Category: Copywriting

By Posted on Posted in Advertising, Branding, Copywriting, language, Marketing Techniques and Philosophies, Politics, propaganda, Psychology, Shel's Personal Life Tagged with , , , , , ,

There’s one Democratic Party candidate for Congress whose annoying emails just pushed me over the edge. But the Democratic Party is routinely guilty of this, and I’ve gotten off many of the lists of their various front groups. And probably, so are the Republicans (I’m not on their lists).

As I moved a full 100 emails received in the past month from this candidate’s organization or the Democratic Party on behalf of this candidate, I noted once again the in-your-face headlines. Here are just some of the examples from just the past week, in the order I received them (spacing, emoticons, and capitalization in the originals):

  • Special Election RUINED
  • TERRIFYING prediction
  • this just got WORSE (Paul Ryan)
  • ? Paul Ryan = FURIOUS ?
  • please, please, PLEASE
  • HUGE mistake
  • No!!!!!!!
  • R U I N E D

I’m a copywriter. I know what this candidate’s team is doing, and why. I know which hot buttons they are trying to push. But just as too much of the finest food still gives you a bellyache, too much hot-button-pushing makes the mechanism seize up. I’ve received 14 separate messages since Sunday morning (I’m writing this on Tuesday morning). It feels like marketing by assault rifle.

My response mechanism seized up. I put them on the not-giving-any-more-money list and unsubscribed. The form asked for a reason, and here’s what I wrote:

I don’t like your constant-crisis approach. I just deleted 100 emails from you all screaming at me, most unopened. I’m really sick of “the Republicans are out to get us, send us money again.” And also sick of “we’re on the verge of victory, send us more money.” I wish [Candidate name] well and hope he wins, but I want the Dems and especially [Candidate name] to market to me via intelligence and not fear. I am a marketer and have run successful campaigns.

Can’ we be better than this? I want candidates who will tell me what they will do FOR their district and their country, and not just that a powerful opponent hates them.

A citizen votes. Photo by Kristen Price.
A citizen votes. Photo by Kristen Price.

Remember: you are in someone’s email box because of the recipient’s good graces. Don’t abuse the relationship or overstay your welcome. If you annoy, you don’t get read, and eventually, you lose a subscriber. You could even find yourself blacklisted for spam.

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By Posted on Posted in Branding, Copywriting, Environment, language, Marketing Techniques and Philosophies, media-general, Politics, Protests and Crackdowns Tagged with , , ,

Here are two press releases from two different NGOs responding to the same major news event (and the graphic that one of them included). I’m giving you the headline and first paragraph, and a link in each headline to read the whole thing—and then I’ll dissect them for you. Neither of these is a client and I had nothing to do with writing them—so this is purely about the lessons we can draw.

Example #1:

Empty podium with Presidential Seal in Yosemite National Park—included in the BSR press release
Empty podium with Presidential Seal in Yosemite National Park—included in the BSR press release

BSR regrets today’s executive order from U.S. President Donald Trump to dismantle the Clean Power Plan, a set of U.S. Environmental Protection Agency (EPA) policies that are intended to reduce the United States’ greenhouse gas emissions by 32 percent from 2005 levels and cut carbon pollution from the power sector by 30 percent by 2030. In combination with the administration’s dramatic cuts to climate programs at the EPA and U.S. State Department, this announcement undermines policies that have stimulated economic growth, consumer savings, job creation, infrastructure investment, private-sector competitiveness, and public health.

Example #2:

The Trump administration’s efforts to dismantle the U.S. Climate Action Plan, including withdrawing support for the Environmental Protection Agency’s Clean Power Plan, “is completely misguided and ignores the irreversible clean energy economy that is already underway, creating good-paying jobs and economic vitality in communities across the country,” Ceres President Mindy Lubber said in a statement today. Lubber served as the EPA Administrator for the New England Region in 2000.

Which did you find more effective?

Ask yourself just two questions: which worked better for you, and why? Then scroll down to see what I felt worked well and poorly about each.

If you’d like me to include your results in a summary (you won’t be identified), please drop me a note with your answers.

