"Fix and tell others" - advice to authors and editors of the Roman Skrupnika, Cossa.ru
Workplaces / / December 27, 2019
Roman Skrupnik
Editor of the publication of the marketing Cossa. Lectures on content marketing and media in the "Netologii" and Odessa "School Instagraming».
Roman, where and how did you learn to editing?
They say that it is easier to teach a marketer to write than the writer - Marketing. I was the first.
In seventh grade, I launched websites and forums. Sites need to be filled articles - wrote. And the forums necessary to reduce the intensity or, conversely, to initiate discussions. And this is in some degree of editorial work. As a result, after-school education was a programmer and then spin doctor.
In 2011 started a blog about marketing and technology, which was in the best section of Russian Tumblr blogs. For me, it was then a small, but significant recognition in terms of the creation of the media.
Parallel launched a website that IT-companies publish press releases. This gave adept at communicating with PR experts. At the same time he began to write guest columns on marketing and technology, published on siliconrus (currently vc.ru) and other industry media.
In 2013 I worked in the company "Intersoft" and we hit on the idea of a startup - develop a corporate social network. CEO of finding potential investors, and I made a presentation of the project and prepared the pitch. So we have attracted investment. It was one of the most interesting editorial tasks.
All this turned sharply in 2014 due to the fighting in Donetsk. I moved to another city to direct marketing in a company that develops websites for US customers. A year later, he burnt out, retired and wondered what to do at all. Then I saved his wife's support, because I went nowhere.
Withdrawing, I felt a surge of energy. Undertook new projects: to develop strategies and coordinate the work of teams, wrote the article.
Understanding of sales, marketing and business processes helps me in editing every day.
Without all this knowledge I would have been very different editor.
And I'm learning a lot in the editorial Telegram-chats. Discussion, criticism, troubleshooting and solutions - all this is a source of knowledge.
The writer is different from a commercial copywriter? And how do they differ from the editor?
In RuNet there is no consensus.
I call copywriters who write for the search engine optimization and addresses the reader impulsive impulses. Text copywriter filled with epithets, clichés, question and exclamation marks. Copywriter allows grammatical and logical errors, with often deliberately.
"Top 15 best websites of the Internet", "Have time to take advantage of stunning proposition", "23+ ways to earn" - is kopirayterskoe. It sounds cheerful, but errors bouquet and little sense.
Commercial writers believe those who wrote primarily for the reader's attention and holds management techniques. Text of a commercial writer informative, concise, with a neat imposition - it leaves the reader a choice. Commercial writer closer to publishing: with the right scenario, he will be able to do native ads in the media.
I admit that at any moment I can meet a copywriter that will change my views. But so far so.
The editor also works with meaning: reveals important details, shifts the emphasis in the right direction, that is, does so to the text to perform tasks better.
I note that the editor of the media and the editor of the common commercial texts can only be the name of the profession. Just a copywriter and writer. The names are not important - what is important is who and how to solve the problem.
What mistakes often make beginners (and not only) the authors?
Everything has its form and content, the text is not an exception. Neat form helps to immerse themselves in the content, slovenly - distracting.
On the form
- Contrived title of the article. Eye-catching headline - it's good, but if not, it is better to make clear, the jokes and dances.
- The absence of paragraphs or rambling split into paragraphs. Okay so, one thought - one paragraph.
- The absence of partitions. Typically, in an article several semantic blocks. To their designated use subtitles.
- Excess slashes and brackets. "Make websites / blogs / distribution» → «Make websites, blogs and mailing." "Tend to odd symbols (oblique traits brackets)» → «tend to skew features and brackets".
- Pleonasm. Word duplicates the value of neighboring words, so meaningless. "The most important» → «Home». "Chief" - this is the most important, basic. "The first time he met» → «Met." After acquaintance - the first meeting. "Giving free» → «Giving." After all, a gift is always free of charge. If the text pleonasmTherefore, the author does not think about the meaning of phrases.
- "Instead of O" and "Instead of a conclusion." "Instead of O" - what's that? If you do not conclude why Article silent? And what is this if not a conclusion?
