tag:blogger.com,1999:blog-22374340342372756112024-02-06T18:31:59.555-08:00Dear Freelance Copywriter:Dear Freelance Copywriter is not about how to get filthy rich as a freelance copywriter (although there’s nothing wrong with that). It’s a place where every freelance copywriter, whether wannabe, newbie or experienced, can get honest answers and useful advice.Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.comBlogger22125tag:blogger.com,1999:blog-2237434034237275611.post-59426028069304962452013-07-25T09:25:00.001-07:002013-07-25T10:54:00.624-07:00What are the 5 most persuasive words in the English language? -- signed Dick Shunary <span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<i><span style="font-family: Arial, Helvetica, sans-serif;">The answer comes from Gregory Ciotti, content strategist for Help Scout, the invisible help desk software for startups and small-businesses. </span><a href="http://www.copyblogger.com/persuasive-copywriting-words/" style="font-family: Arial, Helvetica, sans-serif;" target="_blank">Go to original post</a></i><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">When it comes to assembling persuasive copy, like any other construction job, you need to rely on your skills, experience, and toolbox.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">The toolbox of the writer is filled with words.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">In defining what I believe is a critical element of crafting effective copy, I’ll make my case by amending the famous quote from Animal Farm: “All words are equal, but some words are more equal than others.”</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">And there are certain power words that hold more sway over our decision making process than others. You might be surprised to find that these “power words” don’t seem … well, all that powerful.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">This speaks to just how damned efficient they are. Simple language is crystal-clear language, and these words make it clear just what you want your reader to do.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">And you might be surprised just how effective these deceptively simple words can be.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">I’ve listed these words below (along with studies related to their power) that will show you how to speak more persuasively to your audience.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Warning: I can’t stress enough — just as in the application of writing headlines that work — you must understand why these words are persuasive, and you must use them in the contexts that make sense for your audience and your business. If you just start slapping them on every piece of content you create for no apparent reason, you’ll quickly see just how unpersuasive they can be.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">There, you’ve been warned. Now, let’s get on with the show …</span><br />
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<span style="color: orange; font-family: Arial, Helvetica, sans-serif; font-size: large;">1. You</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">There’s an often-cited study in the copywriting world about a piece of Yale research that reveals “You” to be the #1 power word out of a supposed 12.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Despite the fact that the study likely never happened, I have some actual research that reveals the power of invoking the self.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">As it turns out, while people might like the word “you,” it is guaranteed that that they love reading their own name much more.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">According to recent research examining brain activation, few things light us up quite like seeing our own names in print or on the screen. Our names are intrinsically tied to our self-perception and make up a massive part of our identity. No surprise then, that we become more engaged and even more trusting of a message in which our name appears.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Research has shown that we will gladly pay more for personalization, so isn’t it about time you start getting personal with your customers?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">However, there is one small problem with this finding …</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Writing general web copy with name utilization in mind isn’t usually possible, but by capitalizing on the power of permission marketing, you can adapt this strategy easily — many email lists are greatly aided by being able to start off messages with a customer’s name.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">While that may not be important for your blog updates, if you maintain a variety of separate lists for your products (and you should), make sure you’re grabbing a first name to make your broadcasts trigger that personal aspect with customers.</span><br />
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<span style="color: orange; font-family: Arial, Helvetica, sans-serif; font-size: large;">2. Free</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Everybody loves free.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">People love free stuff so much they’ll actually make different choices, even when the respective value of the item or service remains the same.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Dan Ariely revealed this startling fact in his book Predictably Irrational, where he examined a very unusual “battle” between Lindt chocolate truffles and Hershey Kisses.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">To test the power of the word “free” in relation to concrete value, the study first asked people to choose between a 1 cent Hershey Kiss or a 15 cent Lindt truffle (about half its actual value, generally considered a richer, superior chocolate).</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">The results were as follows:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">In other words, tastes were found to be very much in favor for the truffle. I mean, who’s going to pass up a deal, right?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Later though, another random group of subjects seemingly flipped on their opinion of these two treats. Ariely revealed that when the price was reduced by one cent for both brands (meaning the Kiss was now free), people altered their choices drastically.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">With the new prices, here were the results:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Although in the first test it appears we simply can’t pass up a deal, as it turns out, we really can’t pass up a steal. Although the relation in prices remained the same (a 14 cent difference between the two), people chose the Kiss far more often when it was free.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Ariely points to loss aversion (our disdain for losing out on things) and our natural instinct to go after “low hanging fruit” as the reasons why we are so susceptible to snatching up free stuff.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">The danger of free: As we’ve seen here, there is a certain inherent danger in trumpeting free things. Having something for free will attract more people. But that will most certainly include a fair share of “bargain hunters” who aren’t likely to turn into the superstar customers that really grow your business.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Use free only when it makes sense, and only in the right context.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Emphasizing the “freeness” of your free guides, courses, information, support, etc., can go a long way in attracting attention. On Sparring Mind, I emphasize the fact that my newsletter is “free to join,” because although most marketers understand this, many folks don’t quite understand what it means to subscribe.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Conversely, you should use minimal pricing to keep out those barnacle customers who aren’t ideal long-term buyers, or who aren’t truly suited for your flagship offerings.</span><br />
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<span style="color: orange; font-family: Arial, Helvetica, sans-serif; font-size: large;">3. Because</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">In a study from the classic book Influence by Robert Cialdini, tests were conducted on requests from a person in a hurry to use an in-office copy machine. The tests examined how different requests might affect people’s willingness to allow this person to “cut” in line.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">In the first test, the participant simply stated:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Excuse me, I have 5 pages. May I use the Xerox machine?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">In this scenario, around 60% of people allowed him to cut in line and use the machine first.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">In the next scenario, the request was slightly tweaked. This time the participant said:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">I have 5 pages. May I use the Xerox machine, because I am in a rush?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Did you see the ever-so-subtle difference between the two?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Let’s break this down: Not only was the request only minimally changed, but the “because” (his reason) was barely a reason at all! “Because I’m in a rush” wouldn’t stand up as a good excuse for most of us, right? Isn’t a majority of the working world in a rush?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Despite what we might like to believe, around 94% of people allowed him to cut in line this time! If you think that’s strange, check out the request used in the 3rd and final test:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">That went from having a barely passable reason to absolutely no reason at all for letting the man cut. In spite of this, 93% of people let him cut on this third trial, only a 1% drop from when he had a weak reason (“I’m in a rush”) and a 33% improvement vs. the first test.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">According to Cialdini:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Here’s the bottom line: Many companies are proud of the features that their product (or service) can offer, and that’s fine, but you have to remember that when you are focusing on writing persuasive copy, it all comes down to answering your customer’s #1 question:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">What’s in it for me?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Although “because” may appear to have some sort of brainwashing effect on people at Xerox machines, it’s only really a matter of reasoning: even giving weak reasons have been shown to be more persuasive than giving no reason at all.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Only trumpet features and product traits you are proud of when they help make your point. Use them to create an incentive for customers to take action. And use “because” when pointing out these compelling reasons, but don’t rely on it as a crutch.</span><br />
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<span style="color: orange; font-family: Arial, Helvetica, sans-serif; font-size: large;">4. Instantly</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">The subject of delayed gratification is an important one among neuroscientists, as many famous studies (such as the Stanford marshmallow experiment) showcase how being able to delay rewards to a later date is a skill needed to become successful. (I know very few entrepreneurs who would argue against that.)</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">The reason this interests us as marketers is because it reveals an interesting aspect of human nature …</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">We want things yesterday!</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Several MRI studies have shown just how fired up our mid-brain gets when we envision instant rewards, and how it’s our frontal cortex that’s activated when it comes to waiting for something (that’s a no-no for sales).</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Words like “instant,” “immediately,” or even”fast” are triggers for flipping the switch on that mid-brain activity.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">If you are in the business of selling web-based software, you already have an advantage here: “instant access” isn’t a vague promise, it’s often the reality. For those in the physical products or services business, reminding customers that they will receive their product quickly (or someone will get in touch with them ASAP) can go a long way in being the gentle push they need to buy.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">We’ve seen how even “tightwad customers” can be swayed with these subtle changes in language to insinuate fast pain removal. It’s a reliable tactic for converting more prospects into customers as long as you follow the one golden rule …</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Always deliver on your promises. And, whenever possible, overdeliver.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">This is an area where many business get too optimistic, and although it’s smart to emphasis these instant rewards, it’s also always a good idea to under-promise and over-deliver, so be sure you can actually follow through on your promises or you may end up with a “tribe” that hates your guts.</span><br />
