What the Tech!

You know, I started in the advertising business as a copywriter in 1998 – that was my first job fresh out of college.

I graduated right smack in the middle of the Asian Financial Crisis and jobs were few and far in between. Out of sheer persistence and a hefty dose of luck, I landed a job as a copywriter for a small independent advertising agency.

I remember having to work without a computer, perhaps it was deemed unnecessary for me although I was the only writer in the agency at that time. I wrote copy by hand on A4 pieces of paper, and once approved, personally keyed directly into the layout on the designers’ gleaming Macs. Yeah, thug life.

This was a time before spell check and autocorrect, which meant I carried around an Oxford dictionary and thesaurus like how one would carry a smart phone now.

Research was with whatever printed journals and publications I could get my hands on. Doing some ‘internet’ research meant I had to wait for an open Mac, which usually happens when the designers were out for lunch.

There was no Google – actually there was but it was pretty crappy then. Yahoo! and Alta Vista were all the rage. Files were transferred using 1.44MB floppy disks, I know, cutting-edge shit. Purchasing stock images meant browsing a printed catalogue, placing the order via fax and someone would physically deliver the hi-res image on a disk a day or two later.

Floppy Tech
Tech can make your content flop

I could go on, but you get the gist, right?

The business of advertising back then was very analog, time-consuming and painstaking. The studio – where we creatives work – was a wonderous world where a lot of effort would go into creating a piece of marketing communication. It was hard, often manual, brain-crunching work – yet very fulfilling.

Then technology happened. Now, just one person can ideate, conceptualise, write, design and disseminate a piece of communication. What took weeks with a team of 5 back then can probably be done in hours today – we’ll leave the quality out of the equation for today yeah.

The entire process has been condensed and simplified – with apps, websites and software. But has it become simple for a person to multitask and create a well-crafted piece of marketing communication? Not by a long shot.

The overload in technology has resulted in overload of communication channels, which has resulted in overloading marketing plans with strategies to cover the constantly evolving and growing list of media must-haves.

It used to be just a website and Facebook page. Now, a marketer must think about separate strategies for Instagram, TikTok, Linked-In, Pinterest, YouTube Channel and every other social media trend to reach a fickle, devoid-of-attention and triggered audience.

And a lot of so-called digital agencies are churning out the same garbage churned for one channel and ramming them down disinterested audiences across other channels, including social media. All this is being done with blatant disregard for suitability of the media for the brand or business, or at the very least proper versioning and tweaking of the message.

Just content after mindless content generated for the sake of adhering to the marketing calendar. It has truly become a cesspool of words, images and videos that hardly means anything nor compels any kind of response.

Digital Evolution

Look, I for one am overwhelmed as well with the volatility, dynamics and continuous mutation of the marketing communication landscape. And there’s no sign of stopping really with AI and VR set to hit the marketing mainstream next.

But having been in the industry for over 2 decades and experienced its progression, I can tell you that the fundamentals are still the same. Strategies may differ and tactics will need to be upgraded to the times, but essentially its all about compelling content that generates leads and thereafter converts to a purchase.

Essentially, it’s about the idea and the objective first, and then take advantage of the type of media that can generate the most results. It’s not just about getting likes or comments or shares – if it doesn’t convert, its just more marketing Ringgit down the loo.

Marketing work during my rookie years was a multi-step, multi-person process, all thoughtfully crafted to the end objective of eliciting response. That seems to still be the idea these days, but technology – be it in terms of marketing tools or the media itself – has not made anything simpler.

So take a step back and look at the big picture as you ideate and strategise. The tech is just to enable, and is not the idea itself.

Rest or React?

The one lesson that us marketers should learn from this pandemic is this:

Nothing is guaranteed

No matter how well-strategised, thoroughly planned and carefully crafted your marketing efforts are, external elements are only a sneeze away to put a bug in the system.

