I need a slogan! Where’s my Magic 8 Ball?

Yesterday I discussed writing compelling headlines, or in the case of email messages, subject lines. A significantly more difficult assignment is writing a slogan. I’ve had the thrill of success in this endeavor over the years. It wasn’t without a lot of conversations coupled with research and some profound thinking.

As stated in this article in Inc. magazine, “Really great lines primarily come from having a very, very deep and thorough understanding of your client’s audience.” It’s rarely luck and it’s not typically a eureka moment. Yet, when the idea hits you, you have an instant awareness that you’ve found it.

There are many wonderful slogans in the history of advertising. Without a doubt, you can recite at least five of your favorites without even thinking about it. I suspect Nike, Apple, Maxwell House, DeBeers, Avis, Coca-Cola and Wheaties are top of mind for many of us. The list bespeaks the staying power of a superlative slogan.

Here are some I like with my own observations:

M&M’s: The milk chocolate melts in your mouth, not in your hands. 
I remember as a young boy thinking that was a brilliant line. I love chocolate, but I hated having to eat it super-fast lest it became a gooey mess in my hands. (I grew up one of seven boys - I didn’t dare put any food down…ever). M&M’s solved three problems for me: 1) I could eat them slowly 2) I never had to put them down 3) If a bigger brother muscled me into sharing, I still had some for myself.

Pringles: Once you pop, you just can’t stop.
So true! Pringles are addictive. The rhythm and the rhyme of the line really helps this slogan to stick. The tagline also told you that you weren’t alone; that others just like you kept eating chip after chip. It almost seemed like you were being given permission.

BMW: The ultimate driving machine.
Does this slogan need an explanation? Yes? No? Briefly? For its target audience, the line speaks to their passion coupled with a need to express their economic status. You’ve arrived when you arrive in a BMW. (Doesn’t that sound like a good tagline?)

Energizer: Keeps going and going and going.
You have to love the person who convinced the Energizer brand team that a pink bunny wearing sunglasses and beating a bass drum incessantly would be a perfect visual complement to the tagline. I can still see that drum stick swirling with the whooshing sound accompanying it. Memorable.

Memorex: Is it live, or is it Memorex?
The product promise is captured in this tagline. Back in the day of reel-to-reel and cassette tapes, hissing was a major annoyance to audiophiles. Memorex introduced a line of tapes that promised to deliver hi-fidelity so crystal clear, you’d swear you were listening to it live. It’s a thing of beauty when you can’t tell the difference.

Chrysler: Imported from Detroit.
This tagline put an exclamation mark on Chrysler’s bold announcement that it was reclaiming its place as one of the world’s top automobile manufacturers. It spoke of a fierce pride, of strength, resiliency and a heritage is a reflection of the city it calls home. The commercial and tagline not only reignited a lover affair with the people of Detroit, but revived optimism in Chrysler’s beleaguered dealer network. Powerful.

Honorable Mentions:
Motel 6: We’ll leave the light on for you.
U.S. Army: Be all you can be.
FedEx: When it positively, absolutely has to be there overnight.
Hallmark: When you care enough to send the very best.
Alka-Seltzer: Plop, plop, fizz, fizz, oh what a relief it is.
U.S. Marine Corp.: The few. The proud. The Marines.

This list could go on forever. Feel free to add your favorites in Comment below.

If you find yourself in need of a slogan, hire a professional (like me), and expect to invest weeks, if not months, working through the creative process. Great slogans are not found in an online slogan generator, a Magic 8 Ball or a fortune cookie. It’s an iterative process. At times, the back and forth may become aggravating, but don’t settle until you know the words deliver on the promise of your brand and resonate with your audience. It’s too important to compromise or settle on something that’s just okay. A brilliant slogan can reap rewards for your business for years to come.

LiveJournal Tags: slogan,tagline,Magic 8 Ball,Inc.,Nike,Apple,Maxwell House,Avis,Wheaties,DeBeers,Clairol,M&M's,Pringles,BMW,Energizer,Memorex,Chrysler,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Headlines headline today’s headlines

I love writing headlines. As newspaper and magazine editors have known since the dawn of print publishing, the headline is the hook that reels in the reader. I relish the challenge of phrasing a headline that commands attention. I like to think of myself as the master of the headline - or in the case of email – the master of the subject line.

Like most writers, I have a rolling editorial calendar for this blog that I follow religiously. Ahem, sort of. I make exceptions when I am motivated to add my voice to a topic that is dominating social and/or traditional media. Or in the case of Overstock.com, I feel compelled to comment. My calendar is very simple; it consists of three columns: A) Date  B) Topic  C) Central Idea. Typically, I use only one or two words in the Topic column. Here’s last week’s Topics column:

Monday – Buzzwords
Tuesday – Innovation
Wednesday – Engagement
Thursday – Happy Thanksgiving
Friday – Disruption

Today’s entry is Headlines. Real original, right? Column C does the heavy lifting. Here, I describe the point of the post. I keep it brief explaining my idea in one or two pithy sentences. Today’s entry in Column C: It's the hook that reels the reader in. I am the master of the headline.