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<span style="color: orange; font-family: Arial, Helvetica, sans-serif; font-size: large;">5. New</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">This one almost seems paradoxical.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">According neuroimaging research, we actually respond more favorably to recognized brands, and can have a hefty amount of disdain for any drastic changes. (Remember New Coke? Oh, the horror …)</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">On the other hand, it’s long been known that novelty plays an incredibly important role in activating our brain’s reward center and in keeping us content with our products.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">“Newness” is important to products, especially because research has shown that they age far more quickly than “experiential” purchases. (In other words, you’ll hate your new headphones in 2 years, but that concert you went to 5 years ago probably aged in your mind like a fine wine.)</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">How can you achieve a zen-like balance against these two contradictory sides of the same word?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">The important things to consider here are which parts of your business generate trust, and which parts generate utility. It’s your brand that creates trust, and as the saying goes, if it ain’t broke, don’t fix it.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Your products however are what customers get utility out of, and stagnant offerings are your first class ticket to an abysmally bored userbase.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Your core brand elements like your unique selling proposition, your dazzling customer service and your quality offering in the marketplace should be approached with excessive caution if things are going well.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">With your products, it’s far easier to excite customers with new features and polish. Even if things don’t work out perfectly, a majority of customers will appreciate innovation attempts over no progression at all (unless you pull a Digg v4 and ruin everything in one fell swoop).</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">New fixes to old problems, new features and improvements, a fresh new design, or even new ways of getting your message out there (Red Bull anyone?) are all essential for keeping your customers “on their toes,” without losing the trust that has cemented you as an awesome brand in their mind.</span><br />
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Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com2tag:blogger.com,1999:blog-2237434034237275611.post-63539605730011573922013-07-10T11:06:00.006-07:002013-07-10T13:57:21.559-07:00I've read your column and think I can do a better job. How about a guest post? -- signed Ready to WriteDear Ready to Write,<br />
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I confess; I don't have all the answers. But you might have one or two of them. If you've been a working freelance copywriter for at least two years, send me an email with your article idea for <i>Dear Freelance Copywriter</i>. If nothing else, you'll get a relevant backlink to your website or blog. .<br />
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<br />Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-40937583578670256792012-08-14T11:59:00.000-07:002012-08-14T13:18:14.864-07:00Clients say my writing needs more rhythm. How can I get some? -- signed, Two Leftfeet <span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">Dear Two:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-Vm3E_zptL1N6e0LQEvbZynEWEP4lS3YDbZ99_GraMS7aF3JliHmVOXfvbILoBlEu0HzniIihEpoavW-Ekuu4y2_rXJNYUn0pIZOrgm4oRukHDYICrUekFWfXEKxslnnL2PK_xscymvw/s1600/4537458495.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-Vm3E_zptL1N6e0LQEvbZynEWEP4lS3YDbZ99_GraMS7aF3JliHmVOXfvbILoBlEu0HzniIihEpoavW-Ekuu4y2_rXJNYUn0pIZOrgm4oRukHDYICrUekFWfXEKxslnnL2PK_xscymvw/s200/4537458495.jpg" width="135" /></a></div>
<span style="font-family: Arial, Helvetica, sans-serif;">When I taught copywriting at the Portfolio Center, the first class was always about rhythm. For my opening act, I brought in a portable CD player and played parts of the soundtrack from <i>The Last of the Mohicans, </i>which has a strong sense of forward movement. I thought if the students could pick up the rhythm in the music, they could transfer it to their writing. Next, I gave them rhythmic excerpts from the <i>noir</i> novels of Raymond Chandler and James Cain, hoping for the same outcome.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">About half the class thought I was nuts. The other half thought their writing was </span><span style="font-family: Arial, Helvetica, sans-serif;">already</span><span style="font-family: Arial, Helvetica, sans-serif;"> rhythmic enough. </span><span style="font-family: Arial, Helvetica, sans-serif;">If I was lucky, one student got it. </span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Adding rhythm to your copy isn't complicated. One way is to establish a cadence in your head and fit the words or syllables to it. That's what I do. </span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Want to learn five more ways? Check out this post from <a href="http://www.dailywritingtips.com/5-tips-about-writing-with-rhythm/" target="_blank">Daily Writing Tips</a>.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Dear Freelance Copywriter is brought to you by <a href="http://www.rothcopy.com/" target="_blank">ROTH copywriting</a></span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com1tag:blogger.com,1999:blog-2237434034237275611.post-62531813501422146952012-05-17T12:53:00.002-07:002012-05-18T11:16:57.337-07:00What can you tell me about vision statements? - signed N. Lightened<span style="font-family: Arial, Helvetica, sans-serif;">Dear N: </span><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">Let's start with the biblical proverb: "Where there is no vision, the people perish." Somewhere in the mist of </span><span style="font-family: Arial, Helvetica, sans-serif;">long forgotten </span><span style="font-family: Arial, Helvetica, sans-serif;">time, that particular proverb was adapted to fit a business audience. In today's world of corporate communications, it now reads </span><span style="font-family: Arial, Helvetica, sans-serif;">"Where there is no vision, the company will perish."</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">Sooner or later, you're going to have to deal with a client's vision </span><span style="font-family: Arial, Helvetica, sans-serif;">statement</span><span style="font-family: Arial, Helvetica, sans-serif;">. This should help prepare you for that exciting day...</span><br />
<b style="text-indent: 9pt;"><span style="font-family: Arial, sans-serif; font-size: 11pt;"><br /></span></b><br />
<b style="text-indent: 9pt;"><span style="font-family: Arial, sans-serif; font-size: 11pt;">If you don’t know where you’re going, how will you ever
get there?</span></b><br />
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Virtually every company has a vision—a set of
scared words that frame the guiding idea for the company’s future. Kevin
Clancey and Peter Krieg, authors of the book C</span><i style="font-family: Arial, sans-serif; font-size: 10pt;">ounterintuitive Marketing</i><span style="font-family: Arial, sans-serif; font-size: 10pt;">, define vision this way: “…a vision is a
hope, a goal, a dream; it incorporates the values of the company (or
entrepreneur), and it implies benefit for customers. A powerful vision looks
outward… [it] expresses </span><i style="font-family: Arial, sans-serif; font-size: 10pt;">the end</i><span style="font-family: Arial, sans-serif; font-size: 10pt;">. It
expresses what the company wants to be in the future.”</span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">The authors of <i>Strategy Safari, A Guided Tour Through The Wilds of Strategic
Management</i> put it more academically. “A vision articulates a view of a
realistic, credible, attractive future for the organization, a condition that
is better in some important ways than what now exists.” <o:p></o:p></span></div>
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<i><span style="font-family: Arial, sans-serif; font-size: 10pt;">To
which I say, don’t bet on it. <o:p></o:p></span></i></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 11pt;">We will
increase our profits to maintain our position in the EU and NAFTA markets (and
other inspiring words from corporate America). <o:p></o:p></span></b></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Okay, enough about what a vision is. Let’s
jump to something more critical: how to distinguish a true vision from a false
one. </span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><o:p></o:p></span><span style="font-family: Arial, sans-serif; font-size: 10pt;">The majority of business visions are
inherently false. So assert the authors of </span><i style="font-family: Arial, sans-serif; font-size: 10pt;">The
Visionary’s Handbook</i><span style="font-family: Arial, sans-serif; font-size: 10pt;">. “Virtually every vision statement we have ever seen
is not a statement about the future but a projection forward beyond the present
of an idealized past, an idealized workforce, an idealized marketplace
functioning perfectly in an idealized and unchanging economy,” they write.</span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"> In other words, false visions tend to uphold
a company’s past performance and glory rather than move the company forward to
new opportunities.</span><span style="font-family: Arial, sans-serif; font-size: 10pt;"> </span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">The authors of </span><i style="font-family: Arial, sans-serif; font-size: 10pt;">Counterintuitive Marketing</i><span style="font-family: Arial, sans-serif; font-size: 10pt;"> stated it this way: “We’ve combed
through 400 annual reports, studied more Web sites than we ever planned to,
borrowed from the Stanford study by Collins and Porras, and interviewed CEOs,
CMOs, brand managers, and communications executives as part of ongoing
marketing engagements.</span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">“The most basic finding from our </span><span style="font-family: Arial, sans-serif; font-size: 13px;">our work is that most companies do </span><span style="font-family: Arial, sans-serif; font-size: 10pt;">not have much of a vision.”</span><span style="font-family: Arial, sans-serif; font-size: 10pt;"> </span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Of the corporate vision statements that they
did study: “...most of them sounded the same. It is as if the writers and
crafters of corporate and brand visions all attended the same seminar—and not a
very original one at that.” <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">A false vision usually defines what a company
is, not what a company can be. Fortunately, false visions are easy to spot. Just
look for high “Talking-to-Yourself” content. (By the way, the
headline above came from an actual vision statement that I found on the Web.) </span></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 11pt;"><br /></span></b></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><o:p></o:p></span><b><span style="font-family: Arial, sans-serif; font-size: 11pt;">What do
bullet points have to do with it?</span></b></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Absolutely nothing. Bullet points belong in
white papers, not vision statements. A company’s vision should be compelling
enough (and short enough) for you to remember it without having to write it
down. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Unfortunately, that’s not always the case in
the real world. Search on the phrase “vision statement” in Google and you’ll be
rewarded with page after page of visions like this one: <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">The Acme Company's Vision Statement: <o:p></o:p></span></div>
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<ul>
<li><span style="font-family: Symbol; font-size: 10pt; text-indent: 0in;"><span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><span style="font-family: Arial, sans-serif; font-size: 10pt; text-indent: 0in;">In
our chosen markets, we are the leader in client satisfaction, professionalism,
superior quality and innovation.</span></li>
<li><span style="font-family: Symbol; font-size: 10pt; text-indent: 0in;"><span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><span style="font-family: Arial, sans-serif; font-size: 10pt; text-indent: 0in;">We
are the architect of responsive and creative solutions to our clients' benefit,
compensation and human resources needs.</span></li>
<li><span style="font-family: Arial, sans-serif; font-size: 10pt; text-indent: 0in;">Our
teams combine technical excellence with a superior understanding of client
needs and the environment in which our clients operate.</span></li>
<li><span style="font-family: Symbol; font-size: 10pt; text-indent: 0in;"><span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><span style="font-family: Arial, sans-serif; font-size: 10pt; text-indent: 0in;">We
are committed to working partnerships with our clients that add value and
consistently exceed expectations.</span></li>
</ul>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Compare that to these two short statements.
The first is from Master Lock:</span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">“To become the total security company to
which people turn for the finest security products and services.” <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">The second is from Qualidigm, a
process-management consultancy: <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">“To add Qualidigm to the business-to-business
vocabulary of the 21st Century.” <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">Short doesn’t always guarantee a
true vision. Take General Motor’s
vision: <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">“Our vision is to be the world leader in
transportation products and related services.”
<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><i>Of course, we know how that turned out. </i><o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">There are hybrid statements out there, too.
They jumble vision, mission, culture and values together. They are longer in
form, but effective and full of genuine, readable language. Sony and Virgin
provide two good examples: <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">“Sony is a company dedicated to the
celebration of life.<br />
We create things for every kind of imagination.<br />
Products that stimulate the senses and refresh the spirit.<br />
Ideas that always surprise, and never disappoint.<br />
Innovations that are easy to love, and effortless to use.<br />
Things that are not essential, but hard to live without.<br />
We're not here to be logical. Or predictable.<br />
We're here to pursue infinite possibilities.<br />
We allow the brightest minds to interact freely, so the unexpected can emerge.<br />
We invite new thinking, so even more fantastic ideas can evolve.<br />
Creativity is our essence.<br />
We take chances. We exceed expectations.<br />
We help dreamers dream.”<o:p></o:p></span></div>
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<i><span style="font-family: Arial, sans-serif; font-size: 10pt;">This was Sony back in 2003. Times change.
