The Copywriter Underground

Regular readers know I’m a fan of lumpy mailers. They’re powerful self-promotion tools - the kind of tactic that invariably finds your pitch on the desk of decision makers.

Of course, they’re not just a short-run tool used for self promotion. They’re also a damned effective direct mail tool.

And yes, as email and other ecommunications take the place of physical mail, I can make a cogent argument that the perceived value of dimensional mail is climbing, not diminishing.

Direct Mail magazine published a roundtable discussion of “dimensional mail” in a recent Technique article, and yes, I get all tingly when I see intelligent thought directed at one of marketing’s most-overlooked techniques.

Simply put, it’s worth a couple minutes of your time. To whet your appetite, here are a few excerpts:

What you’ve created is that moment where it’s just your target and your offer. And if your present is something they can play with for a moment, that’s good. If it’s something they show to their neighbor, even bet­ter. If it’s something they keep and use often, that’s great. And when they respond, you hit the jackpot.

“So the next time your creative depart­ment comes to you with the choice of another No. 10 letter for $1.25 per piece, or a box — that present — that rattles full of opportunity and costs $5 more, don’t dismiss it — not if your goal is to get your message into your custom­ers’ hands.”

-John Brogan, Executive creative director, Catalyst Direct Inc.

“Dimensional print offers an even more potent marketing alternative than just any piece of direct mail. Viewed from virtually any angle, dimensional mail is a best-of-breed hybrid.”

-Mary Bittel, Manager of marketing& communications, American Slide Chart

Intrigued? Read the whole article here.

At the very least, dimensional (or lumpy) mailers are another tool in your copywriter’s toolbox - a truly effective one that few new copywriters understand.

Keep writing, Tom Chandler.

dimensional mailer, lumpy mailer, direct mail, direct mail news

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Proving again the world’s gone completely mad, the editors of the New Writer’s Handbook - a collection of essays by writers for writers - asked to include a Copywriter Underground blog piece in their latest collection (Volume 2).

The piece spoke to the power of the parenthetical statement. English teachers largely hate it. Bad writers use it as a crutch. But - used properly - it creates a sense of intimacy with the reader.

In fact, it’s become a favorite tool - not in my “formal” copywriting efforts, but in my engagement marketing projects (which consume more of my time every day).

From my article:

In skilled hands, a parenthetical statement will help bridge the gap between writer and reader, puncturing the invisible barrier between the two. (See what I mean?)

They give you the ability to step out of the copy and into the reader’s space. You can even share what feels like a private joke (just don’t tell anyone else!), transforming your reader from skeptic to confidant.

I also described my five favorite uses of parentheses:

• The Reinforcer
• The Action Picture
• The Humorous Aside
• Personal Call to Action
• Emphasis

To read more about them, you’ll have to read the post itself.

Or buy the book.

Well, Should You Buy the Book?

I admit to some skepticism when first contacted by the book’s editor. After all, who would buy a collection of essays about writing, most of which can already be found on the Intertubes for free?

After reading the finished product, I’d have to say I’m wrong.

In an age of hyper-specialization - where niches are mercilessly targeted and “content producers” are urged to never set foot outside their Google-driven boundaries - an eclectic collection of essays about writing fires the imagination, and provides a respite from what I’ll cavalierly describe as the 140-character rat race.

From the publishers:

With new contributors, ranging from bestselling “queen of medical thrillers” Tess Gerritsen to Newbery Medal winner Lois Lowry, the strength of Volume 2 lies with its eclecticism: articles move from collaborative advice to teaching writing in elementary schools — and even includes physical stretches for those spending too much time sitting in front of a screen.

The content features a preface by Ted Kooser, US Poet Laureate from 2004-06, and appearances by literary bloggers, independent publishers, agents, journalists and a writer who—believe it or not—received nearly 500 rejection notices before finally striking success.

Here’s a quote from the editor:

The perfect Handbook user is the writer who wants to improve his or her writing skills, in small but practical ways. Not all at once, but in little chunks, with short readings, a couple of pages at a time.

