The Copywriting Maven

photo credit: zieak

(Add to your Maven lexicon: bissel is Yiddish for little.)

So while I’m taking a quick breather between projects and waiting for the start of yet another phone conference, here’s a few items I’ve been saving for a catch-all post like this one!

• This made my husband laugh … Silly Internet Traditions: A Concise History, if you’ve been online since the dawn of time, you’ll laugh, too.
• While I’m not completely on my tagline game, a whole bunch of folks are having a tagline creating blast over at the Copyblogger Tagline Clinic. I’ve added a few but am finding paid work distracting me from all the fun
• Also at Copyblogger is my latest Maven Marketing Plan Makeover for OnceWed.com … take a look, add a comment!

Lastly, but never leastly, is my overdue promotion of the upcoming Age of Conversation, Volume 2. I was honored to be included in last year’s compilation effort of 100 voices. This year, we found even more folks who had something to say, 237 to be exact. This year, like last, all sales proceeds will go to support the Variety Children’s Charity.

Here’s a shout-out to my AOC colleague contributors!
Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

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• My favorite resource on landing pages - The ultimate guide to writing and designing effective landing pages - Marketing Sherpa’s Landing Page Handbook, 2008 (aff)

photo credit: wotthe7734

Sometimes it’s the smallest thing that can trip up an otherwise fine promotion.

In my AdoptShoppe email bag came a little missive about a new children’s product that’s being promoted at up upcoming product expo.

So far, so good. But here’s the problem. Notice the link:

For more information on the ABC Kids expo please visit: http://www.abckidsexpo.com/

I know what they meant, but wow, that’s not what it says at first glance.

A better way would have been to write ABCKidsExpo.com. Why no one did strikes me as um, careless.

My husband went to school with a Richard Head. His parents should have been shot or at least strongly counseled before they burden their son with a name like that.

Some names, like Chuck, have been forever barred from the new baby name pool because of a single, almost 50-year old rhyming song, The Name Game. (Feel free to do your own comedy here.)

Same thing with links and URLs. Make sure you look at the URLs your client gives you. If problematic, rework it or use TinyURL.com or a similar service.

Otherwise? Well, you get what you get … and then some.

• Enjoyed this post? Subscribe to The Copywriting Maven by email or RSS
• Need a copy critique or a consult? Contact the Maven
• My favorite resource on landing pages - The ultimate guide to writing and designing effective landing pages - Marketing Sherpa’s Landing Page Handbook, 2008 (aff)

What were they thinking department …

I’ve been swamped by client work, still mourning George Carlin, and decided to enjoy a few days off with the hubby and family), hence the extra days of silence from your favorite Maven. But, as in all things, life and grocery shopping continues on. And it was at the supermarket that hubby and I came upon an unfamiliar item in the Organic/Healthy/Soy-Tacular aisle.

It’s called Bragg’s Liquid Aminos. Now I don’t know about you, but at first read and glance, I’m thinking cleaner. Not hard to see why either. Here’s an image of Ajax scouring powder.

Yes, the Bragg’s label uses vegetables at the top but they’re obscured by the text. Speaking of text, I’m still thinking cleaner. All-natural could mean anything in today’s rush for eco-friendly everything. Even Clorox, the king of bleach,  has an all-natural line now (kudos to Clorox as I like the stuff and it works great.) Also, too, being of a certain age, I remember detergents that used aminos as a selling point for its super-duper cleaning ability.

Bragg’s people take note. The folks who know you, love you. But if you’re looking to get new folks to love you, your product has to look like something I want to put in my mouth, not pour on my dirty clothes.

Here’s another one I don’t get from the good folks at Nabisco.

Why is the “Garden Herb” text on a red banner? It should be green. It used to be green. Then when they introduced “Roasted Garlic”, they made that banner green and revised the Garden Herb in red.

Big mistake. Green = garden, veggies, earth, etc. (Bragg’s, are you still with me here?) Consumers, as all copywriters know, don’t really read. They scan, they “see” text first for meaning. I read “Garden Herb” but because it’s on a red banner, I don’t see it as herb. I see it as something else. Hot, spicy, peppery or maybe tomatoey. But herb? Nope.

This means I have to hunt more carefully for my favorite snack cracker because it doesn’t automatically pop out at me as before. This means some other company might get my attention first because they’re still using the color combination I and other consumers expect for out cracker fix.

As copywriters, our job is all about the words. But as marketing partners with our clients, we have a chance to broaden our influence on how our words are managed and their impact. Knowing how to speak knowledgeably about design issues is one way to ensure our meaning and the message don’t get lost.

So, by all means, pay attention at the supermarket. And please, read the labels before you eat - or clean - anything.

• Enjoyed this post? Subscribe to The Copywriting Maven by email or RSS
• Need a copy critique or a consult? Contact the Maven
• My favorite resource on landing pages - The ultimate guide to writing and designing effective landing pages - Marketing Sherpa’s Landing Page Handbook, 2008 (aff)

I’d let George Carlin ’splain it to you himself. Indecent but never obscene, George, you were an inspiration!

“There are no bad words. Bad thoughts. Bad intentions. And woooords.”

photo credit: apdk

This little missive managed to evade my usually efficient gmail spam filters. The only thing I’ve changed is the name.

hello
My name is jessy.
I saw your structure today
and became intrested in you, I shall like to know also you more, and
I want, that you have sent e-mail to my e-mail address, thus I can give you my
picture for you, that the nobility, whom I. Here - my e-mail address.

I believe, that we can move from here. I wait for your mail to my e-mail
address above. (Remeber the distance or color has no value, but
business of
love alot in
emma a life),
Please my
love sends you an
e-mail address to this my
e-mail
kiss and
love

She had me at “I saw your structure today.” Flattering? Vaguely dirty? Hard to tell. Here’s hoping someone you care about sees your structure today and sends you a note about “the business of love.”

• Enjoyed this post? Subscribe to The Copywriting Maven by email or RSS
• Need a copy critique or a consult? Contact the Maven
• My favorite resource on landing pages - The ultimate guide to writing and designing effective landing pages - Marketing Sherpa’s Landing Page Handbook, 2008 (aff)