Visions change. <b><o:p></o:p></b></span></i></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"> “If
there’s a philosophy that runs through every Virgin company, it’s the desire to
be different by being better. Better quality, better service and better value.
And to this tradition of doing it with a bit of style and having fun along the
way and if there ever was one, you’d have the Virgin business ethos.” <o:p></o:p></span></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 11pt;">What
does Dilbert have to do with it? <o:p></o:p></span></b></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">In 1997, Scot Adams, the creator of Dilbert,
donned a disguise and passed himself off as a consultant to a group of key
executives at Logitech International (with the help of Logitech co-founder and
vice chairman Pierluigi Zappacosta). The executives were told that Mr. Adams
was there to help them draft a new mission statement for Logitech's New
Ventures Group. After several hours of Mr. Adams’ guidance, here’s what the
group came up with: <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;">"The New Ventures Mission is to scout
profitable growth opportunities in relationships, both internally and externally,
in emerging, mission-inclusive markets, and explore new paradigms and then
filter and communicate and evangelize the findings."<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="font-size: xx-small;">Dear Freelance Copywriter is brought to you by <a href="http://www.rothcopy.com/" target="_blank">ROTH copywriting.</a></span></b></span></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-67012254142874576502012-05-17T12:38:00.000-07:002012-05-17T19:47:43.579-07:00Where the hell have you been? -- signed A. Fan<span style="font-family: Arial, Helvetica, sans-serif;">Very sorry for the lapse -- I was busy on my day job. Juggling a big load. Emirates Airlines Annual Report and Environmental Report, Mohawk Carpet trade show, Transamerica Life Insurance website, Sabana REIT & MapleTree REIT (both in Singapore), and United States Marine Corps. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">There's probably more, but I can't remember it. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Dear Freelance Copywriter is brought to you by <a href="http://www.rothcopy.com/" target="_blank">ROTH copywriting</a></span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-10809650960341925152012-02-07T06:08:00.000-08:002012-02-13T03:45:32.373-08:00I’ve got to write a tagline for a small community bank. Any pointers? -- signed “Tagged Out”<br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Dear Tagged, <br /> </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">The first thing you should do is visit <a href="http://www.thefinancialbrand.com/" target="_blank">TheFinancialBrand.com</a>
and peruse their list of 635 bank taglines. It’s a great way to learn what <i>not</i> to write. There are a few decent
ones, but the majority range from so-so to really bad. <o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLF6WFOEOTy5xtcMxfHYkxjnskkS7rV6pH3q-wlO3roWQUFO8wuTqXYRKR1RNpYXzj-eNvza3W9CTWxAOTxTMrkO3vJwb3aBmiR4yxvuRYgJx55O5BOGQwSWY57hkzI3f8jM7fqPoetgc/s1600/gty_bank_line_jt_111105_wg.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLF6WFOEOTy5xtcMxfHYkxjnskkS7rV6pH3q-wlO3roWQUFO8wuTqXYRKR1RNpYXzj-eNvza3W9CTWxAOTxTMrkO3vJwb3aBmiR4yxvuRYgJx55O5BOGQwSWY57hkzI3f8jM7fqPoetgc/s400/gty_bank_line_jt_111105_wg.jpg" width="400" /></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">“Relationship” is a big word for many bankers. Some, however, want
more than just a banking relationship. What does that mean? Maybe they’re
looking to </span><span style="font-family: Arial, Helvetica, sans-serif;">date</span><span style="font-family: Arial, Helvetica, sans-serif;"> or </span><span style="font-family: Arial, Helvetica, sans-serif;">marry someone with a high balance. </span><span style="font-family: Arial, Helvetica, sans-serif;">Here are some examples:</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></div>
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<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Charter Oak Credit Union – Relationships beyond banking</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Bossier FCU – Beyond Banking…This is Personal</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">First Reliance Bank – There’s More to Banking Than Money.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Red Crown Credit Union – It’s not just service. It’s
personal.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Sharonview FCU – With us…it’s personal.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Bank of India – Relationships beyond banking</span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><span style="font-family: Arial, Helvetica, sans-serif;">Some banks express the obvious; prompting a response along
the lines of, “I should hope so.” </span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Bank of Maine – Honesty first</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">California Federal Bank – We’ll treat your money like it’s
your money.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">California Credit Union – It’s everything a bank ought to be</span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><span style="font-family: Arial, Helvetica, sans-serif;">Many banks are keen on listening to you. I’m not sure they
hear anything, but at least they’re polite about it.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span><br />
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<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Addison Avenue FCU – We listen. You prosper.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Commerce Bank – Ask. Listen. Solve.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Comerica Bank – We listen. We understand. We make it work.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Companion Credit Union – We’re listening…</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Midland Bank – The listening bank</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<br />
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<span style="font-family: Arial, Helvetica, sans-serif;">And, of course, there’s a chorus of lines that are All About You: </span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></div>
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</div>
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Planters Bank – All About You!</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Al Hilal Bank – It’s all about you.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">California Coast Credit Union – It’s All About You</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Mazuma Credit Union – We’re all about you.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Meijer Credit Union – It’s all about YOU!</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Some lines are wacky:</span></div>
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</div>
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Bank of the Sierra – A Mountain of Experience You Can Count
On</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Zurich – Because Change HappenZ</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Placer Sierra Bank – Real People-Real Service-Real
Difference</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">abo Bank – Your significant other bank.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">North American Bank – Bold. Friendly. Fun.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Monterey FCU – Let our style-of-banking improve your
style-of-life.</span></li>
</ul>
<br />
<div class="MsoNormal">
<span style="font-family: Arial, Helvetica, sans-serif;">Some lines appealed to me:</span></div>
<div class="MsoNormal">
</div>
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Washington Mutual – More human interest.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Abbey National Bank – Because life’s complicated enough</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Abington Bank – Banking for people with better things to do!</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Alpine Bank – A bank you can actually like.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span><span style="font-family: Arial, Helvetica, sans-serif;">[I would change this to “A bank you’ll
actually like.]</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Amplify FCU – Bank less. Live more.</span></li>
</ul>
<br />
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<o:p><span style="font-family: Arial, Helvetica, sans-serif;"> Th</span></o:p><span style="font-family: Arial, Helvetica, sans-serif;">is is my all-time favorite:</span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #b45f06;">Boomerang Credit Union – where your money comes back to YOU.</span></b><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<o:p><span style="font-family: Arial, Helvetica, sans-serif;"> </span></o:p><span style="font-family: Arial, Helvetica, sans-serif;">Looking at the list in total, it’s enough to make me
question whether any bank or company even needs a tagline. Do banks actually think
their customers find these taglines genuine or emotive? The answer is: it doesn’t
matter. In my experience, most banks and companies feel more comfortable
talking to themselves. </span><span style="font-family: Arial, Helvetica, sans-serif;">So instead of writing a tagline that resonates with your
client’s customers, you end up writing one that resonates with your client. </span><span style="font-family: Arial, Helvetica, sans-serif;"> </span><span style="font-family: Arial, Helvetica, sans-serif;">And that’s the way it goes.</span></div>
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<br /></div>
<div class="MsoNormal">
<o:p><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"> Dear Freelance Copywriter is brought to you by Robert Roth at <a href="http://www.rothcopy.com/" target="_blank">ROTH copywriting</a></span></o:p></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-45097779691554127062011-12-17T07:50:00.000-08:002011-12-17T07:50:57.883-08:00Sometimes I have to revise my copy five times before my client says it's right. What should I do? -- signed "Tired of Rewriting"<br />
<div class="MsoNormal">
</div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: 'Franklin Gothic Book', sans-serif; line-height: 115%; text-align: -webkit-auto;">Dear Tired:</span></div>
<div class="MsoNormal" style="text-align: left;">
<br /></div>
<div class="MsoNormal" style="text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdPejjtNBk4JIbdrcT8IbARavRXiacmDOhC10Mp3MQj68caFAoAIp0eCA7Bq_9RzNTQTYs7DoBzcoZU9QShvPqG78swvP06Ac3a3Ym93T2OUqC6ug6tMy1IDKMTO5rjkWTntrp99qV7kA/s1600/ciezka_praca.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdPejjtNBk4JIbdrcT8IbARavRXiacmDOhC10Mp3MQj68caFAoAIp0eCA7Bq_9RzNTQTYs7DoBzcoZU9QShvPqG78swvP06Ac3a3Ym93T2OUqC6ug6tMy1IDKMTO5rjkWTntrp99qV7kA/s200/ciezka_praca.jpg" width="200" /></a><span style="font-family: 'Franklin Gothic Book', sans-serif; line-height: 115%; text-align: -webkit-auto;">It's a sad fact: not all clients say what they mean or mean what they say. Part of your job as a freelance copywriter is to get the message straight---before you start writing. Most
advertising agencies and design studios use an account planner to draft a
“communications brief” (also called a "creative brief") a</span><span class="Apple-style-span" style="font-family: 'Franklin Gothic Book', sans-serif; line-height: 14px;">t the start of any creative project. </span><span class="Apple-style-span" style="font-family: 'Franklin Gothic Book', sans-serif; text-align: -webkit-auto;"><span class="Apple-style-span" style="line-height: 14px;">It’s an essential document that gets agency and client
singing off the same sheet of music. But as a freelance copywriter, you probably don’t
have an account planner. No problem, just ask your client the following six questions, the
answers to which will make your life a lot easier. </span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span class="Apple-style-span" style="font-family: 'Franklin Gothic Book', sans-serif; font-size: x-small; text-align: -webkit-auto;"><span class="Apple-style-span" style="line-height: 14px;"><br /></span></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: 'Franklin Gothic Demi', sans-serif; font-size: 13px; line-height: 14px;">Who are we talking to?</span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%;">List the audiences and influencers for the
project. Order them by importance. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">What do they believe about (Company/Product/Service) now?<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">Put down
what the target audience thinks about your client’s company/product/service, e.g.,
“Target audience thinks that Company A only sells server software.” <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">What do we want them to believe?<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">Put down
what you want the target audience to think about Company A after they read your
copy, e.g., “Wow, I didn’t know that Company A offers a full range of software
for desktops and networks.”<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">What is our key message?<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">The key
message is the principal idea or claim your copy should deliver. Don’t confuse
the key message with a tag line, positioning line, headline or theme. It is
none of these. It is simply a one or two sentence statement that describes the focal
point of the piece you are writing. Nail the key message correctly upfront and
your copy will practically write itself. (Not really, but it will seem that
way.)<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">The key
message should sound believable. And interesting. The trick is to come up with
a set of words that not only defines the uniqueness of your client’s
company/product/service, but is also capable of supporting the creative concept
you’ll develop.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">Continuing
the example from above, one possible key message might be: “Company A’s
comprehensive software offering makes it easy for customers to find the tools
they need to maximize their productivity and efficiency—regardless of the software
platform they use.” <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial;">What makes this
true?</span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: 'Franklin Gothic Book', sans-serif; font-size: 13px; line-height: 14px;">Using
bullet points, list three to six facts or proof points about Company A that
validate its key message.</span><span class="Apple-style-span" style="font-family: 'Franklin Gothic Book', sans-serif; font-size: 13px; line-height: 14px; text-indent: -24px;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-bidi-font-family: Arial;">What affects
the creative concept? <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">Describe
any limitations or mandatories that affect the work, e.g., “In building Company
A’s brand, it’s important to a find a unique space that Company A can own and
occupy by itself. Therefore, the creative concept for this project should help
define what that space is.” <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Demi","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;"><span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #b45f06;">One more thing...</span></span><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Franklin Gothic Book","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-fareast-font-family: Calibri;">The
communications brief you develop is of no use until you share it with your
client and he or she signs off on it. Once it’s approved, you’re ready to
write. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<br /></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com3tag:blogger.com,1999:blog-2237434034237275611.post-11532458510491062812011-11-21T05:20:00.001-08:002011-11-21T06:13:46.048-08:00Will using big words make my copy sound more intelligent? --signed "College Grad"<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear College Grad:<br /></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Writing awkward-sounding, jargon-riddled compound
sentences that run on for lines doesn't make you appear smarter. So what does?
