Genre. Wouldn't the genre be the specific name of the section you are writing for or in? Could this in any way be related to writing for your audience? I think that these two topics go hand in hand. When a writer is researching and excercising their marketing ploys, they have studied their audience or readers to quite an in depth point. They must base all of their writing on a topic or topics based on the discovered type of audience. I sort of think maybe Price should have discussed genres first. Discover or uncover or determine a genre you want to write for and then develop your audience base. Or maybe as you uncover more and more about a specified audience you start to develop a genre. Price says, "Writers don't start genres, audiences do." Wouldn't a genre then be simply writing for your audience? Which Price has taught us how to do for several chapters now.
"Better customer assistance might make their visits successful, encouraging another visit" So, now, as web writers we have to write in chunks, use lots of bolding and bulleted lists, make sure our paragraphs are short and informative and also, we have to be of service without actually being phsyically present. Chapter 12 represents another step in the process to making sure your website is simple and requires little thought or build up of confusion. I do agree that help should be provided everywhere. In every possible instance where a consumer might get confused, some sort of direct pinpointed arrow is neccessary. It is necessary to make the assistance as readily acceptable to consumers as possible because if they cannot find help, they may close the window and never return to the sight. There should probably be an entire page purely for help/troubleshooting, accessible from every other page on the site. Then, in the confusing spots, use links to define terms a consumer may be unsure of, use little pop up windows to describe what context things should go in (i.e. dates, on forms).
So it seems as if though marketing on the web has opposite characteristics than simply writing for the web. A few examples i found, "Avoid using regulations-issue phrasing. make the headline, opening, and quotes new each time." Just a chapter ago, we were being told to reuse headlines throughout each page to make the pages easier to navigate and make it easier to interpret what the page is going to reveal. Another example, "Provide more, not less". A reference to product descriptions. We had been told to write little, leaving only the most important information because people don't like to read as much on the web. In Chapter 13, small paragraphs, of course in relation to produict descriptions, are described as looking like, "dried up dog poop".
My conclusion: Marketing for the web is a completely different genre than simply writing for the web. It can be described as a genre because it has a sole focus (whatever the take is on the marketing campaign) and it has a completely different standard of writing ethics than are usually used.Posted by Lori Rupert at October 8, 2006 06:40 PM