Catchy, Punchy, Juicy…

And then there is Sexy, Flowery and Lightly.

No, I don’t write in any of the above ways. Not anymore at least. But I do write Clearly, Personally and Concisely.

Look, I don’t write literature, poems or novels. I am a copywriter, who is tasked to communicate a message in the simplest form possible, in the least words possible and in the most appealing manner possible.

And that’s the way it should be.

Catchy Tee
You can actually purchase this Tee, it's brilliant!

Okay, maybe I’m generalizing here a little. There are instances when catchy or punchy copy may be required to get the point across. Let’s say your product is a sugary snack, targeted to 6 to 12-year olds; being catchy is probably a good idea.

The problem starts when ‘catchy’ becomes a prerequisite for copywriting in everything, with total disregard for the product, target market and context of the communication.

For instance, an energy company can choose to be catchy for a festive greeting ad. But if the latest Petronas Deepavali TV commercial is anything to by, it doesn’t always end well.

Or what if a non-profit organization wants to send out a clever, witty birthday greeting to all its donors? Well, go right ahead I suppose. But if you want to be clever and expect people to open up their wallets, then maybe a re-think is in order.

So I stay safe by being Clear, Personal and Concise – and ensuring there’s a strong call-to-action – to meet my client’s communication objectives.

My style may not work for everything under the sun, but I think its close.

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.

Whoa! Top 3…

A lot of things have been said – by many people – about Search Engine Optimization or SEO for blogs. Now is my turn, and here they are:

  1. Content is really king, especially if it is shareable content. Also, please stick to your context or keywords and never ramble.
  2. Never, ever employ black or grey-hat techniques. Goggle is extremely smart these days, you’ll regret it.
  3. Be persistent… keep those blog posts coming. If you write insightful, relevant and shareable content, your ranking will rise.
  4. Have patience. It takes time to get onto the first page… usually years. And years more to have Top Half presence.
  5. Believe in yourself. A lot of people will laugh at your efforts, sometimes to the point of ridicule. Give them the finger!

Now, I am not an SEO expert. But I have been running a blog close to 3 years. And truth be told this blog has generated more leads that anything else for my copywriting business.

Although I’m not the type to trumpet myself, check these out:

Google Ranking 1
For the keyword 'Copywriter' in Google.com.my - Click to Enlarge >
Google Ranking 2
For the keywords 'Freelance Copywriter Malaysia' in Google.com.my - Click to Enlarge >
Google Ranking 3
For the keywords 'Malaysia Copywriter' in Google.com - Click to Enlarge >

And that’s my 2 cents about SEO. Cheers to micro businesses!

We Are Humans

As a copywriter, I always thought I was a Jaguh Kampung, loosely translated from Malay to mean ‘Village Champion’.

It is a term normally used in sports, referring to the inability of Malaysian sportsmen and women to compete in an international level, even though they are champions locally; hence Jaguh Kampung.

Well we are waiting for our first Olympic gold medal aren’t we? I wish they would just introduce squash in the next Olympics so we can really kick some ass.

World View
The global village, and we are all champions

Since I became a copywriter about 13 years ago, I have only written for the local markets. Maybe there is an exception of a couple of odd jobs here and there, but nothing too serious to dent my Village Champion reputation.

But copywriting is like that. You need to be in-tune with the local markets; constantly observing trends, gathering native knowledge and be able to communicate to the masses in a simple, localized manner.

Writing in a foreign market changes the rules for a village champion like me. Though the fundamentals remain the same, local insight is critical to help ensure a message is effectively delivered and understood.

Or so I thought.

When I was in South Korea recently on a job, I had absolutely no knowledge of the local markets. What motivates the Koreans? What compels them? What are their taboos? And how the hell was I going to translate my local Malaysian knowledge in a country where even English is hardly spoken?

Then I realized something. Even if I was tasked to communicate and appeal to Koreans, they are after all, humans. While I looked very different (bordering on exotic), I realized that Koreans are motivated, inspired, awed and surprised by the same things.

All it took was to keep things clear and simple; with a little bit of reward thrown in to compel action. Yes, translating everything into Korean also helped, but we translate pretty much everything into Chinese and Malay here as well.

So it doesn’t really matter where you’re from; all it takes is a little bit of human insight.

