Last week, we talked about the importance of compelling, focused copy. We also touched on the idea of speaking in the voice of the reader and approaching them with honesty and a certain level of intimacy. This week, let's talk about the technical aspects of your writing as it applies to your marketing materials. Just as on the highway, there are rules and conventions that must be followed. But in writing marketing materials, there are times when we need to bend or even break the rules. (Notice I cleverly avoided any suggestion of traffic law disobedience.)
The first concept that comes to mind is the idea of "writing tight". By this we mean avoiding overly complex, inappropriate and/or unnecessary words. We're all guilty of this literary sin. We have an unnatural lust for our own creative genius. We fall in love with our own words. It happened to me....don't let it happen to you.
Your only hope for salvation is to cast an objective eye on what you write. When you've finished a piece of writing -- any writing -- go back and find the most concise way to phrase every sentence. Take out jargon, cliche's and words that aren't needed. Just make sure you don't lose the intended meaning. Do this proofreading twice -- at least. In fact, I like to let a writing assignment sit over night. It's amazing what the perspective of time will do for your ability to spot mistakes and clean up your wording. Just try it.
Don't be too concerned about sentence fragments in your advertising copy. Your goal is to communicate your message, not to win the Pulitzer Prize. Write as you speak. The rules of grammar are important; but you should think of them as tools, not as task masters. Oh, and it's okay to start a sentence with a contraction now and then. And I mean that.
As I said above, don't fall in love with your own creativity. And that means not being too clever for your own good. Cute remarks, rhymes, puns and silly humor can get in the way of your message. It's okay to take on a humorous tone at times; just don't let it detract from your goal. And remember, your goal is commercial -- not literary. (Okay, I know what you're thinking. But this rule does not apply to blog posts...at least, not mine.) ;-)
Be concise; stick to the point. The headline of your ad or the "theme" of whatever you're writing should be in your bull's eye at all times. Focus on your main selling point. Stick to what it is that makes your product uniquely suited to solve your reader's problems and make their world more livable. Don't meander off to side points, unimportant features or minor benefits.
Finally, remember that benefits always trump features. Your customer doesn't care that your motor oil has a super-cool additive in it. They care about not breaking down. They care about their engine lasting. Concentrate on how your product or service will have a positive effect on your customer's life. What problems does it solve? How does it make them a better person? How does it protect them or their family? How does it make life easier...or more worth living? Hey, motor oil can make you happy...and you don't even have to live in the desert!
[Next week: More rules of the road.]
Take care.
Monday, February 16, 2009
Monday, February 9, 2009
The Ten Stages Of Weight Loss
The past several months, I’ve been actively engaged in a battle to rid myself of a lifetime of excess tonnage. What possessed me to find the strength to reform at the age of forty-three? Well, I’m not sure; but I think there comes a time when the scales finally tip from the desire to enjoy food to the desire to be thinner, healthier, more active…more alive. For me, that tipping point arrived in the depths of self-loathing this past summer. I may not “know what you did last summer,” but I know what I did -- mostly avoid mirrors and beat myself up. I was a lot like Jim Carrey’s character in Liar Liar.
I am proud to say that I’ve met with a certain amount of success in this journey. My rotund body is starting to transform, a little at a time. As this happens, I’m beginning to realize that, just like there are five stages of grief, there are in fact, distinct “stages” to the weight loss process. I don’t mean physical, medical or even psychological stages. I’m referring to a number of social stages, expressed as a function of the perceptions and reactions of your casual acquaintances. Sounds very clinical, doesn’t it? You think I could make a Master’s thesis out of this?
With that, here are the Ten Stages of Weight Loss.
1. The Good Stage - In this stage, you’re just starting out. You’ve decided to lose weight and you’re determined to make it happen. When you tell people this they usually say something supportive like, “Well, good!”
2. The Great Stage - Now you’ve lost some pounds. When you tell people you’ve lost a number of pounds, they'll say, “That’s great!” But that’s all they say, because they don’t see a bit of difference in you.
