How Facebook Has Made Me A Better Copywriter

When you write on your personal Facebook Wall it is like writing a personal headline for that day (or week, or minute.) Your friends seem to respond to some more than others. Ever notice that? So, I set out to see if there are some common themes in the Wall posts or "headlines" that get the most attention. Because if I can figure out which headlines cause people to take action by responding to my post, then that will help me figure out what headlines will cause customers to take action in general - which is the goal of copywriting.

Four common themes:

1 - Something sexy. Not too sexy because we don't want to get into T.M.I. territory here, but an interesting substory to my personal story is my romantic life.

2 - Things that make people jealous. I posted that I was going to the beach on a Monday and people really responded.

3 - Humorous things. This is probably #1. Any time I write something funny, I get sooo many responses. Either people saying a simple 'ha!' or people trying to be even funnier or add to the funny.

4 - Mention love for something others already know about. This includes bands, celebrities, coffee drinks, etc. If they also like that product (or if they hate it) they respond.

If you've noticed some common take action themes, please leave them as a comment. I'm sure there are many more!

Lessons From A Good Old-Fashioned Ad Man

As a relative newbie and fresh face in the Ad Universe, I felt I needed some guidance, strength and mentorship from a seasoned pro. For a while there I launched into New Media's Social Networks and how to communicate through those avenues. I was also reading a bunch of branding books and blogs and still do, but I needed to dip my toes into the classics.

My choice is none other than "Ogilvy On Advertising."

I've never read anything so beautiful and opinionated and brash and straight-forward. While there are so many striking lines and statements, my favorite has illuminated and verified my recent personal experience.

"If you will take my advice, don't get a job in advertising unless it interests you more than anything in the world."

Those words will rest in the bottom of my heart, Mr. Ogilvy.

Armed with pictures and littered with jokes, this classic will remain close to my pitter-patterin' heart. My eyes are bright and my tail bushy. I stand here on the cusp, Mr. Ogilvy, ready to make you proud. Now let's make some art that changes people.

Erase Your Identities...

...to become one identity! I'm thinking of the future here people. Let's not compartmentalize. Integration is the key to success!

Think of it, one personality across all social frontiers: real life, blog, Facebook, LinkedIn, web page. Does this mean the end of a division between work and personal life?

I had the tendency to put connections into segments and not let them meet, mingle, or know each other. Why did I do this? Because I had sort of multiple identities. Like a chameleon. I do not recommend this. Gets confusing and it's hard to keep up. Of course, this requires being an upstanding citizen. Facebook revelations (to other friends and even employers) can ruin a reputation. FB really puts the "Deb" in Debauchery.

This all applies to brands and companies as well. Make sure you're behaving. Or we'll find out about it. Also, make sure your brand isn't a chameleon - audiences can't keep up and it will be exhausting for you.

An Entire Article About Being Nice

This has been my greatest secret weapon in business and it takes very little effort.

The amazing thing about being nice to people is that usually, no matter what, they feel like they have to be nice back. Or, at least cordial. What to do if it's not easy for you to be nice? Well, then fake it for crap's sake.

What happens when people enjoy being around you? They prefer to do business with you. I prefer doing business with people that are nice to me. I mean, that's just basic. Now, this is all not to say, hey, let's make everything free and easy baby. Ya know, eventually, momma's gotta get paid.

But it's way easier to give my money to a nice person than it is to give it to a d-bag.

Music To Write By

Hey you writers - are you stuck?

Here's a trick I love. Listening to music. Especially if I'm writing for a company. It helps to listen to music that speaks to the industry I'm writing for. If I'm writing for the Board of Tourism for a Tropical Island, I'm listening to Calypso music. If I'm writing for a company that has lots of machinery and conveyor belts, I listen to techno. If I'm writing for an Italian restaurant, I listen to old school Italian music. Put on some Frank Sinatra and the words just flow out of me.

Some industries don't have an obvious soundtrack, but use your imagination and you'll be able to find a suitable genre that will get the gears going.

A Rascal's Guide To Winning People Over

Would you like to know how I make friends?

One word, (maybe not a real word, but close enough. And what is a fake word anyway? It's a word if I say it is!) three syllables: Goofiness.

"But, Emily, Goofiness does not belong in a business setting."

Au Contraire, Professional Business Person. Of course, I understand that being the fun person has certain more appropriate moments. But let's not all get sucked into the void of sameness. I want people to know I can make 'em laugh. I also want them to know that I am incredibly smart, which people can recognize immediately. I have noticed there is something in the eyes that reveals a certain savvy.

My goofiness comes out in my writing and in pretty much every single correspondence I have with anyone. My Twitter Pic is a kitten wearing a funny hat.

In these dark and gloomy times, we all need to be around a bright spot. I try to fashion my writing and myself to be that bright spot. I have gotten around extremely important people from extremely important companies and just been goofy. Most love it. Others just look at me like I've got three heads. That's OK. I take it in stride. I don't want to be around people who hate fun anyway.

