Copy Samples by Grant Hamilton

February 16, 2019

Note: The following samples were written during the summer of 2018 for a style guide
modernizing the marketing materials of John Wiley & Sons’ Research Division.

Table of Contents
SOCIAL POSTS REWRITTEN WITH UPDATED TONE 2

BLOG POST 5

EMAIL CAMPAIGNS 7
SPECIAL ISSUE 7
CHARITY CAUSE 8
ANNUAL EVENT 9

WEBPAGE 11
Social Posts Rewritten with Updated Tone
(Written for a Style Guide)

@WileyResearcher https://twitter.com/wileyresearcher/status/1001083230672605185
Original: You don't need to be an extrovert to excel in group meetings. Here is a guide to getting your
voice heard. #infographic http://ow.ly/cI2b30k1Rg8
Alternative: Speak up! Being an introvert doesn’t mean your voice should go unheard:
http://ow.ly/cI2b30k1Rg8 #infographic
o Joking commands, much like questions, are a great way to make tweets more interactive.
o Using “you” and “your” also makes tweets more engaging.
o Assume that the article or blog post applies to readers.

@WileyResearcher https://twitter.com/wileyresearcher/status/1002496246840512512

Original: Could researchers be closer to tackling the quest to cure common cold? Read the article via
@guardian discussing a new chemical compound that can stop a cold in its tracks!
Alternative: Gesundheit! Researchers could be closing in on a cure for the common cold, via @guardian
o Although questions are a great way of writing engaging tweets, so too is starting a tweet
as if responding to the reader, as in “Gesundheit”.

@WileyResearcher https://twitter.com/wileyresearcher/status/1001753875509121024
Original: In a new study, scientist claim to be able to transplant memories between sea snails via
injections. Read the article via @guardian
Alternative: Scientists claim to have transplanted sea snails’ memories via injections. Seriously.
@guardian
o React to news as a reader might. Displaying relatable emotions makes tweets more
human.

@WileyResearcher https://twitter.com/wileyresearcher/status/1001425555923841024
Original: How many words exist that can help capture the often chaotic days of a librarian and the role
s/he plays in his/her institution? We've counted eleven so far. http://ow.ly/wKZT30k1Rjc
Alternative: Ever panicked during an introduction because you couldn’t remember someone’s name in
time? You’re not alone. In fact, the scots even have a word for that:
http://ow.ly/wKZT30k1Rjc

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 o If any one piece of information in an article or blog post is particularly interesting or
relatable, highlight it in the tweet.

@WileyResearcher https://twitter.com/wileyresearcher/status/1002525212158648321
Original: We believe that transparency about the peer review process is necessary for the advancement
of ethics in science http://ow.ly/z8Ww30k1S1z
Alternative: Transparency in the peer review process is key to advancing ethics in science, but what
tangible steps can researchers take?

@WileyResearcher https://twitter.com/wileyresearcher/status/999225966819008513
Original: The drive to publish piles of papers has created a hyper-competitive research world, but could
random audits change the incentive for researchers from quantity to quality? Read more via
@LSEImpactBlog
Alternative: “Publish or perish” is an unfortunate reality for today’s researchers, but we can’t let the
demand for quantity threaten the quality of research @LSEImpactBlog

@WileyResearcher https://twitter.com/wileyresearcher/status/997430377240322054
Original: Could your work benefit from editing by an expert in your field? Check out Wiley's English
Language Editing Service: http://ow.ly/dr0F30jRQvL
Alternative: English language editing requirements may be a headache, but they should never prevent you
from publishing worthwhile research: http://ow.ly/dr0F30jRQvL

@WileyResearcher https://twitter.com/wileyresearcher/status/996733320242319360
Original: Wiley Inclusive Access Increases Affordability and Access for Students
http://ow.ly/FbZ330jRPXk
Alternative: Textbooks shouldn’t have to break the bank: save over 60% and receive first-day of class
access with Wiley Inclusive Access: http://ow.ly/FbZ330jRPXk

