good customer service (when it’s all so personal)

This morning I attended a great networking event about customer service. A panel of both seasoned and seedling women business owners shared their experiences about how to make customer service work.  And the panel was moderated by Bonnie Marcus, an inspired business coach. www.womenssuccesscoaching.com

They all had wonderfully insightful things to say:

1. practice active listening

2. always find a solution - even if it can’t be the solution your client is looking for

3. acknowledge and validate your client’s experience

But, the one that is totally ’stuck in my craw’ (if you can tell me what show that quote is from, I will make you brownies), was this one cccrrrraaaaazzzzzyyyyyyy word: DETACH.

I know! As writers, designers, small business owners, how do we not take things personally when criticism or dissatisfaction comes our way?  How do we step back and say to ourselves, “oh, she’s unhappy about word choice, but not with me.” That is so hard. For me, I am my words. This is my blood, sweat and tears (and my laughter, connection and joy).

I manage, somehow, because I have to. I act like an adult, I stand up for myself, I admit where I’m wrong, I problem solve - and I feel better for being a ‘big’ person. I get through it - I do everything I listed above - because everyone’s experience is real, and I’m human too, I get it. A wiffle ball bat and a big cushion for when that phone call is over…well, that helps too. 

How do you do it?  How do you detach so that you can provide professional and great customer service to your clients when there is a negative issue.

writers’ must-have books…for empty shelves

I’m moved into my new office…sort of. I have 6 bookshelves that are empty. First of all, I haven’t carted my books out here yet. But, second of all, I want some new books, and I want to hear from you.

What books are on your shelves?

What are your go-to’s?

What are your favorites?

(Pictures of the new digs coming soon!)

clean copywriting: the difference between a referral and a guarantee

So last night I was barbecuing shrimp. I wasn’t wearing an apron, and I sloshed raw shrimp juice all over myself. And it got me thinking about keeping things where they are supposed to be: marinade in bowl, shrimp on grill, my work in my office, my responsibility in my writing.

Oftentimes, I take on the role of project manager for my clients - pulling together graphic designers, data base creation, web designers, web techs, researchers, printers, mailing services and the like. Over the years, I’ve created some wonderful partnerships with individuals and companies in these fields, and I recommend them to my clients because I believe in their work.

But, I have to be careful. I can not in any way guarantee any work but my own. My advice to all copywriters, and service providers in general, is that you establish this fact in both your proposal and your contract. This way, if it comes up, you’re covered. If it doesn’t, you aren’t the freak that says, “I highly recommend this printer, but if they make any mistakes it isn’t my fault…” and then starts tripping over yourself, “not that they would make any mistakes, they’re great but, just in case…” OY.

Keep it clean:

1. Pick good, dependable, trustworthy partners.

2. Do not guarantee any work but your own.

3. State clear boundaries in your proposals and contracts.

4. Wear an apron…the last thing you need to deal with is raw shrimp juice - believe me, it smells.

DISCLAIMER- this is NOT a picture of anyone I know - for goodness sake, people. The apron pictures available on the web are so terrible, I decided to showcase the absolute worst that I could find. Forgive me.

what does good copywriting have to do with online social networking and PR?

Everything.

Online social networking is built on written correspondance. To some degree,  every time you appear online, you are partaking in social networking - or even more true - you are engaging in online PR. Every blog post, all web copy, each left comment, any contact requests, all correspondence - these are all expressions of yourself and your business. They leave an impression, set a tone, present a brand. If you use online networking to grow your business, you need to think about this every time you open your ‘mouth’ online.

Now, you may not believe this, but it’s true. Just like not all people are funny and not everyone has a good sense of style, not everyone can write well. If you can talk up a storm, but can’t put together a few coherent, well-written sentences (let alone a whole website or post), get help. That’s why copywriters were created.

I think that because we are all capable of physically writing the alphabet and typing on a keyboard, people think they should be able to write. Designers have it a bit easier  - because Photoshop isn’t taught in elementary school.

So, whether you’re on myspace or facebook, talking to an old friend, making a new business connection, conversing with one of your online groups, writing your site, blogging, commenting…wherever you are! Think about these things:

1. spelling and punctuation (write it in Word or Pages first and spell check!)

2. proofreading/readability (read everything OUTLOUD before you send or publish)

3. tone (be respectful, be nice, do unto others)

4. brand (are your logo and contact info, including the link to your site, clearly visible and positioned attractively?)

5. message (is that really what you want to say? how will you feel about that in 3 years? depending on the situation - do your research)

6. value and information (whenever possible offer value and information to whoever it is you’re talking to - it’s what people crave)

7. forgive your mistakes (we all make them, try your best and keep moving forward)

blogging is powerful…and so are google alerts

Okay. So this is either a HUGE coincidence or good things happen to those that blog in the name of writing and word justice.

On April 15th, I wrote a blog post about thesaurus.com listing ‘weak’, among other degrading words, as a synonym for ‘female’.

Then, during my web marketing workshop on the 16th, I took my class to see the offensive entry…and it was gone (cue music). They also changed the ‘male’ entry. The ‘female’ replacement is:

Fascinating. No comments were left on my blog, by the way. My detective skills think this happened: thesaurus.com got a Google Alert about themselves, read my post, changed their entry. As I said, it could be some crazy coincidence…but I don’t know. My other guess is that some irate woman that works at thesaurus.com happened upon the ‘female’ entry on their site and demanded it be changed…still the timing is mind-boggling.