Believe it or not, quite often conceiving the headline is the last thing I do before publishing a blog post. As I wrap up this entry, I have yet to craft today’s title. In fact, I haven’t an inkling of one. I’m not worried though, I have a knack for delivering in the clutch.

Top Headlines Today
Let’s review a few headlines in various publications:

US man leaves jail in missing tourist case – Is he a contortionist? The tourist case is no longer missing if he left in it.

Bankruptcy Could Disrupt American Airlines' Rebranding – Gee, ya think?

FCC twists knife in AT&T's chest; Criticizes 'false claims' over acquisition of T-Mobile – Was it a pen knife, butcher knife or a machete?

Tech Firm Implements Employee ‘Zero Email’ Policy – Really? Can I work for you?

How to Spot a Liar in 20 Seconds Flat – Walk into the sales department? Talk to a politician?

Clearly, crafting a clever headline is a talent. Unfortunately, most news headlines tend to be dull. My favorite is the last one, although the first one gets props simply because it’s humorous when taken literally.

That is the risk with headlines: if not written well, they get noticed, but the response is usually anything but what the writer or editor intended. So be sure you put some deep thought into how you title your press releases, newsletter articles, brochures, blog posts, email messages and every item on your web site (or hire me to do that for you).

Excuse me, it’s time to write a headline.

LiveJournal Tags: headline,subject line,editorial calendar,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

The worst practice of best practices

“We’re following best practices to ensure we become a world class organization.”

Really? Doing as others do assures you an ascent to world class status? Seems to me it will more likely deliver you to the land of mediocrity. Following in another’s shadow casts a dim light and a “me too” label on your brand.

Best practices is not the mindset of innovators. Of mavericks. Of risk-takers. It also isn’t in the biography of the men and women who made fantastic life-changing discoveries in science and medicine, created new industries with their inventions, or altered the business and social landscape with their hi-tech applications.

“Why would I want to use best practices? I don’t want to be like everyone else.”

If only more leaders would think like this, we’d truly have differentiation and stronger competition in the majority of our industries. Executives would drive their companies based on a clear vision, rock solid set of values and an unshakeable confidence that they will out-think, out-wit and out-work the opposition.

Instead, we have executives who succumb to the quarter-by-quarter profit demands of Wall Street, react to what they are hear from prospects, customers, the channel, analysts and the media and adjust their strategy regularly to ensure they don’t miss the boat the competition is captaining.

It’s a bizarre mindset, being a leader who follows. And it’s quite possibly the worst practice of best practices.

LiveJournal Tags: best practice,innovators,mavericks,risk-takers,buzzword,credibility,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

What’s with all the disruption?

There’s so much market disruption these days that it’s the new norm. Or so it seems with how often the buzzword is thrown around by marketing and PR professionals, analysts and the media.

To get ahead of the curve, some have turned to predicting disruption.

So the question is, can a product be disruptive before it’s released to market? Bloomburg Businessweek believes so. To promote its coverage of disruption, the company placed an arresting full page advertisement in the November 7, 2011 issue of Advertising Age with the single word headline “Disruptive.”  The dominant image behind the headline is the cute yellow dancing robot, My Keepon. The copy proclaimed that My Keepon “is poised to shake up the $83 billion toy market.”

Really? I suppose they could be right. The robot is quite cute and its range of dance moves and sound effects will likely prove very entertaining to youngsters. Toys ‘R’ Us purchased exclusive U.S. rights to sell My Keepon, and they have planned a big push for this holiday season. BeatBots LLC couldn’t have asked for a better retailer for the little guy.

We’ll see if My Keepon lives up to expectations and turns the toy robot market segment on its ear. Or will this be another example of a company deploying a buzzword to create some hype for itself?

LiveJournal Tags: disruptive,Bloomberg Businessweek,My Keepon,Toys R Us,Advertising Age,BeatBots LLC,buzzword,credibility,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

A bountiful harvest

As another year winds down, we pause to reflect and give thanks for all that is good in our lives. Family. Friends. Love. Food. Health. Home.

I hope you have much to celebrate and plenty of occupied seats at your Thanksgiving table.

Let’s get engaged

Are you engaged? Whether or not you have a significant other or someone you’ve committed yourself to, chances are, the label engaged fits you in some capacity.

Engaged is an attribute marketers and customer relationship professionals ascribe to a company’s customers.  There are varying degrees of engagement, a continuum if you will, and strategies continue to evolve to move customers along that continuum in an effort to marry them to a brand.

