[Wsuug] Elevator Pitch

[Lucien Frelin]

Andrew. We've done extensive research trying to understand our users here.
We found that the user's personality is closely related to your product and
the user's expertise. They're reaction to your content is a result of what
type of person they are in many ways. Are they a novice? Are they a skeptic.
etc etc. You can argue that copywriting for one personality is less valuable
then trying to meet the needs of different user personalities.

We found that we have users that tend to dig for details, read to the bottom
of the page, will click through to "more info".  We also have users that
want to be reassured to purchase (in the form of guarantee copy) vs. those
who want to be informed (comparison charts) etc etc.. all the while we have
the expert who wants the purchase flow to be fast and simple. I think
understanding your users first and their personalities should dictate the
style writing you put forth. Keeping in mind that copy effects, your
company's brand strategy, history, and goals. It's an interesting topic.
I've got lots of thoughts on it.

Luc


On Fri, Mar 14, 2008 at 11:16 AM, Andrew Jaswa <ajaswa at gmail.com> wrote:

> So I was thinking the other day about copy writing for the web. From
> my experience and things I've read you should keep your copy short
> sweet and to the point.  It occurred to me that an elevator pitch[1]
> is very similar to this.
>
> What I was wondering is if any one had used the elements of an
> elevator pitch in copy writing? Or if they have seen others use them?
>
> Where I work I haven't seen positions like copy writers or technical
> writers, so where does this responsability fall in your organization?
>
> Andrew
>
>
> [1] http://en.wikipedia.org/wiki/Elevator_pitch
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-- 
Lucien Frelin
c 757.513.5807
www.lucienfrelin.com
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