Hello!

Welcome to the February GOT COPY? newsletter!

Enjoy your day,
~ Stevie Ann Rinehart, Independent Copywriter

PS >> If your email address is changing, let me know. Some @home addresses bounced back during last issue's delivery.

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GOT COPY? - Issue 4 - February 2002

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IN THIS ISSUE:
(1) AT ISSUE: Copywriting Isn't Just for Advertising
(2) MARKETING/WRITING TIP: Barging Through Writer's Block
(3) RECOMMENDED WEB SITE: Inc.com
(4) UPCOMING ISSUE
(5) NECESSARY BLURBS

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(1) AT ISSUE: Copywriting Isn't Just for Advertising
Many people envision us copywriters sitting in a swanky office of a Madison Avenue advertising, PR, or marketing agency, pounding out pithy, award-winning ad copy. That couldn't be further from the truth for many of us who are responsible for a wide variety of business-to-business and business-to-consumer copy that makes a difference in someone's bottom line.

These are just a few of the areas in which copywriters can have an impact (I didn't include technical or journalistic options). I know I may be “preaching to the choir” for some of you, but it may help those of you who are new to the profession or would consider hiring for such services.

~~ Corporate Communications
Corporate wordsmiths craft inter- and intra-office communications as well as annual reports, proposals, executive summaries, and business plans. The writing is more straightforward and is great for writers who prefer working with order and detail. Some companies may include corporate communications under the public relations department, but there seem to be more companies separating them for internal and external communications.

~~ Speeches
Writing for the spoken word is trickier than for print because things sound differently when said aloud than when read on paper. It's important to understand the cadence of the specific speaker and know how to time your writing. Speechwriting can be a tough area to break into and make a reputation. This is perfect for those who like to dabble or work in politics (think Sam on "The West Wing") or high-level corporate and academic communications.

~~ Greeting Cards
I've found this to be one of those jobs that writers dream of having, and competition is fierce. It's quite a gift to make someone laugh, cry, reflect, or smile with a few short lines. Almost anything goes - from exquisite, rhymed poetry evoking romance, to business-like sentiments, and everything in between.

~~ Resumes (or Curriculum Vitae):
It's kind of like advertising - you're succinctly communicating the benefits (relevant skill set) of a product (the job candidate) to a target audience (the employer) and inciting their response (requesting an interview). And don't forget the marketing letter (cover letter). With the economy the way it is here in the U.S., plenty of people now need to produce a resume that will compete with a growing pool of candidates.


Have any suggestions outside of advertising, PR, and marketing? I'll try to include them in a future issue.

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(2) MARKETING/WRITING TIP: Barging Through Writer's Block
Need a kick-start for your writing? These suggestions are for those of you who've become immune to the caffeine IV drip and other common writer's-block remedies.

~~ Illustrate your topic.
If you could illustrate your topic, what would it look like? Doodle away like you did when you were in school. Depict a customer using your product – perhaps show their reaction. Sketch the things that your product represents: a safe for security, a money bag for savings, and so on. Draw what comes to mind using whatever detail you like. Deviating from our usual way of expressing ourselves can stimulate creativity.

As a former cartoonist, I love this method because it really pushes me to stretch my thinking by visualizing my topic and reducing it to its basic components. You don't need artistic talent – draw stick figures in crayon if you like. Want an example? Check out newspaper editorial cartoons, magazine ads, or greeting cards. How are products or emotions represented? Many times not a single word is used – emotion and opinion are quickly and easily understood from just one scene.

~~ Assemble a "favorites" file.
Fill a file folder with ads, brochures, direct-mail pieces, cartoons, greeting cards, etc., that you really admire. Examine every marketing piece you can get your hands on. Don't forget those appeals for donations around the holidays. Save greeting cards. Critique ads, articles, and press releases from print publications. Pay attention to banner ads on the Web. Keep the items you like the most. What is it about them that appeals to you? The style, tone, message, or offer? Look at the ones that most resemble your project at hand. This is especially helpful if you're writing something that must match the style and tone of an existing publication or collateral piece.

~~ Engage in a dialogue with the product or service.
Personify the product or service and have an interactive conversation with it on paper. Or, chat with an imaginary person speaking on behalf of the item in question. (This isn't as crazy as it all sounds.) What would that technology application say if it could talk? How would your company's new service offering present itself to a customer? One of my graduate-school professors used this technique for exams. While it was a challenge, we loved it. It's a great way to approach a topic when you need a fresh angle. Your project might end up writing itself.

What writer's-block cures have you successfully used? I'll include some of the more unique ones in a future issue.

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(3) RECOMMENDED WEB SITE: Inc.com
Did you know about Inc.'s array of online resources? Go to Inc.com's marketing and advertising section to explore the marketing and advertising section, but be sure to peruse the whole site. It's geared toward smaller businesses and entrepreneurs, but anyone can gain useful insight. Check out topics from naming your business in today's high-tech world to implementing grassroots marketing techniques.

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(4) UPCOMING ISSUE: March 2002
~~ At Issue: The Copywriter's Role in a Creative Team
~~ Marketing/Writing Tip: Lessons Learned in Creating an E-newsletter

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(5) NECESSARY BLURBS
Promote viral marketing! Just copy and paste the above URL into an email message and forward to a colleague. Feel free to CC me as well. (I don't give out e-addresses.)

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