content » gmulder

Copywriter

UX needs language

Without language, it’s hard to understand how a service is supposed to work.

And without language there is no content. Not even videos, because they usually need a script..

Story

Actually, it’s always about finding the story. The point that attracts attention, the question that interests the audience and the thread that leads the way so that our audience does not get lost or loses interest.
You then have to decide what it should really be about, and then stick to it and not get lost in details, or no longer sees the forest for the trees.
Clear and Concise

An intelligibly language is a clear, active language.
It is aware of which expressions should be used, which should be explained and which should be avoided.
It realizes that readers can only absorb a limited amount of information and need a break every now and then. Intermissions, as they are granted by full stops and paragraphs.
And it also knows that it is better to act than to be part of an action.
Craft
How we read also depends on the medium. What may be an aesthetically meaningful artifice in a book is already undesirable in a magazine article and downright destructive in a text read on screen: the long, meandering sentence.
Especially for texts read on screen, we have sufficient evidence for a few essential rules:
- Texts should be clear and concise – most people only scan the text on a screen in search of the essential information. So
  - Lists in the right place are better than continuous text
  - paragraphs should each stick to a single idea that is recognizable even from a distance..
As a copywriter, it’s part of the trade.
But often content needs to be written by people who don’t spend their lives writing. For these people, exercises and guidelines are often helpful, which I am happy to provide in the form of a short seminar.

Writing for all!

Workshop

The workshop for all who want to write better. Depending on the task

Guidance for the better writing style
Basics of writing for the web
Work on specific texts from your working environment
Writing exercises on headings, sentence structure, continuous text, paragraphs, word choice.

Scope: half or full days
Format: In person or video conference
As individual support or in groups of up to 10 participants.

Inquiries to mail {at} gmulder.de

Translation and Content

English

Even though I am not a native speaker, with a Master in English Literature (M.A. University of Frankfurt) I have some proficiency in the language and have

translated from and into English, e.g. for corporate customers, also for Campus Verlag, Frankfurt
created content in English for numerous corporate customers

POSTS & WORKS

Everybody Loves Easter Eggs

Easter eggs are fun! But fun is not always what delights.

Action!

Personas are like the characters of a play. They need action.
If you put characters on stage at the beginning of a story, nothing happens without the inciting moment.

THE WANT/NEED ANGLE

Gamification? It’s about motivation. A bit like a well written character in a good film.