Skip to content

The Craft of Writing

My wife and I went to South Carolina for the holidays, a 10-day trip where we visited each set of parents. We’d turned the heat down in our townhouse, locked the doors, and set the lights on timers, but we didn’t turn the water off. Why? Because we’re inexperienced homeowners.

You know where this is going. When we returned, our house was a cool 56 F and water was leaking through our living room ceiling. Two unrelated problems: the furnace was out because a safety switch was dirty, and a pipe had come loose in the upstairs bathroom.

Water puddled on our bathroom floor, onto our bedroom carpet, through the floor and into our living room. Our living room ceiling is drywall, so the water found the seams and the nails and stained the paint yellow. In one place, where two sheets of drywall met, the paint bubbled down and water dripped onto our couch.

In hindsight, it could have been so much worse, and the experience was good for me as a homeowner. I found our main water switch, for one thing. And I got to do repairs — always fun when you’re young and eager to learn something handy.

I had to call someone to fix our furnace, but I was able to replace the bathroom pipe myself. I had to pull up the carpet in our bedroom and closet to replace some of the wet carpet padding, and I repainted the ceiling. The only thing I didn’t do that first week in January was repair the hole in the ceiling, where one piece of drywall was hanging down.

This week, I made time to fix it. It turns out our house is not that well crafted, and there wasn’t a handy stud to nail the drywall back into. I had to cut away some of the drywall, insert a boar to rig a stud, then put in a drywall patch. It seemed to work fine, and I then was able to put up new tape, joint compound, and paint. Three or four trips to Lowe’s (joint compound and tape, drywall nails, dust mask and eyeglasses, patch kit), fifty bucks, and our house is spic and span.

This story is much longer than it needs to be, and I haven’t touched on my triggering idea — the writer’s craft. Many already have compared a writer’s craft to some other craft. I’m drawn to Seamus Heaney’s poem, “Digging,” in which the speaker reflects on his farming family and concludes: “Between my finger and my thumb / the squat pen rests. / I’ll dig with it.”

A wonderful, related book is Shop Class as Soulcraft, by Richmond’s Matthew Crawford, whose central argument is that manual labor — in particular, the craft behind labor — is spiritually healthy. Crawford uses motorcycle repair and electrical work as his examples, though I imagine the same could be said of woodworking or gardening — or home repair.

Crawford and Heaney are talking about a spiritual art, rather than the humdrum task of commercial writing. But even in commercial writing, it’s a worthwhile comparison. You start by learning your craft, and you gain skill by experience. You’re making something. You’re dedicating yourself to something outside the self. In the case of copywriting, the “beyond self” has to do with the client’s project, whereas in poetry the poem is the “beyond self.” Either way, it’s a suppression of ego, which is kind of a Taoist effort. So maybe the way to understand the craft of writing is really to understand the Taoist concept of “wu wei,” of emptying the self.

That’s in contrast to the stereotype of writers as prima donnas, as the moody, selfish creators who live for their art. I’m not sure whether the selfish writer-genius is a myth, or just an outmoded model for writing in the 21st century.

Update on Komen

While I was writing my last post, Megan McCardle reported on her blog that Komen has reversed its decision to withdraw money from Planned Parenthood. File this away with the Netflix/Quickster reversal. Consumers have bitten back. I for one am thanking my stars that I’m just a small business playing in my sandbox here in Richmond, Va.

Trademarks

Last week, the Huffington Post ran an article about Chipotle’s Super Bowl ad campaign. The phrase “Super Bowl” is trademarked by the NFL, which means you can’t use it in your advertising because it implies an affiliation. When I used to proofread ads for the local newspaper, I spent a good week or two eagle-eyeing grocery ads to make sure they weren’t advertising chips and dip for your Super Bowl party.

To get around the legality, Chipotle has created this:

I love Chipotle. I think they’re one of our great brands right now. What I always harp on about branding is that it’s more than just a logo. A brand is everything from your typeface to how you greet customers. I don’t know how Chipotle is run–franchises?–but I do know that the staff at my local Chipotle in Glen Allen is terrific. The company must take care of them, because they never seem like they’re stuck in a retail job. And believe me, retail sucks.