Writing more using fewer words. Don’t kid yourself; that takes work. </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Blaise Pascal (1623–62), 17th-century
French philosopher and mathematician, once wrote to a friend. “I have made this
letter longer than usual, only because I have not had time to make it shorter.”
My wife’s grandmother defined a “lady” as a woman who studies herself in
the mirror before she leaves the house and takes off one accessory. Make that a
metaphor for your writing. </span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEjEVxakFfmRDdprt2UUADBnB5kaLiilauJg2JTpry1vZv13pQQ8Pa1Ct7ajRxVE4ISknlfLrE5-hF07qZG6_LkXxOl6WhLzH5wrIErwRzfBqM2DWhDBt83PEqW42-oO475eMqtQa5YyE/s1600/big+words1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="190" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEjEVxakFfmRDdprt2UUADBnB5kaLiilauJg2JTpry1vZv13pQQ8Pa1Ct7ajRxVE4ISknlfLrE5-hF07qZG6_LkXxOl6WhLzH5wrIErwRzfBqM2DWhDBt83PEqW42-oO475eMqtQa5YyE/s200/big+words1.jpg" width="200" /></a></div>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Most important, be sure what you write
makes sense. The following example, taken from an actual published Letter to
Shareholders, does not make sense. The implication here is that along with
writing less, you must also write with greater clarity. In this example, the
words were already there, so it was more a case of following grandmother’s rule
and pruning away the unnecessary ones.</span><br />
<br />
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Before:</span></b></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Our commitment to sustainability is deeply
rooted in the culture </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">of our company. We believe it is our
responsibility to focus on leveraging our leading global platform to bring
together the best and most cost effective, energy-saving and environmental
practices from around the world to create value in a sustainable manner.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">After:</span></b></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Our company </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">creates sustainable value for customers and stakeholders by </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">bringing together the most </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">cost-effective, energy-saving and environmental practices from around the globe. </span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<b style="font-family: Arial, Helvetica, sans-serif;"><br /></b></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<b style="font-family: Arial, Helvetica, sans-serif;">Your Assignment:</b></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The world is brimming over with run-on sentences that don't make sense. Pick one and rewrite it. </span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Dear Freelance Copywriter is brought to you by Robert Roth at <a href="http://www.rothcopy.com/" target="_blank">ROTH copywriting</a>.</span></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-18957113120811594942011-11-03T05:47:00.000-07:002011-11-03T05:59:22.698-07:00What makes a good tagline good?-- signed "Slogan Challenged"<span class="Apple-style-span" style="background-color: white; font-family: sans-serif; line-height: 19px;">Dear Challenged:</span><br />
<span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;">As</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;"> </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">United States Supreme Court</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;"> Justice </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Potter Stewart</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;"> </span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="line-height: 19px;">said about pornography, "</span></span><span style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;">I know it when I see it.</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;">" F</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">reelance copywriters </span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif; line-height: 19px;">could say the same about good taglines. In an recent blog post, <i><a href="http://www.creativereview.co.uk/home" target="_blank">Creative Review</a> </i></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">asked a panel of industry experts to name their top five taglines. If you want to hone your know-it-when-you-see-it skills, see their answers <a href="http://www.creativereview.co.uk/cr-blog/2011/november/best-slogans-the-experts-view" target="_blank">here</a>.</span><br />
<br />
<span class="Apple-style-span" style="color: #666666; font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Dear Freelance </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="Apple-style-span" style="color: #666666;">Copywriter is brought to you by Robert Roth at </span><span class="Apple-style-span" style="color: orange;">ROTH</span><span class="Apple-style-span" style="color: #666666;"> copywriting.</span></span><span class="Apple-style-span" style="color: #666666; font-family: Arial, Helvetica, sans-serif; font-size: x-small;"> </span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com1tag:blogger.com,1999:blog-2237434034237275611.post-82241530090959869402011-10-04T07:05:00.000-07:002011-10-04T07:43:40.261-07:00What is the Rule of Three? Does it have anything to do with devil worship? -- signed "Gothic W. Riter "Dear Gothic:<br />
<br />
<div class="MsoNormal">
<br /><span class="Apple-style-span" style="font-family: Arial, sans-serif;"><span class="Apple-style-span" style="line-height: 115%;">You’re thinking of 666. The Rule of Three is different. Photographers,
graphic designers, interior designers and architects follow it. So why
shouldn’t copywriters? Actually, many do. <o:p></o:p></span></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span style="font-family: Arial, sans-serif;"><br /></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span style="font-family: Arial, sans-serif;">Visually,
the Rule of Three is about harmony…and odd numbers. Cecilia Walker at <a href="http://www.everythingin3s.com/2011/01/21/rule-of-three-and-odd-numbers/">Cecilia Walker Design </a>explains the Rule like this: “<span style="background: #FCFCFC;">The
basic idea is that details and objects that are arranged or
grouped in odd numbers are more appealing, memorable, and effective than
even-numbered pairings. While it is easier to create symmetry<span class="apple-converted-space"> </span><span class="googqs-tidbit"><span style="border: none windowtext 1.0pt; mso-border-alt: none windowtext 0in; padding: 0in;">by balancing elements in twos, odd numbers create harmony.” </span></span></span></span><span class="googqs-tidbit"><span style="background-attachment: initial; background-clip: initial; background-color: #fcfcfc; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-color: windowtext; border-bottom-style: none; border-bottom-width: 1pt; border-left-color: windowtext; border-left-style: none; border-left-width: 1pt; border-right-color: windowtext; border-right-style: none; border-right-width: 1pt; border-top-color: windowtext; border-top-style: none; border-top-width: 1pt; font-family: Arial, sans-serif; padding-bottom: 0in; padding-left: 0in; padding-right: 0in; padding-top: 0in;"><span> </span><o:p></o:p></span></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<br /></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;">In copywriting, the
Rule is about words, obviously. But more than that, it’s also about what those
words (or phrases) look like on a printed page or computer monitor (or in any
other form of communications). Additionally, it’s about the rhythm of the words
and how they sound when read aloud (or silently). <span class="Apple-style-span" style="font-size: x-small;"><o:p></o:p></span></span></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5SGnj54tNaUXJllRTDyEbrQj75MDzRSu2b-ThS-iy8HUMhkgww9YRyoypT7EPrsiImHQt0bO4VbexQyY3Q72xgJ_BGU9ki5siTKzFX52tgCq26UjQBRYhCaSYCiKYKXt_V2i-cR6auSo/s1600/Leary.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="137" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5SGnj54tNaUXJllRTDyEbrQj75MDzRSu2b-ThS-iy8HUMhkgww9YRyoypT7EPrsiImHQt0bO4VbexQyY3Q72xgJ_BGU9ki5siTKzFX52tgCq26UjQBRYhCaSYCiKYKXt_V2i-cR6auSo/s200/Leary.jpg" width="200" /></a></div>
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<span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;">For instance, how
enduring would Timothy Leary’s 1960’s mantra be if it was just “Turn on, drop out”
versus the actual 3-part one: “Turn on, tune in, drop out”?<span class="Apple-style-span" style="font-size: x-small;"><o:p></o:p></span></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJSlSXqHV1u9xdTbStBNhstuWXBNi1E0FlcKWLAWcmuI6G-vqKXtJM65bEVxLLIb7ppnbPiOglmXY5FmF_nsopcCLt_TCERngQWR8Iwg8eqN1z2zaIqO6h_vQO6QNlmkW2PwkYUY0yUM0/s1600/Pep+Boys.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJSlSXqHV1u9xdTbStBNhstuWXBNi1E0FlcKWLAWcmuI6G-vqKXtJM65bEVxLLIb7ppnbPiOglmXY5FmF_nsopcCLt_TCERngQWR8Iwg8eqN1z2zaIqO6h_vQO6QNlmkW2PwkYUY0yUM0/s200/Pep+Boys.jpg" width="172" /></a></div>
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<span class="Apple-style-span" style="background-color: white; font-family: Arial, sans-serif;">How memorable
and engaging would the Pep Boys be if they became “Moe and Jack” instead of “Manny,
Moe and Jack”? </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNIdjGBM8Yn7wqZa7TWy1rUkpJD7hVjngBykWNDEcoJBSgtoWh3UtV0UtBgtqZQ2VlnM0xDfYe-ZXjkyBGQguGKEiHb8LdW7BzMjOx6FZhwDKJv6i3JInrZSLksN11pazTrOgIymy5fBg/s1600/Nike.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNIdjGBM8Yn7wqZa7TWy1rUkpJD7hVjngBykWNDEcoJBSgtoWh3UtV0UtBgtqZQ2VlnM0xDfYe-ZXjkyBGQguGKEiHb8LdW7BzMjOx6FZhwDKJv6i3JInrZSLksN11pazTrOgIymy5fBg/s1600/Nike.gif" /></a><span class="apple-style-span"><span style="background: white; color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><br /></span></span></div>
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<span class="apple-style-span"><span style="background: white; color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><br /></span></span></div>
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<span class="apple-style-span"><span style="background: white; color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><br /></span></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;">How iconic would
Nike’s “JUST DO IT” be if it became “DO IT”? </span></span><span class="googqs-tidbit"><span style="background-attachment: initial; background-clip: initial; background-color: #fcfcfc; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-color: windowtext; border-bottom-style: none; border-bottom-width: 1pt; border-left-color: windowtext; border-left-style: none; border-left-width: 1pt; border-right-color: windowtext; border-right-style: none; border-right-width: 1pt; border-top-color: windowtext; border-top-style: none; border-top-width: 1pt; font-family: Arial, sans-serif; padding-bottom: 0in; padding-left: 0in; padding-right: 0in; padding-top: 0in;"><o:p></o:p></span></span></div>
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<span class="apple-style-span"><i><span style="background: white; color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><br /></span></i></span></div>