Over these few unprecedented months, I have personally seen businesses fold, budgets dry up and projections cut. It’s all doom and gloom with lowered optimism and rising depression. I guess the only comfort (in a way) is knowing that no one is spared as the impact is far and wide across the entire world.

Lesson one is learned, yes? Fortunately, there is also another lesson from all of this:

Reaction is everything

Yeah, we’re down. But definitely not out. In this same few months, I’ve also seen businesses (and average folks) rise to the challenge. One of the clients I work with pivoted to a completely unfamiliar territory of selling face masks and PPEs – a reaction that was needed to keep salaries and overheads taken care of.

While most of us were ‘zooming’ during the lockdown, many people began their journey into online and social selling. I’ve been asked to join so many Facebook groups and pages that all I see in my newsfeed now are products that can be delivered to my doorstep. A small price to pay for supporting acquaintances I suppose.

Then there are those with reduced or sudden loss of income that have become e-hailing drivers, food deliverers, personal shoppers, home-based caterers, part-time bakers and the most novel yet – magician turned durian seller.

Such resilience, adaptability and dogged persistence is something that we can emulate as marketers.

Marketing Reaction

But first, you need to have a strong brand foundation, insightful market knowledge and a sound communication strategy that considers every aspect of your business. Because I am pretty sure the ones that are surviving in the face of the current adversity, are those who are firmly grounded and strong in character to begin with.

While click-through-rates or the number of likes and shares do provide great metrics, they are not the end all be all. Building a synergistic and holistic marketing blueprint – though time consuming and tedious – is an investment that all businesses must consider, especially in these lean and uncertain times. I know, budgets may be as slim as the government’s majority in parliament, but there are always methods to do more with less.

Granted, we may not see pre-Covid levels of economic activity for at least a year, or possibly two. So why bother? It may seem logical to take a cautious approach until things somewhat recover and only then start to pay attention to your marketing efforts again.

But while you rest, there may be others in your market segment that are building alternate lead generation, sales and fulfilment channels. They perhaps may be putting efforts into improving page rank by revamping and optimising their websites. Essentially, they could be seizing the opportunities that are abound in the digital, social and interactive ecosystems.

These efforts may not bear fruit now. But once the market is mask-free, those who made a head start will be the ones to reap the rewards first.

One of the largest pharmaceutical companies Pfizer just a couple of days ago announced that they have successfully concluded initial trials for a Covid19 vaccine. In fact, there are 8 other vaccines being developed independently by other countries and pharmas, all showing good promise.

It seems like it is only a matter of time before the pandemic ends – I know, this sound like bold optimism because we have acclamatised to all the doom and gloom.

Nevertheless, the question now is do we rest and recuperate or react and take charge?

 

And So It Begins…

2020 has been pretty rough for most, if not all of us.

This is the year that started bright and full of optimism. And before we could seriously hit the gym – in an attempt to absolve past new year resolution failures – the shit hit the fan so hard that we are still gasping for air. Yes, literally gasping for air from under our 3-ply, suspect-quality masks.

We’ve gone from ‘What happened to Wawasan 2020?’ to ‘Why am I washing my hands every 20 minutes?’. Not to mention our political drama that on its own would have taken the cake on being a disappointing year. And then to cap it all off, a certain Merseyside club won the English league.  What’s next, Kaijus lurking beneath the seabeds to unleash destruction on humanity? It’s only August so let’s see what else goes loco. Surprise me!

Bring It On

And you know what the funny thing is? This is the year that I had planned to finally re-commit myself as a full time freelance copywriter and marketing consultant. Meaning opting out of an almost full time gig that left virtually no room for me to take on any other client. It was a good, stable, well-paying gig but of late just became too one dimensional and mundane. It’s also part of the reason why this blog has been dormant for quite a few years now. And for someone who is a copywriter by profession, it’s seriously counter-productive and soul-killing when I’m not writing.

Okay, rant over.

