Archive for the 'Copywriting' Category

Be more creative. Yes, you!

Published December 6, 2012 Copywriting , Creative Life , Creative Writing , Creativity Coaching , Design , Work Life Leave a Comment
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Do you see that guy? He's diving off of a platform about 120' up in the air into the ocean at Rick's Cafe in Jamaica. Creative? Stupid? Brave? You be the judge.

Do you see that guy? He’s diving off of a platform about 120′ up in the air into the ocean at Rick’s Cafe in Jamaica. Creative? Stupid? Brave? You be the judge. (I jumped off the 30′ cliff and was scared to death!!)

Being in a creative profession, I live, eat, sleep, breathe and dream creativity. It’s my job to be a master of my craft. I’ve spent 20+ years working on this – and every day I learn something new. That’s what I love about this journey that I’ve chosen to pursue. Along the way, I’ve had the opportunity to meet interesting, creative, smart, cool people – and every one of them has a story. One refrain that I hear a lot is, “I’m not creative at all! How do you do what you do, especially in a short timeframe?”

I want to dispel any misconceptions right here, right now: creativity is a gift that we all have. It just looks different in everyone. I happen to make a living with my creativity, so I’ve dedicated a lot of my energy and time to understanding it. Creativity is a muscle that needs to be developed, trained and used. But the important thing to know is that we all have this muscle. Whenever someone tells me they are not creative, it makes me want to grab them by the shoulders, shake them and say, OH YES YOU ARE! :)

So if you’ve ever thought that you are not creative at all or wish to add more creativity in your life, here are 7 tips that have worked for me – and I hope they work for you, too.

1. Be curious. Creativity comes from a burning desire to understand, to know, to dive deeper than the surface of everyday life. Ask more questions. No – question everything. I drive people crazy sometimes with my questions, but if I don’t understand, how can I help? Listen for opportunities to ask questions. A great example is when someone says, No, we can’t do that, it will never work. Or my favorite: but this is the way we’ve always done it. I always ask, why? I read an analogy once, that you don’t tear down a fence without first finding out why it’s there. Maybe it is old and falling down and serves no purpose. Fine, tear it down. But if it’s there to keep the cows from wandering off into the hills, the fence needs to stay. But if you don’t ask questions, you’re missing the good stuff. I always get nervous when I am teaching a class or interviewing a creative professional and ask if there are any questions – and I get crickets.

2. Recognize your own creative passions. When one friend told me she was not creative, I reminded her about her flair for cooking and creating new dishes. I then reminded her that I have burnt hard-boiled eggs. :) Another friend who is an engineer said the same thing. I reminded him that every time he was given a problem to solve with a new design, he was being creative. Cooking, engineering and knitting may not seem on the surface to be as creative as the work that a poet or an artist does, but you are using the same creative muscle, just for different outcomes.

3. Find what lights you up inside. My good friend and neighbor recently took up knitting with her daughter. As she talked about it, her face lit up, she talked excitedly, and she was happy. Think about what does that for you. It could be tinkering with a car. Maybe it’s decorating. Whatever activity you can do and completely lose yourself in, that’s your creative outlet and you need to find a way to do more of it in your life. As we get older, it’s tougher to find time for yourself, but creativity is as essential to life as air, water, food and shelter. Without it, we are simply not whole. What you did creativity at age 9 might still suit you at 49, but if not, look for something new. Commit to giving yourself the gift of an hour a week devoted to your creative passion.

4. Listen more than you talk. This is hard for me when I am in the mood to talk, especially after I’ve had 3 extra-large Dunkin Donuts black coffees. :) It also requires that you can be comfortable with silence. When I first became a manager, I turned to a good friend with excellent business sense and years of management experience to tell me what I needed to improve. He said, “Learn how to be quiet.” (I guess I talk too much around him LOL) But I realized that this is critical not just for managers but for people. When you listen, you have more time and energy to observe and pay attention to the little details that tell you more than words ever could. That’s what creativity is about: seeing and hearing the truth below the surface – then finding a way to interpret and reflect back what you see.

Being in a group setting for me is like drinking 3 extra-large coffees. I turn into the Energizer Bunny (look! He has his own bio!). But making time to sit quietly and listen helps me understand people better. I can study their gestures. Listen for good dialogue and story starts. Another friend who is a photographer takes photo walks – she wanders Chicago on her lunch hour and takes photos of what moves her. Take time to listen and observe. It doesn’t take much time. Every morning after my workout at the local YMCA, I walk to my car and simply stare up at the endless sky of orange, blue and gray. I see mist rising above the field. The sun shines warm on my face. I close my eyes and I let it all sink in. It never ceases to fill me with joy. It takes 60 seconds. Give yourself this gift. You deserve it!

