Welcome to the December 2005 issue of Compositions, James DeKoven's column about strategic copywriting. This time around:
-- What's Your Intention?
-- Why Your Boss is Wrong
-- Easy Leads for Consultants
-- R.O.I. vs. Branding -- Album of the Month

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What's Your Intention?
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There's an old saying about there being three kinds of people: Those who make things happen, those who watch what happen, and those wonder what happened.
Apply the thought to your marketing plan for next year. At the end of 2006, to which group will you belong?

The first group has developed specific goals along with activities to achieve them. The second group isn't quite sure what they'll do. The third group resembles people who look lost at the airport.

Thing is, the difference between the groups has nothing to do with intelligence or genetics or a having a daily yoga routine. It's all about intentions.

What are your intentions for 2006? Do you want to become known as an expert in your field? Break into a new market? Develop more partnerships?

Whatever your aspirations, set a specific goal and write out the action steps that will lead to the objective.

For example, let's say you that you run a graphic design firm. You decide to target software companies. Instead of saying, "I'll try doing some direct mail", commit to sending a certain number of sales letter each week. Be committed to making follow up calls a week later.

A specific goal makes marketing easier. Instead of following an abstract objective with no boundaries, your lead-generation activities have a defined beginning and end. You'll have a sense of purpose. You'll have an intention.

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Why Your Boss is Wrong
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Copywriters, as far as I know, don't really get "fan" mail. I do get a decent amount of notes praising my column. Granted, they're not of the John-Paul-George-Ringo variety but, hey, it's nice to be appreciated, okay?

A second category of mail comes from disgruntled employees who can't convince their bosses, for a number of reasons, to re-do the company's marketing materials. Like this recent note from a faithful Compositions' reader (name left out to protect job security):

"For over a year our site has needed new web content. Everything is outdated. We sell very specialized consulting services but we sound like amateurs. Our marketing VP says we have other priorities. He says it can wait. I lead a small sales department and I imagine we're losing business and don't even know it. What can I say to change his mind? Any advice?"

To this reader and others like her, I suggest asking your boss:

Has the copy on the back of the box ever enticed you to rent a movie?

Has the copy on the jacket's inner sleeve ever compelled you to buy a book?

Has a magazine article ever altered the way you felt about a social or political issue?

I guarantee he/she will say yes.

Then ask: If they used a different writer, if the copy was different, if the information was organized differently, if key message came from a different angle, wouldn't the effect on the reader also be different?

If he/she still isn't convinced, try this: "No one will ever call us to say that our web site didn't convince him to call us. And we can't measure that".

If he/she STILL doesn't get it: good luck.

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Easy Leads for Consultants
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If you're a consultant or solo professional and want to generate more leads this year, you must include a regularly scheduled e-mail newsletter in your 2006 marketing plan.

Do it right and consistently and you're bound to see a pay-off.

Clients hire you for your expertise, right? A newsletter is the most cost-effective way to share that expertise, and to display why you're the right person for the job. Think of it as pre-selling. When you give away a little, you'll get a lot in return.

Now I know what a lot of you are thinking. You don't have the time. Well, if you don't have time to do a newsletter, you don't have time to earn more revenue.

Not convinced? My business has grown every year, and I can prove that Compositions deserves much of the credit. I get a handful of highly qualified leads each time. Always. Every time.

Get started by doing your research. Subscribe to other newsletters to see the possibilities. Brainstorm a list of topics. Create content that's valuable to your audience. Just as important, stick to a consistent publishing schedule.

Believe me. If it works for a solo copywriter, it can work for you.

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R.O.I. vs. Branding
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The best business advice I ever got came from Joanne Black, the president of No More Cold Calling and one of the country's leading experts on referral selling. Joanne passed on this simple yet empowering gem:

"Always do what's closest to cash".

We all understand the value of branding, but the pay off takes time. These days, it's all about generating revenue RIGHT NOW, or else.

Next year, when you're stuck with a big to-do list at work, think about those six words: "Always do what's closest to cash".

What prospects can you call? What letters can you send? What meetings can you schedule? How can you create a more enticing offer? How can you make it easier for prospects to respond?

I agree that it's important to paint evocative pictures about "brand experiences". But while you're waiting for the paint to dry, your marketing efforts have to compel people to act, RIGHT NOW. Otherwise, you'll be alleviating your hunger pangs with a lot of crusty baguettes and cheap red wine.

Great if you're a starving artist living in Paris, circa 1922. Not so great if you're raising a family in AnyTown, U.S.A, circa 2006.

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Album of the Month
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I was going to switch it up this time and do, accordingly, Album of the Year. But why bother? No single record can be the "best". Besides, most of what I buy didn't even come out this year - or decade. Like this one. It's called Ghana Soundz: Afro-Beat, Funk & Fusion in 70's Ghana, Volume 2. The disc is a stew of up-tempo rhythms, feelings and grooves, all baked with a blend of West African spices. Add this collection to your collection. And don't get it on iTunes - you need the artwork, too.


Until next time,

James