Comments on: Writing for Engagement: The Modern Copywriter as Serial Commercial Novelist http://copywriterunderground.com/2006/10/30/writing-for-engagement-the-modern-copywriter-as-serial-commercial-novelist/ Copywriting Beyond the Words :: The Freelance Writer's Life Wed, 04 Nov 2009 18:46:36 -0500 http://wordpress.org/?v=2.8.5 hourly 1 By: Tom Chandler http://copywriterunderground.com/2006/10/30/writing-for-engagement-the-modern-copywriter-as-serial-commercial-novelist/comment-page-1/#comment-7 Tom Chandler Tue, 31 Oct 2006 20:34:34 +0000 http://copywriterunderground.com/2006/10/30/writing-for-engagement-the-modern-copywriter-as-serial-commercial-novelist/#comment-7 Thanks for the reasoned comments. And certainly, fakery poses a problem, but in one sense, a self-correcting one. I'm not going to deal with the blogs like those in the Wal-Mart fiasco. That's simply dishonest stealth marketing, and it's not part of engagement marketing. And blogs written by those without knowledge of the subject will simply fail. The biz blogs I've pitched are in areas where I'm wholly qualified to blog. Plus, I've learned enough about even monstrously complex high-tech products to successfully sell those. For a yearlong blog contract, I can learn a lot. Third, being a "blogmaster" includes (in my head anyway) seeking and editing content from other stakeholders. (I don't buy into the notion that a company blog has to be written by one person. Instead, featuring several people in the company puts a more human face on the enterprise.) Finally, my original post wasn't wholly focused on blogs. They're an obvious example, but what I meant was that the good old days - when you wrote a four-page sales letter and quit the account until the next letter - might be ending. The sales and retention process will likely be broken down into miniature sales conversations, and the copywriter could be participating in that conversation for a long time. Frankly, I like the idea. Thanks for the reasoned comments. And certainly, fakery poses a problem, but in one sense, a self-correcting one.

I’m not going to deal with the blogs like those in the Wal-Mart fiasco. That’s simply dishonest stealth marketing, and it’s not part of engagement marketing.

And blogs written by those without knowledge of the subject will simply fail.

The biz blogs I’ve pitched are in areas where I’m wholly qualified to blog.

Plus, I’ve learned enough about even monstrously complex high-tech products to successfully sell those. For a yearlong blog contract, I can learn a lot.

Third, being a “blogmaster” includes (in my head anyway) seeking and editing content from other stakeholders.

(I don’t buy into the notion that a company blog has to be written by one person. Instead, featuring several people in the company puts a more human face on the enterprise.)

Finally, my original post wasn’t wholly focused on blogs. They’re an obvious example, but what I meant was that the good old days – when you wrote a four-page sales letter and quit the account until the next letter – might be ending.

The sales and retention process will likely be broken down into miniature sales conversations, and the copywriter could be participating in that conversation for a long time.

Frankly, I like the idea.

]]> By: Carson http://copywriterunderground.com/2006/10/30/writing-for-engagement-the-modern-copywriter-as-serial-commercial-novelist/comment-page-1/#comment-6 Carson Tue, 31 Oct 2006 19:23:35 +0000 http://copywriterunderground.com/2006/10/30/writing-for-engagement-the-modern-copywriter-as-serial-commercial-novelist/#comment-6 I think that's an interesting label, "serial-commercial novelist." Here's my concern, and it's hardly a new one. Among the biggest advantages of blogging is its authenticity and the connection it can create between business and consumer. I wonder how effective we'll be, as copywriters, in forging meaningful relationships because, although hired by or working on behalf of the blogging company, most of us are "outsiders" and aren't really part of the entity. In some respects, it's like trying to have a meaningful relationship with an actor who is playing the role of your love interest. At some point, no matter how good the actor or actress is, the relationship won't be maintained. In the meantime, there is some dishonesty. Obviously, the Edelman thing with the Wal-Mart blogs is an example of this problem. There are and will be others. I come at this as a freelancer, not on anyone's regular payroll. Maybe I'd feel differently if a company was using specifically-hired writers who were part of their operational structure. I'm not sure. I could yammer on endlessly, but I'm sure you get the point... CDB I think that’s an interesting label, “serial-commercial novelist.” Here’s my concern, and it’s hardly a new one.

Among the biggest advantages of blogging is its authenticity and the connection it can create between business and consumer.

I wonder how effective we’ll be, as copywriters, in forging meaningful relationships because, although hired by or working on behalf of the blogging company, most of us are “outsiders” and aren’t really part of the entity.

In some respects, it’s like trying to have a meaningful relationship with an actor who is playing the role of your love interest. At some point, no matter how good the actor or actress is, the relationship won’t be maintained. In the meantime, there is some dishonesty.

Obviously, the Edelman thing with the Wal-Mart blogs is an example of this problem. There are and will be others.

I come at this as a freelancer, not on anyone’s regular payroll. Maybe I’d feel differently if a company was using specifically-hired writers who were part of their operational structure. I’m not sure.

I could yammer on endlessly, but I’m sure you get the point…

CDB

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