Is your copy a bit lifeless? Marketing flat? Michele PW is here with tips and tricks to get your marketing and copy back on track.
12.01.05
Posted in Advertising, Business, Copywriting, Writing at 11:00 pm EST by Michele PW
Knowing how to write, and write well, is a skill that will come in handy in all sorts of situations. And if you combine good writing skills with the persuasive selling tactics found in, say, copywriting, you’ll be that much more ahead of your competition.
Of all the different types of writing I’ve done in my life (and believe me, I’ve tried practically all of them) writing radio has made one of the bigger impacts on my writing style.
Below are three ways writing radio can help strengthen your writing style. (Oh, and these tips will also help you write better radio copy too.) Read the rest of this entry »
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Posted in Copywriting, Writing at 10:58 pm EST by Michele PW
(Note: I wrote this article in response to a sentence fragment contest I had in a previous issue. I had such a great response and so many interesting comments I thought I’d devote another issue to sentence fragments.)
Let’s start with what a sentence fragment isn’t:
1. If there is an implied “you” in the sentence, it’s not a frag. For instance — “Sales lagging?” This is not a fragment because there is an implied “you” (Are your sales lagging?).
2. Imperative sentences also are not considered sentence fragments. An imperative sentence is a command “Watch out for long sentences.” Read the rest of this entry »
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Posted in Copywriting, Writing at 10:54 pm EST by Michele PW
As a professional copywriter, not only do I do a lot of writing but I also look at a lot of writing. One of the things I’ve noticed that set the good/great writers apart from the so-so is rhythm.
What I mean by rhythm is how the writing sounds. The rhythm of the words and sentences. It’s a subtle aspect of writing, one not normally talked about, but that doesn’t lessen its importance.
Unfortunately, rhythm is also tough to teach (which is probably why it isn’t talked about very much). It’s something felt deep inside, like it is with music. It isn’t as straight forward as pointing out a grammar error. What makes it tougher is that everyone has his/her own style and own unique rhythm. However, these three tips should get you started thinking about your own writing rhythm and how to improve it. Read the rest of this entry »
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Posted in Advertising, Business, Copywriting, Marketing, Public Relations at 10:50 pm EST by Michele PW
Want to create print ads that get results? Below are three keys to get you started.
1. Write for the eye. Print ads are visual. Therefore, craft ads with the eye in mind.
Eyes are kind of picky, though. So, here’s a checklist of what eyes like and don’t like:
A catchy headline that encourages them read more. Read the rest of this entry »
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Posted in Advertising, Business, Copywriting, Marketing at 10:49 pm EST by Michele PW
Now that you’ve decided to hire a copywriter, how do you go about finding one? Here are seven things to look for to make sure the match is a good one.
1. Define your expectations. Are you looking for a copywriter or a technical writer? Do you need a writer that can take a project and run with it or do you need someone who will follow strict guidelines? Do you want a writer with the ability to make technical material readable for the general public or do you need a writer who specializes in retail? Are you looking for a writer with whom you can build a long-term relationship or will this be a one-time, one-shot deal? Before you start looking, make sure you know exactly what kind of writer you need. Not only will it make the review process go that much faster, but also it help ensure you find exactly what you want. Read the rest of this entry »
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Posted in Advertising, Business, Copywriting, Marketing at 10:47 pm EST by Michele PW
Think you can’t afford to hire a copywriter? Think again. Here are seven ways a copywriter can contribute to the success of your business.
1. Save you time. Chances are, you have more than enough things to fill your day with other than writing brochure copy or freshening your Web site or getting that pesky newsletter article off your desk. When you hire a professional copywriter, not only are you getting one more thing off your to-do list, but also it will probably get done faster than you could do it. Read the rest of this entry »
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Posted in Copywriting, Writing at 10:45 pm EST by Michele PW
Want to know the secret to creating MEMORABLE promotional copy? Sales copy that actually stays with your customers long after they’ve finished reading it?
Then master the art of using words to create pictures in your customers’ heads.
If you can describe your products or services in such a way that it forms images in your customers’ heads, well, then you’ve just created something that will last long after the marketing is over.
Why else do novels stay with us for so long? Those “pictures” we see draw us into the world of the novel, and those pictures stay with us long after we’ve closed the book. If you can create that kind of staying power with your marketing materials, think about how much ahead of your competition you’ll be.
So, how do you get started? Below are three tips. (Note how all three tips have the word “specific” in common. Be specific whenever you can. We don’t think in generalities, we think in details. The more specific you are, the stronger the pictures.) Read the rest of this entry »
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Posted in Copywriting at 10:42 pm EST by Michele PW
You’ve done it. Gotten that press release written. Now you’re ready to send it out to your carefully chosen list of media contacts.