When the concept of engagement first entered the customer acquisition, retention and experience discussion in the mid 2000’s, the advertising industry was leading the conversation. According to Wikipedia, the Advertising Research Foundation announced the first definition of customer engagement at the re:think! 52nd Annual ARF Convention and Expo in March 2006:

"Engagement is turning on a prospect to a brand idea enhanced by the surrounding context."

I’m not exactly sure what this definition means, and many others didn’t get it either. So, a number of subsequent trial balloons were sent up by marketing, customer relationship and advertising professionals. None stuck. In 2007, Richard Sedley adapted a definition put forth by Ron Shevlin, a respected authority on customer engagement, that seemed to resonate well:

"Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.

This and similar descriptions of an engaged customer gained traction and companies began to seek out authorities to help them establish customer engagement strategies.

Remarkably, or perhaps I should say, disturbingly, by late 2007, customer engagement was already being described as a buzzword. It took less than two years for some to grow weary of the discussion. That’s incredible. It didn’t dim the din, though. The noise grew in the ensuing years along while many flavors of engagement evolved:

• Customer engagement
• Employee engagement
• Online engagement
• B2B engagement
• Channel engagement
• Social engagement

When social media exploded onto the scene, it turned the customer engagement dynamic on its ear. Suddenly, engagement was no longer entirely controlled by the vendor. Consumers had the tools to develop or participate in communities outside of any vendor domain. Communities were created around a brand and the company had nothing to do with it. In some cases, companies found themselves in the awkward position of having to ingratiate themselves with the community organizers to earn themselves an invitation to join.

Corporations also took a proactive approach, though, and established their own social engagement strategies and programs. Social engagement is all the rage today and the noise around it is louder than ever.

Engage in all its forms continues to be a marketing buzzword and a driving imperative for many customer-centric companies. The power of attraction simply cannot be denied.

So, dear reader, as a consumer, you are engaged. You just didn’t know it.

LiveJournal Tags: engage,engaged,customer engagement,social engagement,jargon,buzzwords,catchphrase,innovation,credibility,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

I just innovated, hear me roar

Is it just me or is the power of the word innovation so diminished in business and industry that it rarely fires the imagination and sometimes barely captures the attention of customers, prospects, media, analysts and The Street?

Oh really? Another innovation? (Yawn)

The noun is thrown around like candy at a children’s parade. Marketing and executive management have homogenized the term by applying it to visions, ideas, products and services that may be unique and somewhat differentiated, but fail to rise to the strata of innovation.

Some companies have a strong heritage of innovation and consistently deliver on breakthrough ideas, processes and products. Think Apple. Google. 3M. Toyota. GE. These companies have earned the merit badge and can tout their achievements in branding and advertising with no shame.

The problem I have is that many other companies co-opt the term and debase it. They announce a revision or next generation release of a mature technology and assign and speak of new capabilities that aren’t really much of a leap forward; rather, they’re the next logical progression.

In business and economics, innovation is the catalyst to growth. It’s this spirit that fuels the American economy. But innovation is so over-hyped now, it’s nauseating. It frustrates me that it has become another buzzword.

LiveJournal Tags: corporate communications,jargon,buzzwords,buzzword bingo,catchphrase,innovation,credibility,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Quick, I need a buzzword

It’s time for our favorite corporate game, Buzzword Bingo! Pull out your game card. What words do you see on them this year? How do you like your chances of scoring a win in less than five minutes at your next all-hands meeting?

Certainly corporate bingo is brash and puerile and has no place in a business meeting, yet its very existence (and pervasiveness) speaks to a systemic problem in Corporate America. Executives and management all sound the same. Companies all sound the same. Earnings reports. Interviews. Acquisitions. Product announcements. Layoffs. Take one company’s announcement and cut and paste another company’s name and spokesperson on it and it probably works.

Executives and their minions are guilty of latching on to a word or phrase one of their peers used in a new or clever way in an announcement and rapidly turning it into a cliché.

Some classic terms abused over the years include:

paradigm	empower
re-engineer	tiger team
synergy	right size
actualize	core competency
mentor	mission critical
bleeding edge	push the envelope
scalable	risk management
best practice	change agent
accountability	intellectual capital
monetize	convergence
best-of-breed	weed and feed
RIF	(add your favorite here)

Thankfully, some of these terms are “so 1980s” (or 90s) that they’ve been retired. Or more accurately, replaced by something more fresh or cool. Hey, if you want to maintain your street cred in the executive suite, you better be aware of the latest business jargon.

What frustrates and infuriates employees is that management consistently demonstrates that either a.) they don’t believe their own words; or, b.) they believe their words which proves they are out of touch with reality inside their company walls. This completely undermines their reputation with the rank and file. It sure puts a damper on changing corporate culture (wait…another catchphrase that belongs on the corporate bingo card)

How do you know when to stop using a word or phrase? When it hits the Buzzword Bingo play card. That’s when your employees no longer believe you or the message you are delivering. And they are probably correct. If your product portfolio is a generation or more behind your competitor, or if your company has never done anything ground-breaking in its history, then claiming you are bleeding edge will only generate scorn.

