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!

It’s a Miracle

We copywriters are often miracle workers.

I’ve written for cars I never drove, audio systems I never heard, beverages I never drank and even places I’ve never been to. I suppose it’s the same for pretty much every copywriter out there.

The days of getting up close and personal with the product are truly gone.

I remember when I started out as a novice – which was far too long ago if you’re wondering –  that clients actually sent their products to the office so we may check, test, use or just fiddle around with them.

Services are a bit tricky. It would be impractical to get into a huge debt just because you need to write for a new mortgage plan. But clients still took the effort to send over market insights, strategic reviews, target market analysis, competitive analysis and the works.

CopyGoogler
Yes, I Googled this image... what?

These days however, our work really does require us to create something out of nothing, especially in the last decade. Google has become the primary source of information on virtually any product or service. ‘Just Google it’ is a phrase that now replaces ‘do you have enough information?’.

While I often admire a client’s confidence in our resourcefulness, how are we as marketing writers to develop a unique tone-of-voice based on materials sourced from Google? Indeed, Google is a great resource, but it is a vastly generic resource. And when the work delivered is not insightful or outstanding enough, the finger-pointing begins.

But there have been bright sparks. As a freelancer, I’ve met clients whom are genuinely focused on creating communications that are compelling, insightful and truly unique.

Well how are they different you ask? Here you go…

They Care
Their brand is their lifeblood, they live and breathe it. They are intrinsically wired to the growth and development of their brand. They care enough to provide relevant, insightful material along with reasonable lead time to exhaust all possibilities.

They are Transparent
Every aspect of their business open to scrutiny. They give copywriters no-holds-barred access to the inner workings of their organisation, creating the possibility of uncovering unique business traits that can result in the much coveted ‘aha’ moment.

They Work
They know the ins and outs of their business, and willing to work to translate that knowledge into a solid brief. You won’t hear the words Catchy, Punch or Juicy from these guys. They know what they want as much as knowing what they don’t want.

So long, 2013…

Yes, I admit it. Since the time I started this copywriting blog in 2010, I’ve never been as laid-back as this year. My posts have been too few and far in between, and I feel like a disgrace to bloggers everywhere.

But as with all things, every downside has a reason.

You see, the momentum I built in my first full year as a freelance copywriter in 2012 spilled over rather kindly to 2013. That meant more time working on projects rather than soliciting for work.

So let’s just say I took the foot off the blogging accelerator just a tiny bit and now the New Year is staring cynically at my face.

2014
It's the 14th year of the new millennium... phew!

Ah yes… another reason for my lack of posts is also because I was busy preparing for my matrimonial plunge for the most part of the year. But this is hardly the space to talk about it, so I shall leave it at that.

Anyway, around this time last year I ended with a post that recapped my toils for 2012, along with a couple of videos that inspired me to do the unthinkable. But this time around, I’m looking forward by outlining a few things that I’d like to see happen among clients in 2014:

  1. A change in outlook to be more concerned about communicating effectively rather than calculating cost.
  2. Less emphasis on being catchy (whatever that means), and more effort in being able to identify a unique, compelling proposition.
  3. Realise that personal preference should just complement and not influence any piece of communication.
  4. Understand that copywriting is a craft that isn’t entirely based on preset formulas or guidelines; great work comes with time.
  5. Endeavour to keep things simple, concise and clear. The attention that consumers bestow is a luxury that should not be screwed with.

Amateurs get angry with clients, professionals educate them. I’ve done my bit of educating for the year; just don’t hold it against me yeah?

Here’s to a smashing New Year… cheers!

Feels Two Good

Two years ago, with no serious planning whatsoever, I decided to become a full-time freelance copywriter.

24 months, that’s a pretty long time to go without a pay cheque. And the fact that I’m still standing is a miracle of sorts… almost too good to be true.

VictorySign
Two good years, but nothing peaceful about them either...

But it was not like I didn’t have to work my butt off to get to this stage. Obviously finding clients was among my major headaches when I started. Eventually, this blog (yes, this very sorry excuse for a blog) became my number one lead generator, and still is.

Now, all my clients I work with and the projects I handle are the direct result from the enquiries I get from this website. Of course, I still had to convince these leads to become clients, which wasn’t easy nor was it always successful.

Sometimes, I get a barrage of enquiries within a space of a week, which is great. The downside to this is that I can’t work on turning all these leads into clients, without creating a backlog. And recently, I had to let go many opportunities that came my way.

This is something I hate to do. It feels like I’ve let myself down.

Being a self-employed copywriter, I tend to wear multiple hats. Often the writing itself is only a small portion of my daily routine because there are meetings to attend, clients to lunch with, brainstorming sessions to go to, materials to pick up and quotes/invoices to send.

There is only so much I can handle without compromising my quality of my copy, which is often how I’m judged on.

It’s a case of keeping existing clients happy vs. bringing in new business. I suppose I’m a loyalist rather than a capitalist.

Anyway, I would like to thank all my clients and readers for making the past year a great one. I’ve learned so much over the year that no book, classroom or even job can ever teach.

Finally, for those of you who enquired about my services, and in turn received a very polite message saying that I was very busy, please accept my sincere apologies. I truly hope our paths will cross again.

What Do I Do

This month marks my 14th year as a copywriter. And I still get asked this question – “what do you actually do?”.

My answer usually goes something like this:

“Well I write stuff, marketing stuff. Like print ads, websites, brochures, proposals, scripts and so on”.

There's more to copywriting, in case you're wondering...
There's more to copywriting, in case you're wondering...

Yes, that is what I do, well, almost. Over the last few years, I’ve realised something. The stuff I write is only the end result of a process that is intricate and complicated.

