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Use These Simple Tricks to Make People Actually Read (and Enjoy) What You Write

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“If you don’t care about visual aids, then you haven’t thought about the writer’s job in the first place.” —Michael Long strategic view

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“Large blocks of text are inherently unfriendly to a reader’s attention span.” —Brian Clark tactical view

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As a result of this workshop, I hope you’ll learn two things:

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You’ll understand the most effective ways to make your text easier to understand. takeaw ay 1

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You’ll feel comfortable implementing these tactics in your own work. takeaw ay 2

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Headings Lists Tables Pictures

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Headings Lists Tables Pictures

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Headings Create a Relaxed Visual Environment Facilitate Scanning Reinforce Structure

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DENSE Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. DIGESTIBLE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. 1 2 3 4 5

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DENSE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. DIGESTIBLE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. 1 2 3 4 5

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DENSE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. DIGESTIBLE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad 1 2 3 4 5

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DENSE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad DIGESTIBLE Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad 1 2 3 4 5

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LITERAL Introduction Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Conclusion Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad FIGURATIVE Sterling Cooper Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Sterling Cooper & Partners Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad 1 2 3 4 5

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DIGESTIBLE Sterling Cooper Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Sterling Cooper & Partners Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad DENSE Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo. Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut. Cu fabulas habemus quo, mea ad vero omnesque. Sit modus illum partiendo ea, nam atqui dicit ludus ei. Ex natum exerci quo.

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Headings can be an integral part of the story — you have to read them to understand the text.

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Or headings can be part of the same line as the text. Just make sure to separate them visually.

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tip Be consistent.

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Sell Like Don Write Like Peggy How Joan Endures Schmooze Like Roger be consistent

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Sell Like Don Write Like Peggy Schmooze Like Roger be consistent How Joan Endures

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Headings Create a Relaxed ______ Environment Facilitate ________ Reinforce _________

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Headings Lists Tables Pictures

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Lists are the best organizational tool ever invented.

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Numbers 1. Bring order to your thoughts. 2. Deprive ambiguity of oxygen. 3. Make your content snackable. 4. Are culturally pervasive.

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DENSE We’re presenting new creative to Heinz on Wednesday. By Tuesday morning, I need to see 10 sketches and 20 taglines. And make sure to use the new research: I’d like insights about Heinz, about Heinz’s competitors, and about the food industry. DIGESTIBLE We’re presenting new creative to Heinz on Wednesday. By Tuesday morning, I need the following: 1. 10 sketches 2. 20 taglines 3. Insights about Heinz 4. Insights about Heinz’s competitors 5. Insights about the food industry 1 2

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DENSE We’re presenting new creative to Heinz on Wednesday. By Tuesday morning, I need the following: 1. 10 sketches 2. 20 taglines 3. Insights about Heinz 4. Insights about Heinz’s competitors 5. Insights about the food industry DIGESTIBLE We’re presenting new creative to Heinz on Wednesday. By Tuesday morning, I need the following: 1. 10 sketches 2. 20 taglines 3. Insights about Heinz 4. Insights about Heinz’s competitors 5. Insights about the food industry 1 2

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When is a list particularly helpful?

