Welcome to the October 2004 issue of Compositions, James DeKoven's column about strategic copywriting. This time around:
-- What Marketers Can Learn From Politicians.
-- Writing for Executives Revisited.
-- Raw Material for Taglines.
-- Private Workshops.
-- Record of the Month.

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WHAT MARKETERS CAN LEARN FROM POLITICIANS
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This is the first time I've mentioned politics in Compositions.
No, it has nothing to do with the upcoming election. I bring
up the topic because running for office can be similar  to
selling products and services.

Politicians lose when they appease one group but ignore
other important constituencies. They win they appeal to
more than one group.

Just the same, winning business often requires getting
sign-off from multiple departments. That's why your written
materials need to account for each constituency.

Read the entire article

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WRITING FOR EXECUTIVES REVISITED
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Last month's article about writing for executives
generated much reader response. Mike O'Sullivan, a
friend and copywriter extraordinaire, delivered this
keen insight:

"Marketing copy is a salesperson for your company, just
as you are. Why should it communicate any differently
than selling face to face? Being conversational does NOT
mean sacrificing professionalism.  If anything, it's MORE
professional because you're not wasting the person's time!"

Well said Mike -- thanks for the perspective. If you missed it, you can read the article Mike referred to.

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RAW MATERIAL FOR TAGLINES
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Some recent tagline development projects got me thinking
about the best ways to construct company descriptors.
Take note  that I don't believe in dogmatic rules for anything.
Typical writer, huh?

But if you're stuck on your tagline project, try focusing on
what you're essentially attempting to express. Do you want
to convey a  benefit for the customer or boast about your
market  position? Do you  want to evoke a feeling? Do you
want to distinguish your company?

Whatever you choose, the tagline should be an outgrowth
of the company value proposition and brand position.

Take ample time to brainstorm and reflect. Don't settle for
something just because "it sounds good". A misaligned tagline
can create the wrong perception and long term damage.

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WORKSHOP: THE ART OF PERSUASIVE WRITING
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A PR agency recently brought me in to teach the account team how to write more persuasive proposals. Another client had me teach the staff how to write persuasive sales letters.

These experiences formed my new workshop, The Art of Persuasive Writing.

Designed for small groups and individuals within corporations, The Art of Persuasive Writing includes two parts.
Part one focuses on the thinking behind the writing: reader psychology, how to clarify objectives, and how to develop appealing messages.
In part two you'll apply those lessons with writing exercises and hands-on instruction.

Participants learn how to craft convincing e-mail, letters, collateral, and other marketing materials. I can also customize the workshop for your needs.

Improved writing means improved communication, which delivers serious time and cost savings. Best of all, persuasive writing generates more leads and closed deals. Call me at 415.885.1805 to learn more about scheduling and pricing.

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RECORD OF THE MONTH
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If you like jazz with a pensive and blue hue, check out "Suspended Night" by Tomasz Stanko. He's a polish trumpeter who's been putting out progressive music for over 30 years. It's the perfect accompaniment for the upcoming Fall and Winter months.

Until next time,

James