Don't impose limitations on your sense of humor. Spread the light and the love. I better stop, I'm starting to sound like a total hippie.

10 Ways To Become An Expert In Anything

As a writer, I have to be a bit of an expert on whatever I'm writing about. If there's no knowledge and fact, then the writing comes out as vague generalities that don't get anything sold. So for me, writing begins and ends with research. Here are my methods...

1. Read the book.

2. Read the blogs.

3. Attend the events.

4. Meet the people.

5. Meet the teachers.

6. Attend a class.

7. Follow the Tweets.

8. Read the NY Times articles.

9. Ask other experts.

10. Write about it.

Fun With Analogies!

I love analogies. They are so basic that they are sometimes overlooked.

When I have absolutely zero understanding of something, the best way to explain is to place it into something I already know about. You'll notice my blog posts riddled with analogies. You'll also notice I love reading blog posts with analogies.

Here is my favorite recent analogy: The internet is like a town. Web pages are like little stores, clubs, and sometimes people. Would you go into a store if the lighting was wrong or you couldn't find anything or the salesperson wasn't helpful? I try to make sure all these real-life features are taken care of in the virtual world. Smart, easy-to-navigate web page design and copy that is informative and fun are the keys to a professional-looking store. I could keep going with this analogy, but I'll let you do the rest if you care to do so.

Analogies are to concepts what translation is to language. I don't know how to speak your language, put it into mine! I like to understand, so help me to understand.

Please take this last moment to reflect on the previous paragraph where I made an analogy out of analogy. I was quite pleased.

The Downfall Of Specialization

It was said to me, "The more you learn, the more you earn." But who has time to learn anything outside of their area of specialization? Every subject now has a endless library of books, blogs, and websites dedicated to it. With all the information available, it seems impossible to know everything about a given subject. There was a time when having your hands in a little bit of everything was revered. Now everybody's gotta be an expert. This, I think, is a mistake.

Ben Franklin wore many hats and look at the impact he had on advancing American culture. He was an inventor, publisher, statesman, landlord, writer, and more. Franklin was able to come up with ideas because he knew how systems interacted and affected each other. If he only knew how a printing press worked and refused to truly investigate anything else, there is no way we would have the libraries or the communications tools that we have today.

This post isn't about Ben Franklin. Rather, it is encouragement to all of us to be like him and explore different roads that have absolutely nothing to do with our "area of expertise."

Copywriters need to have naturally interested minds or else they won't want to write about the subject they've been paid to write about. It will be boring and without passion. I believe my job is to be a passionate learner and then a passionate conveyor of subjects. Like when you hear a song you fall in love with on the radio. You buy the artist's cd, memorize all the lyrics, and insist on playing it for your friends in the car.

I am a writer, but I am more than that. I play guitar. I read lots of books about branding and social media and fiction. Science and metaphysics are fascinating to me. In my opinion, "How It's Made" is one of the best shows on television. I wish I could list to you all of my interests, but there are simply too many.

Here's a great way to start becoming fascinated by the world again and this is something I myself do. A repairman comes to fix your hot water heater. Ask him if he will show you and tell you about what he is doing as he's doing it. He will probably be surprised and honored that you're interested in his work. People love to be teachers. Let them teach you.

5 Reasons Why Every Writer Needs To Be On Twitter

I went to a PR function for young PR professionals. PR pros have to be good writers/communicators of information. One of the panel speakers mentioned Twitter and out of a couple hundred young and hip professionals, none of them seemed to have any idea about it. They have five hundred friends on Facebook, but no Twitter account. This is a mistake.

What has happened for me:

1) Increased access to other like-minded copywriters and marketers across America.

2) A step ahead of most of my fellow writers who could care less about the innovations happening in their industry.

3) Practicing sharing knowledge, rather than hoarding it and being cutthroat. So many people are paranoid about this economy that they're forgetting about that whole relationship-building thing.

4) It is just so cool to have people follow you, give you feedback, and pass along your little posts.

5) Blog promotion and blog discovery! I have found some incredible and informative blogs from Tweets.

Oh, Twitter, When Will People Stop Being Too Good For You?

So I go to this advertising event and a guy - an “expert on internet marketing” - from a major media consulting firm does not Twitter.

I asked him a few questions about Twitter. Again, he is supposed to be an expert on how to make companies money by using methods such as Twitter. He answered the questions intelligently and in a friendly manner. Great! Then I asked, "So, are you on Twitter?" I assumed the answer would be yes and was going to follow up with a follow on Twitter. Instead he said no and, caught off guard, I said, "Why not!?"

"Oh, I'm just not that exciting a person to follow."

Huh? This statement said two things and neither of them what he literally said. It said to me: a) I am too cool to be on Twitter and b) I am going to make fun of you for being on Twitter.

You may be thinking, "Philly Wordsmith, you're being a little sensitive, dontcha think?"

No.

If you're an expert in social media, get the hell involved in social media. If you're so excited about these innovations and your job, then start experimenting and stop judging.