5. Know your own creative process. My work requires that I create something out of nothing, often with insane deadlines. It is not a 9am – 5pm job. I need time to think. To simmer. I also need a deadline – usually the more urgent the better. I work better under pressure, otherwise, I will simmer forever because I love to live in creative simmering mode. I need large blocks of time to work through a first draft. I need music at some points in my process, but silence at others. I always need coffee. Some work I can only do at 3am. Some people need to talk through a creative challenge and bounce around ideas, then go off and work it through alone. Some people need to work in a coffee shop, while others need to work at home in their pajamas (hey, it works for Hugh Hefner!). The point is, think about what you need. Then follow and feed your process. You’ll be surprised at how much more creative – and productive – you will be.

6. Seek out new experiences. Get out of your comfort zone. Try a new class at the gym. Force yourself to drive a different way to work every day for a week. Take a weekend off from life and go somewhere new. Try a new activity. I’ve gone to pottery classes with an artist friend (and have a misshapen bowl to show for it), learn a new language. Think of it as cross-training your brain. Every new activity that pushes you out of your comfort zone helps you get more comfortable with ambiguity and change – where creativity thrives. The picture in this post is from my vacation to Jamaica in 2010 – that cliff diver was a professional, but I dove off of a 30′ cliff that was made for amateurs. I am not coordinated, so I hit the water ass first, which I liken to getting spanked by God. But it was so out of my ordinary life, spent behind a desk, that it energized me for weeks afterward and I wrote three short stories in a week. Even though I couldn’t sit down for three days afterwards, it was worth it. :)

7.  Make your creativity a priority. I know, we’re all busy. I can’t remember if I ate breakfast let alone what I had and refuse to tell you how often I forget things because my mind is so preoccupied with the details of family, work and life. (Let’s just say that I often drive past my exit on the expressway because I am lost in creative thought and am on a first-name basis with my bank, as they call me frequently to let me know they salvaged my debit card, which I left in the cash station machine.) So yeah, I know, it’s tough to fit in time for anything else. But know this: you need creativity. You need to lose yourself in a creative passion, reaching that ‘zen’ state where you lose track of time and lose yourself in your creative work. You will be a better spouse, friend and employee because you are doing what you love.

I apologize this is so long, but there’s so much more I could say, I never get tired of this topic. Please share what works for you, what your creative passion is and how you fit creativity into your life – or want to. Inspire us!!

Simplify your words. Simplify your life.

Published November 28, 2012 Business , Copywriting , Creative Life , Creative Writing , Creativity Coaching , Marketing , Social Commentary 6 Comments
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Do you ever feel like life has just gotten way too complicated? Between juggling 98 work projects, 5 conference calls daily, piano lessons, soccer practices and games, carpool, birthday parties, lunches and dinners for a family of four 7 days a week, dog groomings/shots/weird emergencies (MOM! The dog ate the nail clippers!! Again!!), kid emergencies (middle of the night throwing up, strange rashes, best friend drama, teen drama, crushes), homework assignments, permission slips, parent-teacher conferences, 400 email passwords, and 4 email inboxes bursting at the seams…let me just tell you that a ‘simple’ trip down the laundry detergent aisle of my local grocery store with 17 different detergent options made me recently abandon my shopping cart (there were no cold products in it, I’m happy to say) and walk out to my car and just put my head down on my steering wheel for five full minutes.

That’s why reading this article on simplicity in messaging cheered me up immensely. I am a HUGE fan of keeping it simple – simply read the first paragraph of this blog post and you’ll know why. Every new technology, new app, new ‘innovation’ requires more of me – more creative ‘strong’ passwords; more log-in security questions and answers (which in good writer fashion I have begun to fictionalize for fun); more brain power; more time to ‘learn’ the fabulous new program or platform…in fact, when I told a friend I was getting my first iPhone on Friday, he said, “Good! You’ll have the whole weekend to figure it out.”

Wait – did you hear that? It was the sound of my iPhone excitement balloon deflating.

So yes, I am a fan of simplicity. In messaging and in life. More choices do not always mean better choices. Many people and companies feel that the more ‘options’ they provide, the better. The more content they provide, the better. The more choices in customization, the better. But you know what people really want?

They want to walk into the store, grab a laundry detergent, and go home. That’s it.

This simple philosophy applies in messaging, in marketing (especially B2B!), and in life. I work with people who are way smarter than me who make really cool yet very complicated technology. But if you can’t communicate the benefits of that cool, complicated technology clearly and concisely – and in a way that stands out from the clutter of other cool, complicated technology on the market, it won’t sell. Period. This is true in any business and in life. If you need to convince anyone of something – whether it’s your kids, your customers or yourself – you have to keep it simple.