3. The Patronizing Stage - This is a subtle progression from the great stage. Now, when you tell someone that you’ve lost a lot of weight they feel compelled to appear perceptive. They’ll turn their head sideways -- like a beagle -- look over your fat, and pronounce, “Yeah, you look like you’ve lost some weight.” They’re lying.
4. The Honest Agreement Stage - This is exactly like the patronizing stage, except they really do see a difference (if ever so slight) now and don’t have to lie anymore.
5. The Recognition Stage - Now we’re getting somewhere. You'll know that you’ve entered this stage, the first time a person walks up to you and says (without provocation), “Have you lost weight?” Oh what a glorious day that is! And I am so happy to say that I entered this very stage just today. My doctor walked in and asked the blessed question on first seeing me. It’s so much nicer than the days when he would walk in and ask me if I needed supplemental oxygen.
6. The Religious Experience Stage - This is where it really starts getting fun. When your casual acquaintances first lay eyes on you, their reaction is something like, “Oh My God! You have changed so much! Lord, how much weight have you lost?!”
7. The Big Chill Stage - This is where your not-so-close friends begin to give you a little bit of the cold shoulder. You’ve lost so much weight that you’re now thinner than they are, and you’re making them feel inferior. They secretly despise you for your cursed fortitude! They crave your precious willpower! They want to BE you…and they hate you for it! But other than that, they’re generally cheerful, pleasant and supportive.
8. The Oh Boy Stage - In this stage, women begin to throw themselves at you. They can’t control themselves. You’re getting more phone numbers than the men’s room at the bus depot. You’re a chick magnet…a rock star...perfection in the eyes of femininity the world over! At least…that’s what I keep telling myself down here in stage five. So?! Hey, we all need a little motivation now and then -- even if it is completely ridiculous.
9. The Metamorphic Stage - This is the end of the road. You’ve done it! You’ve now lost so much weight that, if you were to put on a pair of glasses, nobody would recognize you. For this reason, this is sometimes referred to as “The Superman Stage”.
10. The Good (Again) Stage - Now you’re relishing your victory. You’re celebrating by eating and drinking all the things in all the quantities that you had given up during your weight loss. You start to pack on the pounds again and people begin to notice. You know they can tell, so you feel compelled to say something positive like, “Yeah, guess I’ve kind of let myself go here a little bit. Gonna have to get back in the gym and work it off”. And with that, they nod their head, force a smile and reply, “Well…good!” At least they like you again now. They can once again look down on you and feel better about themselves. You’re a true inspiration.
I am proud to say that I’ve met with a certain amount of success in this journey. My rotund body is starting to transform, a little at a time. As this happens, I’m beginning to realize that, just like there are five stages of grief, there are in fact, distinct “stages” to the weight loss process. I don’t mean physical, medical or even psychological stages. I’m referring to a number of social stages, expressed as a function of the perceptions and reactions of your casual acquaintances. Sounds very clinical, doesn’t it? You think I could make a Master’s thesis out of this?
With that, here are the Ten Stages of Weight Loss.
1. The Good Stage - In this stage, you’re just starting out. You’ve decided to lose weight and you’re determined to make it happen. When you tell people this they usually say something supportive like, “Well, good!”
2. The Great Stage - Now you’ve lost some pounds. When you tell people you’ve lost a number of pounds, they'll say, “That’s great!” But that’s all they say, because they don’t see a bit of difference in you.
3. The Patronizing Stage - This is a subtle progression from the great stage. Now, when you tell someone that you’ve lost a lot of weight they feel compelled to appear perceptive. They’ll turn their head sideways -- like a beagle -- look over your fat, and pronounce, “Yeah, you look like you’ve lost some weight.” They’re lying.
4. The Honest Agreement Stage - This is exactly like the patronizing stage, except they really do see a difference (if ever so slight) now and don’t have to lie anymore.
5. The Recognition Stage - Now we’re getting somewhere. You'll know that you’ve entered this stage, the first time a person walks up to you and says (without provocation), “Have you lost weight?” Oh what a glorious day that is! And I am so happy to say that I entered this very stage just today. My doctor walked in and asked the blessed question on first seeing me. It’s so much nicer than the days when he would walk in and ask me if I needed supplemental oxygen.