 

 Shel’s Analysis:

While the BSR release did a better job understanding the need for rich content, with numerous links and a picture, the copy was pathetically weak. This press release:

  1. Used a wimpy headline that doesn’t take a position
  2. Chose a stock photo that doesn’t add anything to the reader’s understanding—why not a photo of demonstrators thanking a company for providing clean energy and good jobs?
  3. Made a terrible verb choice in “regrets”—which makes it sound like an accident that was BSR’s faults—rather than a much more appropriate verb, like “condemns”
  4. Buried the real story in the second paragraph, which has hard-hitting facts to make a clear case against the Executive Order:
Just 18 months ago, the U.S. federal government estimated the net economic benefits of the CPP at US$26-45 billion, with consumers set to save US$155 billion from 2020 to 2030. In addition, the CPP provides regulatory support to the clean energy economy, which, according to the U.S. Department of Energy’s Energy and Employment Report, supported more than 3 million U.S. jobs in 2016. The public health benefits are also significant. Research suggests the Clean Power Plan could prevent 3,600 premature deaths and more than 300,000 missed work and school days by cutting pollutants that contribute to soot and smog. – See more at: https://3blmedia.com/News/BSRs-Statement-US-Administration-Executive-Order-Climate-Change#sthash.qUNCeiiF.dpuf
I would have used a headline like “BSR: Trump’s Short-sighted Reversal of US Climate Change Leadership Could Cost Consumers $45 Billion and Kill 3600″—and then moved right into a bulleted list of the facts. I also would break up BSR’s long paragraphs.
This very long press release has enormous amounts of juicy content, but you’d never know it from the headline and lead. Even further down, it notes that companies investing in carbon mitigation are seeing 27% return on investment, 29% revenue increases, and 26% reduction in carbon emissions. Isn’t that a lot more newsworthy than “BSR regrets…”?
The Ceres release, while also flawed, is much better. It starts with a headline expressing a strong point of view (although we don’t know who is stating this point of view), moves into a sound bite, and finishes the first paragraph with a significant and highly relevant credential.
So what are the flaws in the Ceres document?
  1. The release itself is pretty much all rhetoric, without the facts to back it up. BSR had the facts, but didn’t call attention to them.
  2. There’s no link to Lubber’s complete statement (and only two links in the whole release).
  3. The important point about losing competitive advantage to China is all the way down at the bottom of the release.
  4. No graphics at all.
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By Posted on Posted in Branding, Business Ethics, Copywriting, Democracy, Ethics in Government, language, Marketing Techniques and Philosophies, Politics, propaganda, Transparency vs. Secrecy Tagged with , , , ,

Dear Senator Gillibrand,

I have been a fan of your since you took office. However, after following your Facebook link to the Planned Parenthood funding survey, I have to say I felt tricked, deceived, and betrayed.

I’ve used this blog to call out unethical marketing from various companies over the years. And even though you and I share many political views (including a strong commitment to women’s rights)—I have to call you out on this.

The initial question that led to the dead end
The initial question that led to the dead end

I had no problem with the initial one-question survey. But then I opted in to the follow-up questions.

First, as a survey instrument, the questions were useless. Each had only a yes or no option, written in language that showed a clear bias toward one answer. Yes, you’ll be able to prepare a press release that could cite a number like 95 percent of respondents—but it’s meaningless. You’d be laughed off the page, or worse, publicly shamed, by journalists who bother to look at the source data.

Second, after I checked off my answers and tried to submit, my phone took me to a page demanding money. I say demanding rather than asking, because there was no way out except by giving money. My submit button was refused when I left the field blank and refused again when I put in a zero. And when I exited the page without contributing, it tried to post to my Facebook page that I had just contributed to you. I have no way of knowing if my responses were actually counted—but I can tell you I did not appreciate being trapped and manipulated like this.

I don’t have a problem being asked for money at the end of a survey, when it’s my choice whether to give or not. But this felt like a shakedown, quite frankly. It left a very bad taste.

I would find this unacceptable from any politician and any charity. But since you were “the very first member of Congress to put her official daily schedule, personal financial disclosure and federal earmark requests online” and cited by The New York Times for your commitment to transparency, I find this an especially bitter pill.

As a marketer, I am saddened to see you resorting to Trumpian tactics based in dishonesty and lack of transparency. You’re better than this. In Michelle Obama’s famous line, “When they go low, we go high.”