Here are five simple ways to make sure your message is clear, concise and memorable no matter who you’re talking to:

1. Will a six-year-old get it? The old rule in my writing classes was, write for a sixth grade audience. I say make it six years old. Today most six-year-olds are more technology savvy than we will ever be. Distilling your message down to a six-year-old’s understanding does not make you less smart, make your message less relevant or your product any less cool. It just helps the people who buy it understand why they should. It helps people understand why they should listen to you and do what you want them to do.

Don’t have a six-year-old handy to try this out on? Borrow a friend’s kid. Practice on a niece or nephew. If you can’t explain to them what you do or what you’re trying to say, you need to rethink your message.

2. Read your message out loud. Are you using three-syllable words when a one-syllable word would do? Are you just showing off your big vocabulary? Do sentences run on for a full paragraph? After you read your message out loud, do you know what you actually said? Or is it like trying to read a paragraph with six toddlers around – you read it seven times and you’re still not sure what it said? If you answered yes to any of the above, try again. Simplify, simplify, simplify.

3. What 3 key points do you want people to remember? The rule of three is well-known to fiction writers. You get three wishes. Three days to complete your mission. There are three sisters. You get the idea. Why is this? Because it’s easier to remember. And in some cases, the story could go on forever – like some presentations we’ve all suffered through. :) If you continually find yourself reiterating points, rambling, writing 5 pages of messaging when you know damn well you only have 3 minutes to talk, ask yourself: what 3 things do I want people to remember? Write those three things down. Go from there.

I’ll let you in on a secret: I used this trick on myself in my personal life. When I decided I wanted to lose my stress/baby/negligent weight gain “once and for all,” I gave myself 3 simple rules: no white carbs, no sugar, no processed food. It was easy. I could remember it. I didn’t need to track points, look up calorie counts, keep a food journal, spend thousands of dollars on expensive prepared meals. All stuff that I don’t have the patience for. Not that I knock formal programs – whatever works for you. But I’m a simple gal. The power of 3 simple rules worked for me. I lost 40 pounds and have kept it off for almost two years now. I wouldn’t suggest this to you if I hadn’t tried it on myself, you know.

4. Is it memorable? Is it different? There are a lot of great writers in the world. But there are a select few who know how to write a headline, a phrase, or a question that just sticks with people. They remember it. In marketing, we call this your point of differentiation or value wedge. In real life, it’s called, what makes you different from everyone else? Find that. Work it. It could be a strong personal story or compelling statistic. For public speakers, it might be their delivery. Find something that is unique to you, authentic to your story or compelling in some way to your audience (not just you). Not offensive. Not questionable. Not over-sharing. Just – memorable. Honest. Simple. What will make your message different from what everyone else will say?

I remember when I was in graduate school studying for my MFA in Creative Writing, this fear came up a lot and I was no exception: what I have to say isn’t different, it’s been said before, it’s unoriginal, blah blah blah. The thing is, there are no original stories. The only thing that makes them different is your perspective, your experience of it. It’s the one thing that differentiates you from everyone else: you. Which leads me to the last point…

5. Does it reflect the real you? This is probably the toughest one for everyone, myself included. If you’re not typically perceived as a comedian, don’t force the jokes. If you’re a lighthearted, madcap creative person, don’t try to pull off a professor approach. Just be you. Find a story from your life that symbolizes what you’re trying to convey and also shows the ‘real’ you. There are times when you need to ‘fake it until you make it,’ but when you want to communicate a message, persuade or convince someone, this is not the time to be fake. This is the time to be you. This is what people will remember. After all, if you’re not OK with you, why should anyone else be?

I hope this helps you find the right way to tell your story, whether it’s for investors, customers, your kids, or yourself. Just so you know, the picture in my post is a sign that my 11-year-old daughter bought with her own money at a charity event. It says “Be Amazing.” It hangs right next to her bed with other pictures that inspire and enlighten her. It doesn’t get any more simple than that, does it?

So the next time you need to say something, just remember:  Be clear. Be simple. Be you. And above all, be amazing. :)

How to stop hating someone who is more successful than you?

Published April 4, 2011 Copywriting , Creative Life , Creative Writing , Work Life 6 Comments
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So last weekend I’m at the bookstore–remember those? so quaint! so old-fashioned!–checking out the Best American Essays and short story collections when I see it: a black soft cover book with cool illustrations in embossed ink on the cover. The kind you just don’t see anymore on books (or maybe you do only it doesn’t look as cool on an iPad or Kindle or the Nookie, as my technology virgin sister calls the Nook).

I picked up the book. Cool illustrations, cool title. And then I see the author’s name and I think: A**HOLE!!

I know. Hardly my proudest moment. But it’s the first thing that popped into my head, unprompted, unwanted, unexpected. No, he wasn’t an ex-lover who did me wrong. It’s much, much worse. We were in graduate school together, he’s younger than me, he’s had three books published and is a professor of fiction. He’s everything I thought I wanted to be when I grew up. Every. Single. Damn. Thing.