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<span class="apple-style-span"><i><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;"><br /></span></i></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span class="apple-style-span"><i><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;">Copyblogger </span></i></span><span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;">founder Brian Clark wrote an excellent, in-depth article on subject: <a href="http://www.copyblogger.com/rule-of-three/">“How to Use the ‘Rule of Three’ to Create Engaging Content” </a>It’s a must read.</span></span></div>
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<span class="apple-style-span"><span style="background: white; color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><br /></span></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span class="apple-style-span"><span style="background: white; color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><br /></span></span></div>
<div style="line-height: 12.75pt; margin-bottom: .0001pt; margin: 0in; vertical-align: baseline;">
<span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif;"><span class="Apple-style-span" style="font-size: xx-small;">Dear Freelance Copywriter is brought to you by Robert Roth at <a href="http://www.rothcopy.com/">ROTH copywriting</a>. </span></span></span></div>
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Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0Atlanta, GA, USA33.7489954 -84.387982433.6433744 -84.5459109 33.8546164 -84.2300539tag:blogger.com,1999:blog-2237434034237275611.post-2228620752337554812011-09-21T06:43:00.000-07:002011-09-22T08:39:58.922-07:00I’ve been told my copy is too 'staccato.' I don’t even know what that means. What should I do? – signed “Short N. Choppy”<div class="MsoNormal">
<br />
<blockquote>
<span style="font-family: Arial, sans-serif;">Dear Short:</span></blockquote>
<span style="font-family: Arial, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLBAACWuWVAiSpw8yW9t7NcjlBeVSOGKei9hvChIOzPv6pYtnclCr5NGnnJ69q_H_cyYY7AN-K6H3HDZj9ivdroCwGIVrL2HIQlwhQcInkD4v2vL2wkdKt4JlF0ppMDTMM1lQ7re-2JlU/s1600/chain+link.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="148" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLBAACWuWVAiSpw8yW9t7NcjlBeVSOGKei9hvChIOzPv6pYtnclCr5NGnnJ69q_H_cyYY7AN-K6H3HDZj9ivdroCwGIVrL2HIQlwhQcInkD4v2vL2wkdKt4JlF0ppMDTMM1lQ7re-2JlU/s200/chain+link.jpg" width="200" /></a><span style="font-family: Arial, sans-serif;">Not to worry, a few well-placed transitions can fix your copy. Think of writing as a relay race: the runners are the sentences; the hand-offs are the transitions. Your job is to make them as smooth as possible. Conjunctive adverbs and phrases can help.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">A conjunctive adverb is an adverb that connects things. Use it as a <i>transitional device</i> between one main thought and another. Or to show <i>relationships </i>and<i> sequence</i>. It can also be used to <i>compare or contrast</i> ideas. Most importantly<span class="Apple-style-span" style="color: #b45f06;"> </span>[<span class="Apple-style-span" style="color: #b45f06;">adverb</span>], it can be used to shape the personality of your</span><span style="font-family: Arial, sans-serif;"><i> narrative voice. </i></span></div>
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<span style="font-family: Arial, sans-serif;"><i><br /></i></span></div>
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<span class="Apple-style-span" style="font-family: Arial, sans-serif;">OK, enough grammar. </span>Let’s look at an example of conjunctive adverbs in action:<br />
<br /></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7hHk5WrT1nxuiKiwt2naQAGtiqXxHfGhFtByYDrIyYJTIPBu9bEYPAThFrmd_vhpmWUaCvobHDbwPb1zZ3RveQnqncfFdnoT97hZzQt9pV6KeOC3_HSEzFJvaAjNXf5R5aK66o_9yPuc/s1600/conj+adverbs.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7hHk5WrT1nxuiKiwt2naQAGtiqXxHfGhFtByYDrIyYJTIPBu9bEYPAThFrmd_vhpmWUaCvobHDbwPb1zZ3RveQnqncfFdnoT97hZzQt9pV6KeOC3_HSEzFJvaAjNXf5R5aK66o_9yPuc/s1600/conj+adverbs.jpg" /></a><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="line-height: 24px;">Bennie’s cheese-steak sandwiches are delicious. </span><span class="Apple-style-span" style="color: #b45f06; line-height: 24px;">In fact</span><span class="Apple-style-span" style="line-height: 24px;">, they've been voted best in
Philly six years in a row.</span><span class="Apple-style-span" style="color: #b45f06; line-height: 24px;"> What’s more</span><span class="Apple-style-span" style="line-height: 24px;">, they’re made with 100% Angus beef.</span><span class="Apple-style-span" style="color: #b45f06; line-height: 24px;"> Even
better</span><span class="Apple-style-span" style="line-height: 24px;">, they’re on sale now. </span><span class="Apple-style-span" style="color: #b45f06; line-height: 24px;">So</span><span class="Apple-style-span" style="line-height: 24px;">, don’t waste your money elsewhere.</span><span style="line-height: 24px;"> </span><span style="line-height: 24px;"> </span><span class="Apple-style-span" style="color: #b45f06; line-height: 24px;">Instead</span><span class="Apple-style-span" style="line-height: 24px;">, head down to Bennie’s, today. </span><span style="line-height: 24px;"> </span></span><br />
<div class="MsoNormal">
<div class="MsoNormal" style="line-height: 150%; margin-right: 31.5pt; tab-stops: 5.0in 364.5pt;">
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><o:p></o:p></span></div>
</div>
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<div class="MsoNormal" style="line-height: normal; margin-left: 45.0pt; text-indent: -45.0pt;">
<span class="Apple-style-span" style="font-family: Arial, sans-serif;"><b><br /></b></span></div>
<div class="MsoNormal" style="line-height: normal; margin-left: 45.0pt; text-indent: -45.0pt;">
<span class="Apple-style-span" style="font-family: Arial, sans-serif;"><b><br /></b></span><br />
<span class="Apple-style-span" style="font-family: Arial, sans-serif;"><b><br /></b></span></div>
<div class="MsoNormal" style="line-height: normal; margin-left: 45.0pt; text-indent: -45.0pt;">
<div style="text-align: center;">
<b><span style="font-family: Arial, sans-serif;">A Partial List of Conjunctive Adverbs
and Phrases</span></b></div>
<div style="text-align: center;">
<b><span style="font-family: Arial, sans-serif;"><br /></span></b></div>
</div>
<table border="0" cellpadding="0" cellspacing="0" class="MsoTableGrid" style="border-collapse: collapse; border: none; mso-border-insideh: none; mso-border-insidev: none; mso-padding-alt: 0in 5.4pt 0in 5.4pt; mso-yfti-tbllook: 1184;">
<tbody>
<tr style="height: 200.15pt; mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;">
<td style="height: 200.15pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.35pt;" valign="top" width="212"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">accordingly<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">additionally<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">anyway<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">again<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">as a result<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">at last<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">at the same time<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">besides<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">certainly<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">comparatively<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">consequently<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">contrarily<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">conversely<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">finally<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">further<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">furthermore<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">elsewhere<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">equally<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">hence <o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">henceforth<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
</td>
<td style="height: 200.15pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.35pt;" valign="top" width="212"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">however<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">just as<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">identically<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">in addition<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">in comparison<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">in contrast<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">in fact<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">in the meantime<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">incidentally<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">indeed<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">instead<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">likewise<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">meanwhile<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">moreover<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">namely<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">nevertheless<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">next<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">nonetheless<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">naturally <o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">notably</span></div>
</td>
<td style="height: 200.15pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.35pt;" valign="top" width="212"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span class="Apple-style-span" style="font-family: Arial, sans-serif;">now</span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">on the contrary<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">on the other hand<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">otherwise<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">rather<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">similarly<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">so<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">subsequently<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">still<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">that is<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">then<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">thereafter<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">therefore <o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">to be sure<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">thus<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">undoubtedly<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">uniquely<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: Arial, sans-serif;">without a doubt<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
</td>
</tr>
</tbody></table>
<div class="MsoNormal">
<b><span style="font-family: Arial, sans-serif;">Punctuation:</span></b><br />
<span style="font-family: Arial, sans-serif;"></span><br />
<div class="MsoNormal">
</div>
<ul>
<li><span class="Apple-style-span" style="font-family: Arial, sans-serif;">When
a conjunctive adverb connects two independent clauses in one sentence, it is
preceded by a semicolon and followed by a comma.</span></li>
