by Chip Tudor | Jul 12, 2010 | Blog
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.
by Chip Tudor | Jul 4, 2010 | Blog
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.
by Chip Tudor | Jun 14, 2010 | Blog
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.
by Chip Tudor | May 27, 2010 | Blog
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.
by Chip Tudor | Feb 16, 2010 | Blog
I voted against allowing casinos into the state in our last election. Why? I don’t see the value of a place where you hand over cash to hold a hand of cards. And playing for double or nothing generally means you’re about to lose your shirt and your pants. Strips away all the excitement. However, a majority of voters in Ohio felt differently and casinos are now in. So I’ve decided to make the best of it and look on the positive side.
First there’s all the additional tax revenue casinos will generate for the state. Considering our state budget problems, I should be thankful for how this extra revenue will benefit Ohio residents. I certainly remember the incredible success of the Ohio Lottery and how much Ohio schools have benefited from the extra revenue it’s generated. Okay, so we’ve had to pass several school levies in Centerville over the last few years and still endured program cuts and increased fees for 2009-2010. No problem. Government sponsored bingo parlors could be the next fix.
Secondly, casinos will create new jobs. No doubt about it. Economic times are tough and the job market is thin. And who couldn’t be thrilled with a job dealing blackjack at 3:00am or wearing a skimpy uniform while serving drinks to bleary-eyed patrons clunking their last bit of change into slot machines? The tips plus the appreciative stares you’re sure to garner will do wonders for building self-esteem.
And don’t forget about the new opportunities for entrepreneurs not directly affiliated with the casino establishments, yet are closely related to their success. Like the chemical euphoria representatives, the short-term relationship service professionals, the quick loan agents, and all their friendly brokers? These and others will provide even more state revenue through income taxes…right?
Therefore, I’ve decided to consider casinos as more than just a cheap thrill for the out of town businessmen and bus loads of senior adults trading up from shuffle board in order to shuffle in to the gaming pit. It’s all just harmless entertainment. Since I couldn’t beat’em, I plan to join’em. And when I visit one of the new casinos in Ohio, I’ll carry a big wad of cash in my back pocket…so I’m ready to bet my bottom dollar.
by Chip Tudor | Jan 7, 2010 | Blog
I find the new Smart car intriguing. By that I mean it is an impressive engineering feat, a welcomed relief in fuel economy, and even cute…in an adorable, dirty diapered, baby sort of way. But don’t ask me to ride in one. I’m intrigued, not suicidal.
First, when I look at it, I have this vague, uncertain feeling it’s only part-way finished. Like right in the middle of assembly, the workers abandoned it for something else.
Factory Worker: Hey, Boss, I have one-third of the car frame complete, but I’m waiting on a shipment of metal to finish the job.
Boss: (inspects the vehicle, rubs his chin thinking, and brightens with an innovative solution) Well, lunch time is in 5 minutes. Slap a back on it and call it done.
Then some creative genius in the advertising department cleverly devises a marketing scheme that panders to a gullible public by dubbing this mighty midget of an automobile with an intelligent name and targeting it to an educated consumer. And at the end of the work day, he’s climbing into a Hummer.
Even if I was convinced this enclosed scooter is totally safe, I’m still not sure I could endure the cramped space. Although on the positive side, the cabin is so snug looking a seat belt is probably optional. The windshield is 12 inches in front of your face and the rear window 3 inches from the back of your head. The only real purpose for even having windows is so everyone else can be entertained by viewing the claustrophobic terror on your face.
I guess the engine is peppy enough to keep up with traffic though. I’m driving down the highway one day at 70 miles an hour in my Nissan Sentra—there’s a good 3 feet on either side of me so I’m feeling pretty secure. As I zip past a long convoy of semi-trucks traveling bumper to bumper, sandwiched between 2 tractor trailers is a guy in one of those little cars. Traveling 70 miles per hour between massive tons of steel with a foot of space on either side. Now I ask you: Is that smart?
