reynoldswriting.com Blog

Is what you do boring?

A lot of my clients seem to feel that way. In my conversations with them they express grave concerns that their product or service is not a glamorous one. They tend to apologize a lot for what they do in the course of conversation: “Hey, it’s [insert dull-sounding industry here], so there’s not much to say about it, but maybe you can dream up something that sounds good.”

These folks are making that most basic, but common, of marketing errors. They’re focusing on the product or the service itself, and not its the benefit to the customer.

I guarantee you your product or service is NOT boring to that ideal customer who desperately wants or needs it. The right solution at the right time can be very exciting indeed, no matter what the nature of the solution may be.

Take concrete, for example. I once had a business owner in the ready-mix concrete industry express concern that his product wasn’t “sexy” enough to merit an exciting, compelling marketing campaign. Concrete isn’t sexy, huh? If you’re a building contractor seeking the highest quality in workmanship, or the best value, or the most efficient delivery system for that zillion-dollar project, finding the ideal concrete provider for your needs is about as boring as hitting the Lotto jackpot. That’s because it’s the benefit, not the service, that lights up customers’ eyes. The excitement comes from the need fulfilled, the problem solved, the happiness gained. Even a “boring” product or service can yield exciting results.

We can’t all be in a glamorous line of work. But hopefully we know what gets us excited about our business, and hopefully we know how our products or services create excitement, fun, interest, hope, or big bucks for our clientele. That reason you look forward to getting to work in the morning? Start there. Zoom in on that. Think about why you get a good feeling from doing what you do.

That’s an excitement worth communicating.

Recently I’ve gotten some inquiries from prospective customers who want me to “rewrite” a pile of existing articles for them. “I have the articles, I just need them rewritten to make them my own.” They’re always careful to omit the part about how they got them, or from whom. I suppose they feel that they can save money by not commissioning fresh compositions, and that maybe by “borrowing” someone else’s expertise and putting their name on it, they won’t have to contribute any original thought of their own.

Come on, guys.

First of all, take note that the person you’re asking this of is a writer himself. The prospect of cribbing another writer’s work does not fill me with joy, nor should it. Granted, there are plenty of bottom-feeders out there who make money “repackaging,” rearranging, or blatantly stealing the genuine work of real writers. But please don’t lump me into that group. Plagiarism disguised is still plagiarism, and if you’re simply taking an article and shoving some of the words around so it looks like new material, that’s a form of theft.

If you quote substantially from a source, be it an an existing article, a scientific study, or a recipe for sugar cookies, you must reference that source. You don’t have to get all formal about it with footnotes and the like (unless that’s the appropriate format for the piece). A simple “According to…” will suffice. But give credit where credit is due.

Whenever someone asks me to “rewrite” another writer’s work, I feel a brief shudder as I imagine another another client, somewhere out there, asking another writer to “rewrite” one of my articles or web pages or whatever for a pittance. I wouldn’t like it, no sir. It’s probably happening, and there’s very little I can do about it. But I can at least refuse to play the game. The Golden Rule, and all that jazz.

Anyway, if one of your purposes for creating and distributing articles is to demonstrate your expertise on the subject matter, wouldn’t it be better to include your own insights and experiences? A generic article reads like a generic article — if it could’ve come from anyone, then it does nothing to build your brand. Unique, personalized content always makes a difference when you’re trying to promote yourself or your business. Spend the extra money and do it right!

One last troubling thought: What if your mass-market “rewriter” is re-selling “your” version of the article to a hundred other clients? What have you gained, other than egg on your face when your clientele discovers just how unique your writing really is?

Don’t go into the copycat business. Invest in the kind of marketing people want to copy from!

In his useful and fascinating book Zen in the Art of Writing: Releasing the Creative Genius Within You, the distinguished author Ray Bradbury issues a very interesting command to writers: “DON’T THINK.” From what I’ve read elsewhere, he has kept a sign with this solemn directive over his typewriter as a constant reminder.

Surely writing requires thought. Doesn’t it? The answer, I think, is yes — but only at the right times.

Bradbury’s point is that writers often get in their own way by allowing fears, critical thoughts, and negative self-talk to inhibit their imaginations. These “Yes, but…” thoughts amount to self-censorship, and how can anyone compose and edit at the same time? When any word you write is potentially the “wrong” word, even starting can seem an insurmountable challenge. I recall a cartoon of a writer sitting at his desk, running through his mental checklist: “Okay, plenty of paper…good pen…good backup pen…lamp angle is right…chair is comfortable…the room is warm…perhaps the room is TOO warm….” Self-consciousness is the enemy.

The inner critic threatens every professional, in any field, who sets a high standard for himself. Think of the pressures an Olympic athlete or an internationally-acclaimed musician must face when it’s time to perform. A thousand possible distractions — crowd noises, technical details, health issues, a pounding heart, the nagging “What if” voice begging to be heard — must be put aside before the reflexes, the practiced perfection, can take over and triumph.

DON’T THINK, then, means get out of your own way. Don’t limit yourself before the fact. Let spontaneous creativity bubble up from your subconscious mind without your conscious mind beating it into submission, conformity, and ultimately mediocrity.

But we do have to get the words right! Sure, but that’s what editing is for. Composition is for getting it out; editing is for getting it right. Editing uses a whole different mindset from writing — suddenly you have to turn ruthless in your criticism of the first draft, and the second, and the third. But even here, the word is criticism, not self-criticism. A bad sentence doesn’t make you a bad writer if you fix it. But it’s up to you to summon the discipline and the objectivity to rewrite it into a good sentence.