But before you hit that “send” button, take a moment and run your press release through this checklist. Remember, you only have a few seconds to catch the attention of busy journalists and editors — don’t blow it over an easily corrected mistake.
Some of these may seem painfully obvious. Alas, even the obvious gets overlooked from time to time (even from professionals – I know, I’ve made my share of mistakes) so it’s always a wise idea to take a few moments to double check that your release is up to snuff before sending it out into the world.
1. Is your release newsworthy? In other words, does it answer the question “Will this interest my readers?” Remember, media people are interested in one thing – keeping their readers happy. Make sure your idea is something that will do just that.
2. Is the headline compelling? Will it encourage media people to actually read the story? If the headline doesn’t interest them, chances are they aren’t going to take the time to read the rest of the release. And you’ve just missed your opportunity.
3. Is the first sentence (the lead) compelling? Like the headline, if the first sentence doesn’t grab their attention and persuade them to keep reading, chances are your release will be headed to that famous circular file. (Otherwise known as the trash can.)
4. Is it written in third person? In other words, use “he/she/they.” No “you” or “we.”
5. Is it less than a page? Media people don’t have time to read long press releases. Unless you have a darn good reason, keep it less than a page. For that matter, even if you do have a darn good reason, still keep it less than a page.
6. Are there grammatical or spelling errors in your release? Trust me, these are professionals. They’ll catch your errors. And those errors won’t leave a very good impression. At the very least use your word processing’s spell checker, but hiring a proofreader is an even better solution. Or you could simply have someone you trust read it. But definitely do something.
7. Do you have your contact information on the release? Media people are on deadline. They don’t have time to search for your contact info if they need clarification or a quote from you. Make it easy for them – put your contact info in a prominent place.
8. Do you have any sales copy in there? Reminder: Press releases don’t go to the advertising department – they’re for editorial. And editorial doesn’t look very kindly on sales pitches. Nix the promotional copy and just focus on content – if they use your story, they’ll put your contact info in there.
While there are no guarantees with publicity, making sure your release follows this checklist will go a long way to garnering you publicity.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com. Copyright 2005 Michele Pariza Wacek.
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Posted in Copywriting, Writing at 10:39 pm EST by Michele PW
Several years ago, when I was working for an agency, I was fired from an account. What that means is the client didn’t want me writing for him anymore.
Another writer, a friend of mine, got the account and life went on.
Of course, I was pretty upset by the situation. I had completed several writing projects already for that client, which had seemed to go well, and had just finished a press release when I got the boot.
My writer friend told me later her “secret” for making this client happy. Basically, what she did was rewrite the press release so it focused solely on the client and the client’s business.
I said: “But what you’ve written isn’t that newsworthy. I don’t think the newspaper will accept it.”
She said: “That’s not what the client wants. Therefore, I don’t worry about it.”
And she was right. (She kept the account after all.) The client wanted an “I’m so great” press release. He didn’t want something that might actually result in coverage for him. He wanted something that would make him feel good when he read it.
In the world of public relations, press releases are the explorers. They travel far and wide, visiting media outlets everywhere, and presenting information about your products and services. Media people decide whether or not to cover your business based in large part on those hard-working press releases.
So, there’s a lot riding on them. Therefore, it pays to take a little extra time to make sure they’re outfitted correctly for the job.
When you get an idea for a press release, ask yourself this question: “Is this something someone else would be interested in or is this something only I (and maybe my mother) would want to read?”
Sounds easy, right? Well, if it was that easy, there wouldn’t be so many “Look at me — I’m so great” press releases running amuck out there.
Unfortunately, the “I’m so great” press releases are seductive. They sound so good when you read them. They whisper things like: “Of course the editors will want to write about me. I would make a wonderful human interest/special feature/business feature story. Didn’t I just see a story like this about my competitor/another business last week?”
You need to be on your guard when one of these ideas shows up. Question them. Interrogate them if you must. “Why will the media like you? What do you offer that’s different than any other press release? What’s so special about you? Why will someone want to read more about you?” Don’t allow their pretty words to influence you. You must get to the truth. Chances are what seduces you probably won’t seduce the media.
Remember, media people are looking for an angle or a story that would interest their readers. They want to know things like: “What’s in it for my readers? Why will my readers care about this piece of information?”
If you can answer those questions correctly, then you have an excellent chance of getting the coverage you’re looking for.
Creativity Exercises — Write a newsworthy press release
The only way to get better at recognizing a good press release is to practice writing them.
Start by writing what you think is a good press release. Put it away for at least 24 hours. Don’t look at it. Don’t even think about it.
After the 24 hours is up, pull it out and read it. Ask yourself this question:
“Is this something someone else would be interested in or is this something only I (and maybe my mother) would want to read?”
Really ponder the question. Don’t let yourself answer it too quickly.