I like that Chipotle has a sense of humor about it, and I presume the NFL is OK with it. One set of guidelines that we used at the paper, which I think came from the Virginia Press Association, said it was perfectly fine to make fun of the fact that you can’t say “Super Bowl” in an ad. (Along with “Super Bowl,” you can’t say “NFL” or team names such as the “Patriots,” though you can refer to New England.)

The ad begs the question, though, of how stringently to reinforce your guidelines. The National Association of Realtors, for instance, is vicious. If you’re not a member, you’re not a Realtor (never mind that realtor used to be a generic term, until the NAR copyrighted it in the ’50s). In fact, Realtors sometimes insist to beleaguered copyeditors that the word should be written as REALTOR with a registered trademark logo.

Other examples:

Susan G. Komen spends a good bit of money protecting its “for the cure” phrase, though they’ve got more brand-destruction publicity going on these days. About that, I might wonder if there’s some manner of corporate karma at work–i.e. you conduct business in bad faith in one area, and it comes back to bite you somewhere else.

I recently watched a documentary called The Corporation, which took an anti-corporate tone and noted, for one example of corporate insidiousness, that the song “Happy Birthday” is trademarked and that filmmakers were required to pay $10,000 to feature it in a movie.

Finally, Chick-Fil-A, which I also love, took some flak for suing a Vermont business for using the phrase “Eat More Kale.” Here, it’s not just a complete phrase but a concept that is being protected. About this, I would just note that the California Milk Processing Board may want to take drive around my hometown in upstate South Carolina, where one in three billboards asks if you’ve got Jesus.

All of these examples illustrate that we’re living in a new era of copyright vs. open-source, and that corporate brands are bigger than corporations themselves. Wiser minds have had plenty to say about copyright law. All I’ll say is that we’re living in interesting times.

Endorsement: Vanguard customer service

This is not an affiliated link; this is just praise for what I view as exceptional customer service and a model for other large companies to follow.

To coincide with leaving my job in December, my wife and I procured new health insurance, and I rolled my 401(k) into my Vanguard IRA. We also recently bought a car after the engine in my wife’s 2003 Ford Escape blew up for no discernible reason. (We’re happy with our new Subaru.)

With all of this going on, we’ve been dealing with quite a few customer service departments, most of them faulty (and as such will be unnamed here). My new health insurance program left off our dental insurance, even though our broker had submitted the application requesting a dental rider. I called our insurance company, and they wanted me to fax them my original application. (Incidentally, they also wanted me to fax them a copy of a bank statement so I could enroll in automatic billpay.)

Fax? Um, excuse me, 1985 called, and it wants its technology back.

Meanwhile, my wife has been dealing with her physician’s administrator’s to get her prescription information updated with our new insurer. It took at least two phone calls to two separate office administrators, plus a physical visit to the office, and it may or may not be taken care of.

Meanwhile, she’s also trying to coordinate between the car dealer, the local DMV, and the bank to make sure the lien information on our Subaru is recorded correctly. This morning, she discovered the bank had the VIN number wrong, that they had an 8 instead of an H. The conversation went something like this:

Bank: “Did you say, 8 as in Hector?”

Wife: “No, H as in Hector.”

Bank: “Oh, we had an 8 recorded.”

Finally, my web hosting email was backlogged yesterday. I received an email around 2 p.m. that someone sent at 11 a.m. I sent a couple of test emails to and from jon[at]sealycommunications.com, and there was a good 30-45-minute delay. When I called my hosting company’s IT support, the number had been disconnected. I emailed them, and went back and forth through several emails. (“Can you send us the meta-data from the header in the delayed emails?” “Sure.” “Actually, can you send us the entire emails as EML files?” “Sure.” “There was no header data in those EML files.”) I called again and was told, “Nope, everything looks fine. Our servers might have been a little slow, but an email queue is normal. Thirty minutes is a bit long, but it shouldn’t happen again.”

What kind of response is that? Where’s the customer service? This is my business here. I had just sent some materials to a prospective client, and how unprofessional would it be for me to send him a second email from my Yahoo account saying, “Hey, I’m a small-time chump and my email doesn’t work. Did you get everything?”