Jerk.

Three books! All with similarly cool titles! The kind I wish I’d thought of! And quirky, deep characters! With interesting plot lines that peel back life layer by layer! And best of all, prose that I admire, with sentences and descriptions I read twice or more just because they were THAT good!

*sigh*

He has glowing recommendations from the New York Book Review, the New York Times, blah blah blah. And he deserves every single bit of praise. So why do I hate him? Where is all this hostility coming from, anyway?

Wasn’t I the one who, just two weeks ago, responded to someone who asked if I still wrote fiction ‘on the side’ that “my day job writing is enough for me?” Wasn’t it moi who told a friend I was OK with not picking up where I left off on my last book because I feel like I’ve said everything I wanted to say??

I don’t really hate this guy, but for the sake of my sanity and for fun, let’s call him BoBo. I actually like BoBo. He was very nice in the classes we had together; he accepted praise for his work with humility; to pay for school, he worked a couple of menial, low-paying jobs that gave him time to write. BoBo was smart, funny, and wicked with words on the page even back then. Everyone liked him. Even me.

I don’t regret him an ounce of his success. (Mostly.) It’s just funny, because every time I think I’ve finally gotten to the point in my life where it’s OK if I’m not writing, BoBo pops up with an interview in the literary section of the Chicago Tribune, or at an alumni reading, or on the damn bookshelf in my local bookstore, or winning yet another literary contest, reminding me of something I left behind that maybe–just maybe–I’m not ready to leave yet.

Damn you, Bobo.

Years ago, I remember asking an older copywriter (40-something, ha ha! I thought that was so old when I was 23) that I worked with whether she still wrote fiction or poetry. She said, “Nah. I finally gave myself permission to let that go, and I’ve been much happier ever since.” As I get “older,” I come back to her answer now and again, thinking–is this the year I can cut myself some slack? Is this the year I’ll be able to let go of what feels like an outdated dream so I can move on to something else or just be happy with where I am?

And then I see another book or interview with BoBo and I want to rip his eyes out all over again. This can’t be healthy. After I calm down, I realize, wait, maybe I do want to go back to that book project. Maybe there was something to that short story I abandoned like last night’s leftovers. Maybe there is still hope for me to write more of my own words and less of someone else’s. Maybe I can see BoBo and congratulate him on his hard-earned success instead of bemoaning my unfinished business.

It’s different too because, at 42, I’m halfway through my life (if I’m lucky and don’t get hit by a bus tomorrow, in which case, this would be  a crappy last blog post, I would prefer to go out on a high note not some rambling bitch fest). If I want this to happen, I need to get on it already. Or let it go gracefully.

Am I the only one who feels this way? I can’t be. There are millions of people out in the world–that’s a lot of unfulfilled, unrealized dreams haunting the universe. Sure, OK, we all make choices. I remember the moment in my sophomore year in college when I switched majors from creative writing to professional writing, thinking–I want to be able to support myself and never have to rely on anyone else ever again. And I like to eat, so I better do something where I can actually get paid. Fortunately, I realized this dream–being able to support my family with my words in today’s unpredictable business landscape feels less like a dream and more like a gift. But it was my choice. And it was a good one, for me and for my family.

So I’ve decided that starting today, I’m going to try to stop beating myself up, redirect my anger, stop hating on BoBo, and revisit my personal writing projects. I’m also going to read BoBo’s latest book and see what that crafty little devil is up to now that will inspire me. And maybe secretly I hope that every time I loosen my grip on my dream, BoBo will pop up again, reminding me of what’s important and why it matters that I pay attention when I get so damn pissed off about something. Reminding me that maybe I have something left to say after all. Or at the very least, that I can someday see his name on a book cover and think, “Way to go, BoBo!” and not, ”Again?? You bastard!”

Post script: As I checked out, the clerk looked over the cover of the book and said, “Interesting.” I said, “Definitely. I went to school with that guy. He’s really good.” Would have never happened if I’d just downloaded it on my Nookie.

When you trust your words to an editor

Published March 1, 2011 Copywriting , Creative Life , Work Life Leave a Comment
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Tonight as I sat editing an article for a senior VP in another country, I thought–what a leap of faith. I had met this executive briefly once, many months ago. She was now trusting her words and ideas to me, a complete stranger other than the testimonials she’d heard from others about my work.

We all need to have our work reviewed by others at some point. I have to do it all the time. As a writer, my work is often reviewed by layers of people: other editors, sales people, senior leaders, rounds of nameless, faceless business units, marketing directors, legal teams, objective third parties, you name it.

But the review that’s toughest? When I am reading from my own fiction in front of an audience. It is nerve-wracking. I always start off talking too fast. Sometimes I hyperventilate (although I’ve never passed out, I’ve come close). Somewhere along the way, usually around paragraph 2, I find my rhythm. I speak slower, closer to the truth of the characters and the heart of the story. I finish strong.