While most is most useful to emerging writers, I picked pieces I thought would be thought-provoking, practical, and entertaining to experienced pros.

As a long-time editor of writing guides, I know that real learning happens in small bits, here and there.

Of course, every book of essays culled from the different sources would necessarily suffer a certain lack of continuity. The Writer’s Handbook is no exception.

And yes - without pointing a finger - I’d say blogging’s tendency to reward speed and quantity over quality sometimes rears its head in the essays found in this book, though most of the essays are excellent.

As someone who believes writing serves a purpose beyond driving SEO traffic, I think the New Writer’s Handbook is excellent nightstand material. Read “Diary of a Novel” by Will Weaver at night, and you’ll wake up the next morning with a stronger appreciation for what novel writers suffer for their craft. (No, I don’t have a financial interest in the book, and I’m not getting paid for this review).

It’s probable that young copywriters have never felt more pressure to produce words than they do today, yet an excessively narrow, nose-to-the-grindstone perspective is not a prescription for long-term survival. Widening our horizons a bit can’t hurt, and reading a book like this is one good way to accomplish that.

Keep writing, Tom Chandler.

new writers handbook, writing, copywriting, article writing, hey mom look

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If you haven’t doodled something interesting in a meeting, then you simply haven’t been to enough meetings.

While the Doodlers Anonymous blog doesn’t limit you to drawings composed in the bizarre depths of a hours-long corporate meeting, it does showcase some damned fine doodles.

These days, I don’t do that much ad campaign work, but developing image/headline thumbnails is simply doodling - the kind of work that fully engages your brain in both a visual and conceptual sense.

At one point, I bought “Drawing on the Right Side of the Brain” and taught myself to draw (a little bit), and yes, it did help me develop (and pitch) ad concepts.

Did it improve my writing? It’s hard to say, though the gift of “seeing” forms instead of objects is not to be underestimated.

My favorite entry on the Doodlers Anonymous site?

The Doodled Wall - a photograph of a basement office “decorated” with Sharpie line drawings, replete with line-drawing artwork, historical figures (like Rocky & Bullwinkle, Winston Churchill, etc).

You can read more about the Doodled Wall - and see a 360-degree view of it - by clicking here.

And if you haven’t totally lost the kid within you - the one who drew broccoli trees and wasn’t self-conscious about it - then what the hell. Doodle something this week.

Keep writing (and doodling), Tom Chandler.

doodling, fun break, ad concepts

A new NPR podcast covers a topic of interest to at least some of the Underground’s readers - the rising risk of lawsuits aimed at silencing bloggers.

The podcast player should appear below; if not, simply click here and play it via NPR’s page.

One of my ongoing engagement marketing projects is an advocacy site aimed directly at a major multinational corporation - one with a distressing tendency towards intimidation lawsuits.

My background in journalism and prior study of media law means I’m confident I’m not breaking any laws, but that’s small comfort when a multinational’ legal team comes after you simply to shut you up.

There’s even mention of a free, one-hour long media law course for bloggers (developed in conjunction with Poynter), but I couldn’t find a link. Maybe tomorrow.

Keep writing, Tom Chandler.

I admit it. I’m a screwup.

At least that’s what my close, personal friends at Washington Mutual bank were quick to tell me every time I made a mistake with my WaMu checking account.

Yeah, a pair of times I didn’t transfer money into that account quickly enough, or - heaven forgive me - there was that time I transferred money out instead of in (yes, I did that).

When I did those things, I’d get a note. It didn’t say “You screwed up, you brainless squid, and we’re charging you $75 for the privilege.”

But it might as well have. And the fees charged were certainly real.

One morning not so long ago, I woke up to learn Washington Mutual had been seized by the Federal Government, then sold to JPMorgan Chase, WaMu rendered insolvent by a series of really, really bad decisions.

The sort of decisions, frankly, you’d make if you were a brainless squid.

The default didn’t affect me all that much, and I rarely keep much money in that account, but then, how much did it really affect WaMu when I overdrew that checking account by $1.18 (yes)?