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Good Evening, My colleagues at XYZ tell me you need a writer who specializes in thought leadership to help your CEO relaunch the company. That’s me — I’d be delighted to contribute to the team. My résumé and three writing samples are attached. I’ll keep my pitch short; here are the two key facts you should know about me: 1. I’ve helped a variety of clients with both thought leadership and turnaround projects. These organizations have ranged from major tech companies like Twitter and RealNetworks, to web hosts like ServInt (now Leaseweb), to government agencies like the Department of Homeland Security’s Science and Technology (S&T) Directorate. 2. I pride myself on working with CEOs. I’ve ghosted for these folks in a variety of platforms (for example, op-eds, blog posts, and letters) in a variety of publications (for example, Fast Company, Forbes, and the New York Times). And regardless of their industry, regardless of their stories, I enjoy the challenge of channeling their unique voice. I hope we’ll get the chance to chat — I’d love to help you with this exciting initiative. Thank you. Yours sincerely, Jonathan Rick Good Evening, My colleagues at XYZ tell me you need a writer who specializes in thought leadership to help your CEO relaunch the company. That’s me — I’d be delighted to contribute to the team. My résumé and three writing samples are attached. By way of background, I’m a freelance writer who’s supported a wide variety of clients with both thought leadership and turnaround projects. These organizations have ranged from major tech companies like Twitter and RealNetworks, to web hosts like ServInt (now Leaseweb), to government agencies like the Department of Homeland Security’s Science and Technology (S&T) Directorate. I also pride myself on working with CEOs. I’ve ghosted for these folks in a variety of platforms (for example, op-eds, blog posts, and letters) in a variety of publications (for example, Fast Company, Forbes, and the New York Times). And regardless of their industry, regardless of their stories, I enjoy the challenge of channeling their unique voice. I hope we’ll get the chance to chat — I’d love to help you with this exciting initiative. Thank you. Yours sincerely, Jonathan Rick

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Key Message 1 Global climate is changing rapidly, and the evidence consistently points to human activities. Key Message 2 Earth’s climate will continue to change. Key Message 3 The world’s oceans have absorbed 93% of the excess heat from human-induced warming. Key Message 4 Sea levels are very likely to rise 1-4 feet by the end of the century.

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tip Be consistent.

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1. “That’s what the money is for” 2. “If you don’t like what’s being said, change the conversation.” 3. “It wasn’t a lie. It was ineptitude with insufficient cover.” 4. “What you call love was invented by guys like me, to sell Nylons.” be consistent

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1. “That’s what the money is for” 2. “If you don’t like what’s being said, change the conversation.” 3. “It wasn’t a lie. It was ineptitude with insufficient cover.” 4. “What you call love was invented by guys like me, to sell Nylons.” be consistent

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Bullet Points • Require fewer words. • Help you cut to the chase.

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DENSE There’s been a small adjustment to the scale of our Christmas party. We need more people, a bartender, a tree, New York food, and a gift for Mr. Garner. DIGESTIBLE There’s been a small adjustment to the scale of our Christmas party. We need the following: • More people • A bartender • A tree • New York food • A gift for Mr. Garner 1 2

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DIGESTIBLE There’s been a small adjustment to the scale of our Christmas party. We need the following: • More people • A bartender • A tree • New York food • A gift for Mr. Garner DENSE There’s been a small adjustment to the scale of our Christmas party. We need the following: • More people • A bartender • A tree • New York food • A gift for Mr. Garner 1 2

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When are numbers best, and when are bullet points?

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NUMBERS 1. Enable easy referencing. 2. Convey gravitas. 3. Can be intimidating BULLETS • Convey casualness. • Can blend together.

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Numbers 1. Bring _____ to your thoughts. 2. Deprive _________ of oxygen. 3. Make your content _________. 4. Are __________ pervasive. 5. Convey ________.

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Bullet Points • Require fewer _____. • Help you ___ to the chase. • Convey __________

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Headings Lists Tables Pictures

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Tables Paragraphs Tables Can be full of filler text Deliver just the essentials Are prone to blocks of text Break up walls of words Obscure comparisons Make relation- ships obvious

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dense Sterling Cooper Draper Pryce finished 1965 with about $16 million in billings. Vick Chemical was the agency’s biggest account, with $6 million, managed by Pete. Samsonite and Playtex, also managed by Pete, brought in another $2 million each, as did Filmore Auto Parts (Ken) and Ponds Cold Cream (Roger). digestible Client Account Owner Billings (Millions) Vick Chemical Pete $6 Ponds Cold Cream Roger $2 Samsonite Pete $2 Playtex Pete $2 Filmore Auto Parts Ken $2 1 2 3 4

