Posts Tagged ‘copywriting’

Spell Check Can’t Save You

Thursday, July 14th, 2011
woops
Poor spelling: It could cost companies millions and could cost you an interview. Read, reread and have someone who can spell better than you check it again before sending off a correspondence with a potential employer.

Another quick hint: Do what they ask for! If the potential employer is asking you to title your email with a specific subject line, do it. It all shows how well you read, write and can follow directions–three things you’ll need to be able to do if you want to work.

(I shur hope their urn’t n-e speeling misstayks in heer. That wood probubly look reelly bad fur me.)

BBC News posted this article discussing the impact of poor grammar and spelling in the real world: Spelling Mistakes ‘cost millions’ in Lost Online Sales.

Position Open: Writer

Wednesday, June 15th, 2011

One of the best and most reputable firms in town is adding to its team. We’re helping them identify the right fit for their group–an awesome writer who can shoot the breeze with a beat reporter and has intimate knowledge as to how sausage is made–that is, a solid background in PR, Public Affairs, MarComm. Email us your interest and latest resume to resume@52ltd.com with ‘Awesome Writer’ in the subject line.

Putting the F-U-N Back in S-E-O

Thursday, November 4th, 2010

Written for 52′s blog by Andy Y.  You are the man Andy.

Let’s face it. SEO, the great digital hope for agencies and the clients they serve, has come to have a stigma of boredom attached to it for writers that is the equivalent of watching paint dry. I can say this because I currently write, and have written, a lot SEO. I’ve written SEO in the form of blogs, websites and directories, and usually about subjects that I have little to no previous experience with, or understanding of.

At first it feels a little like an actor doing research for an upcoming role, until you realize the specialist that was going to show you the ropes of your assumed trade isn’t on the way and that you have 2,400 words to write before the end of the day…about large format printers. On the occasions that I have found myself in this exact situation, instead of regurgitating facts found on various sites, I tend to go back to a principle we sometimes forget in copywriting; write what you know. For me this boils down to the following:

  1. Pinot Noir
  2. Pecan Waffles
  3. Rare Soul 7” Records
  4. Farmer’s Markets
  5. Vintage Drum Kits

Let’s take farmer’s markets as an example and see how not only we can add key word density concerning vinyl sign printers, but make it an article that someone might at the very least find amusing enough to finish.

“You spend a lot of time and care on your vegetables. Company x understands this and wants to help your garden grow with vinyl sign printers for farmers markets.  With these vinyl sign printers for farmers markets you can constantly update your fresh vegetable list no matter what’s in season and always have it look great rain or shine. While your neighbors are out with Crayolas and sheets of butcher paper, show ‘em how a real tech savvy farmer does it when you roll up to Saturday market with a new sign in your favorite font and color, all on slick and sleek rain proof vinyl. The only thing more colorful than your carrots and beets will be the colors that you lettered your sign with. Ready to make the jump to vinyl sign printers for farmers markets? Check out the brands carried by company x below.”

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Livin’ the Freelance Dream

Monday, November 1st, 2010

Written by Nancy L. for 52′s blog.  Thanks so much Nancy.

If there’s one question I’ve heard the most over the years, it’s “How did you become a freelance writer?” People are somewhat fascinated by this career path, and I’m happy to share the story (it all started with my 6th grade English teacher, Mrs. Robbins).

Lately, I’ve been turning the tables, and asking that very same question to my writer-type friends and colleagues. Here’s what Liz B., a fellow freelance writer and photographer, had to say about her journey into the world of freelancing:

“I was working at a record label here in Portland—helping them with everything from publicity to distribution—and some musician friends of mine asked if I’d like to join them on tour. So, I took a break and went on the road with them. One afternoon, we were at a rooftop party for SXSW in Austin, and I was introduced to Brooke Denisco. She was an Arts and Culture editor from Willamette Week.