So it was with such relief this morning when I called Vanguard to see about rolling over my 401(k), and immediately got through to a friendly, capable person. After taking my information, she got me on a conference call with my previous investment company, sat patiently while I entered my account number and password and played 20-questions with their automated system, then assisted me in closing that account.

I know it’s in Vanguard’s best interest to have me roll my money into an IRA with them. But that’s business. It’s in every business’s best interest to bring in clients and to keep them, yet it’s astounding how many businesses are utterly inept at such a basic function as customer service.

Shameless self-promotion: In short, it’s my policy as a copywriter to make your life easier, and as a businessman and a consumer, I believe that starts with good customer service. Let me know if there’s anything I can help you with.

What it means for advertising to be integrated into our culture

Two articles caught my eye this weekend. First, in the February issue of Esquire, the 1,000 words column, “A Short Prayer for Advertising” (not online yet), is about how advertising has been integrated into our lives. Years ago, you could draw a distinction between life and advertising, content and sponsorship. Ads were the commercials between shows.

Today, ads are integrated into the shows. As the Esquire writer notes, Staples will buy script-time in “The Office” rather than a commercial. Moreover, we’re all in the brand-building business, creating an ethos for ourselves online and in person. What used to be a person’s reputation is now his brand. This is a consumerist trap like The Matrix, only there’s no pill to get out.

Maybe this is just a new development of an old theme. I don’t know enough to comment on the recent SOPA/PIPA legislation, but I will say that the production of good content is not free, even though the Internet allows us open-access. A recent documentary about the New York Times notes that readers used to get newspapers for much less than the cost of production, and advertisers subsidized the bulk of the cost in exchange for market reach. Now, market reach has splintered so advertisers have cut back and the cost of newspaper production is being passed to the consumer.

The point is, someone has to pay for content — consumers or advertisers. Consumers have certain expectations about the value of that content, so producers are turning to advertisers to ratchet up profits. Does that mean the quality of content suffers? In the realm of journalism, I’d say so. Journalism is an endangered species because not enough readers are interested in hard issues, like zoning board meetings, and advertisers want captivated readers.

So, in the print world, producers are putting out upbeat, soft or highly-biased content, often mixed with canned material, which is good enough to maintain audience for the advertisers but falls short of greatness. On the other hand, consumers have shown they will pay for quality. Look at HBO, or The Sun Magazine. These forums exist without advertising, and their content is well above average.

My guess is that in the future, 100% ad-free content will be at a premium, but will appeal to smaller and smaller audiences as advertising becomes more and more integrated into our culture. As an example, here’s an excerpt from an old post from Marginal Revolution about the price of movie tickets: “Maybe the whole theatrical thing is a shadowplay for popcorn sales and advertising for a subsequent DVD release.” The Esquire column too noted that movies could be advertising for DVDs, and that CDs are advertising for concerts and T-shirt sales. Is it insidious if the consumer likes the advertising, for the bait piece to be the main event? And what does it mean for our culture when advertising is entertainment? Is it a sign of our total decadence?

The other article that caught my eye was this piece about a recent failed Twitter campaign by McDonald’s:

While McDonald’s own tweets on the topic tended along the lines of “When u make something w/pride, people can taste it,” actual customers were less inclined to toe the company line. “I haven’t been to McDonalds in years, because I’d rather eat my own diarrhea,” read one top tweet by @Muzzafuzza. Another user, @Jetsonjetsonjet, referred readers toa viral video of a mouse crawling through a bag of hamburger buns.

Advertising in today’s world involves a letting-go of the brand, of allowing the consumer to participate. Dwight Shrute could pull away from the episode to give a straightforward plug for Staples, a la The Truman Show, but the viewer would lose her willing suspension of disbelief and change the channel. The advertiser had to allow the writers some degree of freedom. But with that freedom comes the possibility of a backfire, a la McDonald’s. Both advertisers and consumers are in uncharted waters today.

Client News: Sealy Engineering

When I was home for Christmas, my father, who was the model entrepreneur I followed going into Sealy Communications, asked if I’d rework the copy on his website. He is a contract mechanical engineer and performs motor-operated valve support for nuclear power stations (a kind of safety testing). His new website is up and running.