But getting there–getting to the writing that is clear, strong, and just plain working–is a process. It’s a leap of faith that everyone who is reviewing it for you or with you is adding something that will help you get where you need to go. It requires trust and hope and a willingness to embrace revision for what it is: necessary, vital and good.

I’d like to thank everyone who has ever reviewed my work with an eagle’s eye, spotting inconsistencies, explaining inaccuracies, and verifying facts. I’d especially like to thank everyone who’s every said anything even remotely nice about my writing. We all need encouragement and support in this precarious process when words aren’t always quite right the first time around.

But most of all, I’d like to thank everyone who has ever trusted their words and ideas to my care. I am always in awe of the courage it takes to put words on paper, hit send and hope for the best.

I know exactly how you feel.

Keep writing!

How to avoid being the next Groupon/Tibet disaster

Published February 12, 2011 Brand , Business , Copywriting , Freelance Writing , Marketing Leave a Comment
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We all know Groupon blew it with their Superbowl ad. (If you missed it, here’s a good recap of the brouhaha by University of Colorado journalism instructor Sandra Fish.) Now the CEO has finally admitted it too–better late than never.

Rather than cover the blow-by-blow error of Groupon’s–and their ad agency’s–ways, let’s talk about how you can make sure your next campaign doesn’t suffer a similar fate:

1. Choose your reviewers wisely. Whether you’re working with in-house or agency creative teams, it can be easy to get swept away with a concept or idea and forget about what really matters: what your audience thinks.

In any size company, it’s important to have checks and balances built into the review process. That means hand-picking a few select reviewers with different perspectives–the yin and yang of your best people. Choose trusted people who know and understand your audience, and aren’t afraid to tell you what they really think.

While it’s good to choose stakeholders who understand marketing and good creative, it’s also ideal to include at least one conservative person as a litmus test. If that person recoils at your campaign, you don’t have to start over, but you should consider the ramifications if a majority of your audience responds the same way.

Bottom line, if you’re taking a risk–working in a new medium, testing a new strategy, dabbling in humor when you normally don’t–the more eyes, the better.

2. Use humor sparingly but wisely. Humor in marketing is like prescription-strength Retin-A for your face–more is not necessarily better. Groupon’s email copy relies on cheeky, sassy verbiage, which is a balancing act on the best day. But throw in a cause or charity or, as Fish put it, “a beleaguered people,” and you are crossing into dangerous territory. It’s like this Oatmeal cartoon about a brain tumor; Matthew Inman wisely thinks ahead to what some in the audience may think, so he starts with an explanation/disclaimer.

But he’s not selling something. You can’t add a disclaimer to a TV commercial about the humor. Great creative executions are like toilets–they should just work. No instructions. No explanations. No disclaimers.

3. Don’t assume. Remember the “Don’t assume or it makes an Ass out of You and Me” phrase? Fish’s article reports that one of the agency creatives responsible for the ad tweeted, ”Pretend to be upset by our #groupon ad, but we got people talking about Tibet & are donating money. More than what you’re doing.”

Wow. This tweet was retweeted a few times before it was deleted, but this defensive attitude says, “We don’t care if we upset or shocked you; we raised money and who cares if you don’t like how we did it.” This is arrogant, callous and unethical–hardly qualities you want associated with your brand, let alone your people.

This is what PR people are for–and why the best response from everyone else is no response. But at the end of the day, don’t assume that your attitude, approach or humor is shared by all. And never, ever assume that people will forgive you for a misstep just because you are a big brand or popular today. It could a blip on the radar–or it could signal the beginning of the end.

4. Sleep on it. Research shows that your brain often works on solving problems while you’re sleeping or engaged in a different activity–even when you’re not actively thinking about the problem.

If you’ve ever woken up in the middle of the night in a cold sweat about a decision you’ve made, or if the problem keeps you up at night, that’s your brain’s way of saying–hold on, cowboy. Let’s think about this some more. Respect your brain’s time to process ideas and consider all the possible outcomes. Before you say, “Approved!”, sleep on it.

5. Be true to your brand AND your audience. When your brand tries to be something it’s not, or if you even think the creative is trying too hard, it’s a warning sign that you’re treading into dangerous territory.

Above all else, remember your marketing objective and your audience. If you even remotely think people could be offended or turned off by your creative, you should take a step back and think carefully about the potential fall-out.

6. Be prepared. If after all this you still decide to move forward with your creative execution, make sure you are ready to respond to both negative and positive reactions. By thinking through the potential outcomes ahead of time, you can respond quicker and more appropriately to the good or the bad.