So here I am at the dawn of a new beginning in a year that never really got started. Yes, I did let go of that gig… a necessary step for the greater good of my mental health. Despite my sensible self constantly reminding me not to rock the boat this year, I figured let’s get a guitar on board and rock it harder.

It feels like I am back at square one, just like when I quit my last ‘job’ 9 years ago to attempt my first foray into freelancing. Not the best of times to do this. But is there ever a good time to put yourself in a uncomfortable, uncertain position? Didn’t think so.

Let the chips fall wherever they may.

So yes, I am back and ready for all marketing-related enquiries – unless the Kaijus get to me first.

Confessions

Uninspired or not bothered?

Busy or lazy?

Attention-deficit or not-up-for-it?

Family-first or Netflix thirst?

Risk averse or glut of guts?

discuses
Distractions or excuses?

 

 

 

 

 

 

 

 

 

 

 

 

My first post on this blog was on 3rd January 2010, it was called the Accidental Ad-man. In that post – just shy of 10 full years ago, yikes! – I prophesied how this blog could be an accident in the making. That’s just me being the pseudo-pessimistic, ultra-realist person I sometimes am.

Well now, at this very juncture, I feel that that playful premonition has come back to haunt me. I have become a victim of my own self doubt and analysis paralysis, which has resulted in this blog being dormant for the last few years or so.

And honestly, I have ran out of excuses.

There is nothing more I can say here to justify my lack of efforts. 10 freaking years has just dissipated into memories. A decade of the good, bad and ugly; all irrecoverable, un-editable, immutable.

It’s especially painful when I re-read my musings here, seems like I enjoyed the process of writing – just plain writing. Thoughts, ideas, observations and commentary forming out of nothingness, only accompanied by the sound of key strokes.

What a beautiful feeling.

I started this post with a few questions. Yes, they are questions for me by me, and the answers are meant to shed some light why I stopped writing. While I can easily attribute the fact that I started a family as one of the contributing factors, I feel that becomes just another excuse.

In fact, I should have more solid material for my writings with all the insanity of having 2 kids in quick succession. And believe me I do.

So why have I reduced myself to this? Maybe god knows, but I think our friend is equally perplexed. This is solely on me.

And if someone is actually reading this attempt of me trying to make sense of things, then congrats! You now know more about my inner feelings that the average person does.

Last thing, writing this was an absolute pleasure.

 

Life Took Control

Well hey, it’s been a 3-year hiatus since my last post.

I blame myself to be honest, for not keeping this sorry excuse for a copywriting blog up-to-date. You see, I really, really meant to continue writing, but circumstances of my own doing somewhat halted my drive and determination to keep the posts coming. My bad, to say the least.

Yet everything has a reason (or many reasons), and mine are very much to do with family and everything that goes along with it. In addition, I’ve had a full-time J.O.B over the last couple of years or so, which meant penning my thoughts was not high up my priority list. I slacked for a few weeks, which became months and eventually years… so here I am, ashamed of my lack of effort and motivation to, just, write.

SEO Writer
I chill for a few years and this is what happens to copywriting… damn!

 

 

 

 

 

 

 

 

 

 

 

But let’s let bygones be bygones shall we?

Essentially, life took control. And now I am in the midst of setting in motion the plans of what I hope will culminate in regular thoughts, insights, observations, advise, and the usual nonsense (or sense) from yours truly.

This is not a false start and I am determined not to falter. But as with all things that is being reconstructed, it may be a while before you hear from me again. It has been a whirlwind past 3 years, and I hope the trend continues in this domain, positively of course.

Before I end, it is only fitting for me to apologise to all those whom have enquired for my services in the past few years and got turned down. I must say I was very busy and would not have done justice to your company, brand or marketing plans had I taken up your project.

Hopefully soon, I will be available again to assist in achieving your marketing aims and aspirations.

Cheers!

 

Copywriter Turned Consultant

Well, as eventful as it was, 2015 whizzed by like a speeding train.

In fact, my almost 5-year stint as a fulltime freelancer has gone by as if I was in a 100 metre dash.

