What's in this issue: Visit Our Website, Get It In Writing
- Welcome to Your Words, Your Business
- Get It In Writing Quick Tips
- Check It Out - A Copywriting Do-It-Yourself Guide
- Get It In Writing Inspiration
Did you ever see the movie “Dead Poet’s Society?” It is one of my favorite movies of all time.
The most empowering scene comes toward the end when all of the students, in a show of incredible support for their beloved teacher played by Robin Williams, one-by-one climb up and stand on their desks while declaring “O Captain! My Captain!,” a line from a Walt Whitman poem they had learned in class.
Without re-telling the entire movie here (but I highly recommend you rent it – it’s that good!), I wanted to point out the part about standing up on the desks. As students, or as business owners and entrepreneurs in our own offices, we often sit in one place or stick with one ongoing vantage point. Sometimes, we forget or neglect to “mix it up” and look at something differently than we are used to doing.
You know how when you move something in your office or your home, even something very small, all of a sudden everything looks different? That’s what perspective is all about. And perspective plays a big part in your marketing efforts. Think of, say, the main three things you do to market your business. Why do you do those things? Do you get the result you are looking for? Why or why not?
Chances are that a healthy dose of perspective, of figuratively (or literally if you wish!) standing up on your desk and seeing your world from a whole new vantage point, can do wonders. Things are sure to look and seem different, and you may just have one of those “Aha!” moments up there.
Yours In Success,
Allison Nazarian
For the vast majority of us, evaluating our own work can be difficult.
Get others involved in the process and make sure you have a process. Errors are easy to miss, especially if you’re proofreading your own work and they are your errors. On a larger scale, make sure that what you are writing is consistent with what you are offering and selling. It all needs to work well together. Without consistency, your marketing is of little worth!
Here are some more quick tips on evaluating your work and the work of others:
- Read the copy aloud.
- Print it out (and read it again).
- Double-check phone numbers, dates, fax numbers, e-mail and mailing addresses and numbers. Call the numbers, check the e-mails and web addresses, make sure every number and address is perfect. One bad number can negate the entire effort.
- Try to give the copy 24 hours of “breathing room” so you can set it aside and re-visit it at least one day later.
- If you can, ask instead of assuming.
- Don’t rely solely on spell check.
- Keep and refer to handy reference books, including a dictionary, thesaurus and style guide (we like the Associated Press [AP] guide).
→ Is your marketing budget limited?
→ Do you feel no one can market your business as well as you?
→ Do you like to write, but just need some guidance and tools to write for marketing?
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“What we see depends mainly on what we look for. ”
– JOHN LUBBOCK