This small blots, but they affect the appearance of the text.
The content of
- Do not verify the information, we do not take expert commentary - a major mistake. Doubted the information - look for research, locate and then ask the person with the experience.
- Do not give examples. Shows what what write: a picture, a dialogue, a video clip. We spoke about the workplace - attach a photo. Advised how to communicate with the boss, - relate the dialogue. So the reader will understand the text correctly.
If these errors will not accept your text editor quickly.
How should look workspace editor and looks like yours?
I do not know how it should look workspace editor, but I have a relative order. I work remotely, so in terms of arrangement of the workplace complete freedom.
Buffet went from the previous tenant. The first thing bought a comfortable chair, because I spend most of the day sitting. Table set so as to sit with his back against the wall and see the window. Garland will not shoot, I have it for hyugge.
I work for the 13-inch MacBook Air 2016. But 13 inches is not enough, so I bought a 23-inch LG and became less tired. On the small screen is opened Telegram, the big - the browser.
More Genius bought a small column to the bass are. This week, listen to "the moon», PLC and soundtracks for the TV series "Very strange things"And"Wild West».
Smartphone - Samsung J7 2017. The gadgets do not change the default settings, because I want to see what and how the developer planned. For it liked Windows Phone. But Android is sometimes forced to look for an application to replace the preset. On a standard keyboard Samsung J7 2017 did not have a dash and the "firs", I had to look for another.
The smartphone use social media, web browser, check email, and sometimes even the horizon in Photoshop Express.
From unusual - corporate social network Workplace on Facebook. This workspace for students and teachers of the Odessa "Schools Instagraming». We communicate there, discussing homework and share useful materials.
What are your hobbies?
I have a project for a relaxing break - lead-Instagram account Lutsk.
I arrived in Lutsk, and went to look for points of interest in Instagram, but there's nothing there. so I started the @instalutsk, The city now has its own profile. That was in 2014.
People celebrate their photos tagged #instalutsk, and I publish in the profile. This non-profit business, every day asking about advertising, but it is not advertised.
Subscribers nice to see my photo in your profile or your home in the photo. Write in a personal joyful message, send hearts and all that. Profile gives people positive emotions, it charges.
It is also interesting that the profile is beginning to perceive as urban media: before the holidays, ask where and what kind of events will take place, where you need to go. I, as a person from the media, it is interesting to watch these transformations.
And also I like to take pictures of beer. I do not understand anything in the photos, so photos turn out very different. Like the fact that with each new photo is visible progress or regress, This turned out better, but worse, with the light is not the composition or unsuccessful.
More is the kind of collectibles: if I had not photographed drunk beer, I would have collected cover. Collecting relaxes.
VARVAR Hoppy Lager #craftbeer #beer #varvarbeer
publication of roman Skrupnyk (@Romanskr)
Layfhakerstvo from Roman Skrupnika
Favorite life hacking: learned new - Fix and tell others.
So I started the blog about editing, Wrote several notes and received a letter of invitation to the editors chat. Everyone was there, who I equals in editing: Sergey Korolev Maxim Ilyahov, Pavel Fedorov, and many others. This has given a strong impetus to the work.
This principle helps to find projects and people who are with me on the same wavelength.
Second life hacking. Watch what happens around the profession: who can tell what, who is working on what projects, what people are interested in is work. Observation and participation in all of this helps a lot in editing. And yet it's fun.
Third life hacking. Share the process and result of the work. For someone to speak in front of three hundred people - a trifling matter and routine for me - achievement. Critics there, but it is not fatal.
I advise Telegram-channels that are read every day.
- «Glavred"- tips and articles about the text, lead editor of Maxim Ilyahov.
- «Fixed"- parsing errors, lead corrector Nikita Yukovich.
- «To read the editor"- daily selection of articles on media and editing.
- «Rodislav"- about the media and content marketing, leads Rodion Scriabin from Layfhakera.
- «Mediasrachi 2.0"- intrigues, scandals and other countries because of the media.
In general, useful channels lot.