It’s a dilemma every freelancer faces; how much to charge?
Too high and you might not get the job. Too low and you’re spoiling the market. Somewhere in between and you’re competing with every other freelancer out there.
Will work for dough, not the bread kind ok?
As for myself, the way people perceive me is slight problem. Since I write as a pastime and dish out free advertising and marketing advise in the process; people expect me to charge next to nothing – sometimes none at all!
Don’t get me wrong, I am still learning and there are way better copywriters out there than myself. But I do have my strong points, so I think a little recognition is in order.
A man was suffering a persistent problem with his house. The floor squeaked. No matter what he tried, nothing worked.
Finally, he called a carpenter who friends said was a true craftsman.
The craftsman walked into the room and heard the squeak. He sat down with his toolbox, pulled out a hammer and nail, and pounded the nail into the floor with three blows.
The squeak was gone forever.
The carpenter pulled out an invoice slip, on which he wrote the total for $45. Above the total were two line items:
Hammering, $2
Knowing where to hammer, $43
So, you know… as I said… the thing is. Ahhh never mind… I rest my case.
Here’s a reprise of something I’ve written previously because I think it’s ripe for an update. The new words are from 6 to 10.
Advertising is the war. Copy is the weapon. Words are the ammunition.
Although copywriters are equipped with an arsenal of words to use as he or she pleases, there are quite a number that are ever-popular in ads. These are usually everyday words, mindless superlatives and hard sell calls-to-acts.
I must add that I have been a chronic repeat offender myself. But then again, not all the words you see or hear in an ad are from the writers; if you know what I mean.
Ad words are sometimes just empty promises...
Here are my personal top ad words and what they actually mean, in no particular order:
1. Exclusive
If you think you’re going to get special, preferential or any form of private privileges, you’re wrong. The word exclusive is added to make things look more desirable than they actually are. I mean, if you really want to be exclusive, would you advertise in a website that gets like 1 million hits a day?
2. Enjoy
This one’s an evergreen favourite and probably the all-time, most used ad word. “Enjoy the experience. Enjoy the offer. Enjoy the freedom. Enjoy the splendour”… I could like go on forever. It’s a word used to get you thinking about enjoying yourself, hopefully with the product somewhere in the picture.
3. Free
This word is a dirty little fellow. One rule of thumb to keep in mind when you see this word is that there’s never such a thing as a free lunch. Nothing is free, period! The cost of whatever is “free” has already been added to the amount you are going to pay. So unless the ad is referring to air, be wary.
4. Amazing
This is probably the easiest superlative to use for a writer, simply because anything can be amazing. This post could be amazing, or maybe your internet connection or that client who’s an amazing pain in the ass. See? Something amazing need not be advertised if it truly is.
5. Hurry
Hurry! Offer ends XX Month 2010. So you are supposed to call, click or visit to purchase this exclusively enjoyable and amazing product that comes with a free gift before a particular date. Hurry means they aren’t selling enough as it is or think you are a sucker to fall for such a cheap trick.
And the new ones…
6. Like
I am certain you know where I’m going with this… Facebook lah of course! For such an obscure word – after centuries of being overshadowed by the word ‘Love’ – Like has attained sudden super-stardom. But what does it mean? Sadly, nothing.
7. You
When an ad says “You”, it actually means you. But do not be deceived by this cunning flattery, as the science of advertising reveals that the use of this word is to make sentences more personal. The ad is supposed to be written for you… only you; and not young adults aged 21 to 28 with moderate disposable income living in urban areas.
8. Quality
This one’s a classic. But if you see this word in an ad, it means the writer knows jack-shit about the product. Because if he knew something about the product, he wouldn’t use a generic term like “quality”. Different people have different standards to which they measure quality, and that means quality can’t be quantified.
9. New
New and improved. All-new. New taste. New formula. New pack… you get the idea? The reason this word is often used is because we are all suckers for new things. Who doesn’t like a new ride or a crisp, new shirt or the smell of a new book.