@WileyBusiness https://twitter.com/WileyBusiness/status/1021742255793733633
Original: The latest issue of Journal of Consumer Behaviour is now available to read online:
http://ow.ly/EuqR30kYd9h
Alternative: Romantic gift-giving, menu labels, and spending to assert affluence in July’s issue of the
Journal of Consumer Behaviour: http://ow.ly/EuqR30kYd9h

@Wiley_Health https://twitter.com/Wiley_Health/status/1023867015906422784

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Original: #Cannabis Beer Could Save Drinkers From #Cirrhosis Of The Liver - read now from
@Forbes ft. research from Liver International http://ow.ly/irj430laZ21 #liverdisease
Alternative: As liver disease increasingly devastates young Americans, could cannabis beer prove to be a
healthier alternative? http://ow.ly/irj430laZ21

@WileyGlobal https://twitter.com/WileyGlobal/status/1012689656700432384
Original: Learn about the success process starting with four great tips on disclosing objections
http://ow.ly/A6En30kIowH
Alternative: Menu labelling, romantic gifts, spending to assert affluence, and more in the latest issue of
the Journal of Consumer Behaviour: http://ow.ly/EuqR30kYd9h
o Highlight interesting articles in new issues instead of simply announcing the issue’s
release.

4
Blog Post
(Written for a Style Guide)

Maximizing Research’s Impact via Online Presence

The impact of your research is increasingly defined by its online presence. In the context of major
discoveries and innovations, Twitter and Facebook may seem trivial at first, but readers and researchers
alike rely on the internet to answer their questions and read what’s new.
So how can editors make their research stand out in the sea of information that is the internet? Rather than
including everyone's favorite movie-scientist, Jeff Goldblum, in your citations, just use Altmetric instead
to track the online presence, use, and impact of your work.
Jokes aside, research shows that journals with a Twitter account receive 34% more citations than those
that don’t. In other words, growing an online presence not only improves a journal’s general exposure,
but can also increase your impact on the research community.
There are three key questions you need to answer when maximizing your research’s online impact:
1. How am I doing?
2. How are they doing?
3. What should I be doing?
Altmetric helps answer these questions. Alternative bibliometrics, or altmetrics, provide instant results
and apply to a wider range of scholarly outputs than citation counting alone. Traditional bibliometrics
remain an important part of assessing articles’ impact, but should be used in tandem with cutting-edge
insight via Altmetric’s tools.

1. How am I doing? (Informing)

The amount of citations and downloads you receive are important statistics for sharing with colleagues,
departments, and funding bodies, but those number are only half the story. Altmetric also reports social
media shares, Wikipedia citations, mainstream news stories, blog posts, post-publication peer reviews,
and public policy references.
Altmetric not only shows you how many people are talking about your article, but also who is talking and
what they are saying. It has real-time scores on article pages, and gives alerts when an article is getting a
lot of attention. These updates allow editors to react to what is being said online, whether positive or
negative.
For a longer-term perspective, Altmetric can send journal editors monthly (or more frequent) reports that
can track article performance by research topic, location of attention, and more. Altmetric’s new
visualizations also make it easier to see where attention comes from and find patterns.

2. How are they doing? (Comparing)

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Next, you should study the online presence of similar articles or journals. This perspective gives you a
sense of what to expect, and lets you keep an eye on your competition in the research community and
their disastrously flawed teleportation-machines.
Altmetric doesn’t have a clear ranking system, but it shows how journals or groups of journals perform in
comparison to each other. You can also compare specific articles within a subject area.
Keep in mind that the data isn’t perfect—it’s a big pool with self-determined parameters and can produce
errors. Regardless, it gives you a perspective of what’s happening on a larger scale and puts your work in
context.

