\n
  34. Simple.\n
  35. Even simpler.\n
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  37. Novels have been written on the backs of post cards.\n
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  41. If you’re a shopkeeper troubled by customers unruly children, you could put up a sign saying “Children must be accompnanied by adults.” \n
  42. Or if you’re a tea shop in upstate New york fed up with rude New Yorkers at the cash register, You could post a sign “Don’t be rude.” Which would offend customers, instead of charm them as this one does. \n
  43. It’s not only about being creative with words, it’s about being creative with the space.\n
  44. If you’re an author today, you must do a website. You’re not limited to how people have done it before. Take a look at Miranda July’s creative approach to the author’s website which got alot of attention for her and her book. \n
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  52. No matter who you are now, you have to tell your story succinctly online--Linked In, FB, your site, whatever social channels you participate in. Even writers good at promoting others find it challenging to do this for themselves. \n
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  55. He could have said “businessman, Family man, author, sports fan.” Not nearly as fun as this story that communicates his personal charisma\n
  56. Conveys business, passion, personality in 9 words. Always link to site for those who want more.\n
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  58. When I started in social media, I was anonymous. Ad agencies didn’t want bloggers on premise.\n\n
  59. I looked for a description that would make my blog stand out from others.\n
  60. After I came out, I was stuck with the handle. Which is NOT LITERALLY TRUE!! Your character is you, but not you.\n
  61. Mine says 1960s, woman, advertising.\n
  62. both Chief officers of companies-different communication. \nAd agency--approachable, fun, out of the box thinking\nWhite shoe law firm--serious enough to trust with your corporate merger\n
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  64. 2004 senior yearbook. Girl chooses photo, class gives their impressions. How other people saw her contributed to how she saw herself and what she was able to turn herself into.\n
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