10. Discover
Aren’t we all seeking for something. To discover places, thrills, experiences, friendship, enjoyment and satisfaction. We writers use this word to implant curiosity and hopefully compel action. But sadly, the kind of discovery we want you to make involves pulling out your wallet.
So, after all the partying, hangovers, reminiscing and resolutions; we are greeted by the daily grind.
In advertising, that means more last minute rush jobs, late nights, over-the-weekend special bonuses and new business pitches. No one said it was going to be easy, but I think we addies somehow enjoy the pain.
Here’s to another year of adver-chaos, no matter where you are. But for us in Boleh-land, don’t worry, CNY is just round the corner. You just got to love Malaysia sometimes!
Possibly what you can expect all over again this year, thanks to Advergirl:
Suddenly, on a late Friday afternoon..But, but... it's the weekend?All hands, heads, legs on deck!Who's paying the pizza guy?And they actually bought it; really?
This was the year that I took the biggest risk of my entire life – quitting my job. And dare I say it’s the best decision I’ve ever made?
The answer to that question a little bit later.
In the past 6 months, I’ve gone from determined to take on the world to the depths of self doubt. Becoming a self-employed copywriter after 13 years in the rat race was awesomely liberating yet most unsettling.
Am I really Top 4 for the keyword 'Copywriter'? Google sure knows how to flatter sometimes...
If just one year ago, someone told me I will go the final half of 2011 without a monthly paycheck, I’d probably ask him to go easy on the bubbly.
But it’s strange how the dots connect. How lady luck finally gives you a peek. How you’re inspired to do the unthinkable. How you realise all the things you missed in life. How you can actually enjoy a Monday morning. And how fast you forget about that monthly paycheck.
Yes, I am aware that it’s only been 6 short months. But I have to admit that it has not been bad. In fact, the world has been kind to me. Kinda eerie if you think about it actually.
So I think a huge thank you is in order. To my clients, colleagues, friends, family and readers of my ramblings – thank you for making my 2011 an eventful and unforgettable year.
I’ll leave you guys with this year’s Google Zeitgeist’s Year-in-Review video:
Oh yes, the answer to the question. To be honest, I have absolutely no idea. Just know this, in case the world does come to an end in 2012, I’ll go with no regrets.
They’re everywhere these days; those ridiculously low-priced coupon deals for everything from sumptuous 3-course meals to ‘spa treatments’ in dodgy parts of Kepong.
Value-for-money seems to be the favoured business model for many businesses nowadays. But how long before offering products and services on-the-cheap eventually becomes bad for business?
Coupon deals are great for consumers; but not so for businesses...
Yes, we all like bargains. But if the bargain does not live up to the intended expectations, most of us would rather pay slightly more the next time – be it for better quality or improved service.
Even if you are satisfied with a particular coupon deal; would you return to the same outlet and pay ‘regular’ price for the same thing? Which – if I may remind you – can be up to 70% more?
Highly unlikely.
If you’re a business, and thinking of jumping onto the coupon deals bandwagon to attract customers, consider these:
Is it worth cheapening your brand or business by offering high discounts just to attract one-time-only customers?
You might get a high influx of customers in a short period of time. Can you or your staff handle a flood of customers and serve them properly?
You don’t usually make a profit, especially if you offer a high discount. Sometimes you won’t even break even. Seems like a pointless exercise.
Don’t expect prolonged advertising mileage by offering coupon deals. The people who use coupons are bargain-hunters who forget you as soon as you go back to normal price.
The non-bargain hunter customers (the ones that you really want as customers) will see you as desperate for business. Not the kind of image you want to portray.
So instead of ‘selling out’ your business to coupon deal sites, why not invest in promotions that are easy to create and implement. You get the kind of customers you want, and get to sell at the price you want.
You hardly get a ‘thank you’ these days. Service with a smile? Forget about it! Being served up to expectations is as rare as a working public payphone. Yet we let companies, businesses, service providers and brands get away with it.
The truth is we have become so accustomed to shoddy service that we don’t really care anymore.
