Dick Paetzke’s ‘Postcards’

Published November 25, 2009 Uncategorized Leave a Comment
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Way back in the early 1990s, Seattle-area advertising and creative legend Dick Paetzke gave me a copywriting assignment. Dick had opened his own shop, a solo firm, and he gave yours truly, a novice, a chance to help him with his heavy workload.

Because I was green and the deadline was tight, I did a very mediocre job. (Not that I didn’t try my hardest.) Dick rewrote much (if not all) of my copy. He paid me more than my work was worth. He treated me kindly. I’ll never forget it. He is a creative whiz and a gracious man. I’ve been fortunate to be associated with him through the years.

Dick has published a small book called Postcards: Little Letters from Life, “an eclectic collection of illustrated essays written from home and abroad.” He has hatched and written many award-winning campaigns for major clients and brands, but his past personal essays have perhaps made an even bigger impact because they are so insightful, heartfelt and thoroughly human.

Postcards is in the same mold. If you read the reviews (nearly all are five stars) at Amazon, you’ll see what I mean. I recommend it.

I’m on the Big List of B2B Marketing Blogs

Published November 20, 2009 Uncategorized 2 Comments
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I hope this doesn’t come across as false humility, but I was surprised to learn that I made the 2009 Big List of B2B Marketing and Sales Blogs. The list was developed by Proteus B2B Marketing, a top B2B agency according to BtoB Magazine.

So I’m giving myself a fist bump. I did not expect it.

I started this blog a little more than a year ago with a few humble goals. I would blog as a way to share with the marketing and communications community—some of whom already knew me through my e-newsletter (sign up at right) and LinkedIn, and others who might find me through organic search or inbound links. I would attempt to post a few times a week. I would allow the blog to grow organically.

I had already learned from my ARMCHAIR GOLF BLOG that blogs can grow into something and lead to new connections and opportunities. There are many things one can do to grow a blog. The problem, for most, is time and focus. I decided early on that I would do well just to add regular posts to this blog.

I’m glad that some have noticed my efforts. And I’m thankful to all who have stopped by.

(Image: The Urban Mermaid/Flickr)

Colleague: ‘Writing Is Hard’

Published November 18, 2009 Uncategorized Leave a Comment
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I got an email from a business colleague yesterday. He updated me on business prospects and also said “writing is hard” in reference to the many business communications he was crafting.

I know, I replied.

I write every day because I have to write. It’s my profession, my meal ticket. So I have to write that fundraising letter, direct-mailer, Web site, newsletter article and blog. Fortunately, I enjoy it. Still, as my colleague said, “Writing is hard.”

Whether you have to write (like me) or writing is optional, some little games or tricks or writing prompts can help with the intrinsic difficulty of producing words.

Here’s a prompt from The Pocket Muse by Monica Wood, one of my many writing books:

Try writing at an unaccustomed time. Night owls can fire up the coffeepot and get cracking by dawn; morning folks can investigate the wee hours, just to see what happens.

There. Writing just got easier. Or not. Whatever you do, don’t beat yourself up. Try to make writing more fun, if possible.

John Steinbeck and ‘East of Eden’

Published November 16, 2009 Uncategorized Leave a Comment
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I have never read East of Eden by John Steinbeck. I have made feeble attempts. This time I think I’ll do it. I’m about 100 pages into it.

I picked up East of Eden this past weekend. It was sitting on the book shelf, one of my wife’s book club books. I’ve always been a Steinbeck fan. I read him in my youth—The Grapes of Wrath, Cannery Row, Of Mice and Men, Tortilla Flat, The Winter of Our Discontent, to name a few.

I like his stories. But I also like to read Steinbeck for his writing. I believe there is something to be gleaned from reading good writing. I’m convinced that it helps my own writing in some way. Good writing is good writing, whether fiction, non-fiction, direct mail, a blog, a newsletter article, a fundraising letter, or an ad.

I like to read as widely as possible for my enrichment and enjoyment. Steinbeck is a welcome diversion.

My last book was Isaac’s Storm by Erik Larson. And my next book (if I get through East of Eden) might be a biography about Amelia Earhart. My curiosity is piqued after seeing the Amelia film last Friday with my daughter.

4 Tips for Writers from Seth Godin

Published November 9, 2009 Uncategorized Leave a Comment
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I saw these pearls in a short Seth Godin Q&A at Editor Unleashed, a blog by Maria Schneider, the former editor of Writer’s Digest.

1. Be generous.
2. Spread ideas.
3. Give things away.
4. Write, share and repeat.

I know, I know. You need gigs. You need to make money. The idea is if you do the above four things well you’ll build a following—and a client list.

