5 copywriting tips for cartographers

Presented by

Ian Muehlenhaus

ian.muehlenhaus.com

@imuehlenhaus

YOUR Objective?
communicate

COMMUNICATE

:: to share or exchange information, news, or ideas.

:: to translate complex information, news, or ideas in ways that
are easy to understand

use your title to
control the
message

1.

Keep it short!

(i.e., shush yourself)

2.

weed out all
extra words

keep paragraphs under 5 lines

Attention grabbing starts with you!

3.

Stylize Your text

some words are amazing!

4.

some words resonate more than others

some words are
CRAP!

Passive voice = bad

In the event that one feels as though she (or he) can espouse something meaningful via colorful adjectives and flowery language that may or may not ever come to a conclusive point, one might better try a different strategy, but then again it may all depend on the audience.

weasel words = bad

Avoid indecisive words.
 

Avoid:

may, maybe, hope, wish, try, but, could, would, perhaps

Use:

can or will

Be direct. Say what you mean. Mean what you say.

Don't test your audience's vocabulary

5.