Sincerely,

Shel Horowitz, marketing strategist and copywriter

Going Beyond Sustainability

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By Posted on Posted in Branding, Business-general, Copywriting, Entrepreneurship, Marketing Techniques and Philosophies, Networking, Transparency vs. Secrecy Tagged with , , , ,
Business Book Photo by Jennifer Marr
Business Book Photo by Jennifer Marr
Business Book
Photo by Jennifer Marr

As a new subscriber to John Corcoran’s newsletter and a constant reader, I followed John’s link to his list of 20 influential business books. It was a terrific list (I’ve read quite a few of them). And he got quite a few additional suggestions from readers. (Side note: sign of a successful post: 40+ comments, most of them recommendations.)

He has never heard from me. As far as  know, he has no idea who I am. But I, of course, jumped in. I’d like you to read my comment in “learning mode,” think about what lessons you can pull from it, and post a comment on this page. THEN check out the lessons I think I’m imparting here, and comment again on that page. (You probably want to look at John’s list first.)

Hi, John, great list. I’m fairly new to your email tribe and this is the first time I’ve seen it. I’m a business book writer and an addicted reader (read about 70 books in the first 9 months of 2015) and was delighted to see how many I’ve read. I’ll look forward to listening to some of those podcasts. I’m listening to the interview with Dan Pink as I write this.

My own recommendations? Two in particular that no one else has mentioned:

1) The Success Principles by Jack Canfield and Janet Switzer. By far the best thing I’ve ever come across on personal motivation and the life hacks to build world-changing influence.

2) Cash Copy by Jeffrey Lant utterly changed the way I think about copywriting. Plenty of other books I’ve read since have a similar trajectory, but Cash Copy happened to be the one I read first–somewhere around 1988 or 1990. It turned me on to the whole idea of the you-focus of solving a pain point or helping the reader achieve a goal, rather than what I call “we we we all the way home copywriting” (e.g., “At _____ [company], we believe…”). That led me to develop “story-behind-the-story” marketing materials for my clients, such as a press release for a book on electronic privacy that used the headline, “It’s 10 O’Clock—Do You Know Where Your Credit History Is? (The book didn’t even get a mention until the third paragraph.)

I’ve been told by a number of people that my own Guerrilla Marketing Goes Green has opened them to the idea that green business is not just the right thing to do but can be quite profitable, thank you. I’m hoping my next book, Guerrilla Marketing to Heal the World, will broaden that discussion to show that turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. John, I’ll be in touch with you privately to see if you’d like an advance review copy.
—Shel Horowitz, https://impactwithprofit.com

Again, I invite you to post your immediate takeaways here. Then visit https://greenandprofitable.com/the-lessons-i-think-i-was-teaching to see if my intention matched your reaction, and post again over there. It may prove a fascinating and illuminating conversation—and give you lots of insight to use in your own marketing and customer relations.

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By Posted on Posted in Copywriting, Eco-friendly, Energy & Sustainability, Environment, Frugality/Frugal Fun, Green Living/Green Lifestyles, language, Marketing Techniques and Philosophies, propaganda, Psychology, Social and Economic Justice Tagged with , , , , , ,
Urban bicyclists taking a break
Urban bicyclists taking a break

What surprised me about Seth Godin’s blog post today on cars vs bicycles was the way he based his pro-bike arguments in classic liberal altruism: protect the underdog, ensure the safety of the less powerful. This is even more remarkable because he lives in New York City, whre bikes have clear superiority over cars for many purposes. (His tounge-in-cheek pro-car arguments, on the other hand, were like the modern Republican Party: I have more power than you, so get out of my way.)

I’m a big believer in convincing by harnessing the reader/listener/viewer’s enlightened self-interest. So I’d rewrite his pro-bike list with these eight positive reasons:

  • In dense urban areas, you’ll get there much faster on a bike than in a car, for trips of up to five and maybe as much as seven miles, especially in rush hour
  • You can park within a few feet of your destination (in big cities, I often start looking for a parking space half a mile/one kilometer ahead, and sometimes don’t find a space until a mile/2KM on the other side)
  • In less populated areas, the bike provides a healthy, fun workout
  • You notice more on a bike: stores and restaurants to check out, architectural details, big scenic vista, some ripe and yummy fruit to pick on a wild raspberry vine, that gorgeous hawk soaring above you
  • You enjoy that wonderful feeling of being outside with the breeze and sun
  • Your carbon footprint during your trip is reduced by orders of magnitude
  • You get to smile and be smiled upon by other people; positive human connection, no matter how fleeting, is a good thing, and hard to achieve encased in a ton or two of steel and plastic
  • Bikes are waaay cheaper—bike economics: outright purchase of something between $200 for a decent used street bike on up to, say, $600 for a new one of better quality, maintenance costs of $50-$100 per year, fuel cost of zero; car economics: at minimum, $5000 plus hundreds or thousands in annual maintenance for a functional used car with a remaining lifespan of three years or more, plus costs of fuel and insurance, on up to several tens of thousands for a new one.