Why People Buy?

True, people buy to fill a need or want. But if that’s the only reason people buy, then the whole advertising industry might as well close shop and let it be overrun by sales people.

As a freelance copywriter, finding out what motivates people to purchase a particular product is crucial.

It allows me to target my message to the right audience, ensure relevant context and employ proper tone-of-voice.

GirlShopping
Although it may seem some people buy for no reason at all... think again!

Here are 10 reasons why people buy, aside from fulfilling a need or want. There are definitely more, but I’m just being a bit lazy today.

1. Pleasure
To feel good about themselves – luxury cars, jewelry, yachts and the like.

2. Appear Special
To be like someone else – Brad Pitt Tag Heuer or Aishwarya Rai Loreal anyone?

3. Indulgence
To reward themselves – that 2-week trip to Paris sounds nice right?

4. Peer Pressure
To belong, or be accepted – smoke this, you’ll feel like a man.

5. Emotional Need
To replace or substitute a loss – nobody loves me, but I love chocolates!

6. Great Bargain
To win – this lawnmower is too cheap, although I don’t need it.

7. Poser
To be hip, cool, awesome –  iPhone 5, Onitsuka Kicks, 3DTV… I want them all.

8. Obligation
To feel less guilty – awwww… that’s very thoughtful of you, now I got to get you a gift too!

9. Circumstances
To shut the sales dude up – okay fine, these glow-in-the-dark photo frames are exactly what I need.

10. Convenience
It’s easy – why cook when we can tapau, get food delivered or just walk to the nearest mamak?

The Copywriter You Want is Perhaps Just 5 Steps Away

This could be your first time looking for a freelance copywriter; or you may have been burnt before by hiring a copywriter not-so-suited to your needs.

Either way, I want to help – or at least try to help.

ColourPencila
We copywriters are a varied, colourful bunch. So who to choose?

In this often insane, not-a-moment-to-waste business world; getting things done swiftly and accurately right from the get-go is crucial. The same is true, even when it comes to copywriting.

There are many types of freelance copywriters out there – often with differing specializations – whom are available for hire. But you’ll never know if the copywriter you just hired will hit the ground running or crash and burn at the next lamppost.

But there are steps you can take to filter out ‘the unsuitables’ and help improve your chances of landing a freelance copywriter who will be in-sync with your business aims and aspirations.

And most importantly get the job done.

Let’s not waste another moment then – here are 5 steps you can take to help ensure you hire the right freelance copywriter.

Wah! So Cheap Arrr…?

Remember the time when you saw something you always wanted at an incredibly cheap price; then after a few moments decided not to buy it?

Here are probably some of the thoughts that ran through your mind:

“Are these knockoffs”?
“Maybe these are rejected goods”?
“Damn! This thing is obsolete already”?
“Hmmm… would it last beyond the warranty period”?
“Don’t I recognize the shopkeeper from Petaling Street”?

The best price isn't always the cheapest...

I bet this has happened to all of us – be it for something as simple as groceries or for more pricier items like electronic gadgets – time and time again.

Aren’t getting things on the cheap supposed to be the crowning glory for a society built on consumerism? Apparently not.

A 2011 survey by Nielsen, which covered 25,000 respondents in 51 countries show that 61% of global online consumers rated “good value” over “low price” when shopping.

Even in a tough economy people prefer value, which often means the ability of a product of service to deliver up to expectations, over saving money and being uncertain.

People often ask me how much I charge for copywriting. I tell them it depends on the project, timeline, research required, materials provided and also quantity.

Some prospective clients think I charge too much, and others think I’m quite reasonable. And very few think I’m cheap.

I haven’t done a single job to the ones that thought I was cheap. Something to think about perhaps…

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.

How Much?

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.

Money Sign
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!

There is a difference between just ‘writing’ and ‘knowing what to write’. After 13 years of being a copywriter – now almost 14 years – it’s safe to say that I have a pretty good idea about consumer motivations, how to compel action/purchase and essentially get the message across.

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.

Here’s an excerpt from a classic marketing book Selling the Invincible by Harry Beckwith that makes my point so damn eloquently:

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.

Words Used In Ads and What They Actually Mean Pt. 2

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.

AdWords
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.