The best things you could ever write about
While I’m interested in a pretty wide range of things in this world, there are plenty of things that I’m profoundly not into. GI Joe & Barbie, Velveeta, heavy metal, comic books, hunting, skydiving, fruit cake and video games top the list.
Can you imagine if I had to write about them? Sitting down in front of the blank screen, I can imagine searching wildly for my muse to no avail – she hightailed it to a beach in Tahiti at the first mention of Toys-R-Us.
Whether you’re a marketing copywriter, a freelance writer, a blogger and/or a business owner, you will always be looking for good content, the next job and the mojo to write and make it good.
Of course, I understand the argument that the need for a paycheck might necessitate that we write about things we aren’t inspired by. But, really? I’m taking issue with that concept.
What if I follow my interests and because these things light me up so brilliantly, I write so well that I get accolades for that work and then more of that same kind of work? What if it becomes a self-fulfilling prophecy?
I’ve written before about the fact that your energy comes through to your readers via your writing. That readers pick up on your writing emotions, even if they can’t really identify why they feel a certain way. So, if you write about GI Joe and don’t like him (or what he stands for or how he directs kids’ play into war and fighting), the reader will get that – no matter how subliminally. And let’s just say it won’t be the best ad copy we’ve ever seen.
If you’re a great or solid writer, it’ll be fine. But, don’t you want more than that? Don’t you want to be inspired, fed by your work creatively, satisfied, feeling good, making a difference with your words?
I do.
Filed under Blogging, Critical Copywriting, How To, Marketing | Tags: blog, blog writing, blogger, Blogging, content, copywriting, freelance writer, how to write, Julie Roads, marketing content, marketing writer, problogger, professional blogger, web content, writing inspiration, Writing Roads | Comments (12)why we are so important: The Groundswell
One of my favorite bloggers, Ron Miller, who I unabashedly write about from time to time, has written another stunning post that happens to align directly with my current goings-on. His post illustrates one of the things that I love about Web 2.0: you just never know where the day or your interactions will take you. Ron was interviewing Brent Leary, a partner at CRM Essentials, about something completely different, and Brent mentioned that if your vendors aren’t supporting you the way they should be, you can just go to Twitter for help…help from the people, all of us regular Joes and Jolenes.
I just so happen to be reading a fantastic book by the likes of Charlene Li and Josh Bernoff called Groundswell: Winning in a World Tranformed by Social Technologies. It’s a bestseller, a must-read and a must-understand kind of book. And, it speaks to Brent’s comment above precisely.
The ‘groundswell’ is us – you and me, the people who are on social networking sites like Facebook, YouTube and MySpace; the people who use digg, de.licio.us and hugg; people talking on forums, in chatgroups, and on listserves; bloggers; blog readers; websurfers….people on Twitter who are ready to provide guidance.
We are beyond powerful. Through our online communication, our listening, our sharing, our reading, our participation, we have figured out ways to work around big companies. Not only do we not need them so much (are they here for us anyway?), but we can tell them about how to improve their product, services, company. Companies/people can be smacked down by the groundswell, ie. when they try to fight it by trying to get something taken off-line which creates an instant fervor to spread the item far and wide, or they can find incredible success by listening to the groundswell and participating themselves – ultimately by respecting the groundswell, ie. all of us.
I could talk about Groundswell all day long, but I won’t! Go read it…especially if:
- You think this Web 2.0 stuff is going to kill you, meanwhile, you have no idea what it is or even if it’s a good idea.
- You know this Web2.0 stuff is critical for your business, but you have no idea how to do it or you think you know exactly how to do it.
- You are a writer, designer, marketer, etc…and want to serve your clients in the best way possible.
using a copywriter? what does that look like?
Recently, I noted that many people don’t actually know what a copywriter is, and that chances are high that folks might not know how to use one or what the copywriter/client workflow looks like. If you are wondering if you need a copywriter, I encourage you to read this. And, then, when you’re ready to contact your copywriter of choice, this is how it will probably go:
1. Initial Meeting. This can happen in person, on the phone or online, though personally I need at least voice on voice contact at this stage. During this meeting, the client identifies their needs and the copywriter discusses ideas and strategy. A good copywriter will ask a lot of questions at this point so that s/he can make a qualified estimate on the project and find out if there are additional components that may help the project that hadn’t been realized by the client.
2. Proposal Agreement. The copywriter will send the client a project proposal that outlines the project from their professional point of view, details their specific copywriting tasks and offers a fee schedule or price. Once the client signs off on the proposal (which can be used as a contract or a new contract can be created), many copywriters request a down payment on the work, or a retainer, before they begin.
3. Research. The research phase is where the copywriter gathers all of their information about the client, the client’s business, the industry, the competition, etc. Will probably include oral or written interviews and questionnaires that require the client’s participation.
