Archive for the ‘Copywriting’ category

“It’s spring and I’m blind”

July 6, 2011

I recently finished reading “The Idea Writers: Copywriting in a New Media and Marketing Era” by Teressa Iezzi. Overall I enjoyed the book, which thoroughly discusses successful marketing campaigns– mostly digital– from the last decade or so. I would say the part that stands out the most is toward the beginning.

Iezzi brings up a true story about a blind beggar on a street corner. The man’s sign reads “I’m blind. Please help.” Sadly, no one is giving him money. An observant copywriter walks up to the man and changes his message to “It’s spring and I’m blind.”

This simple rephrasing changes everything. Instead of receiving nothing, he starts getting loads of money. Something about the new phrase appeals to people’s emotions, which really speaks to the power of good writing.

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My first BzzAgent review: about.me

May 23, 2011

As I mentioned in my last post, I recently started working as a copywriter for a social marketing company called BzzAgent. Also known as a word-of-mouth marketing company, BzzAgent enlists hundreds of thousands of “agents” to discuss brands and products (L’Oreal, Michelin, and Unilever are just a few of its clients).

The agents receive free products, free services, and discounts. I signed up to be an agent (also called a “BzzAgent”) to see what’s it’s all about (you can do so as well). After filling out some surveys, I was invited to the “about.me” campaign. About.me lets you put multiple online profiles (including Facebook, LinkedIn, Twitter, and Flickr profiles) in one place.

I created an about.me page at about.me/christinelaubenstein. You decide which profiles and/or links you want to include on your page. I added my Twitter, WordPress, LinkedIn, Vimeo, YouTube, and Tumblr accounts (granting about.me access to my posts, updates, videos, etc.), but I declined to allow access to my Facebook info (including profile information, status updates, and friends’ photos).

For me, my Facebook page is a relatively private space I don’t want strangers to see. I did, however, opt to add a link to my Facebook page (in case someone wants to friend me). You can link to other pages if you’d like, or add other profiles (Blogger, Posterous, Flickr, TypePad, Formspring, Last.fm, Daily Booth, and Instagram).

You can also personalize your background, font colors, fonts, and biography. Other features include statistics about your accounts and about.me page, ideas for promoting your about.me page, and a place to add your favorite about.me pages. I haven’t yet used all these features, but I’ll still provide my initial thoughts about about.me:

  • It’s a neat idea. Unless you have your own website/blog, I don’t know of any service that lets you list such a wide variety of profiles (LinkedIn, for example, just has fields for three websites, your Twitter account, and your IM screen names). Not to mention the other services don’t let you see content from all your accounts.
  • I like how you can personalize your page.
  • It’s good from an SEO standpoint. You can use about.me to submit your about.me page to Bing, Google, and Yahoo. I did this about two weeks ago, and at least for Google my about.me page already appears on the second page of search results when my name is queried. So creating an about.me page can help push down negative links (if you have them, of course).
  • I’m not sure sure how much time I’ll devote to my page. I have a personal blog and professional website that already allow me to add my Tumblr, LinkedIn, Twitter, etc. info. So if I have these sites I’ve already invested in, why do I need about.me? I guess I could use about.me to have all my content in one place. But at this point, I don’t see a huge benefit. Clicking on a link to access my content (at its source) takes one second.

This has been a great year

May 22, 2011

My fiance in our new apartment

One of my college roommates recently told me that 2011 has really been my year. I would say that’s correct, but also that the whole last year has been my year. Since turning 29 in June, I’ve moved in to an awesome apartment, gotten engaged, and become involved with copywriting– a field I truly enjoy. I have written copy for WordStream (a search marketing company) and FlipKey (a vacation rental property website), and last week I started a copywriting position with BzzAgent (a social marketing company). So far I love the new gig! I feel so lucky to have experienced such a great year, and am motivated to spread my good fortune in any way that I can.

This chopstick company could use a copy editor

May 1, 2011

While out at the new Scholars Bistro in Boston last night, we noticed this funny language:

Yup, I’m a copywriter

March 22, 2011

Around 7:45 p.m. I noticed a blunder on the Boston Globe’s website, Boston.com. Can you find it? (Click on the image to see it better.)

Yup: They wrote “Cheat eats,” not “Cheap eats.” It’s not the biggest deal in the world, but it’s too bad one of the biggest newspapers in the country had such a glaring error. Around 8:15 p.m. I checked the site again and the issue was fixed.