6. The Religious Experience Stage - This is where it really starts getting fun. When your casual acquaintances first lay eyes on you, their reaction is something like, “Oh My God! You have changed so much! Lord, how much weight have you lost?!”
7. The Big Chill Stage - This is where your not-so-close friends begin to give you a little bit of the cold shoulder. You’ve lost so much weight that you’re now thinner than they are, and you’re making them feel inferior. They secretly despise you for your cursed fortitude! They crave your precious willpower! They want to BE you…and they hate you for it! But other than that, they’re generally cheerful, pleasant and supportive.
8. The Oh Boy Stage - In this stage, women begin to throw themselves at you. They can’t control themselves. You’re getting more phone numbers than the men’s room at the bus depot. You’re a chick magnet…a rock star...perfection in the eyes of femininity the world over! At least…that’s what I keep telling myself down here in stage five. So?! Hey, we all need a little motivation now and then -- even if it is completely ridiculous.
9. The Metamorphic Stage - This is the end of the road. You’ve done it! You’ve now lost so much weight that, if you were to put on a pair of glasses, nobody would recognize you. For this reason, this is sometimes referred to as “The Superman Stage”.
10. The Good (Again) Stage - Now you’re relishing your victory. You’re celebrating by eating and drinking all the things in all the quantities that you had given up during your weight loss. You start to pack on the pounds again and people begin to notice. You know they can tell, so you feel compelled to say something positive like, “Yeah, guess I’ve kind of let myself go here a little bit. Gonna have to get back in the gym and work it off”. And with that, they nod their head, force a smile and reply, “Well…good!” At least they like you again now. They can once again look down on you and feel better about themselves. You’re a true inspiration.
Giving Away The Store
Call me crazy -- get in line to do so -- but I’m going to “give away the store” in today’s article. Today’s goal is to show you some ways that you can create advertising copy that outshines the competition and convinces your customer that he or she would have to be freakin’ nuts not to avail themselves of your product or service. Today’s goal is also to keep you from strangling the life out of your business with your own words.
Above all things, your advertising copy must be compelling. Correct grammar, punctuation, and spelling might have earned you a gold star in fifth grade English class, but they won’t do a thing for you when it comes to selling with words. Oh, don’t get me wrong; rules are important. But they’re like learning to drive. They’ll keep you alive, but they won’t get you anywhere if you don’t know where you’re going.
Your advertising copy must focus on a single message. Whatever your goal for this copy may be, or whatever it is you want to tell your customer, you must not cloud it with a maelstrom of points and sub-points. What is it that makes your product special? What makes it stand out? What’s the most important reason your customer can’t (or wouldn’t want to) live without your product? Whatever your answer, stick to it…focus on it…drive it home. Don’t dilute your message with minor features and unimportant benefits.
Ad copy must compel the reader to take action -- preferably NOW. In order to do so, your copy must clearly state what that action is. Do you want them to call for information? Return a reply card? Place an order? Request a brochure? Whatever it is you want your customer to do, you must make it absolutely crystal clear. In making your “call to action” clear, you must also make it clear that time is critical.
With your advertising (as with all of your marketing efforts) you want to always be moving the customer along the path to a sale. There are a number of steps involved in any sale. That number is unique to the circumstances of your business. So you have to take your customer by the hand and lead them along those steps and into the promised land. For God’s sake, don’t let them wander off!
Your message must be appropriate for its audience. This seems obvious, but you’d be surprised how many business owners try to take the cookie cutter approach in their advertising. It does your company no good to use the shotgun approach to marketing. In today’s high-tech, cyber-world, the opportunity to target your marketing like a cruise missile presents itself like never before. You can’t afford not to ride the wave -- lest you be crushed by it.
The words you write are an essential part of targeting the right message to the right people in just the right way. Know your audience. Know their needs…desires…dreams. And know what it is that keeps them up at night. Don’t talk over (or for that matter, under) your prospects. Save the technical jargon for trade journals and B2B channels. Conversely, avoid using slang and an overly casual voice when speaking to wealthy or highly educated customers. Know who you’re talking to and speak to them as they themselves would speak.
