{"id":4407,"date":"2017-03-30T10:10:39","date_gmt":"2017-03-30T10:10:39","guid":{"rendered":"https:\/\/eba.com.ua\/?post_type=article&#038;p=4407"},"modified":"2017-10-16T17:43:12","modified_gmt":"2017-10-16T17:43:12","slug":"write-humans-not-robots","status":"publish","type":"post","link":"https:\/\/eba.com.ua\/en\/write-humans-not-robots\/","title":{"rendered":"[:ua]\u041f\u0438\u0448\u0456\u0442\u044c \u0434\u043b\u044f \u043b\u044e\u0434\u0435\u0439, \u0430 \u043d\u0435 \u0434\u043b\u044f \u0440\u043e\u0431\u043e\u0442\u0456\u0432[:en]Write For Humans, Not For Robots[:]"},"content":{"rendered":"<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-39268\" src=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik.png\" alt=\"\" width=\"200\" height=\"200\" srcset=\"https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik.png 200w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-150x150.png 150w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-130x130.png 130w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-94x94.png 94w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-170x170.png 170w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-120x120.png 120w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-100x100.png 100w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-90x90.png 90w, https:\/\/eba.com.ua\/wp-content\/uploads\/2017\/02\/Julia_Kolesnik-80x80.png 80w\" sizes=\"(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>","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},"categories":[26],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Write For Humans, Not For Robots - European Business Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eba.com.ua\/en\/write-humans-not-robots\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Write For Humans, Not For Robots - European Business Association\" \/>\n<meta property=\"og:description\" content=\"Author: Julia Kolesnik, Senior copywriter of BBDO Ukraine, 11 years\u2019 experience in advertising When I read texts in style &#8220;Dear customers! 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