by Joyce Turner-Gionet | Jun 24, 2015 | Advertising, Communications, Creative, Latest
25+ years ago, copywriting jobs were few and far between. Most people had no clue what a copywriter did. Things have changed. With SEO, Social Media, tweeting and blogging, the opportunities for a career in copywriting have exploded. Mad Men made it sexy. Today, it’s often referred to as content creation. A company out to hire is looking for a ‘Content Creator’. One aspect of content creation that, in my eyes, is not given its due is catalog copywriting.
In Canada, think IKEA, Lee Valley or the Regal catalog. In the U.S., there’s L.L. Bean, J.C. Penney, Hammacher Schlemmer and Orvis (an icon of catalog shopping for almost 160 years). If you think about it, Mail Order (Direct Mail) catalogs were actually a precursor to Internet shopping? You couldn’t buy something locally, so you ordered it from a catalog and had it shipped. It could be argued that every online shopping experience, including Kijiji and ebay, is fundamentally catalog shopping.
Even in this age of technology, people love catalogues. They’re also brand loyal. I browse the IKEA catalog in print and from my phone. My 20-something daughters browse American Apparel’s catalogue online. At one company I worked for, which shall remain unnamed, we often got letters from prison inmates: “We love your catalogs, when’s your new one coming out? Can you send it so we can pass it around.” Granted, maybe we weren’t making any money off those folks at the time, but it makes the point.
When I started in the business, you either worked for an ad agency or you wrote catalog copy for a large retailer. Fresh out of university with an English degree (are you sure you can make money with that degree? my pragmatic father asked), I saw exactly one copywriting job advertised. It was writing catalog copy for Consumers Distributing. I was all over it! I must have rewritten my resumé ten times, even though my experience was slim pickins. Somehow, I got an interview. A scary, no-nonsense woman in an expensive navy blue power suit with a hair bun and imposing tortoise shell glasses interviewed me. Don Draper, she wasn’t. (But what a marvelous mentor she turned out to be!) “We’re looking for a workhorse. Tight deadlines. Lots of overtime. [inlinetweet prefix=”null” tweeter=”null” suffix=”#CatalogCopywriting”]You need to make the products sound sexy in 30 words or less[/inlinetweet]. Can you make a coffee pot sound sexy?” she peered at me over the glasses.” I’d missed my bus, walked two miles in my cheap new ‘interview’ pumps and my feet were killing me. Desperate for a job and to prove to my dad that I could make money with my degree, I said something like: “Oh, absolutely. I can write anything!” (Wondering if I actually could make a coffee pot sound sexy and what my dad would think of me making it sound sexy?) I got the job — enthusiasm, not experience, won the day
As Thomas Jefferson, put it, “the most valuable of all talents is that of never using two words when one will do.”[inlinetweet prefix=”null” tweeter=”null” suffix=”#CatalogCopywriting”] If catalog copywriting teaches you anything, it teaches you to be stingy with words[/inlinetweet]. It’s the boot camp of copywriting. Short, powerful, precise prose. It gets thoughts in shape, tones down wordiness, keeps the message lean. Forget ego, there’s no room. Snappy headlines and a photo generate interest, bold lead-ins draw the reader in and feature/benefit copy closes the sale. Personally, I think every fledgling copywriter should be required to put in an obligatory six months writing nothing but catalog copy. It forces one to be disciplined.
I have the greatest respect for catalog copywriters. [inlinetweet prefix=”null” tweeter=”null” suffix=”#CatalogCopywriting”]A good one can take the writing to an art form.[/inlinetweet]
Seen a great piece of catalog copywriting? Send me a link.
by Miriam Hara | Jun 5, 2015 | Business Success, Communications, Latest, Social Media
In a world of anonymity, courtesy of all the social media channels we have, it’s increasingly easier to develop a ‘sub-persona’ (digital persona) of the real ‘you’. Social media engagement has given everyone a voice for their opinions – the good, the bad and the ugly! There’s nothing inherently wrong with engagement. It’s actually very good. How we engage is the issue.
