Hello!

GOT COPY? celebrates its ONE-YEAR ANNIVERSARY next month! I have a special request for all of you: I would love your feedback on GOT COPY? and how it helps you. Is there anything you'd like to see evolve or new sections to add? I'd like to publish some of your thoughts in the next issue. Thank you in advance.

Enjoy your day!

~ Stevie Ann Rinehart
Independent Copywriter

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GOT COPY? - Issue 11 - October 2002

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IN THIS ISSUE:
(1) READER FEEDBACK: None for this issue
(2) AT ISSUE: Can a Business's Communications Sound Too Human?
(3) MARKETING/WRITING TIP: How to Counter Common Client Defenses and Questions
(4) RECOMMENDED WEB SITE: I-Copywriting Discussion List
(5) NECESSARY BLURBS

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(1) READER FEEDBACK
None for this month. I (and other readers) would love to read your feedback on this issue's topics. Just email me. Back to top...

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(2) AT ISSUE: Can a Business's Communications Sound Too Human?
Many businesses are making a conscious effort (thank goodness) to sound more like people rather than stuffy form letters when communicating with customers. Discussion lists and articles are also stressing the importance of sounding more human, particularly in the interactive world of online communications.

In a world of instant-messenger communication and business-casual dress, there is a corresponding trend toward "casualization" of business communication.

The resulting conversational approach is a welcome change from corporate-speak. We see it on many Web sites, in some brochures, in advertising. Copywriters like us are responsible for making companies sound more human, and their communications more interactive... conversational. But some businesses are apprehensive that if they sound too casual (human), then they won't be taken seriously. And then there's the opposite view - that if they don't appear human enough, they'll be considered unable to connect with customers.

Case in point: What sparked my idea for this column was something I read online written by a company president. He wanted to know if intentionally including errors in his emails would prove to customers that he was a real human and not an autoresponder.

Excuse me?

Granted, that's going a bit overboard. And I realize that the customer may not have known whether carefully placed misspellings were "too casual" or just human oversights. But the fact that this person even asked the question shows that the whole point of being human, and recognizing that customers are humans and not numbers, is lost on some people.

Our task as copywriters is to help our clients express themselves in such a way that audiences will connect with the message and the company. What is written is as important as how it is written.

I don't think we're getting too human in our business communication quite yet, though I don't know how to allay the fears of those businesses that think otherwise. I believe that business isn't human enough in its interaction with customers. But with a whole generation coming up the ranks that is fluent in IM speak (instant-messenger acronyms), we may be in for an evolution in about 10-15 years. And not necessarily a welcome one.

What do you think? I love a good discussion! Email your thoughts.

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(3) MARKETING/WRITING TIP: How to Counter Common Client Defenses and Questions
So you're in a meeting with a potential client. You've made your presentation, shown your portfolio, and given a ballpark figure for the project you've just discussed. You're confident the person across from you will give you the copywriting assignment. Then you hear one of the following responses:

~~ "We don't have the budget."

~~ "Your fee seems high."

~~ "We'll just write it ourselves."

~~ "That's not what our last writer did."

Objections are really perceptions. What clients perceive as being too expensive, unnecessary, or of no benefit to them may be the result of a preconceived notion of what writing entails, how much it costs, or a previous bad experience, for example. It's in your hands to prove your value to clients, both prospective and current.

How do you do this? Consider the following in light of each of the above statements (which are not exhaustive, by the way):

** Acknowledge their objection(s) by saying, "I understand," or "I have clients who felt the same way until..." or another appropriate response. Be careful not to dismiss their concerns.

** Provide results, if possible, of past work. How many conversions to sales did it create? How much revenue did it generate for your client or employer? This is difficult for copywriters to supply - especially those of us who freelance. We may not be privy to that information, or no one thinks to measure the results of our copy in the first place. However, testimonials are the next best thing. They're the qualitative results (or boost) we need when we don't have the quantitative ones to back us up. Always have them on hand to bolster your case.

** If they're balking at price, tell them what they're getting for it. Did you mention that your fee includes all of your writing, research, meetings, a fixed number of revision rounds, editing, and/or your years of experience and results, etc.? Detail what they get for their money.

** If their budget is limited, tell them what they can get for your fee - scale down your offerings so that your fee is affordable for them, and they still get value from your writing.

** If they prefer to write it themselves (and you're certain they don't have a writer on staff), ask why. Do they perceive you don't have a grasp of their company or industry? Do they think it will be too expensive? Point to your experience in a variety of industries (if you have this), transferable skills, and ability to learn new subjects quickly.

If they still object after your reassurances, let it go and thank them for their time. They may be used to doing things a certain way, paying a certain amount for writing services, or having total control over a project. It's okay.

The very best thing to do to counter objections? Come up with every possible objection you can think of before you talk with them. Then build your responses to them into your presentation. It'll be hard for your clients to say "no."

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(4) RECOMMENDED WEB SITE: I-Copywriting Discussion List
This month's recommendation, the I-Copywriting Discussion List (moderated by Nick Usborne), isn't a destination Web site; it's an interactive forum for all of us copywriters just itching to get into discussions about online copy. There are always thought-provoking opinions and advice on a wide array of wonderful, pertinent topics. Participants include well-known wordsmiths as well as those just starting out in the field. This weekly list is definitely one that will engage you!

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November 2002 - ANNIVERSARY ISSUE!
Next month is GOT COPY?'s ANNIVERSARY ISSUE! Don't forget to let me know about the benefit you get from this e-newsletter. I'd like to publish responses next month (with your permission).

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(5) NECESSARY BLURBS
You're welcome to forward this entire e-newsletter - be sure to include my copyright notice at the bottom.

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