How to Make a Writer Mad

I'm a copywriter. I don't work for free. I don't know any copywriters who work for free. I don't know any good copywriters who work cheap. Or for free coffee or for references or to build their portfolios. 

If you have any questions, you know where to find me. 

Business Professionals Know When to Quit

This is personal. It's about Very Important people who work on Very Important projects and assume that because they're working now, you should be too. Anyone come to mind? Someone who, say, demands a colleague's feedback at 8pm on a Powerpoint presentation that he finished at 5:30pm?

I understand the "rules" of business engagement have changed now that we all carry cell phones and can reach business associates 24/7. My opinion: because we can does not mean that we should.

While employment case law from California to Connecticut is piling up, I suspect it will be several years before the courts arrive at a standard of compensation for FLSA-exempt and non-exempt employees who are expected to make or take calls outside of "regular" business hours. (Although Brazil beat the US to it, chances are one good class-action suit will speed things up here in the states.) In the meantime, I propose a little good old-fashioned common sense.

1. Try to remember that a paycheck rewards an employee for a job. It does not actually buy the employee. In other words, in every 24-hour period, there should be at least 12 hours when the employee is free of work. Including the projects the VP of Self-Importance is working on.

2. Don't underestimate the power of passive-aggressive behavior. If you are demanding and expect colleagues to drop everything for you and your oh-so important project, don't be surprised if their cooperation drops off and business recommendations are not forthcoming.

3. Read the obituaries. Notice that people die daily. If you want your colleagues to attend your funeral and say nice thing about you one day when it's your turn, perhaps you should reconsider the importance of that Powerpoint presentation.

Call me crazy: I like to think we've evolved to the point that a person can have a job, a cell phone, and a life.

------

What got me started? A demanding customer who called our home phone after leaving a voicemail on the work cell phone, which was turned off. (Hint, hint.) Said customer was not only Very Important, he was obviously Special. In his own estimation. This is why I practice Jedi mind tricks in my spare time. I do hope he calls again. I could use some more practice.

Local Gets Social: It's about time

When it comes to media, messaging, social media, branding and business communications in general, I think there are several distinct, parallel universes. (Corporate giants may qualify as a couple of different animals in their own right.)

I also think most of us will agree - by us, this time I mean consumers - that the question isn't IF a small business should use social media, the question is HOW?

>>> Why I'm convinced small businesses need social media
>>> ...and yet another convincing argument

The short answer is, just (about) like anyone else. If everyone on the 'net is all a-twitter about Mother's Day, you probably should be too. But your comments don't need to trend worldwide. They need to reach your local audience, your followers, and entice them to share. (In case you're so busy running your business you haven't noticed, in 2012 "share" means "recommend." And "recommend" still means "new business.") 

If you're a worldwide brand, maybe your Mother's Day comments should ride the coattails of a celebrity story, a la "Do you admire Angelina Jolie's maternal style?". If your business focuses on a 25-mile radius, though, leave Angelina alone. You can focus on something much more personal, much more real.  A bring-a-friend offer is the ideal engagement tool for you and your customers. For example, "Bring a friend who's like a mom to you" or "tell us what your mom did that drove you crazy, that you do now and both of you get 20% off your next service."

See? It's easy. And it's important, because no matter how small your business, you don't want it to get any smaller! The hard part about any form of marketing is finding the time to do it. The next Local Gets Social Tip will focus on finding the time to reach your market and attract new customers.

~Diane Stresing

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Don't let the Pepsis and Cokes of the world define your marketing plan. Yours is probably better, anyway. Need a little help getting on the right social media track? Find out what a professional copywriter can do for you.
  << it's a safe! Isn't that cool?!

Customer newsletters: Ignore at your peril

Read the latest studies on customer retention and loyalty, and you might need some cheering up. We're a fickle lot, and apparently, even more so when the economy is this bleak.

You've got to give new customers reasons to come back, old customers new reasons to return, and remind all of your customers that they love you so much they simply must recommend you to all of their friends.

In other words, you need a customer newsletter.

Form and content matter (consider the print v e-newsletter debate that still lives and will for years, here) but any newsletter is better than none. There are no hard-and-fast rules about discounts,  frequency, color schemes, or even distribution methods. There is one fact that can't be ignored, however: you need customers. Don't you?

If you don't need customers, you don't need a newsletter. There. Debate settled.

What should your newsletter look like, what should it say or do? When and how should you send it? These are questions only you can answer for your business. You'll have a better shot at finding the best answers for your business if you noodle over the questions with someone who has experience working with newsletters. (Thanks for asking. Yes, I do.)

The advice that seems to apply to almost every type of business - and non-profit organization, for that matter - is not surprising. Make it worth reading, and keep it short. If you leave 'em wanting more, and they know where to get it, your customers will find you. And isn't that the point?

Now Sell This

Now that the second edition of my hiking guide, 60 Hikes within 60 Miles of Cleveland, is available, I've set some pretty lofty sales goals. Dublin, Ohio-based artist and author Carmen Ambrosio kindly invited me to offer this guest post on her blog regarding my author-as-sales manager philosophy. (Thanks, Carmen!)

Audience management, message management

If you need any more proof that businesses live and die by the words they use, read this article on audience management by Acxiom Corporation's David Danzinger.

So the question of the day is, how are you managing?

Top Ten Signs You Need a Copywriter

10. Your website still has a "coming soon" message on the home page.  (Or on any page - "coming soon" tells the visitor "goodbye")


 9.  Your employees don't know what's going on...and it's costing you money. (A short, simple employee newsletter can increase productivity, reduce accident rates, and improve morale and retention rates.)


 8.  You found a typo...in your contract. (Better you than your client's lawyer!


 7.  You rely on the cable/radio/newspaper salesperson to write your ad copy, or...

 6.  ...you do it yourself.


 5.  You lernt all the English you needed in high school.

 4.  Your products are very unique - and you see nothing wrong with saying so. (Don't get it? see #5 again.)


 3.  You're shipping a panda overseas, or doing something else noteworthy.

 2.  You're shipping a panda overseas, but you don't have time to write a press release about it.

.....And the number-one reason that you need a copywriter....


 1.  You're reading this.   --------------------------------------------------(written by a copywriter)


Contact this copywriter to discuss your needs.

Don't Be That Guy

Am I tense about tense and subject agreement? Yep. When I see a headline like:

Check Out an Employee Before You Hire Them

I think, 'fly-by-night company, or just plain sloppy?' Either way, it's not confidence-inspiring.

Business owners/managers, please hear this: your website should direct a reader's attention to the message, not to your grammatical errors. Trust me, I'm not a lone word snob. Those blunders will cost you potential customers. Business. Mooo-lah.

Have a professional writer, proofreader, high school English teacher, or a good high school English student (!) review your site for gaffes like the one above. Especially if you don't see the problem with the example above.

There. I'm done ranting for the day.

You Know What Copywriting Is

"It's copywriting," I said, in a like, duh tone of voice.

"Why do they call it copyrighting?"

I was surprised to get this question from a friend and college professor the other night. It took us a brief who's-on-first-like exchange before I realized he'd heard me say copyrighting when I meant copywriting.

Copywriting is what's on the back of cereal boxes and book jackets and all over the Greenpeace website. It's advertising, PR, puff, and when done right, it's persuasive stuff.

Sadly, it's also a much more lucrative calling than journalism. (Don't get me started.) Anyway, I bring this up because there's a rather nice review of positioning (a very important concept copywriters better understand) here.