To add value and credibility to opinions, don’t you need to stand by them? In order to stand by them, you need to ‘own it’ and not hide behind a social media digital persona that is not reflective of who you truly are.
I am sure I am not the only one who has cringed at a response to a comment or has been appalled at the lack of respect shown for differences of opinion. Social media has already evolved into a viable channel and information stream. This will continue as it enters its next phase of maturity. We are all part of a global community comprising of a mishmash of cultures and societal differences. It has become increasingly important for each one of us to implement a code of conduct for our social media engagement. This begs the question: What would that social media engagement code of conduct consist of? I am reminded of the social rules my mom taught me growing up – with a slightly digital twist!
Here are a few ‘Mom’ social media engagement takeaways:
Be helpful. The social media channel has allowed all of us to be part of a larger community – a global community. There are no borders or boundaries. As such, we have opened ourselves to different people’s perspectives and experiences. If someone needs help from LinkedIn, a Group Post or Facebook and you can offer expertise, an opinion or an alternate point of view, do it – not to sell, but to assist. Pay it forward. Like everything else in life, it’ll come back to you!
If you don’t have anything nice say… The last part of this rule of social engagement is ’don’t say anything at all’. But in the digital space, if you’re not saying something nice, at least be positive and constructive in how you say it. Or go back to Mom’s rule and don’t say anything at all – just click away!
The only thing you can control is your own behaviour. Not everyone is going to like you, want to be your friend or even have the same values as you. That’s true no matter what space you engage in. Understand this and respond to negativity with kindness. If you can’t do that, then disengage. There’s no need to add undue stress to your life. You are not going to change anyone. You have choices, exercise them.
Be mindful. Think about the subjects you discuss and how you discuss them. The immediacy of social media makes it easy to jump right in and text/post/comment the first thing that pops into your head. Although, it’s not conducive or good conduct to just blurt out whatever you have on your mind.
A Social media engagement code of conduct is important for governing how we interact on a digital personal or digital business level. It’s important to gain control of your access and how you are being perceived. Mom’s rules of social conduct for face-to-face interactions really makes senses for social media engagement conduct as well. What do you think?
by Miriam Hara | May 29, 2015 | Business Success, Communications, Latest, Marketing, Social Media
Earned media isn’t new. It’s been around for a very long time, under the umbrella of PR. As with everything in marketing and communications, technology has widened the spectrum for PR to include much more than traditional, editorialized media. When it comes to earned media today, many relevant, niche blogs have opened up the traditional PR channel standbys of newspapers, magazines, e-magazines, broadcast and, yes, web sites.
Earned media has always been the coveted prize in marketing and branding. Suffice it to say, 92% of consumers say they trust earned media, such as word-of-mouth from friends, above all other forms of advertising.* That also isn’t new. What’s new is the accessibility to tap into this space. But it isn’t for the feint of heart!
Unlike traditional PR, social media has enabled the earned media channel to open up, allowing many businesses to establish themselves within this context.
No longer is the proverbial water cooler the only place people gather to talk about their experiences with products, their likes in advertising and their opinions. Social media properties; Facebook, Twitter, Instagram, Pinterest, Personal and niche blogs (to name only a fraction), are all out there providing thirsty information seekers with what they crave. They are reaching hundreds if not thousands of people who are listening and making buying decisions based on the information provided. According to inPowered and Nielsen, 85% of consumers regularly or occasionally seek out trusted expert content (credible, third-party articles, and reviews) when considering a purchase.
So what is required for business and brands to successfully harness this channel?
Let go: That is, let go of control! Understand that this communications environment cannot be controlled: Brand or business will not control the messaging, communities or influencers – consumers will.
Plan on it: Just because it’s social media and accessible, doesn’t mean that clear, concise objectives shouldn’t be established. Once objectives are set, create short and long-term strategies. Be sure to also create a content plan, editorial calendar, key communications topics and a concise SEO plan of action.
Be found creatively: One of the most important elements of earned media is to be interesting. Only content that resonates with your target audience will get shared. And of course all your creatively awesome content needs to be backed up with SEO. Whether it’s funny or useful, in written form, video or infographic; it must be shareworthy. But it doesn’t end there. Once it’s shareworthy, you need to make it easy to share!