Business lessons from my hair stylist

When I was a kid, I went to a barber, a father-and-son shop that smelled of shaving cream and had a barber’s pole. They cut my hair in a professional buzz cut for several years.

Now, my hair’s a bit shaggier, and a such, it’s a bit harder to style just right. I’ve been going to the same stylist to for a few years now, and talking with her at my haircut yesterday, I realized all the crucial business lessons she had to offer.

A bit of back story: I moved to an apartment in Glen Allen in 2008, and got my hair cut at a local Fantastic Sam’s that was about half a mile from where I lived. I chose that business because of convenience.

After a few visits, I noticed that under the “preferred stylist” line when you sign in, the only requests were for Katina. After a few more visits, I realized there was a marked difference between a haircut from Katina and a haircut from just anyone, so I started requesting her. She quickly got to know my name and cut, so all she has to do is say, “Trim it up again?” And we’re off.

I got married and moved a few miles away, but kept returning because of the quality of her work. She recently accepted a position at a different franchise, which is even farther from where I live, but I’m still making the trek because of the quality of her work. I just call first, to make sure she’s available.

Quite a few of her clients followed her from one store to the next. She said she made about 300 phone calls to let everyone know she’s moved. I imagine she still gets walk-in retail business, but that most of her business comes from repeat customers. Her business is sales, and she delivers both a great product and great customer service.

Here are the business lessons to be learned from all of that:

  • The first rule of business success should be to have a great product or service. The customer can overlook a lot of things, but if you don’t have a great product or service, they’re not coming back. An adage says the difference between a good haircut and a bad one is about a week, but if you get your hair cut every 4-5 weeks, one week of recovery from a bad haircut is a 20-25% difference in quality. That’s significant.
  • Great customer service isn’t that complicated. It’s not about delivering gift baskets or crazy promotions. It’s about consistently delivering what the customer wants without hassle. Consumers are busy, which is why I first began going to a place half a mile from home. I’m not driving the distance for untested quality.
  • The key to success is building a stable base of repeat customers. I’m sure it was a pain for Katina to make 300 phone calls, but that got her to where she can do what she does best. I’ve interviewed a lot of car salespeople for the local newspaper, and I had an 80-year-old salesman tell me once that the secret to success in sales is to go somewhere and stay put, because that allows you to build your client base.

Richmond: Upcoming Marketing Events

It can be a busy month for marketing professionals in the area. A few events that have caught my eye recently:

  • AMA Richmond luncheon, Jan. 19 — “Living Social”: What’s the deal with daily deals? Are they still going strong in 2012?
  • Work It, Richmond, Jan. 24 — “Insights on Rapid Innovation” networking meeting with this new daily newsletter for small businesses in Richmond.
  • Richmond Ad Club, Jan. 26 — Monthly happy hour with a delightfully social group of advertising professionals.
  • Richmond Media Group, Jan. 31 — “Digital Advertising Seminars.” I saw this one advertised in this morning’s Metro Business section of the paper, a day of free seminars about mobile and email marketing.

2012 Business Predictions: Pod-Group Marketing

It’s the season for bloggers to make business predictions for the year. For instance, Ryan Healy is calling for the end of the daily deal phenomenon, and John Jantsch suggests that apps will be replacing search – both intriguing predictions.

I don’t have any specific predictions for 2012, but I do want to comment on one trend we’re taking, both in business and as a society, and that is that we’re moving toward hyper-specific pod-groups united by common ideologies (interests, politics, income), and I believe we’re going to grow increasingly fractured as these pod-groups become reinforced.

Here’s what I mean: In the media realm, content marketers talk about audience reach. In the 1960s, when you had a handful of broadcast networks, it was possible to reach 80 or 90 percent of the country by advertising on three channels because consumers had limited choice. Then came cable TV, and suddenly the audience was split over hundreds of channels; audience reach became even more of a premium.

This year, watch for YouTube to launch YouTV, perhaps the next phase in video content. In this streaming video option, channels, shows, and playlists will merge and the audience will fracture into hyper-specific interests, such as horseback riding. (This will be possible with YouTV in a way it is not possible with cable—it would be too expensive to produce 24 hours/day of content about horseback riding, because the audience would be too small.)