Don’t talk a talk your company doesn’t walk. Your credibility is at stake within your own corporate walls, with your customers, ecosystem and Wall Street.

LiveJournal Tags: corporate communications,jargon,buzzwords,buzzword bingo,catchphrase,credibility,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Relax, it’s drive time and you’re going nowhere fast

I’m going to bore the heck out of most of you today. I’m going to briefly discuss the Austin Texas transportation debacle. But what the heck, the weekend is upon us, so grab a glass and indulge me.

Project Connect is the moniker for the newest pipe dream, er, I mean area mass transit proposal designed to help address the roadway congestion that plagues Austin and Central Texas. It’s a nightmare to get around this city and it’s a joke that a metropolitan area of this size should be in this quandary.

The history behind the transportation mess is sordid and involves many colorful characters in the public and private sector who failed to develop and implement a common vision over several decades. While little was actually accomplished, more than a million people moved to Central Texas and so here we are.

(Admittedly, this is a gross oversimplification, but it’s not that far from the truth.)

Project Connect is a partnership between four Central Texas transportation agencies aimed at implementing the high capacity transit component of the CAMPO2035 Plan. It involves a mix of

Existing Commuter Rail
Commuter Rail
Bus Rapid Transit
Express Lanes
Urban Rail
Regional Rail

As you can see, the backbone of the plan is rail, a low-cost, quick-fix solution to be sure. No question it has few obstacles and will garner wide-spread support across all demographics and economic groups. Let’s start snapping the rails down.

Now, to get to what motivated me to write this post: a spokesperson in support of the concepts behind Project Connect asserted that, while she would be willing to ride a train, the vast majority of Austin residents would be absolutely unwilling to give up their cars.

I disagree. I suggest many would be happy to leave the driving to others if the transportation solution was

Affordable
Convenient
Efficient
Clean
Safe

That’s it. It’s really very simple. But those behind the planning will continue to conduct studies, hold public meetings, pay buttloads of money to consultants, revise the plan, talk about it, massage it, pay more consultants, publish an updated plan and then gladly hand Project Connect off to others when their time is up. And the new owners of the plan will initiate their own study, hold public meetings, pay buttloads of money to consultants and continue the cycle.

So I’ll be sitting in my car crawling along the same Austin roads in even worse traffic years after Project Connect was supposed to be a reality wondering why it never came to fruition.

It’s enough to drive Austin and Central Texas residents crazy, but due to the congestion, you can’t get there from here.

LiveJournal Tags: Austin Texas,Project Connect,mass transit,commuter rail,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Overstocked becomes O.no

The November 14, 2011 issue of Advertising Age has a front page story about another company who opted for a corporate name change only to abandon it just six months later. This one, like others before it, is likely to go down in the annals for corporate rebranding as a colossal failure.

The company in question is Overstock.com. For some odd reason, the brilliant minds in the marketing department successfully convinced executive management to rename the company O.co.

What?!!

Someone pronounce that for me please. Is it “oh dot ko” (long case o)? What the heck does that mean? How do you brand O.co?

Good grief. What were they thinking?

Could it be they got caught up in what looked cool and sounded hip?

Not according to the company’s January 20, 2011 press release:
The introduction of O.CO highlights Overstock.com's growth into a globally recognized brand that is synonymous with the 'O' and is a natural transition of the company's brand to a universally understandable and relevant domain.

This was all about a domain? Seriously? That’s ridiculous. This seems a clear indication of executive management’s lack of understanding of their own company, the value of its brand. It’s also smacks of a company without a clear vision of its future.

To verify my suspicion, I decided to take a look at their Vision Statement:

Our Vision
Overstock.com, shortcut O.co, provides online shoppers the best value and a superior customer experience. We are honest, helpful, efficient, accountable and trustworthy, and we are committed to profitability and service. We want our colleagues and customers to feel At Home with the "O".

Wow, they can’t even craft a vision statement. To be honest, I’m not sure exactly what it is. Each sentence reads like it was written by a different individual. The first sentence was probably authored by someone from marketing. The second sentence sounds like it was contributed by a former Boy Scout who obtained a Master’s degree in finance. The third sentence feels like it came from a sex counselor.

"Over the eleven years we've been in business we've evolved into a savings engine for shoppers. We have become O.CO," said Overstock.com Chairman and CEO Patrick Byrne.

What O.co also known as Overstock.com has become is a shoe-in to make every Top Ten Major Rebranding Disasters list to be authored in the coming decade. O.no

LiveJournal Tags: Overstock.com,O.co,corporate brand,corporate rebrand,vision statement,marketing,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Romancing the reader

A while back I participated in the following writing assignment:

In three sentences, “romance the reader" with the following words: desire, connection, magnetism, attraction, envy, power, indulgence.