It’s about time: Just because it’s free doesn’t mean it’s cheap. Earned media takes time to develop, initiate and nurture. We all know that time is at a premium. So before you embark in the earned media channel journey, know that both time and patience are required to garner results.
Be present: Yes, responsiveness and follow-up are key. This is not a one-way channel. It’s not just about putting the message out there. You also need to monitor it. You need to respond to comments, answer questions, offer opinions and reach out to influencers. There are many monitoring software programs out there to make that job easier but you really need to be present. It demonstrates that you care enough about your potential audience and what they have to say about your business. If done properly, over time this will garner the much coveted earned media result: Positivity towards your brand or business. It will have become worthy of chatting about, posting about and writing about over social media networks – ultimately developing grass roots brand ambassadors.
I hope this post was relevant and share worthy for you! You can subscribe to our blog here, follow us on Twitter, Facebook and LinkedIn. Or you can contact me. Share this post by clicking on the buttons found on the sidebar. Thanks in advance!
*Nielson Research Global consumers trust in earned advertising grows.
by Miriam Hara | Mar 31, 2015 | Business Success, Communications, Latest, Social Media
Google makes it easy for us to search for any kind of information we want, instantaneously. It has taken the guesswork out of life. But how accurate or relevant is the information we find?
Let’s face it, Gen Y and Z are largely responsible for changing today’s marketing landscape. Not only with how to communicate with them but who is best suited to provide relevant information. Although, it’s not only Gen Y and Z that are responsible for this shift in how we access information. You can now throw in Gen X and even the Baby Boomers into the mix. All of us, no matter what generation we belong to are taking part in this evolution of communication.
How many of us say “Google it” in a day?
The internet as a platform has enabled us to find answers, offer solutions and provide advice instantly. Social Media with its content creation and emphasis on sharing is a product of this social way of thinking. There are so many opportunities within the business environment to create an on-going dialogue with niche targets. Business can provide them with the information they want, when they want it and in the way they want to receive it. However, this opens the door to a lot of misrepresentation of information.
And it’s not just business that can take advantage of the Google platform. Everyone can take advantage of it. It’s in our everyday discussions. When faced with a question that no one knows the answer to, what do we do? We take out our smart phones and Google it. Wonderful! No more debates. No more arguments! But how credible is the information? What happens after we Google it and different sources say different things? We all know Wikipedia isn’t entirely accurate. So how do we decipher what is right and what is wrong when Google provides us with a well of possible “go-to” sites for the information we seek.
Should we be taking what we find on our search from Google at face value? Should we click on the advertising results that appear first? After all, if sites are spending money to get you to their site, aren’t they going to provide the proper information?
Google has made our lives much more efficient. Instant gratification and knowledge is at our fingertips. Awesome. Knowledge is power – as long as it’s accurate.
What are your thoughts on the credibility issues that may arise from providing wrong information? I’d like to hear them.
by Miriam Hara | Mar 26, 2015 | Business Success, Communications, Creative, Latest
What makes a brainstorming session a strategic brainstorming session? Some might say, “Aren’t all brainstorming sessions essentially strategic?” Well yes and no. It might surprise many that most brainstorming sessions are an exercise in establishing creative concepts in order to facilitate the tactics set out by the strategy. That in itself is not wrong. However in order to reach the level of strategic thinking required for the next big idea it takes a lot more focus and guidance from the session leader.
Strategic brainstorming strives to develop creative concepts that go well beyond the obvious. It doesn’t speak to the how of a brand or business nor does it dwell on tactics. Strategic brainstorming takes more discipline in order to expose the bigger picture. Big-picture thinking is all about strategy and the overarching communications that encompass the call-to-actions and the tactics. How do you arrive at big picture thinking and how do you know when you get there?
All brainstorming sessions have a basic premise of establishing parameters to develop a creative concept that speaks to a desired message. Call-to-actions and creative establishing the USP of a brand or business fall into that range.