Now that I’ve told you all of this, I’m going to say something that sounds contrary: don’t be afraid to take risks. A well-executed creative campaign could be just what the doctor ordered for your brand. By following these simple steps, you can help avoid being a case study of what NOT to do and avoid having to apologize to the Tibetan people and the world at large.

Marketing Campaign Creative: Are you guilty of these 5 subjective sins?

Published January 20, 2011 Brand , Copywriting , Creative Life , Design , Marketing 2 Comments
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Everyone’s got an opinion, but when it comes to creative work, those subjective opinions, biases and perceptions can get in the way of great creative work and hamper the whole process.

Here are 5 subjective “sins” that come up most often:

1. Anti-Feet. One client I worked with hated feet. As a b2b company in the analytics business, there was very little reason for us to SHOW feet in the first place, but his preference was so strong that it became an unwritten rule in the brand standards. If we wanted to show people, we had to show them from the waist up.

This reduces the number of images designers have to choose from and slows down the creative process.

Designer:  “LOOK! This image of a couple walking down the path conveys everything we want perfectly: warmth, joy, energy. It’s perfect!”

Marketing Manager: “No, wait. That guy’s foot is showing.”

Designer: “I’ll photoshop it out!”

Marketing Manager: “No, then he’ll look like he has no feet and then You Know Who will start thinking about his feet and it’s all over. Search again.”

Designer: &*%#$%^

2. The Purple Bias. There are some people who absolutely hate one color or another, sometimes for no good reason. Just because. In my experience, it’s most often purple. Oftentimes this hated color is in the brand’s color palette, but no one realizes it because someone has decided that they hate it and it can never be used.

What’s the point of having a palette if you’re only going to use 2 of the 8 colors? That’s like wearing only black and white every day of your life. It works for some people, but for others, it just gets boring. Sometimes a good shot of purple is just what your brand needs.

3. Real People. When there’s no money or true need for a photo shoot, stock photos from places like iStock and Getty fit the bill nicely–except when someone gets hung up on the people in the photos. Other times, people don’t realize that stock photos are just that–stock, off the shelf–and you end up throwing design concerns to the wind and focusing more on personal reactions like:

“But these people don’t look like us!” (Exactly.)
“I don’t like that guy’s beard. It’s creepy.” (Beard bias)
“I thought you were going to find an image of 7 guys in our company jerseys playing softball with the company mascot in the corner!!” (Repeat after me: stock photos)

4. The Parakeet Syndrome. Another common problem is when people like a certain subject to show up in all images–say, kids or parakeets–and insist on using those types of images, and only those types of images, for their brand.

For example, if you own a pet store, then sure, images of parakeets or dogs are fine. If you’re going for a concept that conveys, say, working like a dog or feeling caged in, OK, there’s a connection there between the concept and the visual. Note: This is not like choosing a brand mascot, such as the Geico Gecko (nice alliteration there, by the way).

But be wary of anyone who wants to feature parakeets on every ad  just because they like parakeets, especially if it has nothing to do with their business or the big idea driving your campaign. There should be a reason, or method, behind the madness.

5. We Want to See Real People! There are times when using “real” people works–say, the Dove Campaign for Real Beauty or casual YouTube videos. And then there are times when using “real” people screams cheesy and low budget. If you’ve ever seen a TV commercial where a car dealership owner speaks in a monotone at the screen or an athlete is clearly fixated on the teleprompter, you know what I’m talking about.

If you want to use real people in your photos or videos, ask yourself why. If it’s because that’s all you can afford, that’s OK. But you must choose employees or customers who have good presence–they speak clearly and articulately, have energy, and look natural there in front of the camera. It’s important to find someone who fits the part. That’s why there are talent agencies–it’s all about finding the right fit.

Just remember, all art and creative is subjective. But when it comes to marketing, staying true to your concept and your brand is what’s most important–leave the Purple and Beard Bias at home.

B2B marketing: Send in the clowns?

Published December 14, 2010 Brand , Business , Copywriting , Marketing 4 Comments
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There is a tendency these days to think you need all kinds of bells and whistles, four-alarm chilli, clowns and unicorns to get people’s attention in business-to-business (B2B) marketing. We need to go viral! We need a video! We need a crazy, wacky, out-there idea!

Here’s one: have something to say and say it well.

A lot has changed in the marketing business, but some things will never change. People still want to be spoken to as if they matter. People want to have a good conversation. People want to feel heard. They want a solution for their biggest problems. And B2B marketers should never underestimate the power of a good, simple idea.

Business people don’t always want to have to create a video or fan your page or have to upload a photo to win something. They don’t always want to be “kooky” because, frankly, this is their business. Time is money. And while this doesn’t mean we can’t have fun, we do need to be on the same professional page with our audience, now more than ever in a world where social media and texting are relaxing the “rules” of what we say and how and where we say it.