Of course, Seth is using the bike vs. car argument as a metaphor for the caring vs. selfish economy. But as an avid biker (going back to commuting to high school in New York City, and continuing through my current rural lifestyle)—and a benefit-focused marketer, I had to point out that bikes do actually offer a number of real advantages.

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By Posted on Posted in Advertising, Branding, Copywriting, Demographics/Psychographics, Diversity, language, Marketing Techniques and Philosophies, poverty, Social and Economic Justice Tagged with , ,
Spanish-language fundrasiing letter
Seven reasons why this letter failed to raise money from me

What’s wrong with this picture? Plenty.

  1. The letter is in Spanish. Although I do happen to speak Spanish, I’m not great at reading big quantities of it. And I’m pretty sure that whatever charity rented them the list, it’s one that does business in English. Which means most of the people receiving it won’t be able to read it at all.
  2. They’ve enclosed six cents of real American money. Which probably upped the cost of the mailing by at least a dollar apiece, because of the technologies involved in mounting coins precisely on circles, facing the right direction, etc. If they can afford to spend a dollar to send me money, they don’t need me to send them money.
  3. If I understand the Spanish correctly, they actually request that I send them back the six cents along with my donation. If this is supposed to weigh on my psychology and pull on my heartstrings, it fails. It just gets me annoyed that their gift is false.
  4. It’s not a group I’ve heard of, and they don’t do enough to build my confidence in the organization. Other than telling me (on the back) that 95 percent of contributions go to programs, and logos (again on the back) from Ministry Watch and BBB, they do basically nothing to convince me that this is a legitimate organization. There’s no reference to checking them out on Charity Navigator, nothing about what they’ve actually done with the money they received. All they tell me (translating) is “Founded in 1982, Food For The Poor is an interdenominational Christian organization that works for ending the suffering of the poor in the Caribbean and Latin America.” It doesn’t say how they accomplish this.
  5. I’m not a Christian and prefer to contribute to good works through nondenominational or Jewish organizations. So I’m not in their target market.
  6. I respond much better to pictures of people being empowered through changemaking organizations than I do to 1970s-Biafra-style hunger photos. And I think a lot of other people do as well; in my own copywriting, I emphasize the positive change, not the desperation.
  7. It’s addressed to Señor Sheldon Horowitz. True, Sheldon Horowitz (generally without Señor attached) was my name until I was 15. But as a junior in high school, I shortened it to Shel, and started coming out from under a lot of negative emotional baggage tied up with my birth name. In 1983 when I got married, Shel became my legal name. I didn’t move to my current home until 1998. Thus, there has never been a Señor Sheldon Horowitz at this address. Call people what they want to be called, not by a name they rejected. Yeah, I know, they were just buying a list—but it must have been a nonresponsive list, because calling me Sheldon predisposes me to reject the request.

The sad thing is, it would have been easy for them to do so much better. I actually went to Charity Navigator and looked them up anyway. They score very well on both financial and organizational criteria. They took in over a billion dollars in 2013, and funded programs with almost $985 million that year.

Too, the Charity Navigator site gives me a description, obviously written by the charity itself, that would have done a lot to assuage my concerns, had it been in the letter:

Food For The Poor (FFP) ministers to spiritually renew impoverished people throughout Latin America and the Caribbean. Established in 1982, FFP’s goals are to improve the health, economic, social and spiritual conditions of the men, women and children we serve. Food For The Poor raises funds and provides direct relief assistance to the poor, usually by purchasing specifically requested materials and distributing them through the churches and charity organizations already operating in areas of need. Since its founding FFP has distributed more than 63,000 tractor-trailer loads of aid to the poor. We have also built more than 84,000 housing units for people desperately in need of adequate shelter, and completed more than 1,475 water projects that provide lifesaving water and sanitation to hundreds of thousands of people in need.

Nice and specific about what they do and how they do it–so why not include it in their mailings?