Still feel like it’s newsworthy? Then try this exercise. Replace all the references to you and your product with another business and product. I recommend inserting a business that is not one of your competitors. Use the Find/Replace function on your word processing software to make this a quick and easy process.
Put your release away again. If you can wait another 24 hours, all the better. But even moving on to a different project and coming back a few hours later will help it sound “fresh” to you.
Read it again. Do you still find it interesting now that it’s about someone else?
It’s tough to view your business objectively. Fortunately, this is a skill that will get easier the more you do it.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com. Copyright 2005 Michele Pariza Wacek.
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Posted in Writing at 5:39 pm EST by Michele PW
Back when I was in college, I belonged to one of those professional associations for the video industry. (I was a student member.) The monthly newsletter had a column called “Writer’s Block.” Although called Writer’s Block, no one ever wrote about this mysterious and debilitating condition. So, finally, one day I decided to tackle the subject.
I don’t remember much about the article except it seemed to be about eating chocolate, taking walks and not doing much writing (it was supposed to be tongue in cheek). I don’t think it turned out as successful as I had hoped.
Anyway, my point is this — while I still eat lots of chocolate and take lots of walks, I’ve also been forced to wrestle with that particular nightmare many a time. And in those wrestling matches, I’ve learned a few moves that might help you in your own struggles.
First, I’ve come to view writer’s block as a friend more than an enemy. Okay, maybe friend is too strong. An ally. (Okay, maybe he’s a really mean ally, but an ally all the same.)
Writer’s block isn’t about the writing. Writer’s block isn’t telling you you can’t write or you’ll never write again or you’ll never have another idea again. Writer’s block is telling you something else is wrong, and you need to deal with that something before you can get down to the business of writing.
Now, when I say writer’s block, what I’m talking about is the inability to write. You have no idea where to start, no idea where the project is going, or maybe you have no ideas at all. That’s true writer’s block, not to be confused with writer’s procrastination. Writer’s procrastination is when you know what you want to be writing (or should be writing) yet you’ve somehow lost the ability to sit in a chair and type. Oh, but you can still check e-mail. And surf the Web. And lots of other tasks that have nothing to do with the writing project you should be doing. But try and start that project — you’ll just fall right off that chair.
I’ve had more than my share of encounters with that particular fellow as well, and I’m planning to share tips on beating writer’s procrastination in future issues. (Trust me, you need to beat writer’s procrastination. He is the enemy and he’s evil.)
But writer’s block is different. Writer’s block says there’s a problem. Writer’s block says you haven’t researched this project enough or you haven’t thought this through enough or you’re missing crucial information. Maybe your approach is all wrong. Maybe you should be writing a Web site and not a brochure for your business. Maybe you’re trying to force a book-sized idea into an article-sized container and it just doesn’t fit.
If your ideas have suddenly dried up, maybe writer’s block is telling you to take it easy. You’ve been working too hard — you need to take time and recharge your creative batteries. Or maybe you haven’t dealt with some old hurt or anger and you need to take some time and deal with that block.
Writer’s block also might be telling you the project is all wrong for you. (Although be careful with the last one — writer’s procrastination is a wonderful mimic and he might be trying to slip something past you.)
When I’m stuck, the first thing I do is get away from the computer. I take a walk, jump in the shower (I get a lot of great ideas in the shower) or eat some chocolate. (Some things never change.) I think about the project. I review my notes. I analyze what I’m doing. And I ask myself questions. Do I have all the information I need? Should I do more research? Is my approach right? Have I thought this project through enough?
Sometimes I can spot the problem in a few minutes. Sometimes it takes a few days. But always, without fail, I’ve discovered writer’s block was right. There WAS a serious problem with the project. A fatal flaw in the foundation — a weakness in the structure. Eventually, it would have collapsed.
And by stepping in, your writer’s block stopped that from happening.
Creativity Exercises — Make friends with writer’s block
I realize this might be a scary exercise for some of you, especially if you’re in the throes of writer’s block (and I’ve been there — I know how terrifying it is) but that’s all the more reason to do this.
Now, when I say make friends with your writer’s block, I’m not talking about inviting it to move in and existing in a permanent blocked state. What I’m talking about is a way to put writer’s block in its rightful place — where it uses its talents to help and not harm you.
Take a few moments and thank your writer’s block. Thank it for all the times it blocked you. Tell it you know it was trying to help you and you appreciate it.
Whatever you do, DON’T fear your writer’s block. You give it too much power if you fear it. Power corrupts. You don’t want to corrupt your writer’s block, you want it to do its job — helping you craft the best writing pieces you can.
If you’re in the middle of a bad case of writer’s block, try asking your writer’s block what the problem is. Why won’t it let you start that project or what happened to your ideas? Do it as a journaling exercise or a meditation. You may be amazed at what it tells you.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com. Copyright 2005 Michele Pariza Wacek.
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I also write fiction. Learn more here.
