Things Real People Don't Say About Branding

Marketers can lose the ability to react to branding in the same way that "normal" people do ... and sometimes our insider way of viewing and evaluating copy and design takes us too far away from communicating effectively with those we want to influence and persuade.

     

 

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Give Credit Where Credit is Due: Before you celebrate me for these, know that I stole borrowed them for your amusement from Tumbler where a number of folks (who I assume are on the advertising/marketing hamster wheel) submitted them. They are individually credited there.

28 things marketing writers need to know about people

Physiological needs, love and belonging, self-actualization, esteem. Safety. The drivers of human behavior haven't changed. Neither have the basics for persuasion and motivation.

Here's a list of 28 things to know about people from legendary direct marketer "Rocket" Ray Jutkins from his book Power Direct Marketing:

1. People procrastinate over making any “thinking” decision. If it is going to take brain power, you are going to have to write strong and say it better, if you are to gain immediate action. You must give your audience a reason (or several) to respond now.
   
   
2. People are skeptical of anything new. New people. New products. New services. A new offer. Your new ideas or way to do something. Know that people are many times happy with just where they are today. If you want them to make a decision in your favor, present your message with a most believable offer.
   
   
3. People follow leaders – companies and products who are leading. Or, those who are “considered” leaders. Please note, if you can position yourself, your company, your product, your offer as a leader, you will be way ahead of the game – and your competition.
   
   
4. People prefer the comfort of unity: “Two-getherness.” Meaning that people like to be with other people like them. That’s why they group with others similar. It happens all around the world. Schools are where there are families with kids. Restaurants are locations where people need or want to be fed. Churches go up where people of that faith live. Know this about audiences: They group “Two-Gether.”
   
   
5. People are sometimes flat-out lazy! Yes, all of us are lazy some of the time. But there appears to be a breed of folk who practice lazy as a habit. Know that when you reach out to our marketplace. And, make it easy to do business with you – so you can catch this lazy bunch, too.
   
   
6. People glance at, more than thoroughly read, what you present to them. Even when they asked you to send them something, much of the time your message is not read – it is “looked” at instead. Know this fact. Then make your writing as easy to read as your audience wishes.
   
   
7. People say: “I don’t understand this message.” Well, of course they don’t understand it… they didn’t read it! What this says is that you must go to extremes to make your message readable, so that when it is read, it will be totally understandable.
   
   
8. People say: “I didn’t ask you to send me this message.” Possibly true. What is equally true is that if you don’t get your message to your audience, they will then complain they didn’t hear from you. Do make certain your message goes to the right people every time… and you are much less likely to hear any complaints.
   
   
9. People say: “And besides, I’ve had a rotten day and feel really crummy.” Everybody has a bad day now and then. Which of course has nothing to do with anything. It is an excuse, not a reason, for not replying to your offer. But people will say just that. So, what do you do? Make your message a happy one!
   
   
10. People like grooves and formulas and niches. Lists of things that are important work well in POWER DIRECT MARKETING. The 5 easy steps. The 4-point plan. Ten things to know. Give people a list – directions to follow - and there is a good chance you've got them!
    
    
11. People like the feeling of power and control. They want to make their own decisions. They want to feel that they are important. And, of course, they are! People are your prospects and your customers. Know that people are important.
    
    
12. People respond best to limited time offers (which is most interesting, as LTOs take all power and control away!). Offers with limits most often gain more response than those without. Limited time offers urge people to take actions now, before the opportunity slips by.
    
    
13. People do worry over decisions and changes. They do “What is” thinking. “What if I make this change and it’s wrong?” or “What if I make a decision in that direction and it doesn’t work?” People worry. Take all the worry away with a case-history story or two. To allow people to become comfortable with you.
    
    
14. People avoid risks and threats. There are only a very few leading-edge people out there. Nowt many who will make a move to something new before it is proven. Be aware of that and be persistent with your message.
    
    People don’t like to be threatened. You can convince, you can prove it, you can persuade, you can even sell. But do not threaten.
    