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By Posted on Posted in Advertising, Branding, Copywriting, Demographics/Psychographics, language, Marketing Techniques and Philosophies Tagged with , , ,

Many years ago, I signed up for a Discover card for some very specific reason (it may have been in connection with buying an appliance from Sears, which owns Discover). I use this card so rarely that at least twice, when I’ve received replacement cards, I noticed that I had never bothered to activate the one that was about to expire.

So I was extremely amused to get a very hypey 4-page mailer—it looks like the copywriter studied all the greats and completely misunderstood the lessons—that begins (bolding and underline in original—see picture),

Headline of the lying letter from Discover
Headline of the lying letter from Discover

YOU’RE ABOUT TO BE REWARDED …
The Loyalty You’ve Demonstrated
The Past 14 Years Has Earned
You This Exclusive Invitation.

How Exclusive? Fewer Than
One Discover® Cardmember In Five
Is Receiving This Mailing.

And then it goes on to tell me I qualify for fast-track balance repayment that could shave a year and several thousand dollars off my repayments.

What’s wrong with this picture? Let me count the ways:

  1. As I mentioned, I’m not a loyal customer. I don’t even keep this card in my wallet. So I don’t believe the copywriter’s attempt to make this offer sound exclusive.
  2. Even if this were my primary card, I’m not exactly bowled over to learn that 20 percent of a user base in the millions is getting the offer. Exclusive? Ha ha ha.
  3. One more way to assure me this is nothing resembling the exclusive offer it pretends to be: the invitation code (required to participate in the program)—is 23 characters long, not counting hyphens.
  4. The lack of segmentation—OK, so this is the mailing manager’s fault, rather than the copywriter’s—is appalling. I never carry a balance. On ANY of my credit cards. I use them as 20- to 50-day access to funds without accruing interest, an easy way to track my purchases and save on postage (by paying one bill on line rather than a bunch of bills with mailed checks), and oh yes, a way to get air travel by accumulating frequent-flyer points for stuff I was going to buy anyway. So under any circumstances, I’m not even in the target market for this “exclusive” offer.
  5. The text of the letter is actually a strong argument against running up credit-card balances. It shows just how much this costs—something many consumers barely think about. The takeaway I get from this letter is don’t buy what you can’t afford, and pay your bills on time and in full, as I do, so you never pay these exorbitant charges.
  6. The meme of “make 2015 the year you took control” is ludicrous. You want to take control of your credit card debt? Pay off your balance and stop running it higher. Switching from five to four years of repayment servitude doesn’t cut it.
  7. Finally, the visual layout is a real turn-off. The thing is just drowning in too much bold, too much underlining (and the underlining is inconsistent—either underline the individual words or the phrases including the spaces, but don’t mix them), too many call-outs in a fake-handwriting font (does the designer really think we’re going to be fooled by the slight bowing in the underline?).
  8. Page 1 of the lying letter from Discover
    Page 1 of the lying letter from Discover

    Oh, yeah, on page two, which is even more cluttered with bold, underlining, and “handwritten” pull-outs, a footnote mentions that not everybody gets the spiffy 6.99% APR that “Jim” gets. Some people are going to pay usurious rates of up to 18.99%—YIKES!

It’s letters like this that give marketers a bad name.

This letter actually did inspire me to take action. First, I’m writing this blog. I get to use them as an example of how not to do direct mail. And second, I’m finally going to cancel my Discover card. I don’t choose to do business with companies that lie to me.

By the way, if you’d like marketing that doesn’t scream, doesn’t lie, addresses its exact target audience and effectively differentiates your products and services, give me a call at 413-586-2388 (8 a.m. to 10 p.m., US Eastern Time) or drop me a note. I make my living as a marketing and profitability consultant, with particular emphasis on green/socially conscious, businesses, independent small business, and authors/publishers.

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By Posted on Posted in censorship, Copywriting, Demographics/Psychographics, Diversity, language Tagged with , , , , , , ,

Reading a newsletter from a marketer I generally find thought-provoking, sincere, and personable, I was rather surprised to read an article where she took one of her subscribers to task for objecting to the word “sucks” on her home page.

To me, that word inserts an unnecessary barrier, the more ironic because she bases her whole approach on connecting person-to-person.

So of course, I wrote her a note:

As some one who does my best to–and *usually* succeeds–find the best even in the grumps (in that way, I’m like your late father, I guess)–may I put another possible interpretation out there? It’s likely that this person was just looking for an excuse to act out–BUT it’s also possible that he had good reason to be offended by the S word. I personally don’t use that word, because it can be can be interpreted as homophobic–being derived from a longer expletive that starts with a c, the first four letters of which represent the male organ (I’m not being a prude here by not stating the word, but I do have a goal of avoiding the spamfilters). For the same reasons, I don’t use the word “niggardly”, even though its etymology has nothing to do with the n-word–I don’t want people who don’t know that etymology to think I’m racist.

