{"id":769155,"date":"2017-03-30T10:10:39","date_gmt":"2017-03-30T07:10:39","guid":{"rendered":""},"modified":"2017-10-16T17:43:12","modified_gmt":"2017-10-16T17:43:12","slug":"write-humans-not-robots","status":"publish","type":"post","link":"https:\/\/new.eba.com.ua\/en\/write-humans-not-robots\/","title":{"rendered":"Write For Humans, Not For Robots"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-39268\" src=\"https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik.png\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik.png 200w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-150x150.png 150w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-130x130.png 130w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-94x94.png 94w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-170x170.png 170w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-120x120.png 120w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-100x100.png 100w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-90x90.png 90w, https:\/\/new.eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-80x80.png 80w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/p>\n<p><strong>Author: Julia Kolesnik, Senior copywriter of BBDO Ukraine, 11 years\u2019 experience in advertising<\/strong><\/p>\n<p>When I read texts in style &#8220;Dear customers! In connection with the temporary shift of the opening date scheduled for June, we have to inform you &#8230; and blah-blah-blah &#8221; I think &#8211; why? Why do they treat me like a robot? Do real people talk like this? Why are they (read &#8220;brand&#8221;) so sure that I will read the following text till the end? It crosses my mind very often &#8211; my work makes me pay attention to all texts around. But an ordinary person (your buyer or customer) doesn&#8217;t think about it. He just does not read to the end. Passes by. Switches channel. Scrolls down your post. Skips your information.<\/p>\n<p>There are people behind any brand. And there are people in front of brands. Somehow, face to face they usually speak as human-beings, but when they are trying to communicate as a brand and TA we see only &#8220;Dear customers&#8230;&#8221;. Let us decide once and for all. We want our brand to be heard and loved, don\u2019t we? So let us talk as humans.<\/p>\n<p>At the workshop &#8220;Write for People, Not For Robots&#8221; we will learn how to do it. We will cover such issues:<\/p>\n<ul>\n<li>We will talk about people &#8211; about how they differ from robots, get to know how to find the right psychological buttons and how to use them in your texts<\/li>\n<li>We will learn how to distinguish good written texts from bad ones and practice to write both of them<\/li>\n<li>We will create stories about brand and product and make sure that they are understandable and interesting to the reader<\/li>\n<li>You will try yourself as editors and learn how to edit mercilessly, throwing out all unnecessary in the trash<\/li>\n<li>We will get new experiences, inspiration and a portion of clear understanding of how to write in an interesting way<\/li>\n<\/ul>\n<p>Skills and knowledge acquired at the workshop will help you not only write texts better, but also will make you reconsider your attitude to the text.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Author: Julia Kolesnik, Senior copywriter of BBDO Ukraine, 11 years\u2019 experience in advertising When I read texts in style &#8220;Dear customers! In connection with the temporary shift of the opening date scheduled for June, we have to inform you &#8230; and blah-blah-blah &#8221; I think &#8211; why? Why do they treat me like a robot? [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":39268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[15577],"tags":[],"class_list":["post-769155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-development-en"],"_links":{"self":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts\/769155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/comments?post=769155"}],"version-history":[{"count":0,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts\/769155\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/media\/39268"}],"wp:attachment":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/media?parent=769155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/categories?post=769155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/tags?post=769155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}