Presentation by Ben Moran at NUX Newcastle on Thursday 23 March 2017.

1. Ben Moran | @moranwords
Copywriting is broken.
Here’s how to fix it

2. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

3. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
How do you find the right copywriter?

4. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
print advertising and marketing
digital advertising and marketing
TV advertising and marketing
video and v/o scripting
social media marketing
technical writing
SEO writing
service design
...

5. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
More platforms
More knowledge
Less trust
Less time

6. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
54% Lack of respect in the industry for
copywriting
If a client had to cut back on their project
budget, what would be the first to go?
“Copywriting is dead.”
Tony Brignull
Source: dma.org.uk

7. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
visual designer
artworker
UI designer
UX designer
graphic artist
web designer
app designer
games designer
3D animator
photo retoucher

8. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Source: medium.com/froont

9. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
There’s never been a greater need
for narrative designers and skilled
communicators.
Voice user interfaces (VUI)
Conversational UI and chat bots
Automated phone services
AI and machine learning

10. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Lorem ipsum dolor sit amet.

11. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

12. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

13. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Source: momentumdash.com

14. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Source: hioscar.com

15. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
1. Understand the scale of the writer’s work

16. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
contextual help and tooltips
error messaging
in-line validation
interstitial screen content
metadata
form fields
legal notices
UI animations

17. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
2. Plug the skills gap

18. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
[airbnb]
Source: airbnb.com

19. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
The right words
delivered in the right way
at just the right time.

20. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
3. Collaborate

21. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Source: sketchapp.com

22. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Source: grammarly.com

23. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
Source: mindmeister.com

24. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
4. Hire by specialism

25. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
UX writerUX writer
UX writer
Combines business needs and user needs into an effective narrative structure.
Develops and steers all the verbal and conversational elements of the UI.

26. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
● integrate fully with design, development and client teams
○ adopt the same agile processes, workflows and delivery goals
○ speak the language of design and development
○ use the same collaborative design tools (or at least compatible ones)
● work with the team to find verbal and visual narrative design solutions (you’d be amazed)
● partner in user and audience research
● partner with content strategists to ensure the effectiveness and governance of language
● write shit-hot copy
● teach and empower others to write shit-hot copy
UX writer does:

27. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
● turn up late and fix everything
● take all the copy worries away from the design and development team
● work alone in a corner
● berate people for grammatical infractions and drag the whole discipline into Nazi territory
● use page tables (at least exclusively)
UX writer does not:

28. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

29. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

30. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

31. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords
1. Understand the scale of the
writer’s work
2. Plug the skills gap
3. Collaborate
4. Hire by specialism
A more efficient design process: better
results more quickly
More reliable user testing: prototype the
complete design, not just the visuals
Less stressed designers: free to focus on
what they do best
Better copy: no more second-guessing or
copywriting by committee
Improved verbal and narrative design skills
across the team
More detailed and collaborative style guides:
not a forgotten document in a cupboard

32. Copywriting is broken | Here’s how to fix it Ben Moran | @moranwords

33. Ben Moran | @moranwords
thecreativetype.co.uk
Thank you

34. Ben Moran | @moranwords
thecreativetype.co.uk