    
15. People give incomplete attention to your message; a message which would help them in decision making and risk avoidance. Simply, this means people don’t listen, either! Now we know they are not reading what you are writing, and they are not listening to what you are saying. No wonder they don’t get it! Be aware of this about your marketplace and be prepared – in fact plan – to repeat your message over and over, again and again. Until they get it.
    
    
16. People ask lots of questions. First they ask questions about your offer. We know an offer is over and above features and benefits, and your audience wants to know all about it. Be prepared with answers. Think ahead to what questions are most important – and provide the answers.
    
    
17. People ask questions about benefits. The WAM Theory: What About Me? What am I going to gain from buying this product or service from you? What are the benefits to me, my family or friends, my staff at the office, my company?
    
    This is not a selfish act, it is an honest response to your presentation. So, what do you do? Talk about what they will earn, save, make, enjoy, learn. Talk benefits.
    
    
18. People ask questions about a Guarantee of Satisfaction. There are two parts to every guarantee: First is that the product will work, do what it is supposed to do, or the service will be supplied. That much of the guarantee is “assumed.”
    
    The second part of the guarantee is the personal part: “What if I buy, and you provide, but I’m still not happy? What will you do to make me happy?” A Guarantee of Satisfaction is mandatory in POWER DIRECT MARKETING.
    
    
19. People ask questions about facts and figures to prove your statements. They want to believe you… they really do. Show your marketplace that you have the proof at your finger tips. Hide nothing. Prove your presentation with facts and figures.
    
    
20. People generalize from what they consider “acceptable fragments.” They draw conclusions based on incomplete information. Partly because they have not read nor listened to your message. Partly because they want to believe you – no matter what you say. You must realize that many times people make a decision they regret later. And it will be YOUR responsibility. Know this about people.
    
    
21. People are suspect of perfection. If something is “perfect,” people look immediately for the imperfection. Research has taught us that people are most comfortable with an 85% level of knowledge; this is where things are most believable.
    
    This does not mean people don’t want the best. It does mean you don’t have to be perfect to be successful in POWER DIRECT MARKETING.
    
    
22. People prefer a little less information; not so much knowledge. Why? Because there is so much to know, many people have decided to be selective. And because they want to make their own decisions. They want to seek out what is important to them and then ask for the details. So they can come to their own conclusions; so they can feel that they are in charge of the situation. You must be prepared for a dialogue with your customers and prospects at the level they wish to communicate.
    
    
23. People do want to trust you… they really do! People want to believe. Which puts the burden of proof and believability on you. Testimonials and references will help you build trust. Other people saying good things about you. You must perform up to standards. Sometimes you set them – always your customer does. You must know what your audience expects.
    
    
24. People want the heart and warmth and emotion and feel-good of the sales process. They want the touch. Reach out and touch your marketplace. Let them know you care. Be personal. Communicate. And do it often. Hold their hand. Be their teddy bear. Be their security blanket. Touch your customers.
25. People’s responses to any message are in direct proportion to their personal identification with you, your product and service, your company. If you are known in your marketplace, you will gain more new business and keep more current business than if you are not. Be active. Be seen. Let your audience know who you are.
26. People then ask questions about the next step. “Okay, I agree. What happens next? What do you do? What do I need to do?” People want to know the process. You must make certain they do.
    
    
27. People ask questions about timing. They want to know how long this process is going to take. They say: “If I make this decision today, how long will it be before something happens?” Tell your audience all about the timing.
    
    
28. And always, people still want to be sought after, talked with, they want you to A.F.T.O. – ask for the order. Yes, most people do not like to be sold, but they sure do like to buy! You must make 100% certain with POWER DIRECT MARKETING that they know you want them to buy from you. Always A.F.T.O.

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Ray Jutkins (1936-2005) was a legendary direct marketer for nearly 5 decades and author of “Power Direct Marketing” and “Magic Marketing Minutes”. “Rocket Ray” was known for his colorful and eccentric presentation style and stunts such as riding his Harley Davidson coast to coast in 46 hours.