We’re all cynical and jaded. We’ve seen it all, read it all, been there and done that. It’s hard to see anything with fresh eyes. Not to mention that we all have our own prejudices and subjective opinions (like this blog post, for example). :) But it’s a mistake to get so consumed with trying to be “clever” and go “viral” that we forget the point of our business: to generate sales leads. To convey a feeling about our solution and our brand that makes people want to work with us. To sell.

A copywriter is a salesman behind a typewriter.
Bob Bly, freelance copywriter/marketing consultant

I’m not against contests or promotions or “viral” tactics. Sometimes the right answer is a fun video. Sometimes it’s a letter. Sometimes it’s TV or social media or an ad campaign or all of the above. But above all, it’s about a conversation between you and your customer or you and your prospect. And if you don’t have a good story, you’ve got a snowball’s chance in hell at making a connection.

I’ve been a business owner and a marketing consultant, so I’ve seen it from both sides of the equation. One thing I know for sure: when I choose to do business with someone, I choose someone I trust (translated: a knowledgeable expert who will make me look good and make my job easier) vs. someone who amuses me. This is my business we’re talking about.

That’s what makes B2B marketing so much fun: trying to balance  the need to tell a compelling business story and getting the prospect’s attention in a fun, creative way without crossing that invisible line that says “unprofessional.”

So the next time you find yourself trying to build a “clever” campaign or trying too hard to be “creative,” stop and ask yourself one question: what’s my compelling business story? If there isn’t one behind the flashy video and kooky idea, maybe it’s time to take a step back and remember who you’re talking to.

Traveling by air? Enjoy your free TSA Enhanced Pat Down!

Published November 23, 2010 Copywriting , Fun , Social Commentary 4 Comments
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Nine New Taglines for the TSA

I am always grateful to government agencies, oil companies and politicians for giving lowly marketing copywriters like me more fodder to write about than I could ever conjure up on my own. That’s why I’m also grateful that the Transportation Security Administration (TSA) is providing “enhanced pat-downs” to ensure our safety during air travel in these times of heightened security risk.

I don’t know about you, but I feel infinitely safer from terrorism now that bladder cancer survivors won’t even think about sneaking suspicious liquids into their medical devices, all thanks to the trusty TSA.

To show my gratitude, I give you my top 9 picks for new TSA taglines:

1. Sex tapes are out. Naked x-rays are in!

2. Terrorist attack or cancer from the x-ray: You have a choice!

3. T-shirt slogan: “I was inspected by TSA Agent #24.”

4. TSA: Checking every American fat roll and muffin top with pride.

5. TSA: Have you had your grope today?

6. Limited-time only: No-fee pat-downs!

7. TSA: Get your own private screening.

8. TSA: Let our fingers do the walking!

9. Wow, these are friendly skies!

Of course, you could skip the flight and drive to your destination, but then you’d miss all the fun. So if you insist on being a party pooper, enjoy this Saturday Night Live video or follow the TSA’s mock Twitter account (special thanks to the Copywriter Underground for tweeting a link). And lastly, in all fairness, here is one blog post that highlights TSA agents’ real-life reactions to providing enhanced pat-downs, which confirms that TSA agents are people too, and no, they don’t get off on touching your man boobs.

 

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Be your own muse: one secret to being more productive in your creative work

Published October 1, 2010 Copywriting , Creative Life , Creative Writing , Creativity Coaching , Design , Freelance Writing Leave a Comment
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In my MFA program, there was one phrase that came up over and over: “Go with whatever is most taking your attention right now.” This was usually said in a serious Obi Wan Kenobe-voice to us just before we began an in-class writing assignment or when being coached through an impromptu verbal narrative in front of the class.

At first, it’s strange to be told this let alone think this way. But the up side to this creative directive was that it helped me generate lots of story starts and ideas. My brain never shuts up so there is ALWAYS something taking my attention.

The challenge became, how do I tune out the other distractions and focus on the one, most pressing scene or moment that was most strongly taking my attention right NOW? This directive helped me train my brain to focus with laser precision on the moment or scene that I needed to tell right now.

While having many story starts and ideas is great, the down side was that I rarely finished any of my story starts because something else is ALWAYS taking my attention. How to finish a piece of writing…that’s the bane of my existence when it comes to my own personal creative work and another blog post for another day.

As a writer and someone who always has multiple projects going on at once both at home and at work, I’ve found that going with what takes my attention helps me instinctively, intuitively juggle my priorities better. It’s an exercise in active listening. I ask myself (either in my journal or literally), what is taking my attention right now? And then I listen to what my mind says, what it pushes forth. It requires patience. It requires quiet. It requires honesty.