Still, in keeping with the spirit of the relationship established early on by my friends at WaMu, I’m mailing you a letter outlining the harm suffered the morning I discovered you’d screwed up.

It also explains the $75 “Insolvency Fee” I’m charging you (just deposit it directly into my account, thank you).

I’m sorry it had to come this (and naturally, don’t expect a “thank you” after the deposit’s been made), but this is apparently the kind of thing that happens when you make brainless-squid-level decisions.

At least that’s been my experience.

I do hope that after I’ve charged you an outlandish and arbitrary fee that we can still be friends.

Sincerely,
Tom Chandler

What happens to words that aren’t used any more?

Sadly, these brave soldiers disappear from the dictionary, dropped from the lexicon by heartless editors who frankly seem like the kind of people who would seat elderly folks on ice floes and push them out to sea.

The good news? You, dear reader, have the power to save an archaic or obsolete word from certain oblivion.

“What can I possibly do?” you say. Simple.

The Times Online is running a list of words that are in danger of being dropped from the dictionary (Collins). To save them, all you need do is use them in your copywriting work.

…but Collins has given warning that it is not enough for the words to be used by their champions alone. Endangered words must appear at least six times in Collins’s corpus, a database that records word usage in printed, broadcast and online media.

Compilers will discount any references to words if they appear in articles about the campaign to save them.

Surely, my verbose friends, you can find a place in that landing page for “Apodeictic” - which means “unquestionably true by virtue of demonstration.”

No room for that? Then how about spicing up that corporate Web copy with “nitid” - which means “bright or glistening.” (That’ll drive conversions.)

Embrangle? Compossible? Fubsy?

Stick ‘em in a direct response email - or use them in that epic tweet you haven’t quite gotten right.

Only by acting today can we - as copywriters - turn back this threat to our language.

So look deep into your heart, and see if you have it in you to save some poor word from oblivion today. (If not, then perhaps you too are the kind of person who would shove elderly laden ice floes out to sea.)

How you can help to save some cherished words from oblivion - Times Online

Abstergent: Cleansing or scouring

Agrestic: Rural; rustic; unpolished; uncouth

Apodeictic: Unquestionably true by virtue of demonstration

Caducity: Perishableness; senility

Caliginosity: Dimness; darkness

Compossible: Possible in coexistence with something else

Embrangle: To confuse or entangle

Exuviate: To shed (a skin or similar outer covering)

Fatidical: Prophetic

Fubsy: Short and stout; squat

Griseous: Streaked or mixed with grey; somewhat grey

Malison: A curse

Mansuetude: Gentleness or mildness

Muliebrity: The condition of being a woman

Niddering: Cowardly

Nitid: Bright; glistening

Olid: Foul-smelling

Oppugnant: Combative, antagonistic or contrary

Periapt: A charm or amulet

Recrement: Waste matter; refuse; dross

Roborant: Tending to fortify or increase strength

Skirr: A whirring or grating sound, as of the wings of birds in flight

Vaticinate: To foretell; prophesy

Vilipend: To treat or regard with contempt

Keep writing, Tom Chandler.

writing, copywriting, obsolete words, dictionary

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Michael Stelzner concluded his “Top 10 Writing Blogs” contest, and this year’s winners represent a nice mix of repeat appearances and new faces.

And yes, I did notice the Copywriter Underground fell off the list this year, and that was expected; I’ve de-emphasized the Copywriter Underground as a marketing vehicle (transforming it into a soapbox for a cranky veteran copywriter), and the winning blogs simply do more for their readers.