Jutkins died from leukemia on January 6, 2005. “In February 2004, Ray threw his own wake because 'the dead guy never has any fun at the funeral.' A month earlier, doctors had announced he had at most six weeks remaining. Having already died and been revived twice during intense chemotherapy, Ray pronounced leukemia ‘good’ because it had caused him to rediscover his sister.” – Bill Blinn

Here's Your Copy

To speed up the approval process, don't just submit your copy ... present it.

Show why you made certain decisions.

Demonstrate how it supports the strategy.

Keep it positive and results focused.

Get the customer to buy in.

REMINDER: This isn't about you and your process, it's about how the copy has been designed to specifically reach the campaign's goals.

A REMINDER ABOUT THE REMINDER: It's never about you.

 

The Sun Also Rises

Many consider The Sun Also Rises as Ernest Hemingway's best and most important work.

Most are unaware it's original title was Fiesta.

Imagine being a fly on the wall in Hemingway's publisher's office: 

"Ernie, this one is gold, pure gold ... but 'Fiesta' just ain't gonna cut it.  

It's just the same old same old. 

We need to jazz it up with some of that deep shit you're always going on and on about after few of those Cuban daquiris you like. 

How 'bout 'Decadent, Dissolute, and Damaged'? 

Huh? Like the three D's?

Com'on ... Ernie ... bubala ... work with me here.

It's late and we gotta get this baby to press before the sun rises ..."

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Interested in learning about a couple of dozen classic books that almost had different names? Such as: 

George Orwell's Nineteen Eighty-Four? (It was originally titled The Last Man in Europe) and 

John Steinbeck's Of Mice and Men? (It was originally titled Something That Happened) 

Check out: In Search of a Title

Full Plane

Open seat next to me. 

Fingers crossed. Hoping I'd have the row to myself for the flight.

It was a small jet. Two seats on either side of the aisle. I was in the first row of economy in an aisle seat.

I watched as the other 60 passengers entered the cabin and walked towards me. I sent nonverbal messages to each new traveler:

"No. No. No." 

"Not here. Not here. Not here."

The plane was filling up. The 2 seats across the aisle were now occupied as were the two directly behind be.

Fingers crossed. 

The number of passengers boarding slowed. Still no one claiming the empty window seat to my left.

"Please ... oh please ... oh please ... oh please ..."

At the time I weighed over 250 pounds. Airline seats were not my friend. The idea of raising the center arm and spilling over into an open seat was making me almost giddy in anticipation. No rubbing shoulders. No thigh-to-thigh contact. No elbow jostling on the arm rest.

The line of passengers dwindled and finally ended. The seat remained unclaimed. I don't like flying in these little jets, but the empty seat next to me was making it much, much better.

Until I heard these words coming from the jetway:

"I didn't think I was going to make it."

The next words were worse.

"Excuse me."

And, with the exception of basketball player Charles Barkley, the largest man I have ever seen in person wedged himself into the window seat. And partially into mine, even though I was already filling it to overflowing.

Aside from the obvious discomfort, I knew what else was coming.

Forced to lean to the right, I knew that everybody walking to the rest room would bump my shoulder. 

And the drink cart posed a threat of potential injury.

I had planned on reading but my left arm was pinned by my seatmate and my right arm was dangling in the aisle."Whattayagonnado?" I thought to myself, sighed, and closed my eyes. 

I fell asleep. Perhaps it was a form of self-protecting dormancy.

Later, the feeling I was being watched brought me slowly awake.

As I gained consciousness, through my partially open eyes I could see the flight attendant looking at me. She had a slight smile.

"Could she be interested in me?" I thought drowsily.

No. She was looking at me like I was an cuddly puppy, not as an object of desire.

It was then I realized that my seatmate was also sleeping.

My head on his shoulder. His head on my head.

Guess we made a cute couple.

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The photo above is not my seat mate. It’s Brian Shaw, the 6'8" and 420 pound winner of the World’s Strongest Man competition in 2011 and 2013. It’s a still from a video on his YouTube Channel Shawstrength. Was my fellow traveler this big? Probably not, but at the time he seemed bigger.

