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.

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?

The Greatest Online Marketing Gimmick Ever?

Okay, maybe I’m slightly overstating the greatness, but I personally thought this was genius.

Watch it…

How visually captivating was that?!

Okay, bobble-head Obama wasn’t the first thing that was sent into space that way. Some dudes sent a beer can off to the final frontier about a year ago.

But originality aside, this was one of the most refreshing videos I’ve watched in recent years.

And with the presidential race heating up in the US, here’s why I think this was a brilliant idea from Obama’s camp:

  1. Voters get 3 full minutes watching Obama ascend up to space, and then bobble down to earth. More face time, means higher Top of Mind awareness
  2. The stirring, inspiring background score positions Obama as some sort of a savior. Intentional? Absolutely not.
  3. The bobble-head effect makes Obama seem light-hearted, warm and approachable. Voters are emotional beings you know?
  4. The video was done by grass-root supporters – definitely sanctioned by Obama’s campaign managers though – highlighting his popularity
  5. Depicts Obama as human, after all. Because what goes up, must come down
Up and away...
Calling all politicians...

Now, wouldn’t it be awesome if we could send some of our politicians into space, like, for good?

Ah well, just a silly thought.

Ease Up on the Mumbo Jumbo

Sometimes, this whole advertising-marketing-branding thing can be a bit overwhelming. It just gets too needlessly complex, and hopelessly off the mark.

For the average consumer, advertising and all its associated activities are often intrusive, irrelevant and unwelcomed.

BlahBlah Billboard
For all the time we spend perfecting our work, this is probably what the average consumer sees

We marketers often forget to keep things simple and tend to treat consumers as idiots, as very eloquently explained in the following letter by a fictitious consumer:

Dear Marketers,

I’m much smarter than your marketing gives me credit for. I don’t like to be sold…I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling…I don’t care about your brand, it doesn’t matter to me. I avoid your interruptions to my busy day whenever and wherever I can…I don’t have time to pay attention to your sales pitch…You are white noise to me and I have tuned you out. If you want to be a part of my life, here’s what you’ll need to do:

– Be honest with me
– Keep your promises
– Treat me with respect
– Provide me with more use value than you take from me in cash value
– Teach me better ways to grow and expand my life experience
– Help make my day-to-day easier, lighter, more relaxed and enjoyable
– Help me to experience greater connection to what’s important to me

Do these things for me and you will win my trust and devotion. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.

Sincerely,

A. Consumer

Thanks to Brand Strategy Insider for the letter, and I sincerely hope we all can endeavor to treat consumers with the respect they deserve.


Popularity is Overrated

Many brands make the mistake of trying to be popular. They set out to appeal to everyone, but please no one.

Branding is not a popularity contest, but about finding people who will fall in love with your brand. Yes, there is a difference.

Mr. Mark
This was probably his screensaver when he was coding FB...

Being popular may put you on the map, but do people actually like you? For instance, Microsoft is a hugely popular brand but I am certain it’s the most cursed brand in the world as well – thanks to stupid-friggin-Windows!

What if a brand yearns to be unpopular? It means the brand takes a unique stand, which most people may hate, but can cultivate a devoted following from whoever’s left. Take UMobile for instance – probably the most unpopular of all the telcos – but they have 2 million registered customers.

Look at it this way, even the most popular brand in the world cannot claim their popularity extends to everyone. Like Astro apparently is Malaysia’s Brand of the Year, which would indicate a high degree of popularity. Obviously they didn’t ask for my opinion.

In a world where little niches appear every single day, there is no way a brand can appeal to everyone, making mass advertising strategies severely flawed.

There’s a saying in showbiz that aptly summarizes taking an unpopular stance:

“When 50% of the people loves you,
and the other 50% hates you; you know you’ve arrived

So it’s okay to be an unpopular brand, because there will still be a bunch of people who think you are absolutely awesome.

And before you think I’m some kind of branding genius, read Erika Napoletano’s The Power of Un-Popular for more insights. But I can still whip up decent brand strategies you know?

Marketing the Manchester United Way

If you don’t know already, then yes, I am a fan of the greatest football club in the world – Manchester United.

While some will argue about the ‘greatest’ statement, this post is not about glorifying my beloved team, but more about what it takes to be a winning marketer.

ManUnited Crest
May your marketing be as successful as Manchester United (bro, thanks again for the jersey!)

But still, there is this little fact about Man United being the most successful English football club. And they didn’t get there just by playing awesome football. There are other elements at play, based on my humble opinion:

1. Leadership
Manchester United’s most successful period have been under Sir Alex Ferguson. He is a manager, mentor, tactician, dictator and most of a believer. The person leading any marketing effort must not only be good at what he does, but also believe in the product or service.

2. Persistence
The ‘never say die’ attitude that is legendary of Manchester United players have brought them back from many lost causes. When you think your marketing efforts aren’t working, you got to persevere. Employ different tactics, ask the right questions and take some risks.

3. Patience
In this hurry-burry world of instant success and overnight miracles, it seems there is no time for patience. Alex Ferguson was appointed manager in 1986 and will take 4 seasons to win his first trophy, the FA Cup. And another 3 seasons more to end a 26-year league title drought. Don’t expect your marketing efforts to bring you instant results. Time is your ally; monitor, enhance and tweak constantly.

4. Perfection is an Illusion
Man United have played a total of 4,318 leagues games as at 11 March 2012. Of that they have won 2,061, drawn 1034 and lost 1223. That’s not even a 50% winning rate, and yet they have a record 19 league championships. Don’t strive to get everything perfect on your marketing plan, but fine-tune along the way to achieve success.

5. Money Isn’t Everything
In 2006, after losing the league to Chelsea for 2 consecutive years, United only spent 16 million pounds to bring in Michael Carrick. Chelsea by contrast spent over 60 million pounds and will go on to lose the league to Man United for the next 3 seasons. Having a big budget is great, but spending it on nonsense is not.

Go Online, or Go Under

More than 12 million Facebook users. National broadband penetration is over 80%. Almost 17 million total internet users. And how much are Malaysian businesses spending on online advertising?

A measly 1% of their total advertising budget.

A report released recently by Google and McKinsey & Co shows that Malaysian businesses hardly see internet advertising viable. In fact, Malaysia is placed at the bottom 10% of the 57 countries surveyed.

Cars on Key
You can reap unexpected rewards advertising online... kacching!

Look, I’m no advertising genius. But doesn’t this seem like a severe case of head-in-the-sand ignorance?

Just 10% of Malaysia’s Facebook population is still more than the total daily readership of The Star, which is at about 1.06 million.

But that’s not all. We Malaysians spend more time on the internet than on watching television or listening to the radio combined.

If you ask me, I think we spend more time online than even talking to our spouse, family and friends combined.

If anyone out there thinks online advertising is crap – it can be annoying if improperly executed though – here are 5 good reasons why you should take your next campaign online:

  1. Costs a fraction of TV, Print or even Radio ads
  2. You can measure results and effectiveness almost immediately
  3. Internet allows for almost pin-point targeting, bases on niche interests
  4. Those in their 20s and 30s are active internet users; a consumer goldmine!
  5. Almost 40% of purchase decisions are made on the net; making online presence critical

In times of dwindling marketing budgets and an ever-evolving consumer landscape, please feel free to double or even triple your online marketing efforts this year.

If you still want to spend RM40,000 or upwards on a one-time-only print ad (I’ve got some tips for that too) instead of a highly-targeted, response-oriented online campaign; then go right ahead.