And there’s a difference between “plain language” and foul language. I grew up on the tough streets of the Bronx, and it was a minefield of F-bombs and other expletives–but I’ve lived in places where cursing is considered not just extremely rude but an offense against religion. So, take your choice–the left -wing or right-wing possibility of why he was teed off.

I don’t remember how I found your list, but I suspect I would not have subscribed if the first thing I’d seen was “disconnection sucks”. I have a thicker skin than to be offended, but there are always better ways to say it, and I would not have wanted to get into the network of someone whose language could have been interpreted as mean and deliberately offensive, because I surround myself with people who empower others and don’t denigrate them.

Luckily, I found you some other way (I have no idea how our paths crossed, actually)–and I know you to be a caring and empowering person. But think about the message you’re putting out here, intentionally or not. This is not so much a question of political correctness as it is of establishing unnecessary barriers. yes, I understand that you want to drive the wrong people away, and I respect that. I do the same thing. For instance, when someone approaches me about working together, there’s a paragraph in my reply that says,

“Please note that I reserve the right to reject a project if I feel I’m not the right person for it. This would include projects that in my opinion promote racism, homophobia, bigotry or violence–or that promote the tobacco, nuclear power, or weapons industries–or if I do not feel the product is of high enough quality that I can get enthusiastic about it.”

But I wonder if what your doing might drive the RIGHT people away too–especially since to me, it is so out-of-harmony with your real core message of marketing through the power of personal story.

I’ll be very curious to receive her response. And meanwhile, how about a response from you? Are curse words a barrier for you? Am I overreacting? Is she unnecessarily defensive? Why, or why not?

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By Posted on Posted in Business-general, Copywriting, language

Guest post by John Forde

[Note from Shel: I agree with Jack on this. In my 30+ years in business, I’ve been asked to write many complaint letters—and my track record in getting results for my clients and for myself is pretty darn high. I’ve been a subscriber to his newsletter for many years. If you’re a copywriter, I suggest you subscribe as well. He’s both entertaining and useful. Signup info follows his post.]

There was something else that got me thinking about today’s topic. I saw a post over on Copyblogger.com (an amazing site, by the way) about using our copywriting skills to get better customer service.

Their tip focused on help tickets for tech services. But it’s a great insight and one I’ve tapped myself, more than a few times. In fact, I’m a little famous for getting results, among friends and family — enough that I’ve been asked to write “complaint” letters for others.

Not only does a good customer service get problems fixed, it can lead to even more perks. And, I find, all you have to do is follow a simple formula. For instance, I don’t really “complain” in complaint letters. Nor do I get mad or use all-caps or threaten lawsuits or the like. That’s almost always a waste of time.

Instead, I start out with a quick tale of praise and expectation. After all, I say, I bought with the belief that this was the best there was. Almost always, by the way, this is true. Sometimes, I share a little story about why we were excited to make the purchase, too — a birthday, a special trip, to give as a well-deserved gift, and so on.

I’m thinking here, for instance, about a letter I once wrote to Canon, when a video camera failed. It wasn’t just a camera to me. I bought the thing to take video of our son, in his first few days. But the lens jammed so we missed it. From there, I let the seller know that I’m more let down and disappointed than I am angry. I trusted the provider with something important. I believed. And they didn’t deliver. Surely, I allow at this point, it was a one-time mistake… unintentional… and something they could easily fix. Then I tell them how I’d like to see that happen.

In the close, I repeat how much I’m sure they meant to do better… and remind them once again how to go about fixing things, including how to reach me with their solution. I’m not someone to take advantage, but when things have gone wrong, this has almost always worked. For instance, with the Canon camera, I got several personal calls from the head of technical support (yes, he called me) with apologies and attempts at a fix. When we couldn’t get it to work, he gave me an address to send it in. Days later, I got cc-d on a personal email — in Japanese — from the President of Canon, written to his brother in New York, asking him to personally oversee the repair. I kid you not.

