PUB 355W Lecture Notes - Lecture 4: Diana Athill, Social Proof, Buzzfeed

• School: Simon Fraser University
• Department: Publishing Program
• Course: PUB 355W
• Professor: Monique Sherrett

Document Summary

Audience + story (not persona + pitch: personas, positioning. [title] is for [what type of people] who need or want [to do what, think of this as the benefit sought or motivation]. [title] is in [category] that provides [key benefit], which is different or unlike [alternative options] in that [key differentiation]: being ethical: class and new voices on contemporary issues. Audience research positioning the promise social proof. [dear professor : short intro is personalized and relevant. [i"ve noticed that you teach ethics: differentiator clear upfront. [higher proportion of women and minority authors: differentiator supported with social proof in quote and repeated in bullet points, specific ask [if you"d like to see an exam copy] Personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way. lidwell, holden and butler.