4. Concepting. This is a critical, and almost indescribable, time for writers. There is no set time limit, no rhyme or reason, no real method. Some writers clean the house, some writers juggle, some writers eat, some writers stare at their computer screens, some writers sleep, some writers ‘doodle’ with words…and it’s during this magic time that the brilliantly creative ideas come rushing out of nothing and into the writer’s brain. BOOM. That’s it and the writing begins.
4. First Draft. Ah, the first draft. This can go one of several different ways. Basically, the client can either love it, like it and have some changes or hate it. And, it’s all okay. The entire purpose of a first draft is to give the team a place to start. It’s where the client’s information and the writer’s expertise truly meet for the first time. It is a springboard for the direction of the final piece. This conversation can easily happen on the phone, online or in person.
5. Revisions. Good copywriters listen to everything you say, and they should also contribute some solid advice and direction. This first round of revisions should reflect the collective thoughts from the first draft.
6. Second Draft. We’re getting closer now. The major kinks are worked out. Everyone is on the same page.
7. Revisions. Final tweaks are made in this last round, and it should be a quick process. Sometimes this draft comes after the copy is placed into the design of a website, brochure, etc. Changes often need to be made in order to marry the two mediums – particularly when the designer and the writer are not working collaboratively.
8. Final Draft and Payment. When the last draft is approved, the copywriter sends the final invoice and the project is complete.
Filed under Critical Copywriting | Tags: blog, Blogging, copywriter, copywriting, how to use a copywriter, Julie Roads, marketing copy, web content, why use a copywriter, Writing Roads | Comment (0)what is a copywriter?
As much as this freaks me out, it’s true. Some people don’t know what a copywriter is. Some people think I’m a ‘copyrighter’ – which I’m not. Not knowing what a copywriter is, means that they likely have no idea what it would be like to use one or how. So in this post, I’ll tell you what a copywriter is. Then, on Monday, I’ll tell you how to work with one. Sound good? Okay, here we go.
1. A copywriter, or ‘officially’ a freelance commercial copywriter, is someone who writes words, content, copy, text for companies, businesses, individuals.
2. Commercial copywriters, like myself, generally write content for marketing materials such as: websites, blogs, advertisements, brochures, sell sheets, annual reports, articles, sales letters, direct mail and the like.
3. Copywriters get paid for this work – some handsomely, some not so much – by the hour or by the project.
4. Some copywriters like to work collaboratively with designers, marketing directors, printers, etc. While others prefer to work alone.
5. A copywriter is different from a freelance journalist in that a freelance journalist writes for newspapers, magazines and web journals/zines while a copywriter writes content for see #2 above. The only similarities are that we both write, and we both wait around to be paid by busy people not thinking about us all day long like we think about them.
6. Copywriters are great tools for businesses because they lend a fresh perspective to your message and because dentists are good at teeth, realtors are good at real estate and writers are good at writing. It is always best to stick to your expertise and let the other experts take care of the other business.
7. Copywriters can focus on specific industries or work as generalists. Either way, a good copywriter should be able to change their writing style, tone, rhythm, personality to match their client’s message and identity. Acting provides a great example here: think of Dustin Hoffman in Tootsie, then think of Dustin Hoffman in Rainman. Capiche?
8. From what I hear, good copywriters (who do good work on time) are hard to find…the profession is not quite as popular as graphic design or web design – hence the raison d’etre for this article.
See you Monday…have a great weekend.
Filed under Critical Copywriting | Tags: blog, Blogging, brochure, content, copywriter, copywriting, Julie Roads, marketing collateral, marketing content, web content, website content, Writing Roads | Comment (0)like your marketing collateral, part 2 (where we discuss how and what you’ve gotta do)
Here we go with Part 2…and if you missed the part 1 and don’t care to scroll down and read it. I’m talking about why you need to like your marketing collateral…and how to make sure that happens.
1. Content. Message. Words. Make sure that what your website, blog, ads, etc. say really reflect your personality, passion, mission, world view. If you know what you want to say, but have no idea how to say it or write it, hire a professional copywriter. This is a smart idea – a good marketing writer will make this easy and right.
2. Design. Look. First Impression. If you are into French Impressionism, your brochure shouldn’t look like something from the Ming Dynasty. If you are a CPA, your website shouldn’t look like a poet’s. Love the colors, love the flow, love the photos (even of yourself). Create materials that you are attracted to and pull people that will be intrigued by your work. Unless you are a graphic designer, hire someone to do this for you. Yes, it is obvious when you do it yourself on Microsoft Publisher. Believe me, once upon a time, I tried that myself.
3. Be Yourself. Be Unique. That said, it is important to look around. What other material do you like, what can’t you stand. And where are you in all of this. If you don’t know your style, define yourself in comparison to others. Then, take risks and put yourself into your marketing materials – the right people will respond.