I’ve also had the Gap send me $200 in gift certificates and vouchers for four pairs of free pants (this was in the early ’90s) after I bought a defective pair of jeans… We’ve gotten free flight vouchers from two different airlines and courtesy upgrades… Apple has asked me to be on their confidential, early-release program for beta versions of their software… and the list goes on.

Never, ever do I make up a problem where there isn’t one… or pretend it had an impact it didn’t… but when something does go wrong, you’d better believe that copywriting can help solve it.

 

Sign up for Jack’s newsletter, and get $78 worth of gifts, at https://copywritersroundtable.com

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By Posted on Posted in Advertising, Business-general, Copywriting, Entrepreneurship, Frugality/Frugal Fun, Marketing Techniques and Philosophies Tagged with , , , , ,

Some things should always be left to professionals. You don’t ever want to trust me to do any carpentry for you…or even have me paint a room. and the older I get, the more I move from a D-I-Y (do-it-yourselfer) to a have-it-done.

Writing your own press release is something most people should not tackle. Here’s a comment I just made on a self-publishing discussion list in response to an advocate of D-I-Y press releases:

When I write a press release for a client, I spend significant time with the book. Sometimes I read the whole thing. Sometimes I read sections I’ve asked the author to flag, plus the beginning, end, and some random sections. Plus a synopsis, for fiction, and a thorough look at the TOC and Index for nonfiction. And always I read the author questionnaire I send, and the supporting materials I always request (such as press coverage of the author)…I read enough to thoroughly immerse myself in the project. And my press releases for clients have been picked up by the New York Times, among many other places.

Yes, the author has far more subject knowledge than I do. But *I* have the expertise in crafting a message that the media, and the public, will find exciting. Most authors don’t, and believe me, I’ve seen their attempts.

One of the *problems* is the formulaic approach F___ recommends. Those formulas yield terrible press releases straight out of the 1970s. I don’t follow the formulas. I write press releases with the idea that the reader says “Wow! I want more of this.” Writing a standard reverse-pyramid 5Ws press release (who, what, where, when, why)–the most common formula–doesn’t accomplish that.

My favorite press release out of the probably thousands I’ve written was for a book on electronic privacy. If I followed the 5Ws formula, my release would have had a headline like “Electronic Privacy Expert Releases New Book.” How fast is the reporter going to hit delete on a big-snore headline like that? My headline was “It’s 10 O’Clock. Do You Know Where Your Credit History Is?” Following a lead about the credit history “vacationing” in databanks of big corporations, the book finally showed up in the third paragraph.

I refer to this type of press release as “the-story-behind-the-story,” and other than my own books, I don’t know a lot of books that teach how to do this… My book, Grassroots Marketing for Authors and Publishers, does give that context, and gives a lot of book-specific examples, including a wildly successful press release by listmate Ruth Houston that violates all the rules–proving that F___ is right that *some* authors can do their own press releases very effectively.

Some can do their own layout, too. I have discovered after laying out two books in my early publishing years, that I’m someone who should not ever lay out my own book. And most authors should not ever write their own press release.

In an earlier post in the same discussion, responding to a post that called professional publicity services a waste of money, I describe the advantages of a third alternative between do-it-yourself and pricy full-service publicists:

R___’s point is well-taken. With any expenditure, you want to be sure the results justify the expense.

And she’s right that most book publicists who are any good are frightfully expensive. Typically, you can expect to pay between $2000-$10,000 a month, with a 6-month commitment required. It takes a lot of sales to justify a $12-60K expenditure.

However, it’s not an either-or. There is a third alternative between doing it all yourself and spending $60K on a professional full-service publicist.

That alternative is hiring a la carte: use a professional writer to create a get-noticed media release that is likely to wildly outperform anything you do on your own, and then either hire one of the publicists who is willing to work a la carte and just do the distribution/follow-up, or use a wire service, or do it yourself with a list compiled by a media list specialist (such as our own Paul Krupin of Direct Contact PR).

As an example, I charge $325 to write but not distribute a news release on a book. I refer out to others for the other pieces for a few hundred more, and the total cost is under $1K. So if you did, say, six releases in a year, you’d still pay less than for one month of a high-end publicist.

Oh, and regarding the likelihood of better results: I had one client do a comparison test. He sent my release to half his media list, and one he’d written to the other half. He became a fan and a steady customer when mine got 6 times as many media responses.

One further lesson: these two posts demonstrate examples of promoting my own services on a discussion group while not making enemies—because the self-promotion is in the context of—and directly relevant to—a discussion already underway.

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