Why Returning Phone Calls Matter
I recently engaged in a recruitment drive for softball players. We were a couple players short for an upcoming game so I picked up the phone and called 9 guys I knew were potential subs. I reached two who told me they already had obligations. I left voice mail messages for the others. And even though I specifically asked them to let me know one way or the other, not one returned or ever acknowledged my call.
Is this the new social standard or am I disliked more than I thought?
I understand the inconvenience of returning a phone call. The five seconds to dial, fifteen seconds of social pleasantries, and final ten seconds of saying “thanks for the invitation but I already have plans” can seem like an eternity. Of course you’re under no obligation to elaborate on those plans so it really is possible to keep the entire conversation under 60 seconds.
Or perhaps the universally shared fear of rejection has convinced us that by not returning the call and sharing bad news, we’re somehow saving the other person from this psychologically devastating blow to their self-esteem. In which case, you really need to cut down on how much time you’re watching Dr. Phil. Because personally, I think completely ignoring a phone call is inconsiderate and treats the other person inconsequently. I’d much rather be rejected than ignored.
So here’s another way to view it. By returning my phone call you affirm that I am a person of value that you respect enough to give your time. You also confirm to me that you are thoughtful and follow through with integrity.
And if you’re really concerned about my self-esteem, make it clear you’re rejecting the activity and not me personally. Affirm me, by thanking me for the invitation and maybe even throw in the fact you would really enjoy the opportunity to play another time, but you have to pass on this occasion(okay, if you really think I’m jerk, a lousy softball player, and don’t want to play ball with me, this part is optional).
By taking this approach, you affirm me AND reinforce my positive opinion of you all in less than a minute. A win-win situation. Now that wasn’t so hard was it?
Tighten up your copywriting—write in active voice
To write sleek copy that makes an impact in your advertising/marketing material, start by writing in an active, rather than a passive voice. It will make your copywriting clear, direct, and easier to read. This is, after all, the goal in marketing communications.
So what do I mean by active voice?
In active voice, the subject of your sentence does the acting.
I drove a new car.
You start the campfire.
The crowd, united by a love of music, eagerly listened to the rock band.
In passive voice, the subject is acted upon.
The new car was driven by me.
The campfire will be started by you.
The rock band will be eagerly listened to by a crowd that is united by a love of music.
Notice the difference? Passive voice is dull, lifeless, and wordy. And the more words used in your copy, the greater the chance of confusing the audience. But don’t worry about that. A few seconds of reading the passive drivel above and they’re gone in a flash anyway.
Some people think passive writing makes content sound more formal. So they write…
The theme that was most commonly dealt with by this author is the topic being evaluated in this paper.
And you think your academic, professional, or technical audience is actually impressed by this? Especially when you could have just written…
This paper will evaluate the most common theme by this author.
Personally, I’m much more impressed by someone who takes a straight forward approach that is easy to understand. The goal, after all, should be to communicate a message to an audience, not impress an audience with your literary superiority. So when checking your content, look for these common words that passively sap the life from your writing: was, have, has, is, being, be, and by. Eliminate them and transform your writing into an active voice that strengthens the power of your marketing message.
My listing on Technorati
This short post is simply for the purpose of including the code CYGYUTRR9F6N that was assigned to me by Technorati as part of its blog claiming process. Hopefully, once I’m recognized by Technorati, I can officially join the millions of other blogs in the blogosphere competing for attention. Another small ant climbing Mt. Everest in an effort to reach the pinnacle of search engine optimization.
A convenient lie to close a sale may cost you business
I recently rented a piece of equipment at a small U-rent store strategically located in the front of a large Home Improvement store. While finalizing the transaction, I realized the equipment would fit in the trunk of my car, but I wouldn’t be able to completely close the trunk lid and I didn’t have any string to tie it down. I mentioned this to the salesman who assured me he could find some string.
After we lifted the equipment in the trunk, I reminded the salesman about the string. He quickly replied that he didn’t have any string, but that I could probably get some from the Home Improvement store. And without another word, he hurried back to his store.
He didn’t hesitate in his response…he didn’t sympathize with my problem…he didn’t offer to help. It was obvious he had lied to close the sale. And he succeeded. I thought briefly about following him inside and confronting him, but decided it wasn’t worth it. I drove home with an open trunk lid bumping up and down.
The salesman made $40 on the rental, but it cost him something much more valuable—my loyalty. That’s what takes me back to his store the next time. You know, when I need a $100 piece of equipment. It’s also what prompts me to recommend the store to my friends and acquaintances. And that could mean hundreds, even thousands of dollars more in business. But none of those things will happen.
That salesman probably congratulated himself on his successful deal. He probably thought I didn’t notice his convenient little lie, and that it made no difference at all. But I did notice. And it will make a difference. Too bad he’ll never know just how much. And therein lies the problem that a lie to close a sale has for a business.
The Marketing Value of Professional Copywriting
In a difficult economy, we’re all trying to stretch budgets. So I understand why people hesitate to hire a professional, freelance copywriter for their advertising and marketing campaigns. Although most freelance copywriters write quickly, those creative exercises that land a perfect caption can still take between 2-4 hours. And you’re thinking…what? I have to pay a copywriter $130 to $260 to stare in space until they come up with a caption? You’re kidding me, right? Uh…actually, no and for the record, I don’t stare into space while waiting for the muse to kick in either. I employ a strategic, creative brainstorming method that is time consuming and while usually effective, never a guarantee.
What you should consider is the VALUE that an experienced freelance copywriter offers. Sure, it may take 2-4 hours to create a caption. But that caption might be the difference between capturing the attention of your audience and not. So instead of thinking about how much it will cost you, think about how much it will benefit you. Ask yourself: How many sales will make this investment worth while? Or what percentage increase of business? My guess is, probably much less than you think. So look beyond what you’re spending and focus on what you could be making. Because an attention grabbing caption will significantly improve the effectiveness of your ad. And an effective ad will promote sales that reap higher profits. When you see it this way, you’ll realize it’s a small investment that can make a big difference.