“Just give me what I want, and I’ll be out of here” we say to ourselves.
Damn! It never crossed my mind to do this... but my time will come. Wuahaha!
A business can make its employees wear as many “Service 1st” or “I Serve with a Smile” badges for the sake of improving service levels. But if the person delivering the service is not bothered, the badge may well be another piece of office accessory, and nothing more.
Humans, by nature are proud. We want to be recognised for our efforts and every mini achievement is celebrated like a roaring success. Over time, we think we are better than the people around us.
A simple example; how many of you think you are better-than-average drivers?
My guess would be that everyone thinks he/she is a good driver than the next person. It is this kind of thinking that has killed customer service.
“I am doing my best already”
“Nobody can do it better than me”
“You think standing behind the counter is easy?”
The practice of overestimating our ability actually serves as a confidence booster. This egotistical behaviour is great for overcoming challenges or problems but only makes one look disinterested and nonchalant when delivering service.
And a customer service personnel that looks or talks like he rather be somewhere else is exactly the kind of stuff we customers hate.
So get your customer service guys or front-liners to lose the ego or get ready to lose customers.
This was a slightly long community service message brought to you by a freelance copywriter who’s pretending to represent all customers.
I could probably get my ass kicked by fellow copywriters. But it is a risk I am willing to take. Clients take notice, because this is very important – never hire a copywriter to manage your Facebook page.
Because contrary to popular belief, we copywriters can’t write everything.
Okay. Let me rephrase that, we can’t write everything as well as it can be. Like myself, I am predominantly a direct response copywriter; ask me for a press release and I will struggle with writer’s constipation.
Traditional copywriting techniques often don't work in social media...
When it comes to social media however; the problem becomes even more obvious. Copywriters are trained at marketing speak; and anything the even seems remotely ‘marketing’ will probably be rejected by social citizens.
Use of the words like ‘free’, ‘exclusive’, ‘now’ and other forms of sell-speak is definitely not welcomed in Facebook.
A socially untrained copywriter commenting on behalf of a brand in Facebook is like that insurance agent friend who always wants to sell you a policy.
We usually avoid any kind of marketing or selling in our social space; as in Facebook.
The kind of writer you want managing Facebook comments is someone who is comfortable in cyberspace. Someone who knows the web lingos, keeps up with online trends and engages online audiences regularly.
It has to be someone who can ‘talk’ to audiences in their language. And not in some Oxford dictionary approved English.
Which means, this writer has to be able to make himself make mistakes. Likes little grammatical errors, occassionnal typos and also dabble in txt spk.
Managing a Facebook page is all about being honest, friendly and more often than not; amateurish.
In other words – now anyone can write copy! Errr… I take that back.
When just one company controls a particular market segment, it’s called a Monopoly. And nothing says monopoly better in Malaysia than cable TV operators Astro.
As a consumer and an ad-man, I like competition.
When companies compete, consumers win. Usually with cheaper prices and better value; think about the hypermarkets and how they slash prices like crazy to pull-in customers.
And we freelance copywriters, art directors and designers get more work to do when companies compete; because they then have to run aggressive promotional activities that require our services.
Don't be an ass, Astro!
Of course with Astro, there’s no such thing. Their only competition is free-to-air TV, which might as well not exist.
I’ve been a bill-paying customer of Astro for close to 10 years, so I think I have earned the right to speak my mind. Hence the reasons why I hate Astro:
I now pay double in fees for the same package I have subscribed since day one. Remember, more channels does not mean more value; I can only watch one channel at a time.
Astro always cite the rising costs of programming globally when increasing their prices. Why not pass on these costs to advertisers rather than us consumers?
Sometimes it feels like I am paying to watch ads. There are way too many ads for a subscription-based service.
The programming is much left to be desired. Repeats after repeats of old programmes. If you’re a fan of Jamie Oliver, you know what I’m talking about.
Absurd packaging of channels. Only one or two decent channels in a package. The rest is garbage. Why not let us choose the channels we want, individually?
Rain, solar interruption and sometimes even when it’s just very cloudy; you get the very familiar “services currently not available” message.