If you are targeting the public-at-large, here’s a trick that will help you reach a wide audience most effectively. Speak to your audience person to person. Pretend you’re having a conversation with someone with whom you’d be comfortable sitting around in your pajamas. This gives your voice a comfortable, friendly tone with just the right level of intimacy. We all trust our friends. Approached as a friend, we open our minds to what we’re reading.
Lastly, be sincere. We all can detect a phony; so don’t think you’re going to get away with it. Be honest about your product. You have a good product, and it’s worthy of your customers’ consideration -- right? So there’s no need to overstate anything, to play on irrational fears, or to patronize your customer.
Be compelling, be focused, speak in the voice of your reader, and don’t be fake. Do these things and you’ll put yourself a step ahead of the competition, and well on your way to increased sales.
We’ll talk more about “writing to sell” next week. Hey, I didn’t say I was giving away the WHOLE store. Besides, I need to keep some powder dry for next week’s post. Take care.
Above all things, your advertising copy must be compelling. Correct grammar, punctuation, and spelling might have earned you a gold star in fifth grade English class, but they won’t do a thing for you when it comes to selling with words. Oh, don’t get me wrong; rules are important. But they’re like learning to drive. They’ll keep you alive, but they won’t get you anywhere if you don’t know where you’re going.
Your advertising copy must focus on a single message. Whatever your goal for this copy may be, or whatever it is you want to tell your customer, you must not cloud it with a maelstrom of points and sub-points. What is it that makes your product special? What makes it stand out? What’s the most important reason your customer can’t (or wouldn’t want to) live without your product? Whatever your answer, stick to it…focus on it…drive it home. Don’t dilute your message with minor features and unimportant benefits.
Ad copy must compel the reader to take action -- preferably NOW. In order to do so, your copy must clearly state what that action is. Do you want them to call for information? Return a reply card? Place an order? Request a brochure? Whatever it is you want your customer to do, you must make it absolutely crystal clear. In making your “call to action” clear, you must also make it clear that time is critical.
With your advertising (as with all of your marketing efforts) you want to always be moving the customer along the path to a sale. There are a number of steps involved in any sale. That number is unique to the circumstances of your business. So you have to take your customer by the hand and lead them along those steps and into the promised land. For God’s sake, don’t let them wander off!
Your message must be appropriate for its audience. This seems obvious, but you’d be surprised how many business owners try to take the cookie cutter approach in their advertising. It does your company no good to use the shotgun approach to marketing. In today’s high-tech, cyber-world, the opportunity to target your marketing like a cruise missile presents itself like never before. You can’t afford not to ride the wave -- lest you be crushed by it.
The words you write are an essential part of targeting the right message to the right people in just the right way. Know your audience. Know their needs…desires…dreams. And know what it is that keeps them up at night. Don’t talk over (or for that matter, under) your prospects. Save the technical jargon for trade journals and B2B channels. Conversely, avoid using slang and an overly casual voice when speaking to wealthy or highly educated customers. Know who you’re talking to and speak to them as they themselves would speak.
If you are targeting the public-at-large, here’s a trick that will help you reach a wide audience most effectively. Speak to your audience person to person. Pretend you’re having a conversation with someone with whom you’d be comfortable sitting around in your pajamas. This gives your voice a comfortable, friendly tone with just the right level of intimacy. We all trust our friends. Approached as a friend, we open our minds to what we’re reading.
Lastly, be sincere. We all can detect a phony; so don’t think you’re going to get away with it. Be honest about your product. You have a good product, and it’s worthy of your customers’ consideration -- right? So there’s no need to overstate anything, to play on irrational fears, or to patronize your customer.
Be compelling, be focused, speak in the voice of your reader, and don’t be fake. Do these things and you’ll put yourself a step ahead of the competition, and well on your way to increased sales.
We’ll talk more about “writing to sell” next week. Hey, I didn’t say I was giving away the WHOLE store. Besides, I need to keep some powder dry for next week’s post. Take care.
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