Last week I met two people who’d been on my “must meet" list for awhile. Ryan Lee and Ben Settle. When it comes to voice, these two couldn’t be further apart. From their writing voice... Ryan is the eternally optimistic, friend at the bar. Ben is the anti-establishment, authoritarian. To the first meeting... Ryan gave me a hug as soon as he met me and said he already felt like we were good friends because of our email exchanges. Ben immediately asked me to try my best to … [Read more...]
Yesterday my son ate a cactus
It’s one of those “mom scenes” you never forget. Not quite as funny as the time my son pooped on the kitchen floor after scalding his sister with hot tea, but close. (I’m still trying to figure out how to work that one into a blog post). Both of the kids came running into the house screaming. My son was spitting on the floor and my daughter was holding her hands out. “What happened!? Calm down! What is going on!” “I ate a cactus on accident.” Apparently (after learning from the … [Read more...]
Essential systems for creatives [Guest Post]
I’ve made no secret about my lack of organizational skills. I often made a joke about Neil Gaiman’s assertion that clients want 3 things: people they like, great work, and on-time work. And they’ll be happy with 2 out of 3. For quite some time, I was doing very well producing great work for clients who loved me. Deadlines were another story. Enter KC. KC challenged my belief that 2 outta 3 ain’t bad and made me strive for great, on-time work while still being my lovable self. He recognized … [Read more...]
Do copywriters write blog posts?
Other than this copywriter writing this blog post, you won’t find many direct response copywriters that will blog for you. The reason is simple: It’s a misapplication of their skills and a waste of money for you. This graphic explains why: … [Read more...]
Why I wouldn’t talk to Ryan Lee
I recently got asked how I get in front of the important clients and partners that I work with. To answer that requires a flashback (cue the tone chimes and wavy screen). A couple of years ago, I attended one of the best events I’ve ever been to -- the Titans of Direct Response, run by my good friend Brian Kurtz. The content was great, the swag was great, and the attendees were great. I met people that ended up being clients, partners on projects, or drinking buddies (a few are now all of … [Read more...]
Talking about voice on the internet
When my book on voice went live a couple of months ago, the reaction was crazy. I got a few amazing tweets from some of my favorite writers: This is a fantastic post. All aspiring writers can benefit. https://t.co/8zcL3uvADk — John Romaniello (@JohnRomaniello) February 26, 2016 @lifeandwriting @ChuckWendig @PatFlynn What a fantastic piece! (And not just because it includes me.) Great insight, original, thoughtful — Ash Ambirge (@TMFproject) February 28, 2016 And, … [Read more...]
My love/hate relationship with fear
Like most copywriters, I have a love/hate relationship with fear. The psychology of fear has always been a fascinating topic for me. It’s one that is exploited often in the marketing world. Humans are afraid of a lot of stuff. Afraid that we won’t be successful, afraid that people will laugh at us, afraid that we don’t know what we’re doing, afraid to be alone -- you get it, the list goes on. Fear can be a powerful motivator for both purchases and for action. We create urgency and … [Read more...]
A national tragedy is not a marketing opportunity
Note: I originally wrote this post a few months ago. I am posting it today to send a message to companies everywhere -- the tragedies of this week are not an opportunity for you. Please do not treat them as such. *** In the wake of tragedy, I can’t really wrap my head around how the reaction of some companies and organizations is “How can we capitalize on this?” Sending heartfelt condolences or standing in solidarity is one thing -- it shows your company is real, human, and affected by … [Read more...]
The dark side of voice: authenticity vs. sensitivity
The great part about the internet is that when companies mess up in 2016, they get the backlash and we get the lesson. The internet marketing world is ablaze with the recent email from AppSumo - a well-respected company known for its compelling content and for its voice. In selling a product called the “Pocket Tripod,” AppSumo included the following line: We've all taken a photo or video that looks like Michael J. Fox was behind the lens. I’m not going to delve into the details of … [Read more...]
Quick Copy Breakdown: Larabar Cashew Cookie
This afternoon, I was innocently perusing Facebook and woah! Good copy alert. Check it: So, let's break this down quick by asking 4 questions: What are they saying here? Who are they speaking to? What is the voice? Does it work? 1. Why are they saying? The message is pretty clear -- these bars are so simple that anyone could make them. Things they didn't say outloud (because they didn't have to): All-natural No chemicals/preservatives/weird stuff Made with only … [Read more...]