Sorry, We Are Not In Right Now

Hi,

Thanks for checking out our blog, we really appreciate it.

However, our blog has moved to http://travel2dot0.wordpress.com/

Sorry that you have to visit another site to find us, but it is worth it...we have all of our 'classic' posts and comments on the new blog, plus a ton of new thoughts and ideas.

Why are we moving? Basically, Blogger failed us and never responded to our emails and requests. A clear example of poor customer service...too bad, we liked Blogger.

Come over and see us on the new blog.

Regards,
Troy and Mo

Wednesday, June 18, 2008

Words, Words, Mere Words...Writing Style for Print vs. Web



Print publications — from newspaper articles to marketing brochures — contain linear content that's often consumed in a more relaxed setting and manner than the solution-hunting behavior that characterizes most high-value Web use. Web content must be brief and get to the point quickly, because users are likely to be on a specific mission. In many cases, they've pulled up the page through search. Web users want actionable content; they don't want to fritter away their time on (otherwise enjoyable) stories that are tangential to their current goals. >>Full Story

Thoughts// Jakob Nielson has been called the "the king of usability" and I try and read his latest usability tips as much as time allows. His latest work on "writing style" for print versus online and the related research showing that web users are getting more ruthless and selfish when viewing online content is quite fascinating. According to his research, consumers are impatient when viewing content and many "simply to reach a site quickly, complete a task and leave".

He also cites a recent NY Times attention grabbing headline, Coping With the Tall Traveler's Curse; Neilson believes that while the headline might be "enticing and might draw readers in" on paper, the headline doesn't work online because of the headline lacks keywords to draw the user in.

While I wholeheartedly agree on the basic premise of abbreviated copy writing style for the web, I think the travel industry (DMO's in particular) are uniquely positioned to be a bit more free to express themselves online. Unlike banks, e-commerce or auction sites, we're in the business of selling dreams and fantasies; by its nature, vacation dreams are vivid, imaginative and alluring, thus freeing the travel marketer from being "robotic" in his/her writing style, even online! A few rules that our team follows at Travel Oregon are:
  1. Whimsical, quirky storytelling style: Our online material, while brief and to the point, takes on a bit of a storytelling style; in our experience, a longer story peppered with rich keywords and appropriate bullets helps to sell the experience better and gets better engagement

  2. Tell a better digital story by adding photos and/or videos. Our blog stories with video/photos get proportionally longer visits by consumers

  3. Use descriptive text for links versus the generic "click here"

  4. Write for people, not machines! This is by far my biggest pet peeve with web writing. Yes, definitely pepper your copy with SEO keywords but don't do it to the point where you're disrespecting your audience. Here is a good example (from actual hompage copy of a Portland hotel) of what I mean by a brand writing for machines versus people:

    Hotel XXXX is a Portland hotel where style and comfort converge. Situated in the heart of downtown Portland, the Hotel XXXX offers a unique alternative to all other Portland, Oregon hotels. Our guests enjoy the personalized service and lavish hotel amenities that have earned the Hotel XXXX Portland a spot among the world's best hotels. Inside, experience cutting-edge design and unsurpassed comfort. Venture outside and be at the epicenter of all Portland has to offer, including Portland attractions, Portland restaurants, tax free Portland shopping, art galleries and theatre.

Writer's Note: For more on "digital storytelling" checkout the YouTube video above; if you can't see it in your e-mail, please read this story on this blog.

8 comments:

Victorian inn bed and breakfast said...

That was awesome insertion of all those classic phrases in the first half, Olivia. Rocked rocked rocked.

Cheap Flights to Dubai said...

Dubai is the best & so beautiful place to travel i have ever seen. Here any one can book Flights to Dubai at crystaltravel.co.uk or also can call us on 0800 368 0300 to get cheap flights to Dubai.

Flights to Perth said...

Dazzling city of Perth is an integral part of Australia. Incredible beaches, blend of modern skyscrapers and historical buildings, and museums making you aware of the art and culture of the city are few attractions of Perth. Take cheap flights to Perth to enjoy vacation of your life. Our Perth flights are available from all the leading airports in the UK.

Anonymous said...

This metropolis is well known for its beauty and amazing lifestyle. The best way to reach out here is by taking flights to Hong Kong. Some of the must visit places include Ocean Park, Victoria Bay, Disneyland, Victoria Peak, Ladies Market, Wong Tai Sin Temple, Sheung Wan District, Jumbo Kingdom and many others. We provide Cheap flights to Hong Kong from all leading airports in UK.

Cheap Flights to Sydney said...

The key to planning a great Sydney holiday is to plan ahead as Flights to Sydney are available at very cheap rates with us. And book Sydney Flights with us and spend quality holidays in this magical city that is blessed with some of the most spectacular attractions of the world.

Cheap Flights to Brisbane said...

Brisbane city provides a unique experience to tourists who get flights to Brisbane. The major attractions of the city are the Lone Pine Koala Sanctuary, the Story Bridge Adventure Climb, the Old Government house and the Queensland Art Gallery. Despite the recent floods, the metropolis has seen no reduction in the number of travelers by easily overcoming the disaster. Get your Cheap Brisbane Flights with www.crystaltravel.co.uk.

Flights to Auckland said...

The metropolis of Auckland is a well planned one and has great transportation facilities so as to provide no hindrances for the people who get cheap flights to Auckland to visit its attractions. The city, being a large one flourishes with attractions ranging from bays and beaches to harbors and islands. It is often termed as an unforgettable heritage experience’ by some of the tourists who get Auckland flights from their hometown to come here.

Cheap Flights to Caracas said...

Caracas is the capital city of Venezuela. It is located in the northern part attracting large number of tourists from all over the world. It is a simple yet interesting destination with many places of interest to explore. The city is the art oasis of the country with so many art centers portraying excellent art works. It is a great place to be in. With these things it must be said that flights to Caracas should not be missed. Those planning to take Caracas flights will surely have great time over here.