Confessions of a Copywriter #8

This past week I’ve learned about Freytag’s Pyramid, mobile-first copywriting and the philosophies of author Nir Eyal.

1 Freytag’s Pyramid

This week I was getting my routine dose of Nick Babich’s UX Design tips in his latest piece Storyboarding in UX. I draw like 4 year old but I combed through keen as ever and learned about Freytag’s Pyramid; the classical storytelling structure consisting of exposition, rising action, climax, falling action and denouement. No doubt this is storytelling 101 for scriptwriters and screenplay writers, but it’s a powerful weapon in the fight for enforcing or challenging conventional storytelling structures.

2 Mobile-first copywriting

Three weeks ago I talked about the Confluence Method for copywriters. While fine-tuning this method I’ve learned some interesting lessons; like the fact that mobile-first copy is as much of a thing as mobile-first design. Writing for mobile screens first means less tweaking and adjustment in making copy fit across all responsive designs. If you have any experiences with the Confluence Method or something similar leave a comment below.

3 New or not?

Nir Eyal is the author of the popular startup book Hooked: How to Build Habit-Forming Products. He also wrote a piece I read this week called People Don’t Want Something Truly New, They Want Familiar Done Differently. I learned a lot about America’s initial rejection of sushi, Apple’s use of skeuomorphism and the psychological barriers that compel us to resist the atypical. With this understanding of ‘familiar done differently’, I found new avenues to explore names for brands and products that give linguistic familiarity and comfort to the chosen target audience.

Next weekend I’ll be in Venice for the Biennale, so whether I’ll be able to update the blog then remains to be seen. Follow me on Twitter for the latest @tahigichigi