Here’s what I wrote:

I have an insatiable desire to form a connection with you that transcends a simple magnetism or attraction. I want to make it so real, so strong, that it is the envy of all who observe. The power of this bond is their inescapable indulgence, like the unintentional voyeur who stumbles across lovers in a secluded outdoor rendezvous and can’t peel her eyes away from the steamy amorous scene.

Whew! Where’s the fan? Maybe I missed my calling as a romance novelist.

LiveJournal Tags: writing assignment,desire,connection,magnetism attraction,envy,power,indulgence,insatiable,bond,voyeur,rendezvous,amorous romance novelist,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Rules are made to be broken. Not these…

Every once in a while, I am compelled to deal with a grammar pet peeve. Why? I don’t know. Perhaps because I believe sloppy, careless or indifferent grammar is a poor reflection on the individual. Furthermore, how we write and speak says a lot about our character and how we think and treat others.

Is it I or Me?

In writing and in speech, you rarely, if ever, place yourself before others. Unfortunately, in our “me first” society, people literally put themselves first even in communication. That’s just plain rude. In a list, “I” or “me” comes last:

Incorrect: I, Jenny and the boys are going to the gym.

Incorrect: Me, Jenny and the boys are going to the gym.

Correct: Jenny, the boys and I are going to the gym.

If you are ever confused, write or say the sentence with only yourself in it:

Incorrect: Me is (or am) going to the gym.

Correct: I am going to the gym.

Now add Jenny and the boys to the sentence, keeping the reference to yourself last.

Correct: Jenny, the boys and I are going to the gym.

For the life of me, I can’t understand why people start off a sentence with “Me”. Again, when I hear it, I think this person believes he or she is more important and puts himself or herself before others. This is generally not the impression people want to project. I can only think of two instances where it’s appropriate to begin a sentence with “me”:

1. When “Me” is the one word answer to a question.

2. When you are declaring or requesting yourself added to a list: “Me too.” and “Me too, if you have to know.”

I, myself understand this grammar rule

“Myself” is often incorrectly used when referring to yourself in conversation and writing. You use “myself” when you are referring to yourself for the second time in a sentence:

Incorrect: Send myself an email.

Correct: I sent myself an email.

Admittedly, it’s rare for someone to say or write “Send myself an email.”, but it is very common to hear “Send Chip and myself an email.” This, of course, is incorrect. You know this because when you remove Chip from the list, you have “Send myself an email.” which we’ve established is incorrect. “Send me an email” is correct.

When it comes to “me”, “myself” and “I”, even professors, authors and  public speakers get confused at times. The techniques described herein help to minimize the mistakes. When in doubt, consult a dictionary, or, visit one of the plethora of grammar websites on the web. As a writer, I consult the dictionary, thesaurus and grammar sites regularly. Here’s a grammar website I find helpful.

Feel free to share your grammar pet peeves in the Comments box. If you have a favorite grammar website, please share the URL.

LiveJournal Tags: proper grammar,I,me,myself,adjective,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

If you could read my mind

Why didn’t you take care of it for me?

I didn’t know you wanted any help. You didn’t ask.

I never ask for help. You should have just known.

Sorry, I’m not a mind reader.

This is an all-too-familiar scenario that plays out in personal and professional relationships quite regularly.

We’d remove a lot of angst from our daily lives and accomplish so much more if we communicated intentionally, clearly and with precision. As I wrote in a post last week, many misunderstandings and conflicts can be avoided when we slow down, think before we speak or write, and express in as few words as possible our thoughts, needs or expectations. Leave nothing to interpretation. Leave nothing unsaid. Don’t assume the other person knows what you are thinking. Control the situation by communicating precisely and with clarity. Include all of the facts and important details. Then give your instructions, crisply.

After you’ve finished speaking, you might ask politely - or firmly if the situation warrants it - if the other party understands or has any questions. In written form, at the conclusion of your message you can invite the recipients to contact you to address any uncertainty:  Please don’t hesitate to call me or reply to this message immediately if you have any questions or if I can clarify anything for you.

We all dislike it when someone expects us to read his or her mind. Let’s make certain we aren’t unintentionally expecting the same of others. I promise you that the disappointments and the stress in your life will diminish and you will become a much more productive and contented individual.

LiveJournal Tags: Mind reader,word choice,noun,adjective,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Honoring and celebrating all who served

Thank you for protecting America and our ideals. I am forever in your debt.

Happy Veteran’s Day.

 

LiveJournal Tags: Veterans,Veterans Day,honoring all who served,military,armed forces,protecting America,gratitude,Lady Liberty,Statue of Liberty,Stars and Stripes,U.S.A.,United States flag

Say what you mean and mean what you say

That’s what you said. Those were your exact words.