<li><span class="Apple-style-span" style="font-family: Arial, sans-serif;">If
a conjunctive adverb is used in any other position in a sentence, it is set off
by commas.</span></li>
</ul>
<br />
<div class="MsoNormal" style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, sans-serif; font-size: x-small;">Dear Freelance Copywriter is brought to you by ROTH copywriting ---<a href="http://www.rothcopy.com/"> http://www.rothcopy.com</a></span></div>
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Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-14816440937146115702011-08-25T04:38:00.000-07:002011-08-25T04:38:53.715-07:00Is there a place for sentence fragments in my copywriting? -- signed UnpunctuatedDear Unpunctuated:<br />
<br />
Most certainly. Using sentence fragments can enhance your writing style by adding a more conversational quality to it and improving flow. For an example, I grabbed a paragraph at random from jelly-maker J. M. Smucker's 2009 annual report:<br />
<br />
<div class="separator" style="clear: both; text-align: center;"></div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7fSMcXljoaWAq-25GWFSgNmKvHzIT1K-lVg-qp81Luhab6AuBhr-CXjE09F-qXiZ10mCMBazqpa4sAksm8XdyhSLtyUDIRijP2nvL_xJUz8DNZRGaKxKbUbTlGFgRHLB9J47j-m4NAKA/s1600/Smucker+AR.bmp" imageanchor="1" style="clear: left; display: inline !important; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7fSMcXljoaWAq-25GWFSgNmKvHzIT1K-lVg-qp81Luhab6AuBhr-CXjE09F-qXiZ10mCMBazqpa4sAksm8XdyhSLtyUDIRijP2nvL_xJUz8DNZRGaKxKbUbTlGFgRHLB9J47j-m4NAKA/s200/Smucker+AR.bmp" width="151" /></a><i>Here's how it read originally: </i><br />
"The 'Great American PB&J' has been part of family meals for generations and is particularly relevant for the comfort and value it offers in the current economic environment. As consumers reach for what is America’s favorite sandwich, we continue to offer both traditional and new alternatives." <br />
<br />
<i>Here's how I rewrote the paragraph using sentence fragments:</i><span class="Apple-style-span" style="font-family: Arial, sans-serif;">"The PB&J. America's favorite sandwich. And a staple on family tables for generations. In today’s economic climate, it’s more than just a comfort food; it’s also a good value. And as consumers reach for more, Smucker’s continues to offer both traditional and new alternatives."</span><br />
<div class="MsoNormal" style="line-height: normal;"><span class="Apple-style-span" style="font-family: Arial, sans-serif;"><span style="font-family: "Arial","sans-serif";"><br />
</span></span></div><div class="MsoNormal" style="line-height: normal;"><span class="Apple-style-span" style="font-family: Arial, sans-serif;"><span style="font-family: "Arial","sans-serif";">There's something else going on here: the principle of three's. More on that later.</span></span></div><div class="MsoNormal" style="line-height: normal;"><span class="Apple-style-span" style="font-family: Arial, sans-serif;"><span style="font-family: "Arial","sans-serif";"><br />
</span></span></div><br />
<span class="Apple-style-span" style="background-color: white; font-family: 'trebuchet ms', verdana, arial, sans-serif; font-size: xx-small; line-height: 18px;"><span class="Apple-style-span" style="color: #333333;">Dear Freelance Copywriter is brought to you by Robert Roth---expert Atlanta freelance copywriter. </span><a href="http://www.rothcopy.com/" style="text-decoration: none;"><span class="Apple-style-span" style="color: black;">http://www.rothcopy.com</span></a></span><span class="Apple-style-span" style="font-family: Arial, sans-serif;"><span class="Apple-style-span" style="line-height: 24px;"><div class="MsoNormal"></div><div class="MsoNormal" style="line-height: normal;"><span style="font-family: "Arial","sans-serif";"><br />
</span></div><div class="MsoNormal" style="line-height: normal;"><span style="font-family: "Arial","sans-serif";"><br />
</span></div></span></span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-36631852306243127692011-08-08T05:15:00.000-07:002011-08-08T05:17:09.835-07:00What's my Swedish furniture name? --"Justa Chair"<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear Justa:<br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">This is not the first time I've been asked this question. Brand consultancies have spent countless dollars trying to figure out how a certain Swedish big-box furniture retailer comes up with the names on their hang tags. The answer is at the URL below:</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> </span><br />
<br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.blogadilla.com/2008/05/11/the-blogadilla-swedish-furniture-name-generator/">The Blogadilla Swedish Furniture Name Generator</a></span><br />
<br />
<br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">By the way, here's what my Swedish furniture name looks like:<br />
<br />
</span><br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga3f06skUP_sfPyE0z6j1zMO5q4l8SJxuHhDhO3wSwrVN4SolIvk3nZpQEwcmB_cm2Ac0iPJDHDp40PBZrTO27eQ5ZA7hEvzVMENnxrZ2Nked28_lg84QDhFxdb3AAWXZipI5rUUmwjh8/s1600/swedishFurniture+%25281%2529.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga3f06skUP_sfPyE0z6j1zMO5q4l8SJxuHhDhO3wSwrVN4SolIvk3nZpQEwcmB_cm2Ac0iPJDHDp40PBZrTO27eQ5ZA7hEvzVMENnxrZ2Nked28_lg84QDhFxdb3AAWXZipI5rUUmwjh8/s200/swedishFurniture+%25281%2529.jpg" width="143" /></a></div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<div></div><div><br />
<br />
<br />
<br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<span class="Apple-style-span" style="-webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px; border-collapse: collapse; color: #333333; font-family: 'trebuchet ms', verdana, arial, sans-serif; line-height: 18px;"><span class="Apple-style-span" style="font-size: x-small;">Dear Freelance Copywriter is brought to you by Robert Roth---expert Atlanta freelance copywriter. <a href="http://www.rothcopy.com/">http://www.rothcopy.com</a></span></span></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0Atlanta, GA, USA33.7489954 -84.387982433.629090399999995 -84.5191974 33.8689004 -84.2567674tag:blogger.com,1999:blog-2237434034237275611.post-9391784651910345222011-08-02T06:53:00.000-07:002011-08-02T08:32:43.865-07:00What are the "Secrets of Copywriting" and how can I learn them? -- Unschooled<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear Unschooled:</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The secrets of copywriting are that not secret. Copywriter </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="line-height: 17px;">Bhaskar Sarma does a great job of revealing ten of them in his blog post</span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="line-height: 17px;">, "</span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">From my Notebook:10 Copywriting Tips from William Zinsser" (author of <i>On Writing Well</i></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">).<br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">It's worth the read---especially if you're serious about becoming a better writer tomorrow than you are today. </span><br />
<br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.bhaskars.net/2011/07/10-copywriting-tips-from-william-zinsser-from-my-homework-notes/">http://www.bhaskars.net/2011/07/10-copywriting-tips-from-william-zinsser-from-my-homework-notes/</a></span><br />
<div style="text-align: center;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">_______________________________ </span></div><span class="Apple-style-span" style="color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 13px; line-height: 18px;"></span><br />
<div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: xx-small;"><b><br />
</b></span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: xx-small;"><b>Who am I?</b></span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: xx-small;">ROTH copywriting is Robert Roth---expert Atlanta freelance copywriter. <a href="http://www.rothcopy.com/" style="color: #cc6611; text-decoration: none;">http://www.rothcopy.com</a></span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: xx-small;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><span class="Apple-style-span" style="font-size: xx-small;">What I'm working on now</span></b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: xx-small;">Writing more content articles for a global crop science company; finishing monthly newsletter for the CDC; in discovery phase of writing a corporate capabilities brochure for Boston-based financial services company. <b> </b></span> </span></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-89211336377403260672011-07-25T06:31:00.000-07:002011-07-25T06:32:29.236-07:00What should a freelance copywriter know about folds? --"Always Flat "<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear Always Flat:</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
If you're working with a ho-hum designer or looking for a way to impress your client, knowing how to fold a brochure can add a WOW factor to the project. </span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7qWv1EtNhYXKHFN2dHrj59RfYB89fJq1jI8RdPbNSSAaN-PIpbzOpqCJ3HIk84lKXQuNA7aTAp6iAzmotP8UV4i1v00VdfWoaKrBtIqazs2PQCQtUQULTJpIGnB4dbPTGGopdBXt3Oe4/s1600/Brochure+Folds.gif" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="146" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7qWv1EtNhYXKHFN2dHrj59RfYB89fJq1jI8RdPbNSSAaN-PIpbzOpqCJ3HIk84lKXQuNA7aTAp6iAzmotP8UV4i1v00VdfWoaKrBtIqazs2PQCQtUQULTJpIGnB4dbPTGGopdBXt3Oe4/s400/Brochure+Folds.gif" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="margin: 0in;"><span style="color: #cbcbcb; font-family: Arial; font-size: 8.25pt;">Copyright © 2011 Blockbuster Print, Inc. All rights reserved.</span><span style="color: #366092; font-family: 'Franklin Gothic Book'; font-size: 11pt;"> </span></div><div style="color: #366092; font-family: "Franklin Gothic Book"; font-size: 11.0pt; margin: 0in;"> <span class="Apple-style-span" style="color: #595959; font-family: Calibri; font-size: 12px;">Pasted from <<a href="http://www.blockbusterprint.com/Brochures.html">http://www.blockbusterprint.com/Brochures.html</a>> </span></div></td></tr>
</tbody></table><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<div style="text-align: justify;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Forget the conventional tri-fold; it's boring. Go for a gate fold. Or a double gate fold (my personal favorite). With a double gate fold, your piece can have two reveals (1 on the cover + 1 on the folded inside gates) and four inside panels for text. For more on reveals click <a href="http://dearfreelancecopywriter.blogspot.com/2011/07/is-there-recipe-i-can-follow-to-become.html">here</a>.</span> <br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