FUD in B2B Marketing Communications

Published November 4, 2009 Uncategorized Leave a Comment
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I was reminded of my old friend, FUD, this past summer on a direct-mail project. FUD stands for Fear, Uncertainty and Doubt. The creative director said, “Let’s use FUD.”

Wikipedia calls FUD “a manifestation of the appeal to fear.” It’s used a lot in politics and propaganda, which I usually find distasteful. Of course, it’s used because it’s highly effective.

Can FUD be used responsibly and honestly?

Yes, I think so. It was a staple of our B2B marketing communications for corporate clients when I worked at a Seattle ad agency.

Following is an example. I wrote it for a document destruction company. The copy was used in a capabilities brochure and as home-page content for a new Web site.


Your business is at risk.

Every day your business generates confidential, sensitive information. And every day someone in your company decides what to do with that information: keep it, recycle it, shred it, or simply throw it away. If your sensitive business information falls into the wrong hands, the consequences can be devastating.

Sound a bit ominous? It’s supposed to.

FUD can be a legitimate and ethical approach for B2B marketing situations. Use it, as appropriate, and with care.

A Few Essential Tips for Reviewing Copy

Published November 2, 2009 Uncategorized Leave a Comment
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Last night my 14-year-old daughter asked me to complete an evaluation form for her English class essay on Romeo and Juliet. I really had to think about what level of critique was appropriate for a ninth-grader and how to give constructive comments.

It’s always good to start with positive comments. Fortunately, there were plenty of positive things to say about my daughter’s essay. The exercise got me thinking about reviewing and approving copy. As the writer, I’m usually on the receiving end of comments.

Contained in my free report 66 Proven Tips for Writing Copy That Sells, following are four helpful tips for reviewing copy in a business setting:

1. Keep approval levels to a minimum.
2. Read copy from your audience’s viewpoint, not as an editor.
3. Provide specific comments.
4. Let the copywriter do the rewriting.

(Note: To add a fifth tip, as mentioned above, begin with some positive comments.)

Download the complete FREE report here:
66 Proven Tips for Writing Copy That Sells

3 Maxims for Bad News Copy

Published October 29, 2009 Uncategorized Leave a Comment
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Unfortunately, we’re living during a time when the business news is often bad. That means clients have assignments that require delivering bad news. I worked on two such projects in recent months, which got me thinking about important elements of “bad news” copy.

Here are three:

1) Be direct.
Get the bad news out early, quickly and completely. Don’t bury it. To borrow from Nike, “Just say it.”

2) Be clear.
This is a key element of all effective copy, but it’s especially important when you’re delivering bad news. This is no time to be fuzzy or cute. Your message needs to be crystal clear.

3) Be honest.
Don’t try to gloss over the bad news or give it a slick PR or marketing spin. I know it’s tempting, but don’t do it. You won’t fool many people. In fact, you could lose credibility. Once you get the bad news out, you can move on to the positives and any plans for overcoming difficulties.

Always in Marketing Style: The Guarantee

Published October 23, 2009 Uncategorized Leave a Comment
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I recently received a four-color, oversized, multi-page direct mail piece from Yahoo!. (Print is not quite dead, especially if you’re a search engine giant with a few extra bucks to throw around.)

I was reminded of the good old-fashioned guarantee, which was included in the letter’s P.S., also a reliable direct-mail device:

P.S. Right now, we’re also offering a Satisfaction Guarantee on Sponsored Search! Just sign up by April 1, 2010 … and try it for at least 14 days. If you’re not completely satisfied with your results, we’ll refund you up to $500 in click charges.

Are you using a guarantee in your business? Can you include one with every offer to a new customer or client?

This is an indispensable strategy, especially in a sucky business climate.

Loitering Allowed

Published October 20, 2009 Uncategorized Leave a Comment
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2969245829_05a4df99a43
(Alan Jenkins/Flickr)

I saw a new sign the other day at the Floyd Country Store: “Loitering Allowed.”

What a great sign and good business reminder. It lets customers and browsers and time-killers know that they’re welcome. Come on in. Look around. Hang out. We’re not worried about whether you buy anything or not. You’re welcome here.

In fact, the sign could just as easily say: Loiterers Welcome.

It got me thinking about businesses besides retail businesses, whether mega companies or small outfits. Are they—am I—transmitting a service-oriented attitude, a willingness to give clients, customers and prospects as much time as they need or want?

I think it’s important to let people loiter. Some will take advantage of it in a negative way, but most will not. It’s good for business. You may want to loiter with them. It can build better relationships.

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  • Dick Paetzke’s ‘Postcards’
    Way back in the early 1990s, Seattle-area advertising and creative legend Dick Paetzke gave me a copywriting assignment. Dick had opened his own shop, a solo firm, and he gave yours truly, a novice, a chance to help him with his heavy workload. Because I was green and the deadline was tight, I did a very [...]