How to be a Better Writer

Wanna be a better writer?

Write.

Yes, get instruction.

Yes, get feedback.

But, most importantly, write.

A lot.

At the age of 81, virtuoso cellist Pablo Casals was asked

why he continued to practice 4 and 5 hours a day.

Casals answered:

"Because I think I am making progress."

The pursuit of excellence and mastery in your craft never ends.

Can You Relate?

I had to write to the teacher when one of my children missed a day of school.

It was my daughter, Caroline, who was then in the second or third grade.

I was having my breakfast one morning when she appeared with her lunch box, her rain slicker, and everything, and she said, “I need an absence note for the teacher and the bus is coming in a few minutes.”

She gave me a pad and a pencil; even as a child she was very thoughtful.

So I wrote down the date and I started, Dear Mrs. So-and-so, my daughter Caroline…and then I thought, No, that’s not right, obviously it’s my daughter Caroline.

I tore that sheet off, and started again.

Yesterday, my child . . .

No, that wasn’t right either. Too much like a deposition.

This went on until I heard a horn blowing outside. The child was in a state of panic.

There was a pile of crumpled pages on the floor, and my wife was saying, “I can’t believe this. I can’t believe this.”

She took the pad and pencil and dashed something off.

I had been trying to write the perfect absence note. It was a very illuminating experience.

Writing is immensely difficult.

The short forms especially.


That's how American novelist E.L. Doctorow responded to George Plimpton's question about the most difficult thing for a writer to write.

Kicking Butt in Restaurant Marketing

We were right next door to the Villa d'Este Restaurant. The smell of garlic being sautéed in butter would sneak into our tiny ad agency.

Convenient, 'cause when my partner Tom and I would work late, which was just about every night, we could be seated by the host/owner in minutes after realizing how hungry we were.

And the food. Nino, the diminutive chef with only a few words of English ... his cooking was incredible. His Chicken Saltimbocca could bring a tear to the eye of the most discerning gourmand.

One evening, Tom called the owner over to our table and said, "We love the food. You guys should have more customers. How 'bout we trade marketing and advertising for meals?"

It was a good deal. The restaurant got busier. Our cash flow improved and we loosened our belts a notch.

And a buzz about our agency started circulating in local restaurants. We started doing a brisk business with menu re-writes/redesigns, logos, signage, and ad concepts/production/placement.

We learned a fair amount about the restaurant business. Probably the most important was "Cash in advance. No exceptions."

As the demand for our services grew in this sector, we developed a 15-point checklist we we'd use in "secret shopper" visits before meeting with owners to determine whether or not we would pursue the business. If the restaurant got too many checks, we'd pass, knowing  that it had issues that marketing and advertising couldn't fix.

If you're working with local restaurants, or want to, maybe our checklist will come in handy:

1. Parking lot littered, building and landscaping uncared for

2. Restaurant not clean (dirty surfaces, smell), in disrepair, neglected

3. Dirty bathrooms

4. Dirty glasses, silverware

5. Old, stained, torn menus

6. Menu too long, too many items

7. Too many themes (French restaurant inside, Florida beach themed patio outside, Italian entrees on the menu) 

8. Mismatched theme (Italian decor, Indian cuisine) 

9. Staff unengaged (host/hostess, wait staff)

10. Chaotic kitchen (more than busy ... out-of-control and messy) 

11. Long wait time for food

12.  Mixed up orders (wrong appetizer, side, sauce)

13. Food doesn't look appetizing, not well arranged on plate

14. Portion size wrong (too small, too large)

15. Food not delicious

The more we made good restaurants busier, the stronger our reputation became. And word got out to owners of other local businesses, and our little shop got bigger. 

The moral of the story: If you want marketing and advertising to work, start with a good product that provides a positive impression on/experience for the targeted consumer.

Could've, Would've, Should've

 

Kodak could have been the global leader in digital cameras.

But they didn’t think that was the way of the future.

Blockbuster could have been the global leader in online video streaming.

But they didn’t think that was the way of the future.

