Motivational Design: Make the Easy Choices the Good Choices

At Mad*Pow’s recent Financial Experience Design conference, I overheard a speaker say “people make easy choices, but not always good choices – like eating a chocolate croissant at a conference instead of going out to find fruit and yogurt.” She was referencing the challenge in motivational design. It may sound insulting, but it’s also true. It’s…

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Content Strategy for Financial Literacy

Did you know only five US states require a personal finance class for high school graduation? I remember being in high school. I complained to my parents that I was expected to learn calculus, but no one had ever taught me to balance a checkbook*. My parents were expected to teach me, but their own…

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How to Design Low-Tech Content Personalization

Personalization. The very word strikes fear in the hearts of content strategy teams everywhere. Everyone wants it, but it seems like an awful lot of work. In a recent article on the Adobe blog by Senior & Strategic Editor Giselle Abramovich, she states: “Indeed, 67% of respondents said it’s important for brands to automatically adjust content…

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How to Reuse Content

Reduce, reuse, recycle. It’s not just a way to save the Earth. When you reuse content your content team becomes more efficient, more effective, and more budget-friendly. But reusing content is easier said than done. You need to create content that is focused and valuable. Then you need to find a way to make it…

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How to Kickoff a Content Strategy Project

As much as you might want a content strategist to come fix things, your team may not love having the content strategist there. The reason is that many of us struggle to hear that we need to change. We hear “this needs to change” as “what you’re doing is wrong”. Or “your hard work isn’t…

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How to Write for Alexa Skills

If you haven’t yet used Alexa Skills, don’t worry. It’s coming. Alexa Skills is the equivalent of an app on any other device. When you download a Skill, it adds to Alexa’s knowledge. And if you’re a content strategist or content creator, chances are good that you’re going to be creating a Skill in the…

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Three Requirements of Good Microcopy

Microcopy, as defined by Nick Babich of UX Planet, “is the term for the small bits of copy on a apps’s interface that help users do ‘stuff’.” Microcopy is the same as copy. However, it is differentiated from long-form because too often it is overlooked. What not many people recognize is that microcopy does more…

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