As audiences fracture, marketers are going to be looking for more specific ways to target consumers. This Slate article suggests, for instance, that technology would allow different viewers to see different commercials. For instance, consumer A might see a Mercedes ad during the Super Bowl, whereas consumer B sees an ad for Walmart.

I don’t see this shift as being solely the realm of marketers. Redistricting has transformed our political climate so that politicians have an incentive to appeal to the fringe, and voters are left with misinformation which is reinforced by targeted media. In social media, Facebook has followed Google+ in creating groups so that we can arrange our lives into these pod-spheres. Amazon sends out targeted emails recommending purchases in line with previous purchases.

What this means in terms of copywriting is that audience considerations are more important than ever. I used to teach freshman composition, and when I assigned a paper, “audience” and “purpose” were the twin pillars that I wanted my students to consider. There, an academic treatise for other academics was different from a profile for a general news readership, which in turn was different from a case study written for marketers.

So too in advertising today. The “we just want to get our name out there” shotgun approach to advertising won’t be as effective as really considering whom you’re advertising to and what you want to accomplish. That’s advertising 101, but the rule too often is ignored.

Why tech companies need good copywriting

The short answer: because we consumers need all the help we can get.

I set up a wireless printer-scanner-copier for my office over the weekend, and it turned into a four-hour job. The instruction manual in the box had all kinds of guidance for installing with a PC, but only one page to install with a MAC, essentially: plug it in, pop in the CD, and follow the start-up process.

What someone should have written in the instruction manual is this: There are three ways to connect to your new wireless printer: (1) with a USB cable, (2) through a peer-to-peer network, and (3) through your home’s router.

I connected first with a USB, but the printer was not online for me to connect wirelessly. Then I did some Google searching and figured out how to connect as a peer-to-peer network. What that means is that, just as I use my Airport to connect to my home router, I could connect to my printer’s wireless signal.

Better, but not ideal, because I didn’t want to have to change my Airport connection every time I wanted to print something.

After more troubleshooting and Google searches, I printed a configuration report, discovered my printer’s IP address, visited that IP address and then manually connected to my router, choosing my network and entering a password. My router is password-protected, which is why the printer wouldn’t connect automatically.

All of this is a roundabout way of saying that I needed help as a consumer. My printer’s instruction manual was woefully inaccurate, and with each step, I could hear an IT guru muttering about how I just didn’t understand technology.

True. But neither do consumers, which is how a good copywriter can help. “Copywriting” usually is associated with sales, with advertising, but part of the sales process is educating the consumer.

Part of the sales process is also about brand development, and under the umbrella of brand development—and this is a secret key to business success—under the umbrella of brand development is good customer service. Customer service is about preventing the customer from feeling like an idiot, which leaves him frustrated, and that frustration is then directed at your brand.

On a related note, here’s a link to a recent article at Forbes about the decline of Best Buy. I should note that my printer came from Best Buy, and I actually had a fair experience in dealing with them. The printer was a gift and was damaged in shipping (the screen cracked). I was able to walk into my local Best Buy here in Richmond, Virginia, and exchange the product with relatively little hassle.

But the Forbes writer has a different take. He’s convinced Best Buy is on its way out, gradually and then suddenly. The most interesting section from the article is:

Amazon lives and breathes the customer’s point-of-view. It completely engineers its business practices, its systems, and its people to support it. When they make a mistake, they admit it and they fix it. Immediately. Once, when I had a problem with a new TV that turned out to be a manufacturing flaw, the company begged me to let them pick up the unit, send something else, and install it for me. That was more solution than I needed, let alone asked for.

It’s not just Amazon’s prices that are better, in other words. Its customer service is superior in every way. And unlike traditional retailers, it recognizes its own potential disadvantages and innovates ways to overcome them. The company has no retail locations to pick up merchandise, but it ships instantly, often for free. It has no on-site sales experts to answer questions, but the pages of its products are filled with videos, FAQs, and customer reviews and answers.

The “lives and breathes the customer’s point-of-view” clause is crucial for business innovation. Conveying that you live and breathe from your customer’s point-of-view is the copywriter’s job.