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 12, 2015 | Business Success, Creative, Latest, Marketing
With the internet and social media opening up a new marketing dynamic, marketing function as it was is no longer valid – or is it? The business environment and the marketing function are continually evolving. What are the fundamental skills required of a marketing professional?
The digital landscape has created a convergence of many disciplines. Two of these are marketing function and creative skill. Gone are the days when there were distinct roles for designer, writer and creative director.
Recently, I received a comment on a post I wrote about the state of the creative environment. It stated that the “magic” of creative is now lost because of the “accessibility” of being creative for everyone. I realized the truth about that statement. The launch of great applications and software programs have enabled all of us to exercise the creative side of our personalities. That is truly wonderful! But does that mean that everyone has the potential of being a creative professional? I will go on the record as saying no, I don’t believe so.
Marketing function should take care of marketing – that’s what it should master.
Many feel that marketing function has changed. The expectation now is for marketing professionals to be able to “speak creative” and navigate through its “implementation” process. In the digital space, it is also expected that marketing professionals possess the ability to not only set content creation strategies, but also guide the content creation calendar, establish the critical path and even create content. All of that is a tall order for most marketing professionals. Not because they can’t do it, but considering the speed of business today, it’s simply too much to keep on top of in addition to existing marketing functions.
In the past, people within the marketing function simply needed to know enough about creative to understand its process and to make sure that the end campaign delivered on the objective, message, tone and ROI. However, it is no longer left to professionals and experts to provide the knowledge about how to “break through the clutter” in the “advertising” space. The lines are blurred. As a result, many initiatives are not as successful as they should be, resulting in the unfair assessment of the channel – traditional or digital. To put that into perspective, who hasn’t heard it said that Social Media is not garnering the expected ROI, and therefore isn’t a valuable channel? How many within a marketing function role have purchased media without going through a media strategist? How many in a marketing function role have built branded sites with an available CMS platform without understanding user experience or SEO? How many take on the role of directing creative, without having taken graphic design 101? Unfortunately, there are many more questions like these. And, I can only do one thing at a time. -sigh-
by Miriam Hara | May 28, 2015 | Advertising, Agency, Branding, Business Success, Creative, Latest
What makes branded creative concepts magical? In a recent LinkedIn discussion, someone commented that the reason why creative agencies were no longer relevant was because computer software (InDesign, Photoshop, Illustrator) had replaced what was once reserved for creative directors, illustrators and designers. As a result, it removed the magic that was once part of the creative agency positioning for their clients.
I do agree that computer software has provided access for everyone to exercise his or her creative ability – and that’s just awesome. However, to equate creative exploration with on point, branded creative concepts may be a little bit over the top. I don’t think it’s fair to say that the creative of branded creative concepts no longer provides that magical moment.
It’s a little simplistic to believe that creative concepts are all about design and only design.
To say that creative is all about software is quite naive. Consider the implications of what makes for a good solid creative concept. Branded creative concepts take time to develop in order to deliver that ‘ahh’ reaction. And trust me, it has nothing to do with software. Many clients know their business better than any agency will – as they should. Likewise, creative professionals and designers know how to develop good creative concepts – actually outstanding creative concepts.
I have run a boutique agency for over 25 years. I’ve seen the transition from the drafting table to the computer screen. From that experience, I can say that the creative magic is still there. Many of the mandates our teams have worked on through the years have involved various pieces of a puzzle. We’ve had to take those pieces and make them fit into one coherent, succinct creative concept that told a story. Other mandates involved taking dry, complex material and communicating it in a lighter, friendlier tonality. There’s nothing better than a beautiful piece of creative that is branded and on point. It’s simply a thing of beauty and joy!
Those of us who live and breathe creative think differently. Thinking differently is what makes for awesome creative. If software has taken away the magic of creative, then the same would be true of TV ads, music, promotional contests, PR campaigns, music which still stand apart from the norm of mediocre. Time and time again we see “creative” that when properly conceptualize, executed, timed, and delivered get a reaction – a good reaction.