Nokia could have been the global leader in smartphones.

But they didn’t think that was the way of the future.

The lesson?

You are not your customer.

Always immerse yourself in what they want.

Or get left behind.

A Beard Story

The decision for the clean-shaven look was not a decision.

About 2 years ago, I shaved off my beard.

I hadn’t been beardless for 20 years or so.

This is not my chin. No photographs of my naked face were taken.

But 2 years ago, I exposed my face with an easily avoidable trimming incident that made me feel like an idiot. A beardless idiot. 

My kids had never seen my chin. I had a beard when I proposed to my wife and when I said, "I do".

My family was gonna ask, “Why?”

If ever there was a time for spin, this was it. 

When we do something potentially embarrassing, such as an inept attempt at facial hair trimming (which until that day I had done successfully a few times a week for a couple of decades), we want to tell the story -- or spin it -- in a way that puts us in the best light. 

Spin Doctor sez: I meant to do that.

I'm glad I don't have to do that in my family.

When they asked, I told 'em the truth: That I forgot to put the attachment on my beard trimmer and had carved a hairless swath from just under my left nostril to the center of my jawline.

Unfixable.

No choice but to continue until my face was fully exposed. To the elements. To the eyes of both friends and strangers.

What about the spin?

I have neither the time nor the appetite for that bullshit. 

There were some laughs at my expense. I couldn't help laughing, too.

It took a couple of weeks for the beard to grow back (I’m a hirsute fellow).

So, the beard is back.

And I’ve been less cavalier with my trimmer.

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This post was partly inspired by one of the coolest beards in the business: the one that occupies the chin of Bryce Main who wrote: Does Having a Beard Make Me a Better Writer?

Bryce Main

Expense or Investment

Everyone loves great copywriting until they're in charge of paying for it.

Even clients who appear to understand the value of strong copy can find themselves questioning that value when confronted with a tight budget.

Why?

If you’re making decisions about marketing, chances are your writing is at least adequate.

So, hiring a seasoned professional writer who doesn't come cheap can seem like an extra, perhaps unnecessary, option. Desirable yes, but ... given budget constraints maybe adequate will do ... hmmmm ...

While initial nervousness about budget makes the value easy to question, it doesn’t lessen the value.

Wins and losses are often decided by seemingly slight advantages …

Horse races are won by a nose …

Argentina won the 2023 FIFA Club Word Cup on penalty kicks after tying France 3/3 …

The Colorado Avalanche won the final game of 2021 NHL Stanley Cup championship by 1 goal …

The Kansas City Chiefs beat the San Francisco 49ers 25/22 in the 2024 Super Bowl by scoring once in the first overtime in the game's history ...

Manchester City beat Manchester United 2 goals to 1 for the 2023 FA Cup ... 

Legendary coach Vince Lombardi described American football as a “game of inches” …

The difference between a company’s marketing being effective or delivering less than needed can also be a matter of inches.

“Adequate” doesn’t put you in the winner’s circle.

The investment in excellent copy, that might have seemed optional in the beginning, can be the advantage that gives a business the extra inches needed for success.

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For more ammunition to have ready when working with a client who is
 questioning the investment in professionally written copy: Bad Writing is Expensive

Ask for feedback BEFORE they see it

 

"I don't know; it just doesn't 'speak' to me."

"I'm not sure it says what we need it to say."

"Can you make it more 'today'?"

Non specific feedback is not helpful and tends to create a disconnect between the client, the writer, and the deliverable.

Consider providing a bit of feedback guidance when you submit your first draft by saying something like this in your email:

Anything can be changed, added or taken out, but please consider the following questions as you review the copy:

👉Are all the facts and stats correct?

👉Is there anything missing and, if so, what is it?

👉Are there any particular parts you really don't like?

👉Are all the features and benefits clearly explained? If not, please let me know what I've missed

👉Is the style and tone right for your prospects?

When you do this, you have a better chance of receiving useful feedback.

The Golden Rule

Never be afraid to ask for more detail,

otherwise you’re scrabbling around in the dark.

