Month: April 2008

By Posted on Posted in Copywriting, Marketing Techniques and Philosophies

I recently purchased a copy of Paul Hancox’s ebook, “Secrets of a 10% Conversion Rate” from copywriting superstar Michel Fortin. You probably already know that most direct mail and PPC convert at somewhere between zero and five percent, so getting up to 10 is huge. I tell my clients they should be able to make a profit at half of one percent, even though we usually get much higher responses than that. But just in case…

Though it spends rather too much time at the beginning discussing things I already knew, this turned out to be a nice big juicy and informative product, and worth the $50.

There’s a big chapter on testing, covering A/B split and multivariate testing, as well as something new to me: “flow testing.” You send the reader through a series of short pages instead of one long one, and then track where clicks to the next page fall off dramatically. Fixing those holes plugs the leaks in your copy and ups your conversion rate.

Yes, extra clicks mean fall-off–so the challenge becomes making each unique page so compelling that most readers click to the next one, each time. And if one page loses half your visitors, that’s the one to fix.

My question: I wonder if Paul (or Michel) has tested putting not only a link to the next page, but also an order link. I wonder if people would abandon the letters in order to purchase, if they already feel convinced, rather than simply leave because the only option is to keep going all the way to the (unknown) end. It’s something I would certainly test in that situation.

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By Posted on Posted in Business Ethics, Media Ethics, media-general, Shel's Personal Life

Just stumbled across a fascinating article by Malcolm Gladwell, the brilliant and bestselling author of The Tipping Point and Blink, on the ethical issues he faces as a journalist who also writes books and also gives speeches. Among other things, he notes the latitude he has as a staff writer for the New Yorker compared to the extremely narrow ability to express any opinion he faced at his former employer, the Washington Post.

As a PR writer/consultant, speaker, journalist, book author, and webzine editor with a specialty in the intersection of marketing and ethics, I grapple with these issues every day. and I found myself not only agreeing with almost everything Gladwell says here (amazing considering the piece is four years old), but wishing I had written it.

Gladwell turns out to be quite good at defining his bo8undaries. An example:

On behalf of the business side of the New Yorker, I have repeatedly given talks or presentations to representatives of companies that advertise with the magazine. For some of those presentations, I have been paid. And on a number of occasions, those groups have included people from the U.S. automobile industry. Has that biased me in favor of the Big Three? Well, no. As I’ve stated, last January I wrote an article bitterly attacking the SUV, which has been the cornerstone of the financial success of Ford, General Motors and Chrysler over the past ten years. Giving a speech does not buy my allegiance to the interests of my audience. Why? Because giving a paid speech to a group for an hour is simply not enough to create a bias in that group’s favor. It’s a very different sort of transaction. I’m not invited to speak to those medical groups because I promise to agree with their position on health care, and I’m not invited to speak to groups from Detroit because I promise to agree with their position on SUVs. In fact, my position on health insurance or SUVs never comes up. I’m invited because those audiences want to hear about my work.

I say Bravo, and I recommend the piece highly–with the caveat that (like many great articles in the New Yorker) the piece is quite long and you’d be better off hitting the print button.

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By Posted on Posted in Ethics in Government, Ethics-International, Social and Economic Justice

Greg Palast’s latest column discusses a secret summit among the Presidents of the US and Mexico and Canada’s Prime Minister along with heads of major corporations to further push the NAFTA trade agenda.

Here’s the part I find really disturbing-=both as a union member (NWU) and as a consumer:

As trade expert Maude Barlow explained to me, the new NAFTA Highway will allow Chinese stuff dumped into Mexico to be hauled northward as duty-free “Mexican” products. That’s one of the quiet aims of this “Summit for Security and Prosperity,” the official Orwellian name for this meet. Think of the SPP “harmonization” as the Trojan Taco of trade with China.

It’s not a long article. Go and read it.

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By Posted on Posted in Business Ethics, General Commentary, Marketing Techniques and Philosophies, Marketing Trends/News, People Helping People, Social and Economic Justice

Miscellaneous items in the news of late:
1] The Weekly Spin, an always-provocative newsletter from PR Watch/Center for Media

and Democracy, reports that corporados and their hired PR guns have stepped up campaigns against citizen activists. Not only are they infiltrating these groups, but also going through activists’ trash, using their spies to release deliberate disinformation campaigns, undermine citizen actions, and generally abuse the public trust. Yeech!