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dense digestible Client Account Owner Billings (Millions) Vick Chemical Pete $6 Ponds Cold Cream Roger $2 Samsonite Pete $2 Playtex Pete $2 Filmore Auto Parts Ken $2 Client Account Owner Billings (Millions) Vick Chemical Pete $6 Ponds Cold Cream Roger $2 Samsonite Pete $2 Playtex Pete $2 Filmore Auto Parts Ken $2 1 2 3 4

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dense digestible Client Account Owner Billings (Millions) Vick Chemical Pete $6 Ponds Cold Cream Roger $2 Samsonite Pete $2 Playtex Pete $2 Filmore Auto Parts Ken $2 Client Account Owner Billings (Millions) Vick Chemical Pete $6 Ponds Cold Cream Roger $2 Samsonite Pete $2 Playtex Pete $2 Filmore Auto Parts Ken $2 1 2 3 4

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dense digestible Client Account Owner Billings (Millions) Vick Chemical Pete $100.1 Ponds Cold Cream Roger $36.3 Samsonite Pete $19.8 Playtex Pete $4.4 Filmore Auto Parts Ken $0.8 Client Account Owner Billings (Millions) Vick Chemical Pete $100.1 Ponds Cold Cream Roger $36.3 Samsonite Pete $19.8 Playtex Pete $4.4 Filmore Auto Parts Ken $0.8 1 2 3 4

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dense digestible Client Account Owner Billings (Millions) Vick Chemical Pete $100.1 Ponds Cold Cream Roger $36.3 Samsonite Pete $19.8 Playtex Pete $4.4 Filmore Auto Parts Ken $0.8 Client Account Owner Billings (Millions) Vick Chemical Pete $100.1 Ponds Cold Cream Roger $36.3 Samsonite Pete $19.8 Playtex Pete $4.4 Filmore Auto Parts Ken $0.8 1 2 3 4

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When is a table particularly helpful?

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DENSE USCIS plans to consolidate forms I-485, I-765, and I-131 for certain adjustment applicants in order to provide its customers with the option of applying for advance parole on the same form as either the I-485 or I-765. If these changes are adopted an applicant may file for an initial I-512 Travel Document on either the stand alone Form I-131, concurrently with the I-485 on the I-485 itself, or concurrently with a request for employment authorization on Form I-765. A replacement or a renewal request for a travel document will be filed on either Form I-131 if the applicant is only requesting advance parole or on Form I-765 if the applicant is requesting both advance parole and employment authorization. DIGESTIBLE If And Then You’re making an initial request for a Travel Document You’ve already filed for permanent residence Use Form I-131 You’re applying at the same time to adjust status to permanent resident Use Form I-485 You’re also requesting an Employment Authorization Document and have already applied for permanent residence Use Form I-765 You’re renewing or replacing your Travel Document You’ve already filed for permanent residence Use Form I-131 You’re also requesting an EAD and have already applied for permanent residence Use Form I-765

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The Middle East Friendship Chart Who’s a Friend and Who’s an Enemy, Explained in One Simple Chart

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The Best Frozen Pizzas to Eat Right Now

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Tables Paragraphs Tables Can be full of filler text Deliver just the __________ Are prone to blocks of text Break up _____ of words Obscure comparisons Make ________- _____ obvious

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Pictures Tables Headings Lists

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Pictures Are the first thing a reader usually looks at. Activate a different part of your brain than words do.

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DENSE When we last saw her, Peggy was a former secretary made copywriter turned copy chief who entered her new office at McCann Erickson, dangling a cigarette from her lips with sunglasses on, leaving everyone in her trail doing a double take. DIGESTIBLE Peggy Olson, copy chief at McCann-Erickson, is not to be trifled with. When we last saw her, Peggy was a former secretary made copywriter turned copy chief who entered her new office at McCann Erickson, dangling a cigarette from her lips with sunglasses on, leaving everyone in her trail doing a double take.

