Copywriting Watch Blog

51 Methods - Advertorials

Twenty years ago, most of us were learning about vegetables from our friend, Joe Carcione, aka "The Green Grocer." Joe wasn't merely a national TV star, but a savvy businessman. He used local news broadcasts as advertorial space.

An advertorial is a form of advertising in an editorial format. If done right, it can create value for your audience while positioning your company as an industry leader. As with any marketing method, there needs to be a call to action. Always offer next steps, the who-when-where-why-how for the audience.

Though more popular in print advertising these days, advertorials can also be found on the web, in television and radio, and now in podcasting and blogs.

What's on Your "To Cause" List?

Sunday night. Maybe you're planning the week ahead...maybe just your schedule for Monday. Before you work on the "To Do" list, come up with a "To Cause" or two.

Instead of hearing, "What are you DOing today?", I'd love to hear, "What are you CAUSing today?"

Cause something to happen.

Quote To Note: Choose Friends Wisely

After the Bible, I gain more value out of reading quotes from any other source. A good quote can inspire and education educate faster and deeper than some tomes.

One of the features I like best (and there's much to like) about Rajeesh Setty's blog. Life Beyond Code, is the Quotes Worth Recording series. He offers not only the quote, but also the value he gets from it.

Lisa Haneberg's Management Craft recently asked for a quote on "Inviting a Challenge" and received several good replies. I'd like to offer another here as a start of a series, Quotes to Note.

"Don't make friends who are comfortable to be with. Make friends who will force you to lever yourself up." - Thomas J. Watson, founder of IBM

This may be a tough one to grasp, but if we're frank and honest, it's a must. I'd rather someone tell me the truth or set the bar higher for my lifestyle/workstyle than someone who allows me to stay at the level I'm at currently.

Thank you for loving me for who I am, but thank you more for loving me to improvement.

Do you have any examples of how someone has helped raised the bar in your life?

Forbes Article=The Pot Describes the Kettle

Forbes article on Attack of the Blogs (free sub req) has a few colleagues up in arms. Frankly, I think the article itself is a perfect example of what they are complaining about. It's a whine (do I hear the waaa-mbulance?), a rant, exactly what they are wanting to top. But it goes much deeper.

Steve Rubel probably puts it better than I can in his post by saying, "My message to Corporate America is simple. Don't listen to Forbes. Take a look around the blogosphere for yourself and you will find real humans - good, bad and ugly."

What's the next article? Maybe next Forbes cover will read:"Off With Their Tongues - Consumers Talking Amongst Themselves is Killing American Businesses"

American consumers are inundated with countless messages that lie - actor portrayals of real "folks", car commercials on pre-set road tests with pro drivers, reality shows that are 60-minute commercials (see The Apprentice)...and now Forbes suggests that the consumer shouldn't have a voice? Companies would do well to start engaging in honest conversations with the people who keep them in business - their customers.

Others talking about this:

• Reciprocity Blog
• Nevon
• AdPulp

Here's the Google Blog Search (though Forbes suggests they are in on the "attack" too).

Kamren Meets ZoomAlbum

I've been looking for something of value to handout at trade shows and speaking engagements. Pens and stress relievers are neat, but does anyone remember the message that was delivered? They will with Zoom Album and the ability to put PowerPoint presentations in the palm of a hand.

To test things out before my next seminar, I proudly opened the new pictures of my grandson Kamren (b. 10/18/05) in an album. Now, usually, I read the directions first - but Zoom Album has a tag line of "Making Memories in an Instant" so I tried it (of course, I had their looping how-to video playing the whole time). It was a snap!

With the ZoomAlbum software, I was able to type color captions with each picture. You can also customize a cover for each album. Very user-friendly.

My understanding is that album kits will be in stores by November 1st. The sad news is, Grandma is leaving for California to visit Kamren on October 31st (I hope to be flying out a few days later). Maybe Zoom Album will allow an early delivery.

These albums will be great for the family scrapbooker (Grandma), the family photographer (Mom), the family models (Dad, Kamren & big brother Quincy), and even the family business person (Grandpa). Way to go Zoom Album - just in time for Christmas (thinking about stocking stuffers already).

P.S. Here's a photo of big brother Quincy (age 3)

P.P.S Note to self...these will be great for to-go menus, poetry, inspirational quote books, ... hey, these folks could be on to something. Share some of your ideas in a comment or at their Fun Ideas page.

UPDATE: The ZoomAlbum software makes converting a presentation a breeze. One click and print. Very nice!

zoom album

Memo to Six Apart/TypePad: Thank You!

TypePad's Help Ticket system is a winner. After weeks of trying to get my domain mapped to this blogsite, I stopped listening to my provider (Network Solutions) and followed only TypePad's instructions. Twice I've had complicated questions, twice they've provided me solutions. So to TypePad I say: Thank You!

There's some talk around the 'sphere about TypePad and the situation earlier this week where some sites were down for a few hours. Hey, I hope everyone took the opportunity to catch a great baseball game, read a book, or get some extra sleep. There's a difference between having a reaction and having a response.

And while Debbie Weil's inital thoughts came almost too close to being a reflex reaction (and she admits as much), the response by Six Apart's Anil Dash shows the importance of knowing what's being said about your company and being able to respond. Steve Rubel also compliments TypePad's open communication with their customers.