Hiring Qualifications

 

Will Any Agency Hire This Man?

He is 38, and unemployed. 

He dropped out of college. 

He has been a cook, a salesman, a diplomatist and a farmer. 

He knows nothing about marketing and had never written any copy. 

He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year. 

I doubt if any American agency will hire him.

However, a London agency did hire him. 

Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.

The moral: it sometimes pays an agency to be imaginative and unorthodox in hiring.

That memo was written by David Ogilvy to one of his partners ... and the man described in the memo was Ogilvy himself, the man many refer to as "the father of advertising."

David Ogilvy

Ogilvy came to the US in 1938 and worked for Gallup’s Audience Research Institute. Ten years later, although he had never written an ad, he opened Ogilvy, Benson & Mather.

He went on to produce work for some of the biggest clients of the day: American Express, Lever, Shell, Sears, Rolls-Royce and built the agency into one of the world’s most prominent.

It sometimes pays to be imaginative and unorthodox in hiring.

A Technique for Masterful Co-Presenting

"I've got the whole presentation memorized. Word-for-word."

Matt was excited.

He and I would be in front of a perspective client in a couple of hours.

It was his first time on a formal two-person multi-media pitch to a potentially important client.

"I've gone through it a million times. I know my part and your part by heart."

Like I said, he was excited.

"Glad you're ready, Matt. I need you to transfer some of that enthusiasm to the folks who'll be on the other side of the conference table."

"I wont let you down, boss."

"Didn't even cross my mind. But I've gotta give you a heads up. Depending on their response, I might not stick one hundred percent to the script."

Matt paled. "Then how will I know when it's my turn to talk?"

"Don't worry about what I'm saying, on script or off script. I might deviate from what we wrote, but I'll always finish my part with the same last line we prepared."

"The last line ..."

"Yes, when you hear me go into the last line of my section, you'll know that when I finish that line it's time for you to step in and cover your section."

"The last line ..."

"Yep. And I'll do the same with you. While you're talking, I know you'll be on point and I'll be reading the room. When you hit your last line, I'll be ready to go. It'll be seamless. The secret is for both of us to be ready to go on the other person's last line."

"So I didn't need to memorize every word. Just my parts and the last lines of your parts."

"Pretty much. Now let's walk through it. I'll yadda-yadda my part ending on the line you're waiting for. While I'm finishing that line, take a breath and relax. When I hit the last word, wait a beat and step up with your part. Be confident. They need our offer. Talk with them. Don't recite, talk. Comfortably. Conversationally. And don't worry about me. Don't even look at me. I'll be there when you're ready for me."

"When I do my last line."

"Exactly."

_________________________

The rest of the story ...

After I posted the above on LinkedIn, Stanley Ezeobele commented: 

“Now you've got me invested in this story Scott. How did the presentation go?”

And I responded: 

"Matt did great, Stanley ... but before we reached the halfway point, I saw enough buying signals to change course and close the deal. On the car ride back to the office, Matt was happy about making the sale but a little disappointed that he didn't get to complete his part of the presentation. He did, however, agree that being prepared was what was important, even if we didn't have to use every tool we brought to the job to get the job done."

 

Placeholder Text

 

To show clients a more complete view of a design that includes copy, it is a common practice to show “lorem ipsum” Latin text in the area finalized copy will eventually be. It looks more natural than just repeating a phrase like "content here", giving the design the flavor of what the final page may look like.

If you want to venture beyond the standard ipsum*, there are generators that take a more playful attitude to placeholder text. Here are a dozen of 'em:

Office Ipsum 

http://officeipsum.com/

SAMPLE: Let's take this conversation offline baseline beef up. We don't want to boil the ocean run it up the flagpole a tentative event rundown is attached for your reference, including other happenings on the day you are most welcome to join us beforehand for a light lunch we would also like to invite you to other activities on the day, including the interim and closing panel

Coffee Ipsum 

http://coffeeipsum.com/

SAMPLE: Chicory, cream doppio cinnamon cup affogato dark mazagran. Grinder, cinnamon, cup, plunger pot extraction instant viennese doppio. Breve americano, half and half seasonal single shot extra  siphon. Turkish, rich, skinny, dark caffeine beans, sweet french press organic robusta.