Another favorite is a Z-fold cover. It gives you two separate </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><i>front</i></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> covers, (you turn the book upside down) which provide two separate signature </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">(g<span class="Apple-style-span" style="line-height: 19px;">roups of four pages) </span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">areas. Just like a certain breath mint, this gives you two brochures in one. Great for playing two ideas off of each other. For example, let's say you are a custom tailor that also sells prete-a-porter suits. Your custom line goes inside one cover, your ready to wear inside the other. </span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="line-height: 25px;">A handy folding guide is available at: </span></span><a href="http://www.ebaprinting.com/brochure-folding-types/"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">http://www.ebaprinting.com/brochure-folding-types/</span></a></div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> </span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-42399153337283851062011-07-18T06:45:00.000-07:002011-07-18T06:47:57.055-07:00The deadline is looming. I'm tired. Is there a tool to help me think? --"Out of Ideas"<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear Out of Ideas--<br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">You're in luck. Just head over to <a href="http://www.wheelofconcept.com/">http://www.wheelofconcept.com/</a></span><br />
<br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">It's called the Wheel of Concept, from Tribal DBD New York. Just enter your client's name, spin the wheel, and up pops an idea. Even better, you can download a PDF presentation of the idea, personalized with your client's name and logo.<br />
</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Actually, there are now two wheels: the original for digital tactics and a recently added one for PR tactics. </span><br />
<div><br />
</div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-67079084947721817772011-07-08T06:40:00.000-07:002011-07-14T13:41:41.776-07:00Is there a recipe I can follow to become a better freelance copywriter? --"Alone in the Kitchen"<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear Alone:</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Yes. In French cooking, many recipes begin with the phrase: “Make a roux” (butter and flour cooked together). In creating annual reports, rack brochures, direct mail pieces, and other forms of marketing communications, we often begin with the phrase: “Make a reveal.”</span><br />
<div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">What is a “reveal?” If you’ve ever read a humorous greeting card, then you’ve experienced a reveal. The format is generally the same: a setup on the cover—a question or something that piques the reader’s curiosity or is intriguing—followed by a strategic payoff on the inside.<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">How does a “reveal” work? Here are three examples: <o:p></o:p></span></div><div class="MsoNoSpacing"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="MsoNoSpacing"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>Example 1:</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> A regional power company was expanding into new forms of energy and needed a way to tell that story to investors. On the cover of their annual report was the phrase,<b> A word about our future.</b> On the first text page inside was the payoff— the single bold word, <b>Energy.</b><o:p></o:p></span></div><div class="MsoNoSpacing"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq7FGZIEt_eHLJTFW5XAdm_cSWbgmMMwKIzU2k8NIetA-qaYW-iwSrT6JZiKgl-A3VvLAIsOxJALYv_rmgU9YuFhZZiyIfI5GU6SEiEWY5DG2uH8Q2mO6WwJiBXdC7l1Kuj_ZOEuekKWs/s1600/CPL-cover.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq7FGZIEt_eHLJTFW5XAdm_cSWbgmMMwKIzU2k8NIetA-qaYW-iwSrT6JZiKgl-A3VvLAIsOxJALYv_rmgU9YuFhZZiyIfI5GU6SEiEWY5DG2uH8Q2mO6WwJiBXdC7l1Kuj_ZOEuekKWs/s320/CPL-cover.jpg" width="232" /><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; color: black;"></span></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBVS1DvZW_RVQeSDDi5NYxxVney1_CcqxsQao1762yxzcVtkQ5fKI4wvqJfez3MtI1LqgJ-X43lv2yk-HN6G5NYIEFLECpeYSf14hkeAdVRm2qDUv02zVAC27uMNbNF80_L3NzBtUUt4o/s1600/CPL-energy1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBVS1DvZW_RVQeSDDi5NYxxVney1_CcqxsQao1762yxzcVtkQ5fKI4wvqJfez3MtI1LqgJ-X43lv2yk-HN6G5NYIEFLECpeYSf14hkeAdVRm2qDUv02zVAC27uMNbNF80_L3NzBtUUt4o/s320/CPL-energy1.jpg" width="236" /></a></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><br />
</b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>Example 2: </b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">A national exterminating company launched a new commercial service and needed a direct mail piece to send to potential clients. On the cover was the statement, <b>Now the technology to eliminate bugs fits in the palm of your hand. </b>A visual payoff—<b>a telephone handset</b>—was used on the inside along with a call to action to call the company for a free inspection. This promotion was a self-mailer. (For more about using post cards, see June 6th post)</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9hsVvgQeAIjvszBjMkLzVyfJcz-GeFfwB9SSqWhVrOotmCnW-dVbiugJBDN53t_mZ0tY35PeLiAI7mtCKjMI59RfMnZyvKp0Ekyu_ELh9dV7RKdXMokTtdTViagsFWSi099kQLTY5n4I/s1600/OrkinCover_Page_1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="198" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9hsVvgQeAIjvszBjMkLzVyfJcz-GeFfwB9SSqWhVrOotmCnW-dVbiugJBDN53t_mZ0tY35PeLiAI7mtCKjMI59RfMnZyvKp0Ekyu_ELh9dV7RKdXMokTtdTViagsFWSi099kQLTY5n4I/s200/OrkinCover_Page_1.jpg" width="200" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaCP3lM-IR35EF0cK0ihDYns_PorplhfXyH-KQHplfWYPPsqUCdfSKSBYoaopLE0aoyTaJliMfCXYKpHZpmlsNSLw22_wnHa5Cv0f-S7QIHfQS3w0FD_lH3Q8HqaVBMdmMDatn-Rg31m0/s1600/scan0002.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaCP3lM-IR35EF0cK0ihDYns_PorplhfXyH-KQHplfWYPPsqUCdfSKSBYoaopLE0aoyTaJliMfCXYKpHZpmlsNSLw22_wnHa5Cv0f-S7QIHfQS3w0FD_lH3Q8HqaVBMdmMDatn-Rg31m0/s200/scan0002.jpg" style="cursor: move;" width="198" /></a></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"></div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>Example 3:</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> One of my old self-promotion pieces was targeted to advertising agencies with agri-business clients. The cover asked the question, <b>What could a nice Jewish boy from Miami Beach possibly know about farming?</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The one-word payoff on the inside:<b> Plenty.</b> The question-answer format is a popular way to create a reveal. A question on the cover piques readers’ curiosity—hopefully enough to cause them to open the piece. This promotion fit in a catalog </span><br />
<div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">envelope. <o:p></o:p></span></div><div class="MsoNormal"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjS30mL6GvFbWkacONd5ug37IS8oY_qQ5vDM8nCO0ZxfSEHJ1CcXMhhW0mdKIXnYiqh7YXD8xOG8C8Mt3453CWR6czE6rFGVUDcVbDuX5JlpbTYv0ypqbvg_F9bgmLXvYRC8gHJ-yXLd0/s1600/Farming+Promo+Cover.jpg" imageanchor="1" style="clear: left; display: inline !important; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjS30mL6GvFbWkacONd5ug37IS8oY_qQ5vDM8nCO0ZxfSEHJ1CcXMhhW0mdKIXnYiqh7YXD8xOG8C8Mt3453CWR6czE6rFGVUDcVbDuX5JlpbTYv0ypqbvg_F9bgmLXvYRC8gHJ-yXLd0/s320/Farming+Promo+Cover.jpg" width="235" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnW02ZHgscZ7SxjZPvW_5bJFep93uQm0Dobbwsgeko4os3tUDNjinewk7UtmmBNtV0L4AZDvR7x7VA3UJYcIfOzCZMRoJuiUosNXMqKoxcZEJ_I4i_5pBufZXQyfawZJ7tAXBouM4nL74/s1600/Farming+Promo+Inside1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnW02ZHgscZ7SxjZPvW_5bJFep93uQm0Dobbwsgeko4os3tUDNjinewk7UtmmBNtV0L4AZDvR7x7VA3UJYcIfOzCZMRoJuiUosNXMqKoxcZEJ_I4i_5pBufZXQyfawZJ7tAXBouM4nL74/s320/Farming+Promo+Inside1.jpg" width="233" /></a></div></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="MsoNormal"><span class="Apple-style-span" style="color: orange; font-family: Arial, Helvetica, sans-serif; font-size: large;"><b>Now it’s your turn…</b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><br />
</b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>-------------------------------------------------------------------------------------------------------------------------</b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: x-small;"><b>Who am I?</b></span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: x-small;">ROTH copywriting is Robert Roth---expert Atlanta freelance copywriter. <a href="http://www.rothcopy.com/">http://www.rothcopy.com</a></span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><span class="Apple-style-span" style="font-size: x-small;">What I'm working on now</span></b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: x-small;">Just finished writing content articles for a global crop science company. Starting on a monthly newsletter for the CDC. <b> </b></span> </span></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com1tag:blogger.com,1999:blog-2237434034237275611.post-40421033372573896922011-06-28T12:05:00.000-07:002011-06-28T12:05:33.325-07:00I've been offered a job writing 200-word content articles for $10 a pop. Should I take it? "Unsure"<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Dear Unsure:</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Let's do the math. A good freelance copywriter can bill at $100/hr. or $800/day</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">For you to earn $800, you'll need to write 80 stories. </span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">So, what are you going to be--a good freelance copywriter or a content writer on food stamps? </span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">(It's a rhetorical question.)</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com3tag:blogger.com,1999:blog-2237434034237275611.post-9274566105126130732011-06-15T15:27:00.000-07:002011-06-15T15:27:46.069-07:00What can I do to strengthen my brand as a freelance copywriter? --"No Identity Yet"<div style="color: #333333; font-family: Arial; font-size: 12px; line-height: 1.5em; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Dear No Identity:</div><div style="color: #333333; font-family: Arial; font-size: 12px; line-height: 1.5em; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">If you could add value to your personal brand for less than $50/year, would you do it? </div><div style="color: #333333; font-family: Arial; font-size: 12px; line-height: 1.5em; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><strong>Here's how:</strong> Use a branded domain name for your email address. </div><div style="color: #333333; font-family: Arial; font-size: 12px; line-height: 1.5em; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Gmail, Hotmail, Yahoo, etc---sure they're free, but they do nothing to set you apart from the mushrooming legions of freelance copywriters. Plus, they're a dead giveaway that you're a newbie. And they do nothing to support your brand. </div><div style="color: #333333; font-family: Arial; font-size: 12px; line-height: 1.5em; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The good news is for less than $15, you can register a unique<span class="Apple-style-span" style="color: #333333; font-family: Arial; font-size: 12px; line-height: 18px;"> </span>domain name. And for about $2.00/month, you can use it for your email address. For the details, just search on "domain name for email." </div><div style="color: #333333; font-family: Arial; font-size: 12px; line-height: 1.5em; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><br />
</div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-34492258444582337922011-06-06T06:13:00.000-07:002011-06-07T15:18:47.351-07:00I’ve put up a website to showcase my freelance copywriting services, now what? — “Passively Promoting in Pittsburgh”<div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;">Dear PPP, <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;"><br />