The act of writing is only a means to an end. The written word is my deliverable, yet the insights, analysis, research, ideas, concepts, creative inputs and opinions are my products.

To put it simply; a lot have to go on – in my head and in my actions – before I write the first line of copy. My job cannot be quantified by time, or even by how much I write. There are many combinations of variables that influence that final piece of copy I deliver.

For the most part, the pre-copy-work comes naturally to me. Due to the fact that I’ve been doing this for yonks, and because I have a good understanding of copywriting fundamentals.

But to a client, all of the above are irrelevant, as long as I help them. Help them do what, you ask?

That would be to compel action, generate leads and ultimately help them make more money.

And that, is exactly what I do.

Un-Creative Malaysia

Many of us in the Malaysian advertising industry always lament about the lack of creative license afforded to us by clients – including me, occasionally.

Compared to our regional counterparts in Thailand, Indonesia, India and even our ‘friends’ separated by just a waterway in Singapore; we Malaysians addies aren’t that creative to be honest.

CreativeSkull

I am not trying to blame anyone here. Whether clients give us the creative freedom or not should not be used as an excuse. It is how creatively we work within the constraints that matter.

But let’s look at it this way. Creativity is subjective; and is not the kind of waters you want to thread, especially when millions in media budget is at stake.

And the biggest question is this – even if audiences get an idea that is creative, do they remember the product?

I have friends who sometimes comment on ads they’ve seen. They will rave about how creative it was, and when asked about the product that the ad was supposed to sell, go totally blank.

So it is quite understandable when Malaysian clients take a more direct route in communicating to their target market. If a mind-blowing creative campaign doesn’t ring in the sales or even improve brand awareness; then what’s the point?

As a copywriter, I always believed creativity in advertising is a balancing act. A campaign must be equally memorable and be able to compel action at the same time.

Finding that equilibrium is where the magic of advertising happens.

Why I Turn Down Jobs

Most freelancers will shudder at this thought, especially newly-minted freelance copywriters like myself. But it is a necessary evil for the greater good.

But let me make this clear – I don’t like turning down jobs.

Tick tock clock
If I spend all the time writing; who's gonna do the thinking?

Not just because of the lost income, but I also feel rather guilty. Opportunities don’t come easy these days because honestly, times aren’t great.  I often feel like I have let myself down. Maybe I should work doubly hard and cram every job I can get into my schedule.

Yes, in the Malaysia Boleh spirit, maybe I should do just that.

But then again, there is only so much I can do before the quality of my work starts to suffer. While pitching for new business and engaging new opportunities are critical for survival; I do not want to let down my existing clients either.

I have written something call the ‘Mamak Stall Syndrome’ a while back. It was about how local food stall operators often forget about you as soon as you take a seat, because they’re busy pulling in more customers.

The thing is I already have a few good clients sitting in my shop. And for me, keeping them happy is as equally important as finding new clients.

New Year, Same Old…

(as the saying goes) …Shit.

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:

It starts
Suddenly, on a late Friday afternoon..
Panic
But, but... it's the weekend?
Peoples
All hands, heads, legs on deck!
Who's paying the pizza guy?
And they really believed that shit?
And they actually bought it; really?

Wasted effort, or strong initiative?

Why It Cost 1.8 Million for 6 Facebook Pages

Here are the real secrets why the agency that developed the Facebook pages charged such a ridiculous amount…

  1. Because the client only opens 1 counter during peak hours
  2. Because the client went for coffee at 10.45am, then lunch at 1pm and the tea at 3.45pm
  3. Because they had to complete Borang FB/003/11, Borang FB/112/14A and submit along with photocopies of their IC, Audited Accounts and Birth Certificate
  4. Because the system was downlah!
  5. Because the Person in Charge Cuti Bersalin
Why 1.8 Mil?
The question is why they like to throw our money down the drain?

6.   Because the Nombor Giliran for today has finished
7.   Because this issue can only settle in Putrajaya
8.   Because the approval process takes at least 2 to 4 weeks
9.   Because someone wore a short-sleeve blouse

And the top reason why it cost 1.8 million for 6 Facebook pages *Drumroll*

10. Because each e-mail sent and received cost the agency 50 sen

If I had to go through all of the above, I’d freaking charge 2 million… per page! But for my dear readers, I’ll do it for RM59.95… interested?

The more choices you have, the more you can’t decide

This is it. I found the freaking jackpot. Experiments that confirm what I have believed all along. All those times clients picked apart creative options and tried to make them into 1 rojak creative, now I know why!

Because they couldn’t decide which creative option to choose.

Rojak means mixed up!
Quick! Don't think, just choose a rojak...

In advertising, giving clients design or copy options is the norm. It shows that the agency takes the initiative to provide choices, and that we’re not a bunch of lazy arses force-feeding one single idea to the client.

But it turns out, providing too many options, actually makes the client decision much harder to make. Consider these studies conducted, excerpted from Chip and Dan Heath’s book Switch!

Study 1: at a Gourmet food store

On a sampling table, 6 different jams are on showcase for free tasting by customers. The next day, 24 types of jams were on display. As expected, the 24-jam display attracted more customers. But when it came time to buy; shoppers who saw only 6 jams were 10 time more likely to buy.

Study 2: on a speed-dating night

Singles meet one-on-one, spending about 5 minutes with each person. The result? Young adults who meet eight other singles make more matches that those who meet twenty!

This is called Decision Paralysis where too many choices make making a decision much harder than usual. I guess the key words here is ‘too many’, we can’t help but weigh in all the options presented to us. One or two options (at most) are still fine I’m sure.

Well now we know what “Less Is More” really means. While people like having choices, they hate weighing those options to make a decision, probably for fear of making the wrong choice.

So think about all those times that you found it hard to make a choice. Were there too many options?

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