This is not new–here’s an example from six years ago:

“Inside information gives companies a strategic advantage,” wrote Amsterdam-based investigative reporter Eveline Lubbers in the 2002 book “Battling Big Business.” Lubbers helped uncover an eight year-long scam by a Dutch security firm, where one of its employees posed as an activist. He collected discarded paperwork from at least 30 different activist groups, saying he would sell it to recycling plants and give the proceeds to charity. Instead, the documents were carefully reviewed and often used against the groups.

But apparently it’s still very much going on, in both the US and UK, probably elsewhere too.

CIW began being “vilified online and in e-mails that can be traced to the Miami headquarters of Burger King,” reports the Fort Myers News-Press. The emails and comments were posted under the names “activist2008” and “stopcorporategreed.”

2]MarketingProfs.com offers six don’ts for effective e-mail marketing. Item #1–don’t e-mail too frequently; you don’t want people unsubbing because you bother them too much.

But the first reader comment points out that MarketingProfs itself mailed three times within a week about a particular conference.

3] But PR isn’t just for influence; it can also be fun. My friend Ken McArthur is on a campaign to popularize the coined word “zingwacker,” which is in his new book “The Impact Factor.” As of early April, the word brought zero results in Google. As of before I hit the post button, it’s up to 393. Not bad, Ken–even if the Squidoo page misspells your new word in its URL.

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By Posted on Posted in Business Ethics, Marketing Techniques and Philosophies

If you see my pulse racing and my heart pounding, it’s not because I ran up a mountain.. It’s not because I took medication and this was a side effect.

It’s because the New York Times reports that drug companies routinely write their own research studies on new drugs, and then find prestigious doctors to sign them.

“It almost calls into question all legitimate research that’s been conducted by the pharmaceutical industry with the academic physician,” said Dr. Ross, whose article, written with colleagues, was published Wednesday in JAMA, The Journal of the American Medical Association. and posted Tuesday on the journal’s Web site.

Oh yes, and the red flag was a study on Merck’s now-discredited drug Vioxx.

Gasp. Cough. Splutter.

Now–some disclosure before anyone accuses me of being a hypocrite: I don’t object to ghostwriting in principle. As a commercial writer-for-hire, I have seen my stuff go out under other people’s names many times, even on the cover of a book. Ironically enough, one of those was a bylined article in the New York Times that cribbed heavily from a press release I had written several years earlier for a client. I don’t see that as much different from having an accountant prepare my tax return.

But I see a fundamental difference between helping a client be a more effective marketer by writing stuff for the client to use as if it were his or her own, and putting together the research material that the government and the public use to determine if a new drug is safe. And the latter strikes me, at least, as definitely over the line.

I poked around and located the original JAMA article, which you can click to read.

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By Posted on Posted in Ethics in Government, Ethics-International, Media Ethics, Peace and War, Social and Economic Justice, Uncategorized

Here’s a website that shows falsely captioned photos as well as photos cropped in such a way as to completely change their meaning. The topic is the violence in Tibet–but according to this site, many of the pictures are actually from India or Nepal, or show things other than the Chinese anti-Tibet violence that they purport to.

Let me state my biases upfront:

  • I am a supporter of the Free Tibet movement, and have been so since 1978 when I learned about Chinese repression there
  • I have been increasingly aware of what appears to be a disinformation campaign by the Chinese government to discredit the Free Tibet movement–and I recognize the possibility that this website could be part of that disinformation campaign
  • I attended a speech by the Dalai Lama in 1982, and in 1993 my wife and I hosted a young Tibetan woman for over a year, as part of the Tibetan Refugee Resettlement Project

    • Still, even as a supporter of Tibetan freedom, I am appalled to see this apparent media distortion, even though it helps “my side.”

    I’m no photo expert, and it’s possible that this site is offering Photoshopped doctoring of its own, or is mislabeling the pictures. But my gut tells me the captions on this website are accurate, and that the mainstream media in the US, Germany, France, Asia, and UK have run photos that claim to show one thing and actually show something completely different. It’s not the first time this has happened; one prominent example in the relatively recent past is the toppling of Saddam’s statue in Baghdad–made to look like a huge an enthusiastic, locally originated event that was actually staged by US Marines in front of a small crowd that may have been comprised primarily of supporters of the discredited Ahmed Chalabi.

