Reason 314 to hire a copywriter: We bring it

You know that I love my work. But some days, well, I love it an extra lot.

I got a rush assignment on Friday to write the opening speech for an annual company meeting. Does that sound boring to you? Okay, keep your pants on. It gets better.

During the prep meeting, I learned that the company is not thrilled with its team’s performance. The tone of these opening remarks was to be unapologetic, in your face, take no prisoners. Terms like, ‘there are no excuses’ were tossed around. And I couldn’t help jotting down in my notes, ‘there are no points for second place’ – just like Jester said.

Oh, and then I was told that the audience is primarily men. Smart, high-performing, extremely motivated, (cocky, arrogant bastard) men. The words in the parentheses are all mine. I’m a writer, I editorialize, I can’t help it—but believe me, that was the tone. (I editorialize, but I don’t make things up—I’m not a fiction writer, after all.)

“This thing needs testosterone,’ I was told.

Remember the Brady Bunch where Marcia gets through her speech-giving nerves by imagining the audience in their underwear? Well, I just imagined this audience full of my old boyfriends.

And I had so much fun bitch-slapping them around with my words, that it took me all of 45 minutes and one draft to nail it.

Which brings me back to Reason 314 to hire a copywriter. We really can bring it—whatever kind of it you happen to need…

Image credit: khowaga1 (and yes, that is a picture of my exes in their underwear)

Filed under Critical Copywriting | Tags: copywriter, copywriting, marketing writer, marketing writing, speech writer, speech writing, writer, Writing | Comments (2)

Reason 731 to hire a copywriter or The demise of Steve Jobs

First, watch this video (or at least the first 30 seconds)…

My dear friend and tech writer extraordinaire, Ron Miller, posted this video on his blog and sent me over to see it. And I have to tell you, I didn’t think it was funny at all. I was embarrassed for Steve Jobs and the whole Apple team. I cringed.

NOT because of the name of the new product (personally, I think this whole hooha about feminine hygiene products is really, really stupid) and NOT because Mr. Jobs looks silly in that turtleneck with those bright white sneakers. (You’re a bazillionaire, Stevie, try a little bit harder. Even I could dress you better than that.)

My reaction was because, as this video points out, his talk was horrible. He used the same adjectives dozens of times. Maybe it didn’t sound AS bad when the sound bites were evenly dispersed – but I’m not so sure. Regardless, I think we can agree that this is just bad writing and it’s just bad speeching.

So, Reason 731 to use a copywriter? We write speeches, video spots, announcements. We craft your message so that you don’t sound like an idiot. We wordsmith your ideas so that people don’t make YouTube videos that mock you. We write good, so that you talk good…or something pithy like that. I dare say, old chap, we’re critical to your successful marketing and promotional experience.

In fact, good copywriters are awesome, amazing, great, magical and incredible…times 20 (just like Jobs said).

Filed under Critical Copywriting, How To | Tags: Apple, copywriters, copywriting, iPad, marketing writer, marketing writing, presentations, public speaking, speech writing, Steve Jobs | Comments (6)