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DENSE You don’t buy a Hershey bar for a couple of ounces of chocolate. You buy it to recapture the feeling of being loved that you knew when your dad bought you one for mowing the lawn. You don’t go to Burger Chef for a hamburger. You go there to reassemble your family around a table as the centrifugal forces of life spin you apart. You don’t buy a Kodak Carousel slide viewer. You buy yesterday. DIGESTIBLE You don’t buy a Hershey bar for a couple of ounces of chocolate. You buy it to recapture the feeling of being loved that you knew when your dad bought you one for mowing the lawn. You don’t go to Burger Chef for a hamburger. You go there to re- assemble your family around a table as the centrifugal forces of life spin you apart.

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tip Always write a caption.

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Captions Are the second thing a reader looks at. Are read, on average, 300% more than the body text.

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INCOMPLETE Senator Ron Wyden COMPLETE Senator Ron Wyden at a congressional hearing on March 5 in Washington, D.C.

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literal Senator Ron Wyden at a congressional hearing on March 5 in Washington, D.C. figurative Notice the two Deer Park water bottles? How’s that for product placement?

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Pictures Are the _____ thing a reader usually looks at. Activate a different part of your _____ than words do. Every picture needs a _______.

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Drop Caps Margins Pull Quotes Subheadings

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Drop Caps Margins Pull Quotes Subheadings

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Drop Caps Furnish flair. Separate sections.

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DENSE No matter how many times the men of Sterling Cooper (Draper Pryce) tried, the series always sent them back to the self-destructive routines they knew best. Those patterns could be anything from the liquor they kept in their desk drawers to the women they slept with to the larger worldviews that kept them anchored to their own pasts — and, more often than not, ensured they sank. DIGESTIBLE o matter how many times the men of Sterling Cooper (Draper Pryce) tried, the series always sent them back to the self-destructive routines they knew best. Those patterns could be anything from the liquor they kept in their desk drawers to the women they slept with to the larger worldviews that kept them anchored to their own pasts — and, more often than not, ensured they sank. N

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Drop Caps Margins Pull Quotes Subheadings

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Margins Reduce the burden on your eyes.

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DENSE Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissent- iunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium vol- umus, duis alienum fierent sit ut. DIGESTIBLE Lorem ipsum dolor sit amet, ius in verear appareat similique, pro dico solet offendit no, nam ferri viris ne. Pri et brute veniam. No vel harum alterum disputationi, utamur repudiandae at vim, in mei nulla dicant salutandi. Vide dissentiunt mea eu. Errem discere equidem ex vel. Nec ullum graeco in, mei eu omnium volumus, duis alienum fierent sit ut.

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Drop Caps Margins Pull Quotes Subheadings

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Pull Quotes Accentuate a key point. Tell your reader what’s important.

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Drop Caps Margins Pull Quotes Subheadings

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Subheadings Provide additional context for your reader. Provide another marketing opportunity for you.

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DENSE How Salesforce Closed the Pay Gap Between Men and Women DIGESTIBLE How Salesforce Closed the Pay Gap Between Men and Women In an excerpt from his new book, CEO Marc Benioff says he initially didn’t believe any gender-based pay disparities were pervasive.

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DENSE America’s Largest Auto Retailer Sells Recalled Cars. That Isn’t Against Federal Law. DIGESTIBLE America’s Largest Auto Retailer Sells Recalled Cars. That Isn’t Against Federal Law. A new report found that one in nine used vehicles sold from AutoNation contained defects.

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YES, BUT…

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Our brand is too important to be sacrificed to the ever-changing whims of mouse movers and thumb clickers. Criticism #1

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“That people ruthlessly scan content, both online and off, is just a fact of life. It’s better to accept reality, and resolve to suck the scanners in.” —Brian Clark Rebuttal #1

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We “live in an ADD world, and if you don’t grab people, they pass you by … The world shouldn’t be this way. But it is. So, smart writers adapt. Smart writers learn how to command attention.” —Jonathan Morrow Rebuttal #1

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Bullet points and lists result in abrupt and terse writing. They hamper my natural fluidity. Criticism #2

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“We’re not telling you to keep your copy short. We’re telling you to keep your copy readable.” —Robert Bruce Rebuttal #2

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NEXT HOW WRITERS CAN THINK LIKE DESIGNERS

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