Meanwhile, the blank page or screen awaits. So be like Bradbury: DON’T THINK!

I’m a writer. I write.

Sounds pretty simple, doesn’t it? You’d be surprised, though, how often I’m asked (or assumed) to provide additional marketing services, such as graphic design and layout, media distribution, or branding strategies. While I’m happy to offer basic advice in these areas, my answer is always the same: “I’m a writer. I write. That’s my expertise. If you need these other things done, let me refer you to following experts….”

That’s not a slam against the generalists. I genuinely respect and admire those “utility players” out there who can do it all and do it reasonably well. Sometimes I feel like Dr. McCoy, grumpily reminding everyone that “I’m a doctor, not a (fill in the blank).” But I honestly feel that, in my case, I can render the best possible value to my clients by focusing on doing one thing really well. I would rather provide the writing expertise for a project while attaching a graphics expert, a branding expert, a PR expert, etc., to fashion a final product that exceeds all expectations. It might cost more to hire three experts than one generalist (or it might not — shop around!), but the final result should speak for itself. Remember, marketing expenditures are an investment in your company’s future profitability. Invest wisely.

I’m also a big believer in teamwork. The “think tank” approach can bring exponential gains as multiple brains work together, each dedicated to tackling one aspect of a multi-layered challenge. Having a wealth of opinions, experience and viewpoints gives you more options to work with. And a strong project manager or coordinator can help you keep the whole thing on message, on time and on budget.

I’m fortunate to be connected to many talented marketing professionals, each of whom has specialized skills and experience, and together we become a kind of super-expert, a professional marketing team ready to capture the client’s vision while adding our own blend of fresh thought and creativity. It’s like those Japanese toys that merge to create one invincible super-robot, except that the final product is fighting for your company instead of galactic peace. (Well, one battle at a time….)

So I say again, with pride:

I’m a writer. I write.

Recently I found myself chatting with a marketing consultant who expressed some frustration with a client’s attempts at writing his own PR: “He’s a great businessman, he’s a strong writer, but he tries to turn everything into an ad.”

A salesperson’s natural instinct is to sell. When given an opportunity to appear in print, we all feel an urge to bombard that empty space with the details of how great we are and why. But we must remember that the only article that interests readers is one that gives them something of value instead of simply lunging for their wallets. Tell us why we should care how great you are.

A press release usually solves this problem by announcing an item of community interest. Your company’s grand opening, improved product line, or expanded service area is a news piece, and your readers gain immediately by knowing more about what’s happening in their town or neighborhood. A sufficiently large announcement attracts the regional or national press, but the operating principle works on any scale — a good press release informs first and markets second.

What about other forms of marketing writing we can use to win readers’ interest in our business? Again, the key is to give them something attractive or helpful. Here are a couple of examples:

Solve a problem. How many of us have ever needed a quick, authoritative answer to some vexing question, from how to unclog a drain to how to choose a business broker? Post an online article providing ready answers to a question, and you’ve taken a thorn out of your lion’s paw. Add your company’s contact information to the bottom of the article, and that lion will reach out to you the next time a similar thorn causes pain.

Entertain. A funny, touching, or exciting human interest story makes a great feature article. Entertaining your readers is a surefire way to grab their attention and make them want to learn more about your products or services. And true-life stories can be powerful testimonials. Touch their hearts and they’ll think of you when it’s time to buy.

When we educate instead of sell, we become givers instead of takers. And as BNI is so fond of saying — givers gain!

Brochures, print ads, web pages, sales letters, press releases, video scripts — these products are the meat and potatoes of many marketing copywriters. I know I spend a lot of my time promoting them in my own business, partly because business owners are already aware of the importance of professional copy in these items. But we shouldn’t forget about some less celebrated marketing tools, many of which we see or use every day, that can also benefit from high-impact writing.

LED or video displays. That programmable roadside or exterior display you invested so much money in is only as good as its content. Some of the more sophisticated systems can run animations or even full-motion video, but what are they saying? Maximize the effectiveness of your display system with a series of clever slogans that can be scheduled to run in rotation, seasonally, or however you care to mix them up. I enjoy the challenge of coming up with a new batch of slogans every week or month; my customers enjoy having someone to pass that challenge along to.

Bio blurbs. Have you been asked to submit a short bio for a website directory, printed program, or print marketing package? Many people feel intimidated, embarrassed, or just plain weirded out at the prospect of writing about themselves. A bio isn’t a cut-and-dried informational piece like a resume — just as you would be sure to wear your nice clothes for a photo shoot, you want skilled writing with a certain flair to dress up your image on paper. And in the social media era, a stylish bio blurb is an essential part of any online profile.

Slogans. Ever need just the right slogan for that gigantic banner you plan to drape across your storefront or that big sign overhanging the sidewalk? A copywriter makes an invaluable partner for such projects. A good sloganeer can put together a whole list of terrific catch-phrases and headlines that scream “Look at me!” for your current or long-term marketing needs. Fill that sign up with writing that works so that when your illuminated sign draws customers, not just moths.

There are plenty of other off-the-wall methods for using quality copy to bring in new customers and keep current ones interested. I encourage all you business owners out there to brainstorm the possibilities — and then call your copywriter!