</span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;">No, this isn’t another SEO article. This one is about active self-promotion. <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;"><br />
</span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;">For freelance copywriters, self-promotion boils down to one thing: helping you stand out from the thousands of other freelance copywriters, website writers, content writers, online writers, technical writers and PR writers out there. So, after you've put up a website, listed yourself on some directories, and maybe started a blog—what’s next? <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;"><br />
</span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;">How about a nice old-fashioned <b style="mso-bidi-font-weight: normal;">postcard</b>? <o:p></o:p></span></div><div class="MsoNormal"><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;"><br />
</span></b></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;"><b>Zig While Others Zag</b></span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;"></span></div><div class="MsoNormal"><span lang="EN" style="font-family: 'Franklin Gothic Book', sans-serif;">Old is now new again. Forget email blasts; you need an opted-in list to send them. Consider a snail-mail postcard. Here’s why:</span></div><ol><li>Creatives—from copywriters to designers—hardly use postcards anymore, so yours has a chance to be noticed.</li>
<li>A mailing address list is much easier to scrape and compile than an email list. If you don’t know names, you can address by title, e.g., “Marketing Communications Manager,” “Creative Director.”</li>
<li>Postcards are fairly inexpensive. For example, you can print 100 4-color, oversized postcards at Vistaprint for under 25 bucks. But you don’t have to use them. Just search on "<a href="http://www.google.com/search?aq=f&sourceid=chrome&ie=UTF-8&q=postcards" target="_blank">postcards</a>" and take your pick of vendors.</li>
<li>Show how creative you are. Make the card clever and engaging. In other words, make an impression. If they like your postcard, they'll probably like you. If you can afford it, print a folding postcard and use a reveal—put an intriguing headline on the cover, and pay it off inside.</li>
<li>Show off your work. Create a portfolio postcard and include thumbnails of your best stuff.</li>
<li>Specialize. For instance, if you’ve done automotive copywriting, create a postcard targeted to car dealerships.</li>
<li>Postcards are easy to design (even a copywriter can do it). The postcard printer you use will have a free template you can download. You can also design your postcard in WORD or MS PUBLISHER. </li>
</ol>Sending out postcards can pay off indirectly as well. In my experience, promotional activity creates energy in the marketplace. Don’t be surprised if you get a call from a new client who wasn't on your mailing list. It happens.<br />
<span class="Apple-style-span" style="color: #222222; font-family: Verdana, sans-serif; font-size: 13px; line-height: 19px;"><span style="line-height: 19px;"><br />
</span></span><br />
<span class="Apple-style-span" style="color: #222222; font-family: Verdana, sans-serif; font-size: 13px; line-height: 19px;"><span style="line-height: 19px;">Visit my website: <a href="http://www.rothcopy.com/" style="color: #cc6611; text-decoration: none;">www.rothcopy.com</a></span></span><span class="Apple-style-span" style="color: #222222; font-family: Verdana, sans-serif; font-size: 13px; line-height: 19px;"><span style="line-height: 19px;"> Email: </span></span><span class="Apple-style-span" style="color: #222222; font-family: Verdana, sans-serif; font-size: 13px; line-height: 19px;"><a href="mailto:robert@rothcopy.com" style="color: #ff9900; text-decoration: underline;"><span style="line-height: 19px;">robert@rothcopy.com</span></a></span><span class="Apple-style-span" style="color: #222222; font-family: Verdana, sans-serif; font-size: 13px; line-height: 19px;"><span style="line-height: 19px;"> </span></span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com1tag:blogger.com,1999:blog-2237434034237275611.post-6508205065380884252011-05-31T17:46:00.000-07:002011-05-31T18:27:06.843-07:00What are Google Alerts, and why should I care? --signed "Out of the Loop"<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><img src="http://www.google.com/images/icons/product/alerts-32.png" /></span><br />
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. Alerts are a passive source of valuable info, sort of like an online "wiretap." You can use them to get up-to-the-minute information and activity on the search terms of your choice. For example, set up a Google Alert for the term "freelance copywriter jobs," and you'll get information (and links) on new projects as they are searched for. Or set up one for the name of your client and keep up to date with key events as they happen.<br />
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"></span><b><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Here's how to set up a Google Alert</span></b><br />
<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Go to the Google search window, click "more" at top of screen, click "even more" at the bottom of the list, scroll down to Specialized Search, click "Alerts." Or just <a href="http://www.google.com/alerts?hl=en">click here</a>. Then follow the easy directions. Once you set them up, you can edit your alerts and add new ones to your heart's desire. </span></div><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: x-small;"><b><br />
</b></span>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0tag:blogger.com,1999:blog-2237434034237275611.post-17201521452551934772011-05-24T11:48:00.000-07:002011-05-31T18:28:55.185-07:00How can I add more creativity to my writing? -- signed "Waiting for the Muse"<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Dear Waiting:</span><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">To write more creatively, one must think more creatively. Here are six ways to go about that:</span><br />
<div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Look at Other People’s Work<o:p></o:p></span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">This is the low-hanging fruit. Get out some of those awards books and start turning pages. It’s a great way to kick start inspiration. <o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Make a Word List<o:p></o:p></span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">More than just an exercise, the </span><a href="http://www.ashley-bovan.co.uk/words/wordlists.html" target="_blank"><span style="line-height: 150%;">word list</span></a><span style="line-height: 150%;"> you construct can help you develop a concept. Write down (or key in) every word that comes to mind about your creative problem or key message. Don’t prejudge. Write down all the words that pop into your head, even those that don’t make sense or seem way off target. <o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Next, play with the words. Try combining a few of them. Add some synonyms to the list. Use one or two words in a phrase. Do words on your list suggest other words? Write them down, also. Next, narrow your word list down. Which words on your list link best to your key message? Put them on a separate list and think about them some more.<o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Sleep On It<o:p></o:p></span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">This is a very useful and effective method for solving problems—creative or otherwise. Known as “</span><a href="http://www.dailygalaxy.com/my_weblog/2008/10/the-power-of-un.html" target="_blank"><span style="line-height: 150%;">unconscious problem solving</span></a><span style="line-height: 150%;">,” it consists of feeding your mind a problem to solve just before you go to sleep. Psychologists call that incubation. You can think about the problem, read your notes or look over your word list. When you awaken the next morning, your mind magically has an answer.<o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></span></div><div class="MsoNormal" style="line-height: 150%;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">TIP: If you don’t already, it’s a good idea to keep a pen and small pad of paper next to your bed. Sometimes the answer comes in the middle of the night, and unless you write it down, you won’t remember it. Promise.<o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Daydream<o:p></o:p></span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">Pretend you have ADD (Attention Deficit Disorder). Some of us don’t have to pretend. In </span><a href="http://southwestfarmpress.com/news/smith-column-daydreaming-0402/" target="_blank"><span style="line-height: 150%;">creative daydreaming</span></a><span style="line-height: 150%;">, let your mind wander. Your subconscious will do the heavy lifting. Ask “Why?” Think of your creative problem as a big red onion. Asking why is a great way to peel back the layers and get to some inner truths. Police detectives ask "why" a lot.<o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Brainstorm<o:p></o:p></span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">If you’re part of a creative team, lock yourselves in a room for a </span><a href="http://www.brainstorming.co.uk/tutorials/brainstormingprinciples.html" target="_blank"><span style="line-height: 150%;">brainstorming session</span></a><span style="line-height: 150%;">. Start throwing out creative ideas in rapid-fire succession. Get someone to write it all down on an easel pad.<o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">There’s only one rule: no discussing or analyzing the ideas until the brainstorming session is over. Sometimes it pays to let the ideas cook overnight before you evaluate them. The brainstorming context should be creative, playful, imaginative and fun. Don’t criticize or judge, no matter how lame the idea sounds.<o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Map your ideas<o:p></o:p></span></span></b></div><div class="MsoNormal" style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">A </span><a href="http://en.wikipedia.org/wiki/Mind_map" target="_blank"><span style="line-height: 150%;">mind map</span></a><span style="line-height: 150%;"> is a diagram of your creative thought process. You can draw it on paper or use an online program, such as </span><a href="http://www.mindomo.com/" target="_blank"><span style="line-height: 150%;">Mindomo</span></a><span style="line-height: 150%;">. Creating a mind map is a great way to break down a complex concept into simpler components. Or vice versa. You can use a mind map to put your creative thoughts down and see where they lead. <o:p></o:p></span></span></div><div class="MsoNormal" style="line-height: 150%;"><br />
</div><div class="MsoNormal" style="line-height: 150%;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">Visit my website: <a href="http://www.rothcopy.com/">www.rothcopy.com</a></span><span style="line-height: 150%;"> Email: </span><a href="mailto:robert@rothcopy.com"><span style="line-height: 150%;">robert@rothcopy.com</span></a><span style="line-height: 150%;"> </span></span></div>Robert Rothhttp://www.blogger.com/profile/00649107512394154231noreply@blogger.com0