4. Cohesive Branding. At one point, I switched my brand – piecemeal. And it wasn’t pretty. I loved my new site, but my brochure and business card didn’t match. Do it all at once. The reality of having everything match actually makes it all look better. Think about this. A room filled with mismatched colors, patterns, furniture and decades looks shabby, no matter how new or well-kept. But a room filled with only stainless steel and plaid looks streamlined, clean and spotless – no matter how ugly it is.
5. User-Friendly. Everyone should be able to read and understand your marketing materials. They should also be easy to use – the UI, or user interface, must be geared towards all people. Finally, each piece needs to work – no one should have to struggle or meet frustration while trying to learn about you and your business. Fact: user-friendly doesn’t mean dumb it down, it means user-friendly.
6. Less is More. This is for you and for your customers. For you: create only the materials you need, spend good money on a few stellar collateral pieces, or even just one…you can build more later. Don’t spend a lot of money on many, shoddy bells and whistles. For your customers: people are moving faster and faster, they want to get in and get out. Provide them with the goods right away. If they need more information, they will come and get it. Know that when they see your card or site, they are going to get exactly what they need.
7. Believe. This is essentially how I started this whole thing. When you believe in what you’re doing, in your self and in your work, it will come through in your marketing materials and the way you deliver them. You have final say. Do these materials reflect you accurately? Will you feel secure, even proud, to hand them out? When the answers are yes, go forth and disseminate.
Filed under How To, Marketing, The Business | Tags: Blogging, brochure copywriting, copywriter, copywriting, Julie Roads, Marketing, marketing collateral, marketing materials, web content, Writing Roads | Comment (0)web 2.0: if I give it away for free, how do I make my money?
I admit, it does seem a bit backward, this whole 2.0 thing. Basically, you give away top-notch information, via your content – articles, video, etc. – and then you become a wild success…but the question that comes up over and over again, is ‘HOW?’ How do you make money if you are giving away your expertise for free?
I love what I just found, because it gives such a great example of how 2.0 works and it essentially answers this question. Ron Miller spoke to David Meerman Scott, who is the author of the bestselling book The New Rules of Marketing & PR (and also a fellow Contributing Editor at EContent Magazine)…and David illustrated the point with this:
“This idea is not new. Starting in the 1960s, the Grateful Dead encouraged concertgoers to record their live shows by establishing “taper sections” where fans’ equipment could be set up for the best sound quality. The band encouraged Deadheads to trade tapes and make copies for friends. The cult of a Grateful Dead concert became a pre-Internet World Wide Rave driving millions to the band’s live shows over thirty years of touring and generating hundreds of millions of dollars in revenue. “
Brilliant. That’s exactly it. You give it away for free, so people take it. IF THE CONTENT IS GOOD (mind you this is a rather large necessity for success), THEY GIVE IT TO ALL OF THEIR FRIENDS. All of these friends want more now that they know about you…so they come and they see you for themselves and they tell their friends and they want more…and they ALL buy your goods and services.
If you want to read Ron and David’s entire interview, “The Press Release is Dead: How Web 2.0 Could Save PR and Marketing” click here.
Filed under Marketing | Tags: copywriter, copywriting, Julie Roads, Marketing, PR, press release, social bookmarking, Social Media, social media, social networking, viral marketing, web content, Writing Roads | Comments (5)Networking all the time…
We were up in Boston this weekend – and I purposefully and painfully left my computer at home with the intention of not working. But people looking for marketing and websites and blogs just appear before me…it’s fantastic.
The truth is that these potential clients ‘just appear’ for everyone, all the time. But, you have to be looking, or at least you have to have your eyes open. I didn’t think I was finding them on purpose, but then I thought about it a little more, and realized that I am doing some things…here they are:
1. Ask. Whenever I meet someone new, I ask them questions. ‘What do you do?’ is most often the first and it leads to many others, ‘how do you market that?’, ‘do you have a website?’, ‘do you spend time on the internet?’ Find out who this person is business-wise and beyond.
2. Listen. You won’t get anywhere if you don’t listen to their answers. The connection between you and them exists in their answers, when they tell you what they want, when they tell you what never works.
3. Talk. When you ask someone what they do, they’re going to ask you the same thing. Be ready to tell them exactly what you do in a compelling and concise way. An ‘elevator speech’ if you will. The chances of you talking to someone in your exact profession are slim, so they will probably be intrigued that you can do something they can’t – like writing and navigating the web, in my case.
4. Friends and Family. Interesting, but true. I get a lot of business because my friends and family are good at singing my praises. When one of them hears of someone looking for writing, a website or any sort of marketing, they have no qualms about thrusting me in front of the person shouting, “Julie does that! You have to talk to HER!”
5. Love What You Do. I’m told that my passion and excitement for writing, web networking and marketing are magnetic. This thrills me because my work thrills me. Every person and potential client is a master puzzle waiting for the greatest solution. Too much fun.
Filed under Networking, The Business | Tags: blog marketing, Blogging, blogs, copywriter, copywriting, internet marketing, Julie Roads, Networking, web content, websites, Writing | Comment (0)