So congratulations to the 2008/2009 Winners:

1. Copyblogger: As the undefeated champ, this blog has held the number-one spot for three straight years! The baby of Brian Clark, this blog keeps winning because of its excellent and educational articles.
2. Men With Pens: James Chartrand and Harry McLeod are the dynamic duo who continue to deliver rich content and community discussion.
3. Freelance Writing Jobs: Founded by Deb Ng, this site is the first stop for freelance writers seeking new work and great articles (and it remains a top winner since this contest began).
4. Write to Done: This blog delivers a steady stream of excellent articles for all writers and is the product of top blogger Leo Babauta.
5. Confident Writing: Looking for encouragement? Joanna Young will help you take your writing to the next level.
6. The Renegade Writer: Linda Formichelli and Dianna Burell, authors of a book by the same name, help freelance journalists find inspiration.
7. Remarkable Communication: One part writing, one part marketing and one part selling, this excellent blog by Sonia Simone will help any writer succeed.
8. Writing Journey: Looking for a great stop on your writing journey? Bob Younce’s blog will refresh and energize you.
9. Freelance Parent: Two moms, Lorna Doone Brewer and Tamara Berry, provide excellent perspective on writing while balancing time with little ones.
10. Urban Muse: Susan Johnson covers a wide range of excellent topics that all writers will enjoy.

Keep writing, Tom Chandler.

Top 10 writing blogs

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On this day in 1787, the final draft of the US Constitution was signed - perhaps the last group writing project to ever truly succeed…

Keep writing, Tom Chandler.

us constitution

Business travel is one of those activities that sounds a bit better than it typically is, and though I’ve been on the road for a couple days (and I’m facing a couple more), I wanted to thank everyone who nominated the Copywriter Underground for Michael Stelzner’s s 3rd Annual Top 10 Blogs for Writers Contest.

The Undergrounders spoke, and I made the list of finalists - a nice, gift-wrapped warm fuzzy in a contest that saw the number of nominations double from the prior year (144 to 300).

Thanks again to my readers - who stick around despite my absences and generally grumpy ways. You guys rock.

Here is the list of finalists; all are worthwhile blogs, and reflect a healthy sampling of different approaches to the craft of writing:

• A n n a r c h y
• Beyond the Rhetoric
• Book Deal
• Confident Writing
• CopyBlogger
• Copywriter Underground
• Diary of a Wordsmith
• Freelance Parent
• Freelance Writing
• Freelance Writing Jobs
• Get Paid to Write Online
• Golden Pencil
• Hell or High Water
• Ink in my Coffee
• Ink Thinker
• Itty Biz
• J A Konrath
• Men with Pens
• Pro Blogger
• Remarkable Communication
• Renegade Writer
• Rogue Ink
• Story Tellers Unplugged
• Urban Muse
• Wealthy Freelancer
• Well Fed Writer
• Whatever
• Word Count
• Word on the Page
• Word Tales
• Write from Home
• Write to Done
• Writer Dad
• Writer Mama
• Writer’s Manifesto
• Writers Resource Center
• Writing Journey

I’ll be back in my office on Wednesday. Until then, keep writing, Tom Chandler.

top ten writers blogs, top ten blogs for writers, writers blogs, writers, freelance writer, copywriter, freelance copywriter, writing white papers

Need a reason to turn off that “you’ve got mail” tab, ghost box or other notification?

Every time it pops up, it takes an average of 64 seconds to regain your train of thought.

Via the Sydney Morning Herald:

It had been assumed that email doesn’t cause interruptions because the recipient chooses when to check for and respond to email (bit.ly/email3). But Dr Jackson found that people tend to respond to email as it arrives, taking an average of only one minute and 44 seconds to act upon a new email notification; 70% of alerts got a reaction within six seconds. That’s faster than letting the phone ring three times.

I’d add up the consequences of that 64 seconds of downtime by multiplying my daily email interruptions by 30 (days in a month), but frankly, I’d rather not know.

In truth, after years of doing things the same way - mostly because that’s the way I’d been doing them - I’ve been looking hard at alternatives.

Moving from Windows Vista to Linux is one result (I get more done).

Now - as I support a pair of ongoing online engagement marketing projects, and write more online copy than ever - I find I’m using my “main” word processor (OpenOffice) less than half the time, and taking advantage of the project management/html/speed features of a Linux programming editor (Bluefish).

It surprised me too.

I tell my students marketing’s changed more in the last five years than it did in the prior 50; I’m starting to see the same trend in my own work habits.

Is the same true for you?

Keep writing, Tom Chandler.

writing, writing tools, editor, openoffice, open office, email, email interruption