3. What should I be doing? (Strategizing)

Reporting impact is easy with the right tools, but data for data’s sake is pointless. The data needs to
answer your questions and inform your strategy. Altmetric’s reporting gives invaluable insight for
promoting journals or articles.
Most editors want lots of online mentions that lead to increased readership. By observing what similar
content gains attention, how, and from whom, we can identify appropriate articles and channels for
promotion. Plus, Altmetric provides examples and quantitative proof rather than just anecdotal evidence.
Altmetric also gives insight into social media communities so you can make the most of them. Social
media accounts are difficult to maintain, or in other words, it’s hard to consistently post quality content.
Altmetric identifies key influencers or hot topics and measures the impact of an image or a hashtag. Using
this insight, you can increase your success on social media by posting in-line with current trends. Trends
like dinosaur parks.
This is only one method of many for measuring research impact, but altmetrics as a whole are becoming
increasingly important and being integrated with research databases, like Wiley Online Library. Altmetric
answers key questions about journal performance and encourages users to ask new questions about the
process as well.

6
Email Campaigns

Special Issue
(Plant Tree of Life)

Subject Line:

Using, Navigating, and Exploring the Plant Tree of Life

Preview Line:

Access Our Joint Virtual Issue

Header:

Using, Navigating, and Exploring the Plant Tree of Life

Joint Virtual Issue

Body:

Recent progress in big trees and big data allow plant researchers to study their field like never before. We
combined papers from two companion special issues published in the Botanical Society of America's
journals, the American Journal of Botany and Applications in Plant Sciences, to create the “Tree of Life
Virtual Issue”. This collection explains methods for using the plant tree of life to its full potential. Rapid
advancements in this field allow us to understand challenges and avenues for future research, creating
enormous new opportunities for plant researchers.

We owe much of this remarkable progress to the collaborative spirit of the community, a trend that began
decades ago with the first attempts to reconstruct green plant phylogeny on a large scale.

Learn how to make the most of big trees and big data in plant evolutionary biology!

Action Button:

Access the Special Collection Now

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 Charity Cause
(Act for Wildlife)

Subject Line:
There are only a few days left!

Preview Line:
Vote to Protect Endangered Species

Banner:
Join us in fighting for conservation
Cast your vote by July 1!

Video Caption:
How can we make a difference? Watch the video below to see how Grace and her fellow researchers
protect endangered species.

[LINKED VIDEO]

Body Header:
You pick a conservation charity, and we’ll donate.

Body:
We’re partnering with Act for Wildlife and donating $1 for each vote cast. You can help protect Asian
elephants, chimpanzees, Andean bears, black rhinos, giraffes, and tigers. Just be sure to cast your vote by
July 1!

Action Button:
Pick your charity now!

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 Annual Event
(Protein Society)

Subject Line:
Only 2 Weeks Until the 32nd Annual Symposium

Preview Line:
See you July 9-12 in Boston! #PS32

[HEADER]

Pre-Graphic-Body
We can’t wait to see in Boston for the Protein Society’s 32 nd Annual Symposium! #PS32
Congratulations to the winners of the 2018 Protein Society Awards!
The Protein Society Awards recognize outstanding researchers for their innovations and influence in our
field. Thank you to this year’s winners for their remarkable contributions to protein science. We’re
excited to see what they do next! Please join us for their talks during the 32 nd Annual Symposium (July 9
- 12, 2018, Boston, Massachusetts).

[AWARD WINNERS GRAPHIC]

Post-Graphic BODY
The awards ceremony will be on Wednesday, July 11 from 1:30—5:30 in Salons E and F.
Take the latest research on the go with the Protein Science app!

[BUTTONS TO DOWNLOAD APP]

Secondary Header:
Protein Science Special Issue: Protein Aggregation

Secondary Body:

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Protein aggregation is key to a wide variety of fields, ranging from bio-materials and biotechnology to
food science and human health. This special issue explores the diversity of protein aggregation and
contains examples of its role in disease, biotechnology, the development of bio-inspired materials, and
new methods to study aggregation.

Action Button:
Read Now

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