Thesaurus.com - thank you for doing the right thing. No matter why the ‘female’ entry has been changed, the bottom line is that it has been changed - thank goddess.

can you blog for someone else?

I recently read a blog post by a copywriter who maintained that you can absolutely, positively not write someone else’s blog for them.

WHAT?

Writing a blog for a client requires me to:

• deeply understand their content, company, industry, audience
• hear their voice, personality, tone
• grasp their mission, goals, desired outcomes
• write a message that conveys all of the above

These four tasks are the cornerstones of my business as a copywriter and a marketer. When I write a website, brochure, direct mail piece, a feature article, a press release, I must be able to master these tasks. A blog is no different, and in fact, it’s easier. With an ongoing blog, I am able to immerse myself in my client’s industry and company so completely - writing one article or website does not afford me that luxury.

As a marketer, writing a blog for a client allows me to design, steer, test, tweak and grow with a marketing strategy. If anything, it strengthens the client/writer relationship as well as the ongoing and final outcomes.

My answer is a resounding YES. You can write someone else’s blog. Does it always work? No, of course not. But it can and it does…quite well.

when words - and websites - are wrong

Call me picky…

Here I am looking for good words and ideas for an event for a women’s domestic violence agency and THIS is what I find. (And yes, I use thesaurus.com all the time - I love it, it gets the creative juices flowing - it’s like my own little writer’s club - the words speak to me and invite my brain to move in every direction.)

Look at the 3rd to last synonym…no, your eyes are not deceiving you. They have ‘weak’ listed as a synonym for ‘female’. Last time I checked, that was an opinion - a lame, misogynistic, sexist, patriarchal opinion.

If you are reading this thesaurus.com - bring it on. Show me how this is fact, I dare you.

And, please take your opinions off of your resource page….now, I’m off to find a new online thesuarus. If anyone knows one that won’t offend 51% of the population (and some good men out there as well), let me know. By the way, there are other words you’ve listed that are also offensive and not truly synonyms of ‘female’ - shy, virgin, soft…I could keep going.

Oh - and here are some ‘weak’ females:

Serena Hilary Madonna

Jott - another great piece of technology that saves my life daily

It’s 10pm. My computer is shutdown and tucked into it’s neoprene bag. I’m headed up to bed.

As I reach the stairs, I remember that I have to send an email to my printer about increasing a brochure order. I grab my blackberry and hold down the ‘j’. The nicest woman ever asks, “Who do you want to Jott?”

“Myself,” I declare. I hear a beep. “Call Leo, 1000 brochures.” I hang up.

My ‘to do’ travels safely out of my blackberry and lands in my email inbox ready to direct me tomorrow. And I can let it go for now…and let myself go to sleep - no loose strings.

www.jott.com

Bonobos, Books & Websites

For the last several months, I’ve been so fortunate to be project managing (and writing for) the design, printing, marketing collateral, marketing and PR for an amazing children’s book called, I’m Lucy: A Day in the Life of a Young Bonobo. And the book has officially hit the streets! Here’s the news:

I’m Lucy is now available for purchase at www.bonobokids.org.

This book, written with caring words by Mathea Levine, astonishing photographs by Marian Brickner and a heartfelt afterword by Jane Goodall has truly been a collaborative effort brought about by a collective desire to teach children about our closest primate cousins. I’m Lucy educates, excites and ignites young readers and their families. And when purchased through our website, www.bonobokids.org, all profits from the sale of I’m Lucy are donated to non-profit organizations dedicated to saving the bonobos and the environment.

Bonobos share 98.7% of human DNA and are distinguished from other great apes by their matriarchal and cooperative society. While over 100 bonobos like Lucy and her family currently live in zoos, wild bonobos are found only in the Democratic Republic of Congo where they are often hunted and their habitat risks total destruction from human encroachment and environmental destruction. The bonobo population has dropped to nearly 10,000 placing these endangered creatures devastatingly close to total extinction.

When you visit Bonobokids.org you’ll find that this is more than a website where you can purchase the book. The interactive site offers cool information on bonobo ape kids and rewards human kids who practice ‘green’ behavior. The Bonobo Challenge blog invites kids to learn, get involved, play games and win contests while connecting with other “BonoboKids.” In zoos and in the wild, bonobo societies are cooperative and cohesive, and BonoboKids mission is to bring kids together - with each other, with the earth’s creatures, with the world.

By purchasing a copy of I’m Lucy you will become part of a community springboard for an ongoing and productive relationship between children and their world. Bonobokids.org gives kids the opportunity to connect to this amazing ape and to understand that today’s actions affect bonobos, and all creatures - even themselves - tomorrow.

If you like kids, animals, books and/or the Earth, spread the news…it can only help us all.

Office meet iWork 08, Powerpoint meet Keynote

As you know, I’ve recently become a Mac convert…it’s now leaking into my software. I’m preparing for an upcoming series of web marketing workshops, and I’m using Keynote, Apple/iWork 08’s answer to Power Point. This is one month after preparing for a writing workshop on Power Point.

• Keynote is so beautiful. The templates are amazing, plentiful, crisp, modern.
• The functionality: sooooooooooo easy. Even for a techi-ignorati like moi.
• Cool features that I can actually use: updates and showcases live websites. Did Power Point do this? Maybe, but it wasn’t as easy to find and make happen - case in point.
• I’m brilliant - or at least that’s the way this presentation makes me look! Don’t be fooled - people judge us by how we look all day long. Keynote showcases my expertise, my professionalism, my success and my style.

Check it out.