But that’s not what I meant!

How was I supposed to know that?

You’ve probably never had this verbal exchange with someone in your entire life, right? But I bet you have plenty of friends who had a serious disagreement and it all came down to person B taking what person A said literally, word for word, when person A meant something different.

If only.

If only person A would have chosen her words more precisely, person B would have known exactly what she intended and most likely would have responded in the manner person A expected. The argument and hurt feelings never would have occurred.

It happens all the time. In this scenario, the two friends merely had a falling out but were able to patch things up by talking it out. What if the two parties were boss and subordinate? Actions taken in a business setting may not be so easily undone. And the repercussions may reverberate through the entire company. If the actions involved an outside entity, such as a customer, vendor, analyst or member of the press, the damage may be irreversible. It may cost jobs, reputations, revenue and have far-reaching legal ramifications.

What if the two individuals were leaders of a country, or leaders of different countries? What if those two leaders weren’t exactly friends in the first place? What if they were bitter enemies?

None of this is inconceivable. In fact, it’s probably more probable than we care to admit. The words we choose must be precise and must be absent of ambiguity. Slow down. Think before you speak. What you say and how you say it does matter.

LiveJournal Tags: word choice,noun,adjective,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Word choices

Precision in communications. It’s my motto. I often harp on incorrect, poor or lazy word choices by educated people who should have a much better command of the English language than they demonstrate.

Recently, I wrote a post about how ton, a unit of weight or volume, is often used as a quantity. I’ve heard it used in this manner countless times by major network news anchors. That’s inexcusable.

You may argue that it’s petty. I disagree. Misuse of a unit of weight, volume or measurement in another context can lead to embarrassing errors in a best case scenario, and perhaps life threatening mistakes in a worst case scenario. Considering that we live in an increasingly multicultural society, we invite misinterpretation by those who aren’t as familiar with the English language and by those who simply aren’t astute or paying close attention.

The following example may be petty, I admit. You often hear people describe solving a problem or facing a challenging circumstance as hard. My immediate thought is that difficult is a much more appropriate adjective. Hard is perfectly acceptable, I acknowledge, but considering that the adjective has over 40 meanings whereas difficult has only seven, I submit that you minimize the potential for misunderstanding by choosing the latter word.

And that is my point: it is imperative that we communicate with precision and clarity at all times. Selecting the most accurate words ensures or vastly improves the likelihood that your audience will understand you completely. Their reaction will be exactly as you expected and there are no unintended consequences.

I will expound on this topic in future posts and introduce examples of how miscommunications had disastrous repercussions. You are welcome to share your examples in the Comments box below.

LiveJournal Tags: word choice,noun,adjective,copywriting,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

What’s the word for words that…

Yesterday I wrote about clerihew, an obscure English word that describes a type of rhyming poem. How often does one hear or come across that word? Never, unless you read my blog, in which case you’ve come across it two days in a row. Treat yourself to some fine leather goods.

Clerihew. I so often want to say and type curlihew, instead. I have no idea why. It’s probably because clerihew is a most uncommon word.

Another uncommon English term I know how to say, but have great difficulty spelling is onomatopoeia. Spell check always saves the day for me with that one. The definition sometimes eludes me, too, because it just didn’t stick back in junior high. As I write this, I recall that onomatopoeia describes a word that sounds like the word being named. That’s not very elegant, so I’m going to get some help from the dictionary:

onomatopoeia (ɒnəˌmætəˈpiːə)

—n

1. the formation of words whose sound is imitative of the sound of the noise or action designated, such as hiss, buzz, and bang

Pretty cool. How many onomatopoeias do you know?

Palindrome is another English language word I sometimes forget. I can pronounce and spell palindrome with confidence, and I understand its definition, but when someone asks me the term for words or phrases that read and are spelled the same forward and backward, palindrome doesn’t just pop into my head. Maybe if the word was palindromemordnilap, I’d always remember it instantly, although I’d probably trip over its pronunciation.

Examples of palindromes: “civic”, “madam” and “madam, I’m Adam”.

Palindromic phrases take much more thought. Here’s one from dictionary.reference.com

Poor Dan is in a droop.

and a few collected by the late Ralph Griswold, Regents Professor Emeritus, Department of Computer Science, University of Arizona:

Senile felines.
In a regal age ran I.
Pull up if I pull up.
No lemons, no melon.
Never odd or even.
Naomi, sex at noon taxes, I moan.

You’re probably expecting me to throw in a few of my own now. Well, dear reader, I’m sorry to disappoint. I’m saving that for another day.

What about you? Have you created any palindromes? Do share them in the Comments box, won’t you?