Creative concepts when properly developed, designed and executed for a brand piece are magical. I could go as far as saying that the reason some feel that creative has lost its magic may be that too many are not approaching branded creative the right way. Many are only producing mediocre creative concepts that don’t deliver the desired results. All of this, in the business of marketing and branding, is not magical.
What are your thoughts on the subject? I’d like to hear them here.
by Miriam Hara | May 25, 2015 | Advertising, Agency, Business Success, Creative, Latest
In my last post I stated why I feel that there is a big disconnect between creative agencies and clients. You can read that article here. Below is a short recap.
It is my belief that the single-focused creative agencies continuing to work in the same way they did over the past decade, can no longer provide clients with the relevancy and efficiency that is demanded in today’s marketplace.
So what do creative agencies need to be in order to deliver to clients and become a valued partner?
1) Technology channel savvy: The increasing number of communications channels that are available to reach consumers requires an understanding of these channels in order to produce creative that will not only resonate but garner the expected ROI. The difference in creating “creative” for a traditional channel versus a digital channel is the same as creating creative for a print ad versus a billboard ad. It’s just not the same.
2) Marketing knowledge for immediacy: Advertising is becoming more targeted and niche. Generating creative that will be relevant, branded and incite a reaction is a must. This can only be attained through understanding the market in which the brand lives.
3) Creatively smart: A counter part to point 1, this is the ability to foresee possible issues that are related to the creative presented. It is not only a nice to have but a need to have. Delivering on smart creative also means being production savvy. Knowing where and how the creative will live is a must.
4) Embrace change: Change is essential to any creative house. It’s as essential as breathing. Reluctance to move forward, explore and understand new technologies and channels will only meet with failure. It will result in the failure to offer clients what is required for them to succeed. There’s no win-win. Creative agencies need to be experts in communications channels. How else can they meet the required ROI? Without embracing change, creative agencies will become stagnate.
5) The “we” mentality: This really pertains to any business. In the creative world, nothing is more important than having a good connection with clients. It’s not the client and the agency. It’s us. Understanding that distinction is paramount in order to develop a strong relationship that will lead to awesome creative!
There are many more attributes creative agencies need in order to effect change and promote solid, relevant relationships with clients. Can you think of any you would like to add to this list?
by Miriam Hara | May 20, 2015 | Advertising, Agency, Business Success, Creative, Latest
Change is due for the creative agency. In the year 2015 and beyond creative agencies must learn relevancy. A recent article I came across stated that clients are increasingly going directly to production houses for their creative – bypassing the creative agency altogether. That is no surprise. The client/agency relationship has been fraught with exponential frustration.
I was prompted to write this post out of my frustration in hearing and seeing many clients suffer at the hands of inefficient creative agencies. In short, I generally find myself having to convince clients that there are creative agencies that are not rigid in their stance or positioning – they just ‘get it’.
Rewind to a little over a decade ago and creative agencies were just that: Creative. However, many were not generally concerned with production implications and the costs of their creative. Creative awards were all the rage and were ultimately most creative agencies’ end goal. It is my belief that the pursuit of awards, qualifies as a conflict of interest. Perhaps we’ve reach the point where those days are gone?
Advertising agencies used to silo their team of creative people and their team of production artists so that the two never mixed. This was a recipe that usually lead to added costs and time delays. And it was the client who was always on the paying end.
Unfortunate but true: The creative agency has taken many hits in the last decade. This is due in part to a niche mentality and an inability to embrace change.
The introduction of the computer (or more specifically Apple), in effect monumentally changed the creative advertising industry. The computer enabled creative output at speeds that were unheard of back in the early 1990s. Add the speed of creative output to the facility to create in software that ensures production outcome values and you have a major shift in creative dynamics. Unfortunately, the typical advertising and creative agency hasn’t moved forward on that front. Many still keep their teams siloed – thereby maintaining the frustration within the client/agency relationship.
Today a creative agency should be holistic, nimble, well-rounded and product savvy on multi-platforms and channels. That means all team members should be creative and should have a solid understanding of the production implications for their creative. That way, whether a client mandate is for a logo design, TV ad or multimedia and multichannel campaign, the creative team fully understands the potential pitfalls or issues that could arise. The team also works towards resolving those problems before they become an issue.