Often, many creative outcomes, whether it’s a TV ad, billboard, digital or web ad, speak to features – beautifully so. There isn’t anything more beautiful than an eloquent creative that is single focused and speaks to the brand or business core premise.
However, move the lens a few degrees north of that premise and you fall into the strategic brainstorming sphere.
Strategic brainstorming speaks to the emotive quality that umbrellas the brand or business USP and focuses on the call-to-action in a benefit-driven statement. It needs to go beyond the low-hanging fruit to determine the overarching statement or creative premise.
Creative professionals who have worked within the strategic brainstorming sphere know what I am talking about. It’s not so easy, right? It’s actually quite challenging – that’s what makes it exciting!
Strategic brainstorming takes any mandate away from colloquialisms and speaks to consumers by tugging at their hearts while resonating with their rationale side.
How do you determine if your creative brainstorming sessions have resulted in strategic creative thinking? Here are some pointers:
Do your homework: Don’t just read the documentation from the client. You need to conduct your own investigation in order to live and breathe the brand or business. This allows you to develop your own thinking about the industry, come to your own conclusions and possibly find that golden nugget idea that would otherwise stay buried.
Take the time: Allow for the information digestion. It’s important to not only read the material, but for your mind to digest the information so that it becomes part of you. Only then can you think about the brand or business as your own. This will allow you to place yourself in the intended audience’s shoes and start thinking in terms of the values that are important for the brand or business to communicate.
Originality is a must: Take the obvious and make it sing. There’s nothing better than convincing people to connect with a brand or business they already know. They are just waiting for that little push. That’s what obvious is all about. But obvious still has to be original. Concepts that stem from the proverbial low-hanging fruit and are easy to pick may lack the depth of messaging or the singularity necessary. Also, be careful not to confuse category benefits with brand benefits. These aren’t owned by any brand or business.
Dive deep: There’s a difference between snorkeling and deep sea diving. Snorkeling allows you to see many beautiful colours of fish and vegetation from the top looking down. It still provides impact but you are only looking at it near the surface. Whereas deep sea diving allows you to immerse yourself among all the beauty that lies beneath, allowing you to develop a concept that is truly full of life.
What are some of the techniques you have used for strategic brainstorming?
by Miriam Hara | Mar 13, 2015 | Branding, Business Success, Communications, Latest, Management, Social Media
Could it be that corporate social media has seen its day in the sun? Only a few short years ago social media growth was exponential. Now it’s slowing down – almost to a crawl. Yet the explosion of the social media channel caused major corporations and small businesses alike to throw budget and people power at it.
Today, I feel that the burst of corporate social media has come and gone. Now, corporate social media as a channel has taken its place alongside the many other communications channels that are available to businesses and their brands. Corporations are reallocating the resources they once channeled into their corporate social media initiatives to other marketing, sales and customer service departments.
It wasn’t that long ago that social media as a communications channel was the place to be, especially for big corporations. Business and brands alike jumped on the bandwagon to be among the first or second waves of those to be part of the corporate social media growth phenomena.
It’s a little disconcerting that what was just recently touted as the channel to be in, is now almost an add-on in the corporate landscape. Why is this happening? Has business grown more fickle? Or is it that corporate social media initiatives haven’t delivered the desired results?
Like any emerging channel, corporate social media had a growth/learning curve. This resulted in ill-defined tasks and roles as well as a lack of understanding about realistic objectives or ROI expectations. The essence of social media is that it takes time. It takes effort and it takes patience. The expectation of a quick ROI was ill-founded. Corporations saw small businesses, entrepreneurs and even everyday people take to social media and succeed virally – thinking it was easy. Inevitably many found out that it wasn’t that easy and even if initiatives did achieve viral status, few garnered true ROI.
The state of corporate social media is really sitting on a precarious perch. It’s at risk of becoming part of corporate communications, or even worse, shared by many departments with no one strategy leading the way. Many would say that social media is part of corporate communications. Well, maybe I just see it differently.
I’d like to hear your thoughts on this? Do you agree that social media as a channel in business is moving away from what it was intended to be?
