In the true style of "Dear Abby," I bring you the following....
Dear Philly Wordsmith,
My name is Susie. I am 5 years old and I think I am your biggest fan. I also have blonde pig-tails. Aren't I adorable? Do you think wearing my hair in pig-tails will give me swine flu?
Anyhow, the reason I'm writing is because it is my dream to become a brilliant Web Copywriter like yourself. I also want to be as beautiful and talented on guitar as you are, but mostly a brilliant Copywriter. How do I do it?
With Cutie-Pieness,
Susie
Stay tuned for my response...
Showing posts with label web copy. Show all posts
Showing posts with label web copy. Show all posts
Tuesday, May 12, 2009
Wednesday, April 15, 2009
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.
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.
Monday, April 13, 2009
Is TV and Print Really Only One-Way?
At the risk of sounding like a new media heretic, I have to refute the proposition that TV/Print is talking at the customer and that there is no interaction.
One of the bonuses, they say, of social media is the direct interaction and connection between consumers and businesses. This is true and innovations in this frontier are being created at a breakneck pace.
But wait a minute. In my experience, I absolutely interact with Print and TV advertisements. If done properly, every Print and TV ad is a story. Everyone has experience knowing what it's like to interact with a story.
I would have to argue that the connection between listener and teller of the story (even if teller is TV) is an intimate one. One where messages are sent and received. The message sent by the listener or reader is this: relating. Relating leads to action. If it's a fiction romantic piece maybe that action means crying. If it's a company's story I relate to then the action is buying.
Customers do have the power of response. When they see a TV Commercial, they either relate or they don't. If they do, they buy. If they don't, then the message goes unremembered and the two-way communication has failed.
One of the bonuses, they say, of social media is the direct interaction and connection between consumers and businesses. This is true and innovations in this frontier are being created at a breakneck pace.
But wait a minute. In my experience, I absolutely interact with Print and TV advertisements. If done properly, every Print and TV ad is a story. Everyone has experience knowing what it's like to interact with a story.
I would have to argue that the connection between listener and teller of the story (even if teller is TV) is an intimate one. One where messages are sent and received. The message sent by the listener or reader is this: relating. Relating leads to action. If it's a fiction romantic piece maybe that action means crying. If it's a company's story I relate to then the action is buying.
Customers do have the power of response. When they see a TV Commercial, they either relate or they don't. If they do, they buy. If they don't, then the message goes unremembered and the two-way communication has failed.
Friday, April 3, 2009
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.
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.
Thursday, March 26, 2009
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.
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.
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.
Thursday, March 19, 2009
Why People Hate Your Company ...
...and therefore won't buy from you.
There is a deep mistrust in the American public consciousness at the moment. AIG, come on. Bonuses. Really? We want to trust our financial institutions and big companies. We want to know it's safe to eat a hamburger. Companies, you used to be able to get away with this lying. There are simply too many watchdog groups and forums for customer feedback. Companies are learning that the rules have changed. The American public has enormous access to information now and they are on to you.
Copy in company imaging has to be more than stats, figures, and numbers. It has to put a human face on otherwise untrustworthy companies. By becoming accessible, companies will save themselves from bankruptcy. Find marketing people who understand this need for trustworthiness.
It is more important than ever to have a great website. People cannot interact with a TV commercial. One practical and immediate solution is to respond and open yourself to feedback and criticism. The truth is always immediately uncomfortable, but it always promotes growth to bigger and better things.
Imagine if your company marketed the CEO's self-imposed pay/raise freeze so that employees would not have to be fired. Hundreds of jobs were saved because you denied yourself a 3 million dollar bonus. I don't need to do much here to convince you that sales and public awareness would absolutely skyrocket.
Click here for the NY Times article on Saturn's "We're Still Here" campaign. A great example of "putting a human face" on the public perception of an awful corporate regime.