Even the 45-mins of watching a live football match is littered with on-screen running tickers, cross-promos and ads. My 32-inch TV is often reduced to a 21-inch!
The Box Office packages are a rip-off. They often show old, B-grade movies on regular movie channels and charge a premium for decent movies.
I’d probably have more luck getting an appointment with the prime minister than getting hold of someone on the other end of their customer service hotline.
They say Tutor TV helps school children learn better; but in actual fact they are just turning kids into TV addicts.
Ahhhhh… it’s nice to get stuff off your chest. Now where’s the damn remote!
There’s a reason why your mum always told you not to stay up late. Because the longer you stay awake, the more money you’re going to spend by being a consumer.
Remember Citibank’s “The City Never Sleeps” tagline? It suggests that Citibank will serve its cardholders round-the-clock. But that’s not all. It also says why sleep when you can stay up and do all sorts of fun things with your credit card all night long. It made not sleeping cool, and getting into debt hip.
Skip the RedBull and get some sleep, dude!
Even new products – like RedBull – were introduced to cash-in on the Sleep-Less phenomenon that swept across the cities of the world. Now there are probably hundreds of sleep-depriving. caffeine-loaded drinks that are discreetly labelled as ‘energy drinks’.
The recreating, eating, shopping, partying and what-have-you till the wee hours of the morning presented businesses with a goldmine. The less we consumers sleep, the more money businesses make.
So it this just a case of businesses meeting consumer demands or is your friendly neighbourhood 24-hour mamak stall taking advantage of your insomnia?
Fine, we all could do with a midnight snack once in a while. But what about 24-hour gyms? Are people seriously pumping iron at 4 in the morning? Lately, hypermarkets have started extending their operation hours to 1am. Do we really have that urgent of a need for potato bread at that hour?
And that’s why they say “don’t sleep on it”, because if you do, then you are going to miss out of the bargain, deal or offer.
Sleeping consumers are no good because they not only can’t be sold to, but also can’t be advertised to.
But I’d rather my consumer have a good night’s sleep so that I am not selling to a groggy, sleep-deprived person with an attention span of a wasp.
So go to sleep guys and wake up refreshed to another day of buying or selling; whichever it is that you do.
I must admit it; I was rather cheesed of with Maxis to start with. And then they go and air that stupid ad claiming they put customer service first. Of course, I sharpened my pencil and gave them a piece of my mind lah.
Maybe I was slightly rash and less eloquent in that post. And since this is a blog about marketing communications; let’s see what really went wrong with Maxis in that perspective.
Screws come in many shapes and sizes. So who's screwing you?
Here’s what my favourite branding blog – Brand Strategy Insider – had to say about Brand Arrogance.
“Consumers don’t value brands; they value the idea the brand represents to them. This idea will always be worth more than the product, or the actual bricks and mortar of the business enterprise. When marketers behave arrogantly, the value of the idea people care about is instantly diminished. And once this happens, the road to redemption is long, difficult and expensive”
Simply put, you like a brand not because the logo is red or that the product is great. Consumers actually value the personality that the brand projects more than anything else.
It makes sense because telcos offer essentially similar products and services. But what made you choose Maxis or Digi or Celcom? Think about it.
It’s like making new friends. You only click with certain types of people; as you do with brands. But once a ‘friend’ crosses you, it becomes really hard to be good friends again. There is just something intrinsic about this process that science can’t explain.
Once you screw up with a customer (especially a loyal one), you usually have to work really hard to win him over again. And most times, the defected customer will never return.
There’s a classic Direct Marketing adage that goes like this:
It’s more profitable to retain a loyal customer, than to attract new customers
For all the advertising and promotions brands conduct to conquest new customers, why not sincerely care for existing customers instead? Those who are already customers may even advocate the brand to their friends and family for free.
And we all know nothing beats the power of word-of-mouth communication.
Clearly Maxis does not see it that way. I guess we are nothing but Ringgit signs that make their cash registers go Ka-Ching!