A creative agency must be relevant and provide value in marketing, creative and execution. One might have the best creative in the world or the most beautiful logo on a presentation screen, but if can’t be reproduced in the real world and with an acceptable budget, what value is that to the client? Ultimately success lies not only in the creative, but in its execution. If the execution and creative work is understood, the end result will be a creative solution of beauty and joy.
Do you agree?
by Miriam Hara | Apr 28, 2015 | Branding, Business Success, Creative, Latest, Marketing
There was a time when brand logos were only associated with a business or product. Enter the age of social media and marketing opportunities have opened up. The popularity and ease of use of social media have not only created the option of having a personal brand, but it’s almost a necessity in order to stand apart from the crowd. In the age of personal branding, why not have a personal brand logo? Now, it’s totally cool to even have your own business card – even if you’re not part of a business. Developing an iconic brand logo, may make perfect sense for you.
So why shouldn’t a personal brand reach the next level? Following in the footsteps of President Obama (with the creation of his iconic “O” logo), Hillary Clinton has created her very own Personal (and Presidential) brand logo. The backlash to her logo has been immediate and the criticism has been intense. As with everything visual and open to social media, everyone has an opinion – and wants to share it! Especially if it’s negative. That’s how social media operates.
Sadly, it seems that the business of marketing has gone the way of photography, writing and graphic design. Being armed with a computer, the right software and ‘belonging’ to the right social media platforms have taken precedence over these professions. Although, just because you own a digital camera, doesn’t make you a photographer and just because you can navigate InDesign or Illustrator, doesn’t make you a designer. Common sense is a necessary skill for marketing, although it takes more than common sense to become a marketer.
Still, if you are really serious about developing your own personal brand logo, (and with all the tools at your fingertips why not?). Here’s a how-to process you should consider in creating a personal brand logo:
What are 3 keywords that represent you?
In order to develop a personal brand logo, you must determine how you want to be represented. These words will help build the framework in establishing the type of impact the logo needs to achieve. Is it ‘hard-working’? Is it ‘relaxed’, or maybe ‘approachable’?
What 3 colours do you feel best reflect you and your personality?
A personal brand logo is about you. Your personal brand logo must be a natural extension of you. It should reflect your aspiration of how you want others to see you. Just like for a business, your logo will likely be the first impression people will have of you. Be sure it is accurate.
How do you want your logo to impact those who see it?
What’s the reaction you hope to get when you offer your business card with your personal brand logo on it? How does it need to communicate? This is in close association with the three words that you chose to represent you, but takes one step further. Do you want your brand logo to ‘excite’, to ‘intimidate’, to be assertive, ‘friendly’ or even be ‘controversial’? When designing a brand logo, the desired “initial emotive impact” is essential to establish before you even start. An iconic logo rests heavily on keywords to determine the symbol, colour and font selection.
What do you want your logo to say about you?
The tone of a logo is equally important. Is it bold, ‘professional’, ‘grassroots’ or perhaps ‘fashionable’? The tone of a logo is often delivered by font selection and the weight or strength of the letters. Working with colour and your keywords, a good designer will take all this information and create a few brand logo options that visually interpret what you are all about.
Develop a few options and test them.
Don’t ask friends for their opinions. You need to do research. Depending on your budget, SurveyMonkey is an online option available to use. However, just because you can use SurveyMonkey, doesn’t mean you can write an unbiased questionnaire like a seasoned researcher. But at least you will have attempted to quantify the likability of your logo.
I wonder if Hillary Clinton and her team of experts thought to research her new “personal brand logo”? If they did, did they do it professionally? I believe that Hillary missed a huge opportunity to affirm herself politically in a very different way than her competition. Her personal logo could have broken down some of the inherent barriers the Clinton legacy has developed – most notably with Gen Y voters. It could have established a new dimension of her personality, a new attitude and perhaps also a more approachable persona.
Instead, she’s left with a brand logo identity that really misses the mark.