    Which does make me wonder whether the CIA or similar organizations have their fingers in this apparent distortion of the Tibet reportage, and wonder who has been feeding the media these islabeled or cropped-to-distortion images.

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    By Posted on Posted in Media Ethics, Publishing

    Those who travel frequently know that different guidebook brands cater to different tastes. If you want American-style hotels and restaurants and don’t mind paying well for them, pick up Fodor. If you don’t mind sweeping off the bugs before you roll out your sleeping bag on a hard youth hostel bench, grab Let’s Go. If you’re on a low but not rock-bottom budget and you want some degree of comfort but nothing fancy, that’s Frommer.

    And then there are three major guidebook series for adventure travelers, focusing the experience on offbeat experiences most tourists will never see: Moon, Rough Guides, and Lonely Planet.

    Now comes a report of a major scandal at Lonely Planet: Australia’s Daily Telegraph newspaper reports that one of its most published writers, Thomas Kohnstamm, not only violated the company’s firm (and understandable) policy of not accepting comps (freebies from hospitality and tourism organizations seeking good coverage)–but worse, he did his Colombia guidebook from the comfort of San Francisco:

    “They didn’t pay me enough to go Colombia,” he said.

    “I wrote the book in San Francisco. I got the information from a chick I was dating – an intern in the Colombian Consulate.

    This same writer is quoted in a New York Times article on the lives of guidebook writers that one of his highlights last year was going “out partying in Bogotá and met a lot of cool people. It can be kind of addictive.”

    Which Thomas Kohnstamm should we believe?

    UPDATE
    The International Herald Tribune issued a strong denial by Lonely Planet, which turns out to be majority-owned by the BBC.

    And it turns out Kohnstamm was not assigned to the part of the Colombia guidebook that requires in-person visits. Lonely Plant Publisher Piers Picard…

    called that claim “disingenuous” because he was hired to write about the country’s history, not to travel there to review accommodation and restaurants. That work was done by two other authors.

    As a journalist, I can tell you that it is thoroughly possible to do a very good story of that sort without setting foot in a place. Phone or e-mail interviews and some research with validated sources can be plenty.

    So why did Kohnstamm claim in the NY Times article that he was partying in Colombia’s capital? What are his real reasons for dragging his own name through the mud in order to apparently discredit Lonely Planet?

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    By Posted on Posted in Ethics in Government, Politics

    If McCain is an example of “straight talk,” I shudder to think of what the crooked guys look like.

    Here’s another lie and amplification of what it means. According to Cliff Schecter on AlterNet, McCain’s official calendar had him missing a key vote on the neocon agenda because he was in California–BUT he managed to show up for 15 other votes of lesser importance that day.

    Schecter writes,

    According to the Washington Post database tracking Senate “vote missers,” McCain had missed a whopping 261 of 468 votes, or almost 56 percent, by March 2008. McCain is understandably busy running for president — and all the candidates running for that highest of offices in 2008 have shown a poor record in showing up for votes. But number of votes missed is one thing; which votes you miss is another. McCain the maverick has missed votes in a way that betrays a calculated strategy: namely, to avoid going on the record when doing so would be politically risky.

    Not exactly a “profile in courage”–or integrity.

    Meanwhile, in the we-knew-that-already department, for the first time, the mainstream media has clearly delivered the link between torture policies and the highest levels of government. Here’s the AP story directly linking Dick Cheney and Condoleeza Rice to the torture policies, expressed in a way that made even John Ashcroft (who was present, as was Colin Powell) uncomfortable.

    And just what does it take to get our spineless Congressional leadership to get off the dime and start impeachment procedings?

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    By Posted on Posted in Advertising, Business Ethics, General Commentary

    Patrick Byers over at the Responsible Marketing blog has a post today comparing TV ads from the Indoor Tanning Association and the American Association of Dermatology. You can view the ads and vote for which you find more believable.

    Here’s what I wrote in his comment field:

    What I find really disingenuous about the trade assn. ad is they say sunlight has these benefits (which it does), but then they say, go use a tanning bad–where’s the Vitamin D in that?