And yeah, while I’m at it, my 18 or so years as a wordsmith in a creatively constipated industry now feels like a vividly twisted dream.

So here I am, awoken from what seemed like a pseudo-comatose state of mind – anxiously wondering where my career is headed as I approach my 40s.

Freaking 40s, nuts!

But to be honest, it hasn’t been as delusional or convoluted as I’ve made it to be. Yes, putting 18 years of your heart, soul and neck into something ought to be paying dividends.

And it has, for the most part.

pulpSEO
Pulp Optimization…

Strangely, something else has begun to happen over the last couple of years. I have found myself doing much less writing, while being thrust into situations where my overall know-how in marketing began to take the lead. I’ve gone from churning copy after copy after copy; to work on strategic, conceptual and the business side of marketing.

For a long time I thought I would be just generating content till the day I slump over my keyboard, or at best overseeing other lost souls churn out mindless garbage, and then set myself on fire on a pile of badly written client briefs while screaming “no more reeevissiooonnnsss!”.

Yes, people have mentioned I have a warped mind.

So, in essence, I am not just a copywriter anymore. I am somewhat in transition, or maybe I have already transitioned to become a marketing consultant of sorts. Don’t get me wrong, writing is still my first love, and I will continue to be a keyboard slave for a long time to come.

Maybe, just maybe it’s time I pursue my other writing interests. After all, no time to waste as 40 approaches in haste.

Oh…  better late than never, so happy new year!

Seeing is Convincing

Okay. Sometimes, I can be quite biased.

Just because I’m a copywriter, I tend to dismiss the other critical element of a great piece of marketing communication – the visual. Hey you can’t blame a writer who is defensive of his craft.

So why this sudden affinity towards visuals? Well you can’t refute facts, especially when they make a whole lotta sense. According to research by some geniuses, it is proven that:

People remember 80% of what THEY SEE
Compared to only 20% of what THEY READ

Pretty eye-opening stat, if you will. But it doesn’t take a genius to figure that one out. I would most likely remember the opening scenes of my favourite movie as opposed to the opening lines of my favourite book. Yes, we humans are intrinsically wired to prioritise visual information.

Eye is for the Brain
Roughly half of the human brain is devoted to processing visual info. That explains a lot about our half-brained politicians…

So that’s how people consume data, but here’s the more important stat part of the same research:

90% of the world’s data was created in the last 2 years.

Yes, the last 2 frigging years! And we all have access to virtually most of it thanks to accurate search platforms and social media.

So what does this mean for developing marketing communication content?

1. Target
Find out everything you need to know about your audience

2. Focus
Don’t ramble, keep it simple and concise; made easy when you know your target

3. Visual-ise
Take on an infographic mode wherever possible; icons, charts, graphs and illustrations

In essence, don’t add to the mindless drivel that’s growing exponentially every second. Say enough to evoke curiosity, compel action and you’re done.

The sad thing is, apparently only 28% of words in a webpage are actually read, which means 72% of this post just added to the mindless drivel.

Different

I’m one of those weird kind of copywriters. I don’t really read.

Well I do read a bit of non-fiction; but nothing specific, just what I happen to fancy when I’m in a bookstore or while browsing Amazon. When it comes to fiction though, I’m hopeless. The last novel I finished was probably a John Grisham in my teens.

… and sometimes I read what I say and don’t like what I’m thinking…

Even watching my sister go through almost a dozen books a month when growing up didn’t rub-off on me. I’d rather sit on the rooftop of the house I grew up in listening to Tupac’s Me Against the World while admiring the surrounding greenery.

Ahhh… the simpler times.

Despite my lack of reading, I ended up in the writing business. Most copywriters are or ought to be avid readers, and I’m pretty sure it helps them to become better wordsmiths. But me, I’m different, I tend to read the world that’s in front of me as opposed to blocking my view with a book.

There are beautiful stories playing out right in front of our eyes, no matter how inconspicuous.