There is a deep mistrust in the American public consciousness at the moment. AIG, come on. Bonuses. Really? We want to trust our financial institutions and big companies. We want to know it's safe to eat a hamburger. Companies, you used to be able to get away with this lying. There are simply too many watchdog groups and forums for customer feedback. Companies are learning that the rules have changed. The American public has enormous access to information now and they are on to you.
Copy in company imaging has to be more than stats, figures, and numbers. It has to put a human face on otherwise untrustworthy companies. By becoming accessible, companies will save themselves from bankruptcy. Find marketing people who understand this need for trustworthiness.
It is more important than ever to have a great website. People cannot interact with a TV commercial. One practical and immediate solution is to respond and open yourself to feedback and criticism. The truth is always immediately uncomfortable, but it always promotes growth to bigger and better things.
Imagine if your company marketed the CEO's self-imposed pay/raise freeze so that employees would not have to be fired. Hundreds of jobs were saved because you denied yourself a 3 million dollar bonus. I don't need to do much here to convince you that sales and public awareness would absolutely skyrocket.
Click here for the NY Times article on Saturn's "We're Still Here" campaign. A great example of "putting a human face" on the public perception of an awful corporate regime.
Monday, March 9, 2009
Touching You(r Heart) Innappropriately
I learned how to play with language in poetry class. Before that class, it was all grammar and essays. Where's the fun in rules? Luckily, writing poetry taught me that rules, once learned, should be broken. Be warned: break those rules at your own risk and only in order to produce a desired effect or result.
So what the eff does poetry have to do with copywriting? Copywriting plays with language to produce a desired effect in a reader/potential customer. The desired effect is usually to buy the company's product. But what is the immediate reaction that happens before the buying? There is an emotional response: desire.
Poetry or a song can make you long for a lover. Copy makes you long for a lipstick or a Sprite.
Let your copy touch hearts.
So what the eff does poetry have to do with copywriting? Copywriting plays with language to produce a desired effect in a reader/potential customer. The desired effect is usually to buy the company's product. But what is the immediate reaction that happens before the buying? There is an emotional response: desire.
Poetry or a song can make you long for a lover. Copy makes you long for a lipstick or a Sprite.
Let your copy touch hearts.
Sunday, March 1, 2009
The Art of Good Web Copy
There are 3 necessities of a successful Literary Webfomercial.
A book called "Cashing In With Content" says: "People don't want TV commercials on the web - they want information." Essentially, the quote says that when someone "googles" a topic, they want information about that topic. Information seeking is a simple, but profound truth for a web copywriter. And so the art of the "Literary Webfomercial" is born.
I am a strong believer in creating engaging text no matter what you are writing. Not every product lends itself to humor or narrative, but most do. The ones that don't can still have strong, excited language that draws a reader in. What is it about the regular TV infomercial that draws in the unsuspecting insomniac? Three reasons: a) the person is extremely excited about the product and b) the person gives you situational information on the product and c) they talk to the viewer as if they were literally in the same room.
Artful web copy combines these three elements, but only has written language to express them. The copywriter must have a background expertise in the functions of language in order to full develop all three elements of a "Literary Webfomercial."
A book called "Cashing In With Content" says: "People don't want TV commercials on the web - they want information." Essentially, the quote says that when someone "googles" a topic, they want information about that topic. Information seeking is a simple, but profound truth for a web copywriter. And so the art of the "Literary Webfomercial" is born.
I am a strong believer in creating engaging text no matter what you are writing. Not every product lends itself to humor or narrative, but most do. The ones that don't can still have strong, excited language that draws a reader in. What is it about the regular TV infomercial that draws in the unsuspecting insomniac? Three reasons: a) the person is extremely excited about the product and b) the person gives you situational information on the product and c) they talk to the viewer as if they were literally in the same room.
Artful web copy combines these three elements, but only has written language to express them. The copywriter must have a background expertise in the functions of language in order to full develop all three elements of a "Literary Webfomercial."
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