When I got back to Portland, I ran into Brooke again at a show and we got to talking.  I had studied journalism in college, and always wanted to write. So I asked her about freelance opportunities and she assigned me a story—even though I had no clips to show her. The assignment went well, and I started writing for the paper: arts and culture, fashion, and music. Eventually I became a columnist.

Newspapers don’t pay that well, so I wanted to branch out. So I answered a classified ad in the Oregonian to write for a natural medicine publication (I studied nutrition in college, too). From there, I was introduced to an editor of a health food magazine. One thing led to another and I kept adding more health magazines. Then a few years later, I pitched Spa Magazine. I never heard anything. A year and a half later, the Spa editor got in touch with me and I started writing about natural medicine and nutrition. Then I worked my way into travel and experiential spa articles.”

Liz isn’t just a freelance writer. She lives the dream: traveling all over the world, getting paid to visit spas, and having her writing published in national magazine. But Liz is realistic, too. “If you really want to be a freelance writer,” she says. “Be open to all kinds of opportunities. It’s hard to make enough money if you only write about one topic, so I supplement my income with copywriting, which is much more lucrative.”

2010 Creative Resolution: Fail

Thursday, August 5th, 2010

John, a brilliant writer and good friend of 52, contributed this piece in December of 2009.  How do you think these methods have stacked up so far in 2010?

I thought up a wish around Christmas 2008. (You remember, this was when the economy fell into a well, only to crawl out in an algae-soaked stupor around mid-year.) By the end of 2009 I got some of the stuff I hoped for: Cool projects. Money. And I made some great new relationships with passionate professionals. I was lucky. But some things never came. That’s the era we’re in.

IMHO, 2010 isn’t going to be the year of getting back to the big getting that we sometimes enjoy. (My stimulus package is pretty much BOGO at the supermarket.) Sure, Obama’s president. I have hope. But the economy remains iffy. Building brands will be fun but no less exacting than 2009—given lean budgets, challenged clients and the speed of change. But you’ve got a great secret weapon. It’s called: an idea.

If I, you—we—do nothing this year but die for our ideas or the ideas our brand teams come up with, you’ll make it to 2011. People will admire you. Will want to work with you. And if you play it right, they’ll pay you well. What’s truly thrilling is how powerful ideas can be now. As in: effective, gorgeous, persuasive, cash-generating, transforming, life-building, whatever.
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The New Helvetica

Thursday, May 27th, 2010

Thanks to Leighann Franson for writing this up!

Over the past year, I’ve heard the same response uttered from new clients across various industries, “We want the voice to be real, honest, succinct. No Bullshit.” Of course, this always leads to the conclusion that, in the past, copywriters have been asked to be deliberately deceitful, overly ostentatious, and painfully longwinded. Whatever your assumption, this growing response begs the question—could this be the beginning of a new trend?

Of course, this burgeoning tonal style is an attempt to capture the next generation of consumers. Call them Gen Y or Gen Next, these digital natives grew up online. On top of their keen perception and fleeting attention span, they know how to move fast and process things quickly. They’ve developed a massive BS detector that enables them to sift through the glutton of marketing messages that screams at them from every medium. So if we want them to hear our message over the din of puns, cheeky clichés, and cumbersome adjectives, we’ve got to make it real. Drop the superfluous language or, like a blood hound, they’ll sniff out our crappy metaphors before we’ve even finished writing the sentence.

As a writer, I find this candid approach quite refreshing. I get it. In fact, I welcome it. It requires me to strip the language down to the bare essentials. Be less formal and more conversational. With even shorter fragments. And quicker wit. It requires creativity and math skills in order to fit five major copy points into a 135-character space or ten seconds of air time.

My husband, a freelance graphic designer, describes this trend well. He said, “this simple, uncomplicated approach is the Helvetica for copywriting. It’s so neutral and unobtrusive that it’s a style unto itself.” Perhaps he’s right. This is the new Helvetica for a generation of kids who are smarter, quicker, and faster. It’s a trendy BS filter for an era that demands transparency and truth. Of course, trends come and go. I wonder how long this one will stick around.