Pirate Ipsum  

https://pirateipsum.me/

SAMPLE:  Prow scuttle provost Sail ho shrouds spirits boom mizzenmast yardarm. Pinnace holystone mizzenmast quarter crow's nest nipperkin grog yardarm hempen halter furl. Swab barque interloper chantey doubloon starboard grog black jack gangway rudders.

Cupcake Ipsum 

http://www.cupcakeipsum.com/

SAMPLE: Sweet oat cake cheesecake gummi bears chocolate cake. Gummies cotton candy topping brownie tiramisu cake biscuit brownie. Soufflé dessert carrot cake caramels sweet roll marzipan biscuit danish. Chocolate bar sesame snaps sweet roll cheesecake liquorice bear claw. Cheesecake toffee sweet lemon drops sugar plum lollipop croissant. Lollipop chocolate bar sweet

The Godfather Ipsum
https://godfatheripsum.github.io/

SAMPLE: I am sorry. What happened to your father was business. I have much respect for your father. But your father, his thinking is old-fashioned. You must understand why I had to do that. Now let's work through where we go from here. Just when I thought I was out... they pull me back in. Hey, listen, I want somebody good - and I mean very good - to plant that gun. I don't want my brother coming out of that toilet with just his dick in his hands, alright? Is that why you slapped my brother around in public?

Cheese Ipsum

http://www.cheeseipsum.co.uk/

SAMPLE: Bavarian bergkase cheese strings pecorino. Dolcelatte babybel feta bavarian brie cream cheese port-salut mascarpone. Ricotta cheese and biscuits who moved my cheese edam mascarpone taleggio macaroni cheese. Edam cut the cheese boursin goat bocconcini monterey jack. Cheese slices.

Hipster Ipsum 

https://hipsum.co/

SAMPLE: Photo booth cornhole heirloom whatever bicycle rights, direct trade echo park fingerstache blog venmo retro synth quinoa craft beer. Vape ramps pork belly banh mi, kombucha kogi cred cloud bread messenger bag meh adaptogen iPhone yuccie 8-bit. Hammock +1 tote bag live-edge trust fund umami occupy affogato single-origin coffee distillery hashtag.   

Cat Ipsum 

http://www.catipsum.com/

SAMPLE: Hiss at vacuum cleaner kitty loves pigs ha ha, you're funny i'll kill you last my cat stared at me he was sipping his tea, too decide to want nothing to do with my owner today kitty run to human with blood on mouth from frenzied attack on poor innocent mouse, don't i look cute? sleep on keyboard. Poop on floor and watch human clean up walk on keyboard and meow .

Bacon Ipsum 

https://baconipsum.com/

SAMPLE: Bacon ipsum dolor flank buffalo sausage tongue cow. Spare ribs buffalo ham hamburger pig ground round. Bacon porchetta ground round chicken, venison chuck corned beef. Pork chop frankfurter picanha, fatback rump turducken short ribs meatball swine pork belly drumstick strip steak. Ham hock drumstick bresaola bacon. Beef ribs bresaola chuck tenderloin cow salami, andouille pork.

Sagan Ipsum 

http://saganipsum.com/

SAMPLE: Dream of the mind's eye trillion across the centuries corpus callosum Apollonius of Perga preserve and cherish that pale blue dot? Network of wormholes the only home we've ever known bits of moving fluff two ghostly white figures in coveralls and helmets are softly dancing cosmic fugue the ash of stellar alchemy? Citizens of distant epochs Tunguska event prime 

And that's just scratching the surface.

A quick search will find you placeholder text with just about any kind of theme you can imagine, including: 

Zombie Ipsum 

Samuel L. Jackson Ipsum 

Space Ipsum

DeLorean Ipsum

Skate Ipsum

Bob Ross Ipsum 

Tuna Ipsum

Bluth Ipsum

Heisenberg Ipsum

On the Farm Ipsum

Cheeseburger Ipsum

https://www.makesum.com/

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 *Traditional "loren ipsum" placeholder text:

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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OOPS!

