The 5 Things Your Reader Wants to Know

I wanted to share this great post that copywriter Michel Fortin put on his blog yesterday on The 5 things your reader wants to know. Answering these questions will establish your credbility in your copy like nothing else. Enjoy.

10 Advertising Words to Avoid in 2009

Copywriter Susan Gunelius of KeySplash Creative Inc. wrote this informative and timely post for Entrepreneur.com on the 10 advertising words to avoid in 2009. Among my favorites are:

Free This old standby will trigger email spam filters if used in subject lines. Gunelius recommends using the terms 'complimentary' or 'gratis' to sneak past the user's email filter. I recommend that you avoid using the word 'free' in the subject line at all and only use it in the body copy with a slightly altered spelling, such as 'fr*ee' or 'freee'.

Guarantee This was a surprising one for me, but I see her point. People don't trust guarantees like they used to. Gunelius recommends crafting a "more effective message that your readers are more likely to believe and act on."

Really A useless filler word, this reminds me of when we had to write papers of so many words in school on some mundane topic. So if we were clever we'd write "I really really really like chocolate." Gunelius also condemns 'Very' and 'That' as useless filler.

Opportunity "You're not helping anyone when you offer "opportunities" in your copy," writes Gunelius. I agree. Buying a timeshare is an "opportunity."

Synergy It's high time this one was kicked to the curb. Says Gunelius: "Leave jargon and 10-dollar words out of your advertising messages. There's no room in copywriting for buzz words and words that consumers need a dictionary to understand. Consumers don't care about your "unique value proposition." They care that when they pay for your product or service, it will deliver the results they expect." Amen.

YouTube Gems

I've said it before and I'll say it again: I love YouTube. And I've been scouring the site for marketing and copywriting videos to share with you. Here's the latest batch I've found:

Bob Bly on creating an effective elevator pitch:



Bob Cox on setting your goals for 2009:



I hope you enjoy these videos and get a lot out of them. For more of my faves, check out my YouTube page.

New Video: Recession Proof Copywriting Tips

Here's a new video I just created on recession proof copywriting strategies. Enjoy!

They Mean Business

I just discovered my new favorite show!

It's called We Mean Business, and it airs on A&E Saturday's at 10am. This 30-minute show features Bill Rancic, winner of the first season of The Apprentice, and a tech guru and interior designer as they revamp a struggling business each week for 30 minutes.

I caught it this morning by accident as the trio helped out a struggling chiropractor. It's good stuff from a marketing standpoint, and a refreshing change from all the home improvement and real estate shows that are usually broadcast during the morning hours.

James says check it out!

Advertise on Your Laptop

Now here's a real coffee house conversation starter:

There's a company called Schtickers that lets you create your own customized laptop skin. You can get everything from van Gogh's Starry Night to your company logo emblazoned on your trusty laptop.

These things are great for writers, copywriters and other solopreneurs who like working remotely. James says check it out.

Are These Guys Crazy?

Ordinarily, sticking a rake handle into a blender is a definite warranty-voider, but two businessmen have turned it into their bread and butter.

Featured in the latest issue of Direct Magazine, Blendtec's George Wright and Tom Dickson created a series of videos where they throw everything from marbles to cell phones to pickled pigs feet, and yes, even rake handles into their blenders, with profitable results. The videos have appeared on YouTube, and thousands of people have submitted their suggestions for what to throw in next.

Web 2.0 stunts like this are growing increasingly popular. While I am a bit leery of the trend--what is the point of taking time to download and view what is essentially a commercial?--I admire the company's creativity. Also, as is quoted in the article, the blender actually does what they are showing it doing, and aren't relying on the usual television FX trickery that make us believe a car and ride along the ledge of a building or some other outlandish though visually interesting claim. They are building brand identity, while also causing the viewer to think, "Man, if their blenders can grind up a rake handle into powder, just think what it will do to the ingredients of my next smoothie."

So long as young children don't see the videos and try to perform similar stunts on a competitor's blender, without safety equipment. Advertising is fun, until someone loses an eye.