I constantly take in the sights, sounds, atmosphere, ambiance and nuances of my surroundings, which in its own way has helped me become a better copywriter over the years.

How you ask? Some examples, if you will:

People watching > Analyzing consumer behavior
Watching TV > Errr… competitive analysis of other ads, provided I’ve not recorded the show
Noticing a gecko on the ceiling > Aspire to greater heights / there’s always (gecko) shit to clean up
Watching the sun go down > Holy crap, there’s a deadline tomorrow!
Hearing birds chirping > Holy crap, the deadline is today!

Well, I’m just… different.

The Secret

The secret to become a successful copywriter? Write less.

Yes, it means being able to get a message across in the shortest, most concise and most engaging manner possible.

But that’s not all.

Writing less is also about, well, actually having less writing to do. Think of it from the context of ‘Quality over Quantity’. Having attention divided by five different projects will invariably result in inferior work compared to when if I just had two projects. And if I could just focus on just one project at any one time, I think the work delivered will only get better.

writer@work
This writer is at home, so how would I work? Hmmm…

“But hey… you’ve been doing this for donkey years, shouldn’t you be able to work faster and maintain consistent quality at the same time?” Asked an asshole.

Yes, of course. If it’s the usual marketing drivel laden with mindless superlatives and catchy buzzwords, then yeah, I could whip something out with relative ease.

The thing is I’m fed up actually; fed up with writing junk, tired of BS layered over more BS and often feel sick reading stuff that I’ve written in a rush just to meet a deadline.

If only I had more time. Truth be told, these days, I do.

This is my fourth year of being a fulltime freelance copywriter, and I feel that I’m writing less, but delivering more value to my clients that I ever had in my career.

Firstly, I’m fortunate enough to work with clients that allow for the critical incubation period. And secondly, I have made a conscious choice to take in less work.

From an entrepreneurial perspective, it might sound downright counter-productive. But do my existing clients appreciate my dedication, incisiveness and insights? I sure hope they do.

I could be wrong though, some writers let-fingers-fly on intensive and continuous word-spill, and only then go on to pick what’s good and relevant to be included in a piece of work. I guess I’m just more deliberate and patient with my approach.

And to be honest, there’s no secret really. It just takes time, provided you’ve already done a bit of hard time in the industry to start with.

More or Less…

We’re well into the New Year. And everywhere I turn, the air of uncertainty smacks me in the face. I’m pretty used to uncertainties; freelance copywriting is full of unknowns, surprises and WTF-moments.

These days, the uncertainties are external. The impending GST, falling Ringgit and steadily ascending inflation have concocted an aura of economic doom and gloom here in Malaysia.

The signs ignored, voices hushed and belts further tightened.

The situation seems out of our control, with our captain-less ship at the mercy of global economic winds and undercurrents of mismanagement. We need to fend for ourselves; work harder, spend less and save more. Yes, I’m venting a little here.

But they say necessity is the mother of invention. In marketing communications, a flourishing economy and big budgets does not automatically translate to great work.

Less is More
Have less > think different > get results > put some clothes on…

I know, because I’ve worked on campaigns for big brands with big budgets; only to see the work often become needlessly complex and hopelessly off the mark. And when budgets are cut, it is used to rationalise ineffectiveness and less-than-desired results.

These days however, I work mostly for start-ups, entrepreneurial businesses and SMEs. They usually don’t have a marketing budget or even a marketing department. But what they do have is the willingness to try new things, allow creative incubation and exhaust all strategic avenues.

The money is then spent to expound and execute a good idea, and not to bombard the media with a scratched-up campaign hoping for a miracle.

Perhaps the economic doom and gloom presents an opportunity to revamp our preconceptions of marketing. In today’s marketing there are no set formulas, cure-alls or guaranteed results, brands need to spark conversations, have a social persona and navigate the wilderness of technology.

Budgets may be trimmed, but we’ve got to roll with the punches.

Less is more, more or less, yes?