Placeholder text is just that. Always doublecheck the final draft
to make sure the finished copy has been incorporated into the design
before it goes to production.

 

The 25 Step Checklist for Editing Your Own Copy

"Your thinking about editing is wrong."

That eyeopener is from Erica Schneider who goes on to say:

"Editing is not a cutting exercise - it's a value-adding exercise. Because even when you're cutting fluff, redundancy, and wordiness, you're adding value. And when you remove friction, you add clarity."

Strong editing makes good writing. Follow these 25 self-editing tips to tighten up your copy and make it shine.

Developmental Editing Tips

1. Start Fresh:

• Approach your draft with a clear mind. Step away from your copy (at least 24 hours if deadlines allow) before editing to see your work with fresh eyes.

2. Revisit Your Outline:

• Check that what you've written aligns with your initial goals and the outline you started with.

3. Read Aloud:

• Give your copy a vocal test. Reading aloud helps you catch awkward phrasing and improves overall flow.

4. Big Picture Check:

• Ask yourself if each section serves the overarching purpose of your piece. Cut out anything that strays too far from the main point.

4. Smooth Transitions:

• Ensure your narrative flows seamlessly. Transitions between paragraphs should be smooth (as my mother-in-law would say, "like butter.")

Copy Editing Tips

1. Sentence Purpose:

• Verify that every sentence serves a clear purpose. If it doesn't, consider giving it the boot.

2. Active Voice Dominance:

• Opt for active voice whenever possible to add punch and clarity to your writing.

3. Cut the Clutter:

• Eliminate unnecessary words and phrases. Your readers will thank you for the streamlined experience.

4. Consistent Style:

• Maintain a consistent writing style for a polished, professional impression.

5. Fact-Check Vigilance:

• Double-check your sources and ensure accuracy. Nothing erodes credibility like inaccurate information.

Proofreading Tips

1. Final Read-Through:

• Give your copy one final, meticulous read-through. The last defense against typos and errors.

2. Spelling Bee Champion:

• Check for typos and common mistakes that can slip through. Reading it in a different medium (e.g., printed on paper instead of on screen) can help.

3. Punctuation Patrol:

• Ensure consistent punctuation. Too many exclamation marks? Tone it down. Keep it polished and professional.

4. Homophone Hunt:

• Beware of sneaky homophones that spell checker might not catch such as "their" vs. "there" vs. "they're."

5. Grammar Guru:

• Brush up on your grammar rules. A well-placed comma can make all the difference.

Fine-Tuning Tips

1. Word Economy:

• Embrace brevity. If a shorter, more common word conveys the same meaning, use it.

2. Variety is Key:

• Mix up sentence structure. It keeps your readers engaged and adds a dynamic rhythm to your copy.

3. Consistent Tone:

• Maintain a consistent tone throughout your piece. Sudden shifts can be jarring for your audience.

4. CTA Perfection:

• Craft compelling Calls-to-Action. Make sure they're clear, persuasive, and aligned with your goals.

5. Empathy Check:

• Put yourself in your reader's shoes. Does your copy resonate? Does it answer their burning questions?

Final Checks

1. Formatting Finesse:

• Ensure your formatting is reader-friendly. Use headings, subheadings, and bullet points for easy digestion.

2. Mobile-Friendly Read:

• Imagine your audience reading on a smartphone. Is your copy mobile-friendly? Short paragraphs and concise sentences are critical.

3. Brand Consistency:

• Double-check that your copy aligns with your brand's voice and values.

4. Fresh Eyes Feedback:

• Get a second opinion. Sometimes, a fresh perspective can uncover hidden gems or areas that need improvement.

5. Sleep On It:

• After all edits are done, sleep on it. A new day might reveal even more ways to enhance your copy.

One final word of advice: When writing, detach yourself from your editor self ... and when editing, detach yourself from your writer self.