    And the idea of a conspiracy with sunscreen manufacturers is just ludicrous.

    My sister married a dermatologist, and her whole family is always well-armored when they go out. Me, I try to get out in the sun, but I live in New England. If I’m in a tropical clime or going to be out for many hours, I generally wear at least a hat and maybe a little sunscreen.

    Tanning beds? I always assumed they’d have bad health consequences, and have never tried one–nor will I.

    What do you think?

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    By Posted on Posted in Peace and War, People Helping People, Social and Economic Justice

    Great tribute to Martin Luther King, Jr. in an Op-Ed by Taylor Branch in today’s New York Times. The article goes waaaaay beyond the standard establishment tributes, and even the progressive pieces that recognize the unity of his call to end racial injustice and his call to end the Vietnam war.

    I particularly love these two paragraphs–not in any way to trivialize the struggle of blacks, but to clearly show how many other social movements (including the environmental movement, which Branch doesn’t mention) drew strength, inspiration, and tactics from King and the Civil Rights movement generally:

    Dr. King said the movement would liberate not only segregated black people but also the white South. Surely this is true. You never heard of the Sun Belt when the South was segregated. The movement spread prosperity in a region previously unfit even for professional sports teams. My mayor in Atlanta during the civil rights era, Ivan Allen Jr., said that as soon as the civil rights bill was signed in 1964, we built a baseball stadium on land we didn’t own, with money we didn’t have, for a team we hadn’t found, and quickly lured the Milwaukee Braves. Miami organized a football team called the Dolphins.

    The movement also de-stigmatized white Southern politics, creating two-party competition. It opened doors for the disabled, and began to lift fear from homosexuals before the modern notion of “gay” was in use. Not for 2,000 years of rabbinic Judaism had there been much thought of female rabbis, but the first ordination took place soon after the movement shed its fresh light on the meaning of equal souls. Now we think nothing of female rabbis and cantors and, yes, female Episcopal priests and bishops, with their colleagues of every background. Parents now take for granted opportunities their children inherit from the Montgomery bus boycott.

    King was still alive when I started, before I even reached my teens, exploring nonviolent social change. Over and over again, I found evidence that nonviolent mass movements are far more likely than armed struggle to create lasting, powerful social progress, and that the revolutions achieved nonviolently are much harder to corrupt (not impossible, as we saw under Indira Gandhi)–and yes, organized mass nonviolence can even work against brutal dictatorships. Some of the most effective resistance to the Nazis was through nonviolence, including (but far from limited to) the famous heroic defiance of the King of Denmark after he surrendered his country, riding his horse through the streets of Copenhagen with a yellow star pinned to his clothing in solidarity with the Jews–and inspiring his Danes to save thousands of Jewish lives with a clandestine boatlift to neutral Sweden. And of course there was the massive nonviolent revolt led my M.K. Gandhi against the brutal British colonial regime in India.

    In our own time, we’ve seen nonviolence achieve miracles, not only in the US Civil Rights struggle, but also, to name a few examples,

  • Solidarity driving the Communists from power in Poland
  • Safe energy activists at Seabrook (I was there!) and around the country making it politically impossible to build more nuclear power plants for the next three decades (we might have to fight that one again, I’m afraid)
  • The end of apartheid in South Africa, in a struggle that was largely nonviolent (contrast that with Zimbabwe, where the “freedom fighter” Robert Mugabe turned out to be every bit as much a dictatorial thug as Ian Smith had been)

    • I totally agree with Branch that many of the social movements of the last four years would have been much harder to envision and carry out had it not been for the Civil Rights movement. That movement inspired us not to take injustice lying down, and showed us tools to fight for justice that maintained our dignity, that needed no weapons or weapons training, and that created long-lasting change. Labor, environmentalists, feminists, and poor people’s movements are just some of the many who have learned from Dr. King and his movement.

    For more on effective nonviolent organizing, I strongly recommend the works of Gene Sharp. I read the three-volume The Politics of Nonviolent Action more than 25 years ago, and it still left an impresion on me. Not an easy read, but incredibly wrthwhile.

    And meanwhile, I’ll have to put Taylor Branch’s 3-part history of the Civil Rights movement, Parting the Waters/Pillar of Fire/At Canaan’s Edge, on my reading list.

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