Mena Trott addresses the issues of growth in her corporate blog. I can sense the struggle of wanting to find a solution before apologies are offered. My two cents? The more I use TypePad, the more I like it. And the people are a big reason for that.

One thing I used to tell our community leaders when I was at AOL - The bigger the battleship, the slower the turn. But when battle comes, I'd rather be on a battleship than a skiff.

Thanks again to team TypePad, for helping me get things done.

Technorati: SixApart, TypePad, customer service

51 Methods - Active in Charity

Leading off our series: "51 Methods of Reach", we start by giving -giving time, resources, and self - by being active in or with a worthwhile charity.

After research, I contacted the Children & Families of Iowa to offer my full support. There are two reasons, first, I believe in their mission:

"To improve the well-being of children and support the healthy development of families through specialized services that promote safe, stable, and nurturing environments."

Second, Panera Bread, a company I trust -supports this group with their "Share the Dough" program.

The keyword in this method is active. While financial support is often embraced by the organization on the receiving end, active involvement with the group will benefit everyone. To do this, you need to make sure of the following:

51 Methods of Reach - Intro

This week, I'll be launching a new series entitled 51 Methods of Reach. Some are conventional, some not. Some are standard marketing practices that have gotten stale. That's not to say they won't work anymore, but a fresh coat of paint will work wonders.

You may agree with some of my opinions, and probably disagree with others. Either way, I encourage you to post a comment with your thoughts and experiences. Not for my sake, but for yours and your customers. Besides, posting a comment on a blog is No. 3 on our list.

While the series will focus primarily on the delivery of your message to your audience, we'll also look at some of the preparation and follow-through.

One thing you'll want to know upfront. This series is about connecting with your customer in order to serve - business serving the customer, not the reverse.

Here's a hint to the first installment later this week:

"People don't care how much you know until they know how much you care." - Zig Ziglar

marketing, customer service

Blogs? In Iowa?

A colleague of mine is working with a client who seems hesitant to begin a business blog (or is it my colleague who's hesitant?). I was asked if I knew of any Iowa businesses blog so he could show them to his client. Frankly, I think he's looking at the wrong side of the coin. Unless his client is a business-to-business provider (they aren't), they should be looking at consumers who blog...those in their market.

Especially in light of this recent article in WebProNews, where Wayne Hurlbert says, "Without a doubt bloggers are blog readers as well as being blog writers."

I looked at the company he's working with, got an idea of who their target is, and also found some competitors/peers who blog regularly.

I had a blast looking for bloggers, and touched base with many of them. I've added an Iowa Blogroll here (bottom right sidebar). There are some neat folks blogging in Iowa (and yes - I call people "folks" from Reston, VA to Morgan Hill, CA and everywhere in-between).

• BeatCanvas is a great site. I found out that Brett and I are "linked" in a unique way (yes, it has to do with Panera Bread).
• Kent at Bowulf has a great personal story imbedded in a bunch of tech-stuff I'll never need to learn about (because now I'm gonna call him!)
• Brian knows how to create community online over at Iowa Voice. (#3 looks sharp, yes?)
• Professors Yin and Heller (no relation to Penn & Teller) talk a good game of baseball (and law).
• I didn't put include Des Moines' favorite blogebrity son, Chris Pirillo ...though maybe I should. Update: I've included him on the list.

Look, here's my point: One of the reasons I love to go to Panera is because of the relationships that have developed. But since I go there so often, we've been able to get to know each other so that when I come in it's like seeing old friends...hey...couldn't it/shouldn't be the same way online? That's what blogging can do for the relationship between business and consumer.

You're a consumer. Would your rather know the people behind the businesses that you support?

**Shameless Self-Promotion: Join me at the Free Business Blog Awarenss presentation in Clive, IA on Friday, November 11th Thusday, December 8th at 10:00 a.m. & again at 1:00 p.m. I'll save you a seat if you let me know you'll be there.

Updates to Iowa Consumers Blogroll (10/27):

• One of Many
• Iowa Geek
• Llama Herding 101

Hat Tip to Mike @ Named Pipe for the first two.

Photo Credit: on Flickr by gitchel. You can visit Jeff's blog to see more of his photos and poetry.

Business Blogs, Iowa, CRM

"Honey, Suzanne Somers is on the phone."

We got a call from Suzanne Somers this afternoon. She wanted to know if my wife was going to be watching any of the dozen upcoming Home Shopping Network specials that Suzanne co-hosts.

I started to ask if I could take a message, but I realized that was Suzanne's intent all along. I stayed on the line to see if she might offer some promotional item on the web - I could surprise my wife with a gift. The website wasn't mentioned until the end of the pitch. Suzanne talked about great deals in fashion, jewelry, food, cookware, and fitness equipment. She seemed thoroughly excited about some of the deals she was going to be offering. At the very end, she shared the web address and keyword.

I didn't mind the interruption of the telemarketing call. I'd rather listen to Suzanne Somers than George Bush any day - but hey, he hasn't called me in close to a year now. But I think Suzanne missed something with the call.

First, her script could have invited me to either tune the TV to HSN or visit the web site because she has exciting news. Something like, "...go ahead, there's a product I'm excited to share with you and we don't have many left in stock..." - and I would've done so with such an invitation. It surely would've been more interactive than having me just listen

Second, she could have given me a promotional code to use if-when we did watch her show.

How are you using your voice mail or on-hold script? Are you inviting people to your site, your blog, an upcoming event?

suzanne somers, home shopping network, telemarketing, voice mail