07.13.2006
Writing Gooder Today
Where We’ve Been…..
We discussed the three
values inherent in every gooder writer: curiosity, knowledge, and courage, and their symbiotic
relationship. An
overwhelming curiosity drives you to learn more about your client and her
business. That knowledge – combined with
a better understanding of advertising – grows your courage to do the right
thing without compromise. That courage –
combined with the results you see doing it the right way – leads to more
overwhelming curiosity about other businesses and other ways to do it right.
Seek and Ye Shall
Find
Over
the years, I’ve spent countless hours sitting in front of a word processor,
legal pad, or bar napkin staring blankly into the abyss waiting. For what? You tell me.
Inspiration?
Divine Providence?
Another Drink?
Let
me be clear: The hardest way to write
copy is to stare blankly at the screen or piece of paper in front of you. You have to start somewhere. Bolstered with curiosity, knowledge, and
courage, I suggest you always start by asking yourself three questions.
Tool #7 - Do You Know Where to End?
Wasn’t
it the Cheshire Cat who said, “If you don’t know where you’re going, any road
will get you there?”
Why,
then, is it so hard to start writing when you’re staring at the blank
screen? Because you do know, in generalities, where you have to go.
And
that’s the problem. We’re not in the
business of generalities. And that’s why
the first question you need answered is “Where to end?”
You
don’t write gooder ads by trying to make the client happy. You cannot control her mood. You need to know what it is, specifically,
the business owner wants to have happen.
“Mr.
Business Owner, do you want me to help you promote a specific event?”
“Ms.
Business Owner, do you want me to make you a household name?”
Because
I’m going to use different strategies to accomplish the former than I am for
the latter. And I need to know up front
what you want to have happen. It ain’t
my business. It’s yours. I can only help to accelerate what’s already
going to happen anyway, so I need a clear definition from you of what you want
that endgame to be, please.
Read the full article →
07.11.2006
Writing Gooder Today
Tool #6 - Courage
Do you
have the guts to do what’s best for your client? We’ve talked about why and how. Let’s briefly discuss who by me asking you a question:
Who do you work
for?
Do you work for
your station? By that I mean, is your
utmost loyalty to your quarterly goal and your number of closes each week?
Or do you work for
your clients? Are you willing to not
recommend a particular package of the week to your clients because you happen
to think it’s crap? Are you willing to
stand up for the right message the right number of times when your client
thinks she knows best? Are you willing
to recommend another medium? An
additional station owned by your ‘competition?’ Are you willing to tell them to hold off on advertising for their
restaurant until they get past the rat problem?
Are you willing to
walk away from a sale because you know in your heart and mind you can’t
possibly achieve their expectations?
Careful research
has shown me that if you work for the client the rest takes care of itself.
Can’t have one without the … other …
Here’s the dandy
thing about these three values: curiosity, knowledge, and courage - properly
developed, they prop each other up when you’re having a rough day.
An overwhelming
curiosity drives you to learn more about your client and her business. That knowledge – combined with a better
understanding of advertising – grows your courage to do the right thing without
compromise. That courage – combined with
the results you see doing it the right way – leads to more overwhelming
curiosity about other businesses and other ways to do it right.
And the circle
goes ‘round and ‘round.
Let’s all hug.
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