LiveJournal Tags: curlihew,satirical verse,rhymes,onomatopoeia,palindrome,writing assignment,blogging,copywriting,freelance writing,social media writer,marketing communications

A curlicue clerihew?

Clerihew is one of those words you so rarely hear. Few are probably acquainted with it.

From the World English Dictionary:

clerihew (ˈklɛrɪˌhjuː)

—n

a form of comic or satiric verse in the aabb rhyming pattern, consisting of two couplets of metrically irregular lines, containing the name of a well-known person

This type of rhyming poem was named after Edmund Clerihew Bentley, who invented it in 1891 at the ripe old age of 16, apparently while bored out of his mind during a science class lecture. Here is the first clerihew he wrote in said class:

Sir Humphry Davy
Abominated gravy.
He lived in the odium
Of having discovered sodium.

Over the last 120 years, many other writers have embraced this irregular style of verse. Perhaps the most prominent, or at least widely known writer of the modern day, satirist Craig Brown, had made considerable use of the clerihew in his columns for The Daily Telegraph. The former prime minister of the United Kingdom, Tony Blair, apparently was on the receiving end of many of his skewering clerihews.

Through research, I found myself enamored with this style of rhyming verse. I decided I had to give it a try. Here is my first effort:

U.S. President Barack Obama
Cried “Unfair!” to his momma.
I inherited this bleh economy
Why couldn’t mine Reaganonomy?

Not bad, if I do say so myself, which I just did. Now let’s close this post with a dilly:

Charlie Brown’s sister Sally
For Linus’ love did rally.
Of hair that’s natural curlicue
She is the subject of this clerihew.

LiveJournal Tags: Edmund Curlihew Bentley,curlihew,Craig Brown,The Daily Telegraph,Tony Blair,satirical verse,rhymes,satire,copywriting,ghost writing,ad copy,freelance,marketing communications communications,social media writer,blogging

Home is where I write

A friend and fellow writer, Randy Murray, author of First Today, Then Tomorrow wrote in his blog today that it’s easiest to write about what you know, about your life, and about the things around you. Today, I’m going to deal with the latter (thank you for the inspiration, Randy).

Let me describe my surroundings. I’m sitting at the kitchen table and I’m using my  HP Pavilion dv4000 notebook (yes, it’s a bit dated, but I’m not in a position to purchase a tablet yet). This is not the norm. I usually work in my home office which is the study that’s on the other side of the house. I don’t have an explanation for deciding to work in the kitchen; it was simply a whim.

From this vantage point, the hub of the kitchen is to my left. I look across the island to the entrance to the house from the garage. Choosing this chair was strategic: it allows me to greet my wife with a smile when she walks through the door.

On the countertop that separates the kitchen from the living area are three lush philodendron plants. Those are mine. I love plants and I’d have all varieties spread around the house if I didn’t have an obnoxious cat who likes to destroy them and later regurgitate the non-digestible leaves. I grew tired of cleaning up the spilled dirt and then later having to clean up the cat’s puke. So I narrowed the collection of plants down to a few philodendrons which are toxic to felines. Yes, this cat is too stupid to know that these plants could harm him, so I trim the runners regularly.

The kitchen table, admittedly, is a bit of a mess. There are several magazines, random items that came in the mail, a Styrofoam cup of ice water, a roll of Texas Longhorn branded duck tape, my laptop bag, my wallet, mints, my cellphone, a wicker basket filled with paper napkins, color markers in a blue bowl, a black Sharpie pen and a book of recipes. I ignore everything but the cell phone and water.

Just past the other end of the table and to my right (about the one o’clock position) is the door to the back yard.

Straight ahead is an unobstructed view of the family room which holds a six foot soft olive-colored sofa with a big handmade fleece folded over the back, a brown mustard-colored lounging chair with a green fleece tossed carelessly over its back, a red, yellow and green plaid chair, a 40” LCD TV and a gas fireplace. On the mantel above the fireplace is a collection of The Cat’s Meow village series of wooden keepsakes. On the wall above the mantel hangs an attractive painting of a wicker basket on a blue wooden stand. There are photos of my daughters on the wall to the left and a white shelf holding another photo and knickknacks. To the left of the fireplace is the arched entrance to the study.

My oldest daughters loves our home. She describes it as having a warm, lived-in feel. I’d say that’s accurate. My wife and I prefer a comfortable atmosphere as opposed to a pristine, sterile and dustless showpiece that rivals a museum.

Well, my wife just walked in (yes, I did greet her with a smile). It’s time to open the wine and begin the weekend.

LiveJournal Tags: kitchen,philodendron,plants,cat,feline,The Cat's Meow village series of wooden keepsakes,copywriting,ghost writing,ad copy,freelance,marketing communications communications,social media writer,blogging

It’s just a fickle pickle of speech

Alliteration, assonance and consonance. Most are familiar with the first, but not with the latter two. Few writers probably know the terms though they employ the figures of speech in their works.

