Tuesday, June 29, 2021

Wednesday, June 23, 2021

How to Keep Your Clients

Roger Sterling - Mad Men

Your clients are the life's blood of your business. Take the necessary steps to retain them.
6 Proven Ways to Keep Your Clients
  1. Set customer expectations early.

  2. Don't overpromise. Do overdeliver.

  3. Maintain consistent and constant meaningful contact.

  4. Own up to your mistakes.

  5. Deliver proactive service.

  6. Get feedback and incorporate it.
Learn what the client wants and what their expectations of customer service are beyond the deliverable

A good client will give constant feedback. If not, ask for it

It's critically important that you listen to the feedback ... and ... try to demonstrate that you listened when servicing the account and when presenting changes or new work.

Please take action on this information. In the words of  Bill Davidow: "The longer you wait, the harder it is to provide outstanding customer service."


Tuesday, June 15, 2021

The Copywriter Blues: Fixing the Funk

"I feel like I'm digging myself deeper into a rut." 

"It feels like everyone else is kicking ass in their careers while I'm  mired in a funk, feeling sorry for myself."

As a writer, sometimes feelings like this can creep up on you, kick motivation in the crotch, shove enthusiasm to the curb, and launch you into a foggy funk of self doubt. 

Add in a dash of imposter syndrome and your dad's suggestion of a career as a welder is starting to look like a better alternative.

It sucks.

And it seems like there is no end in sight.

You can get through it. But you've gotta be proactive.

First, stop beating yourself up. Accept that this happens. You're normal. 

Next, stop comparing yourself to others. Tomorrow start comparing yourself with today's you. Make incremental progress, trying to be a little better than you were yesterday. Repeat daily. Get some momentum going. 

Once you're slowly moving forward, consider some bigger steps:

  • Set a goal for another type of writing and chase it. For example, commit to writing a blog post every Monday, Wednesday, and Friday or  to posting everyday on a select social media.

  • Take a course. It doesn't have to be a copywriting course. 

  • Start keeping a gratitude journal and shift your focus from what's bad to what's good.

  • Commit to reading a number of books in a set period of time. For example: two books a month for 3 months. Pick books that will forward your career or books that will give you a break from your career. 

  • Get out. Outdoors. Fresh air. Sunshine.

  • Ignore the news for a while. 24/7 news coverage and constant access to social media can be draining. Limit your consumption to a set period a couple of times a day.

  • Find an activity that brings you joy but is not writing based. Plant a garden. Bake bread. Crochet a blanket. Learn to play an instrument. Take up photography. Start collecting something. Play video games. Dance. Meditate. 

  • Take a vacation. Pick a place you've never been or do something you've always dreamed of doing.

  • Connect with others. Call friends and family. Socialize. Even limited connection with others can help you feel your best.

  • Get a side gig with some relatively easy to reach wins. Write and publish a short story. Volunteer a few hours a week at a charity.

  • Find a physical outlet. Working out. Walking. Kick boxing. Golf. Running. Fishing. Cycling. Bowling. Tennis. Swimming. Yoga.

  • Focus on music. Buy tickets to a few concerts. Pick some artists you like and some artists you are not too familiar with. If tickets are too expensive, explore online options for listening to music you like and discovering music you didn't know you liked.

  • Identify someone else who's having a tough time and help 'em out. 

  • Pick a windmill to tilt at, such as a local, regional, or national cause that could use a volunteer.

  • Make getting enough good sleep a priority.

  • Quit and find yourself a new gig (or freelance). Maybe it's your work environment. If it's toxic and bringing you down, plan a strategic withdrawal.

Take a shot at one of these. 

Or a few of 'em.

You'll get those copywriter blues in the rearview mirror where they belong.

Now step on the gas.


Sunday, June 6, 2021

The Magnificent Slogan

When you're writing copy, remember: people are less interested in what you can do and more interested in what you can do for them. 

Here's a great reminder from Apple.

On October 23, 2001, Steve jobs introduces the original iPod. It was significantly smaller than other MP3 players at the time and featured a 5 GB hard drive. 

"1,000 songs in your pocket." 

He could've said, "The world's first portable digital media player."


"It's smaller and has a bigger hard drive than the other guys'."

Instead he offered a shining example of marketing brilliance:

"1,000 songs in your pocket." 

  • a clear benefit that was appealing to the target consumer
  • a value to the customer clearly and succinctly spelled out 
  • a benefit that consumers haven’t heard before
  • a short, easy to remember phrase
This messaging was so effective, a variation of it was used again 20 years later.

Here are a dozen other examples of companies who executed on a similar level of excellence:

Greyhound: "Go Greyhound ... and leave the driving to us." 

Miller Lite: "Tastes great, less filling."

M&M: "Melts in Your Mouth, Not in Your Hands."

Maxwell House: "Good to the last drop."

Wheaties: "Breakfast of champions."

American Express: "Don't leave home without it."

Timex: "Takes a licking and keeps on ticking."

Dollar Shave Club: "Shave Time. Shave Money."

MasterCard: "There are some things money can't buy. For everything else, there's MasterCard."

De Beers: "A Diamond Is Forever."

Meow Mix: "Tastes So Good, Cats Ask for It By Name"

State Farm: "Like a Good Neighbor, State Farm is There"

Maybelline: "Maybe she's born with it. Maybe it's Maybelline."

Any others we should add?

The Parking Spot Next to the Front Door

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