The payoff is that the priority or project I need to focus on first or that I am most enthusiastic about at that moment bubbles up, drowning out everything else. I am much more productive this way. As a professional writer, my ability to juggle many different projects hinges upon my ability to quickly and easily switch back and forth between clients, dipping in and out of different brands, voices and subject matters. I work faster when I focus on the project that I am most excited about at the moment–the one most strongly taking my attention.

This helps me get down to business quickly and manage my time so much more efficiently. But this doesn’t just pertain to writing. It pertains to life.

Don’t wait for the muse to find you. Try it now.
Ask yourself, what is taking my attention right now? Then listen to what your intuition says. At first, this may be uncomfortable. Your brain might get snarky and say stuff like, “Piles of laundry! Bills! The bathtub grout is moldy!” Let the snark come out, then push it aside. Listen again.

In the beginning, this may feel like listening for a pin to drop in a crowded football stadium. Wait for it. Eventually you will push everything else aside and focus your mind’s eye on one thing, the important thing, that you need to get to right now. You will hear the pin drop. You will see it. Write it. Paint it. Design it. You will work despite the laundry, the bills, the grout.

Be your own muse. Go with what’s taking your attention right now.

The Talking Vodka: 3 ways not to have a Facebook fan page conversation

Published September 16, 2010 Copywriting , Creative Writing , Marketing , Social Media 2 Comments
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If you’ve ever read fan page “conversations,” you might wonder, “Who is writing this and why does it sound so…not real?” At their best, fan page conversations are entertaining, fun, enlightening, useful. At their worst, they are like the boorish party guest who interrupts everyone, chews with their mouth open and speaks like The Terminator.

Like a lot of marketing people, I’m up to my elbows in social media how-to’s, to-do’s and what-nots. Now, I’m not a Social Media Guru, but I am a writer and a real person, so I want to read things that are well written and fun on any page I’m going to “like.” Based on that simple criteria, here are three ways NOT to have a Facebook fan page conversation:

1. Show Fake or Creepy Interest. Here’s a recent conversation from a vodka fan page:

The Vodka: “We want some fun stories from your weekend…got any great pictures? We’d love to see–upload your photos to our wall!”

Fan: “I spent Friday night on the phone with a great friend having great conversation and drinking great vodka.”

The Vodka: “Catching up with friends is always the best! It’s amazing how much difference a phone call can make :) “

So, if I’m a fan, who am I actually having this conversation with? Talking Vodka? Perhaps I have had enough vodka for one sitting. And while it’s nice when a friend encourages you to post photos from your weekend excursion–which may or may not have included Talking Vodka–it’s creepy for an alcoholic beverage to encourage people to post photos. Repeatedly.

As a writer who takes my craft seriously and as a real person who has heard millions of conversations, this one simply doesn’t ring true. It sounds generic and contrived. It sounds like a Hallmark commercial. It sounds like someone trying to promote Talking Vodka.

Solution: Sign a person’s name after a response. Create strong conversation starters. And be careful how many times you ask for something from your fans, especially photos. It looks desperate and depending upon your product, creepy.

2. Post Only Narcissistic Updates. If your page is filled with updates that are all about you you you with few to no comments or other interaction, you don’t care what your fans think or have to say. You’re not having a conversation, you’re pushing out information.

If your strategy is to use your page as a recruiting tool, well, OK. But check out the difference between this technology company and Hyatt. Hyatt answers every question posted on their wall. It’s very interactive and immediate. It took the technology company four days to finally reply to an intern’s question about hiring for 2011.

What’s worse is when you see this type of fan page with HootSuite icons next to every update and no interaction. My instant reaction is, all they care about is measuring how many people clicked, they don’t care about me. Where’s the love?

Solution: Reply to your fans often and quickly. Create opportunities for conversation and interaction, don’t do all the talking yourself. And if you use Hootsuite, use it for critical updates and post some the old-fashioned way so you don’t look like a metrics whore.

3. Write with No Voice. Many posts are being written in a generic, flat style–there is no voice, personality or life behind the words. Think of the Talking Vodka. Or the Terminator.

How to explain voice…close your eyes and hear a loved one’s voice. How do you it’s your mother or your brother or your best friend or your child? Each voice is different and unique. You can picture a real person behind the words with your eyes closed. That’s the magical quality called voice.

Solution: Read Facebook fan pages to find writing styles you like. What are they doing that you’re not? Hire a professional writer to have the conversations for you. Or do what writers do: listen to dialogue in your daily life, at the store, in the checkout line, at the kids’ baseball game. Real dialogue rings true whether it’s on the page, on the web or in the line outside the pub bathroom.

Like my mom always said, “It’s not what people say, it’s how they say it.” One group that always hits the right notes is Social Media Examiner. Every post is about something useful or engaging us in conversation. So when they promote an event, I don’t mind. The conversation feels balanced.

So what’s the best or worst Facebook fan page conversation you’ve seen, heard or joined in and why?

 

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