I thought about writing a diddy that included all three, but that is a monumental challenge of gigantic proportions, and I’m not exaggerating! But I hope you agree that two out of three ain’t bad…

A fickle pickle cost me a nickel
A nickel for a pickle, I said with a prickle
My digits did tickle this pickle so slickle
I’ll find me a sickle to pick up this pickle
But nary a rickle; but nary a trickle
No sickle, no pickle that cost me a nickel
    © 2011 Brian Beasley, All rights reserved.

Now I don’t expect the folks who make Vlasic, Zinger, Koeleman’s or even Peter Piper’s to come a-callin’ clamoring to lease the rights to use my poem, but it sure was fun writing it.

LiveJournal Tags: alliteration,consonance,assonance,figure of speech,rhymes,copywriting,ghost writing,ad copy,freelance,marketing communications communications,social media writer,blogging

A headline by deadline or it’s the breadline for you

Writing rhymes in headlines, slogans, product names or even in body copy is a powerful way to build brand recognition and convey a unique selling proposition. It’s a technique headline and copywriters have used since the dawn of their professions.

And why not? It’s proven to be most effective.

Here’s a test: Humpty Dumpty

I’ll bet you recited the entire nursery rhyme with nary a hiccup. That was an easy test. How many of you know all twelve verses of Old Mother Hubbard and Her Dog?

Naturally, shorter verses are simpler to remember, especially those that use figures of speech, like assonance. Assonance is the repetition of rhyming vowel sounds in verse. “Holly and Polly thought it no folly to play with a dolly known as Miss Molly.” is an example.

The skill is writing in rhythm. Re-read the the above verse. Do you sense the rhythm? You should be able to recognize four distinct clauses that all read with the same cadence:

1. Holly and Polly
2. thought it no folly
3. to play with a dolly
4. known as Miss Molly

Here’s another one: “Billy and Lilly could be so silly, skipping and slipping on terrain so hilly.”

Pretty cool, and very easy to memorize.

Is there value in writing advertising copy in verse implementing assonance? I say yes, if done well. You must respect your audience and the brand. There must be useful information contained in the text. Or a statement you are making about your company, product or service via the style and tone of the copy (think Southwest Airlines and Geico). If the verbiage is simply cute and memorable, but conveys nothing of redeeming value, then all you’ve done is entertain. Clients don’t pay you to entertain and their target audience doesn’t wish to read, listen or view advertisements for entertainment purposes.

If you’ve written a headline or slogan using assonance, or a favorite advertisement employs the figure of speech, tell me about it in Comments. For the curious, the Holly and Polly and Billy and Lilly rhymes were penned by me for this post. Maybe I have discovered a new talent.

LiveJournal Tags: alliteration,consonance,assonance,figure of speech,rhymes,copywriting,ghost writing,ad copy,freelance,marketing communications communications,social media writer,blogging

Cool consequences with consonances

Copywriters strive to develop content that has a unique appeal and is memorable. In today’s metrics mad market, making memorable messages is a monumental mission. Every waking moment, the collective we are endlessly bombarded with information. Overload is inevitable. So how do copywriters make our particular message stick?

For the writer, it’s still about telling a compelling story. We have at our disposal many techniques to give our prose life. For example, I applied alliteration in the previous paragraph: In today’s metrics mad market, making memorable messages is a monumental mission.

Alliteration is the repetition of the initial consonant sound in verse. I wrote several examples of alliteration in this post.

A related figure of speech is consonance, which implements the repetition of consonant sounds either inside the lines of a verse or at the end of a line. For example:  “Bicky Backer kicks her attacker.” The consonant sound “k” is stressed at the end of the syllable.

In advertising, we find consonance evident in brand names:

• Cracker Jack
• Seven Eleven
• Oshkosh
• Nutter Butter
• Piggly Wiggly
• Becton Dickinson
• Lean Cuisine
• Etch-a-Sketch

and in slogans:

• The quicker picker-upper
• Leggo of my Eggo
• Everything’s better with Blue Bonnet on it
• Crispety, crunchety, peanut-buttery Butterfinger
• Once you pop, you can't stop!
• Have another Nutter Butter peanut butter sandwich cookie
• A nose in need deserves Puffs indeed.

and even in jingles:

• "If it says Libby's, Libby's, Libby's
  on the label, label, label.
  You will like it, like it, like it
  on your table table table."

It takes superior skills to craft crisp, clear and compelling copy utilizing consonance. Have you written or seen ad copy with consonance as a figure of speech to carry the message? If you have any examples, or you can add to my list of brand names or slogans, please write them in the Comments section.

LiveJournal Tags: alliteration,consonance,assonance,figure of speech,copywriting,ghost writing,ad copy,freelance,marketing communications communications,social media writer,blogging

Credit: some slogans sourced from here