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Living This Crucial Sales/Marketing Principle Will Make You a Better Copywriter

I ran this piece below as a feature this month in the March edition of The Well-Fed E-PUB. But I wanted to also post it here, so I could get feedback from all of you (and partly because I’m on an extended trip away, and want to make my life easier…;) Would love to hear your thoughts!

Websites that are wildly unclear about what the company does or sells. How-to guides that assume far too much knowledge and understanding on the part of the reader. Brochures and sales sheets that leave the reader with more questions than answers. Emails that have you scratching your head as to their meaning.

Pretty much every day occurrences for all of us, right? And at the heart of all of them—and many other scenarios—is a principle so important, I unhesitatingly add it as #4 to the big three of sales/marketing (IMHO, anyway): “Who’s the audience?”; The Features/Benefits Equation (arguably, this new one is related to these first two); and USP (Unique Selling Proposition), all outlined in detail in Chapter 3 of The Well-Fed Writer.

What is this foundational principle? The Curse of Knowledge.

While I first encountered the idea of TCOK in the wonderful book, “Made to Stick: Why Some Ideas Survive and Others Die,” (Chip and Dan Heath; buy it), according to Wikipedia, “The effect was first described in print by the economists Colin Camerer, George Loewenstein and Martin Weber, though they give original credit for suggesting the term to Robin Hogarth.”

Its definition (also from Wikipedia)? “The curse of knowledge is a cognitive bias, according to which, better-informed people find it extremely difficult to think about problems from the perspective of lesser-informed people.”

Understanding and deeply internalizing this principle will pay huge dividends for your commercial writing practice (or any business you’re in) in how you present your business to the world, how you interact with clients, and how you help clients market their businesses.

Why? Because the effect of this principle is at the root of so many poorly executed communications materials, as well as marketing/advertising campaigns in general.

It can potentially rear its ugly, clueless head in:

1) How you showcase your own copywriting business on your web site, or in your marketing efforts—whether direct mail, email, cold calling, etc.

2) How you communicate with clients and prospects while working on projects.

3) How your clients communicate with their prospects and clients, with you potentially aiding, abetting and exacerbating the problem with your copy.

What’s the magic incantation to lift this curse? Simple. Not easy, but simple. Any time you need to successfully convey information to someone else (i.e., in all the scenarios described above, and, for that matter, any other time you’re communicating with anyone else for any reason), ask yourself this question:

If I knew absolutely nothing about this subject (very possible), was in the middle of doing something else when it crossed my path (highly likely), and had a short attention span (a given), would I “get it” quickly?

And if not, rework it until you can say yes.

And no, your audience won’t always be totally lacking in knowledge about a subject, and may in fact, be able to devote more than a miniscule sliver of their attention to the piece of writing in front of them, but it’s far wiser to assume they’re ignorant and distracted than the reverse.

It’s not easy to put yourself in a position of ignorance when, in fact, you are so close to something, but it’s an exceptionally valuable skill to develop.

Can you share any real-world examples you’ve seen of TCOK in action?

Any tips on cultivating the ability to view all writing with “fresh eyes”?

If you’re familiar with TCOK, how have you put it to work in your copywriting practice?

If you weren’t familiar with it, how can you envision applying an understanding of it to your business?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

Speak Up and Grow Your Commercial Writing Business…

About a month and a half before my holiday trip to Ohio this past December to visit family, I Googled “Ohio Writers Groups,” and found one right in my kin’s neighborhood, Western Ohio Writers Association. Shot an email to the executive director of the group (Gery Deer, also a commercial freelancer), letting him know I’d be in the area for the holidays, and would he be interested in exploring the possibility of an event. Absolutely, he replied.

(Funny sidebar if you’ll allow me a vanity moment: In my initial email, per my custom, I didn’t assume he knew who I was, introducing myself as the author of The Well-Fed Writer, etc., etc. Apparently unnecessary. He wrote back saying his wife had recently bought him my book, and he’d been carrying it around with him like a bible since then. Okay. That saved some explaining time…;)

Anyway, in fits and starts, the thing came together. Gery even tapped his long-cultivated network of local contacts and got me five minutes on TV on Dayton’s News at Noon show (slow news week, apparently…). We had 30+ in seats come show time, and all went swimmingly. Sold a small pile of books, possible commercial writing coaching business down the line, and left some goodwill in my wake – always the goal.

Sure, it’s easier for an author of a book targeted to a specific audience to put on events like this (especially with such an involved local ally as I had in this case). But remember this: what we commercial writers do – help businesses boost their bottom line through more effective marketing and communications materials, amongst other things – is something every business potentially needs.

By extension, any business/civic organization made up of businesspeople would be a good target for a speaking offer (though don’t expect to be paid). Kiwanis, Rotary, local business associations, Chambers of Commerce, industry-specific associations, are all good candidates.

Once there, any number of topics could strike a compelling note with this crowd. Right off the top of my head (and depending, of course, on your areas of expertise…):

“The 7 Most Common Mistakes Companies Make with Their Marketing Materials…”

“Five Ways Social Media Can Boost Your Bottom Line (and a Few Ways It Won’t…)”

“The Powerfully Effective Marketing Tool You’re Probably Overlooking…” (about case studies, white papers, etc.)

“How to Do Your Own Writing for Your Business (and Why That May Not Be Wise…)”

I’m sure you could come up with a bunch of others with a little thought. All designed, of course, to showcase your knowledge of commercial writing, marketing communications, and marketing in general (and your readiness, willingness and ability to execute the aforementioned…).

Most importantly, make it Job #1 at any speaking gig to offer truly valuable content, NOT pick up business. Provide enough practical information that audience members could put your ideas in action without your help. And therein lies a seeming paradox: the more you give away, the more of your beans you spill, the more likely many will be to hire you.

By being generous, you accomplish three things – all good:

1) You showcase your expertise in implementing what you’re discussing

2) You get people thinking, “If he/she is willing to give away this much, they must know a whole lot more.” And…

3) You establish yourself as the “good guy” interested in making them more successful and profitable.

Get an okay in advance from your contact person to offer a brief “marketing minute” at the end of your talk, explaining what you do, letting people know you have business cards, and perhaps offering a free consultation, top-line business analysis, report, etc.

Truth, be known, while I’ve done a ton of speaking related to my books over the years, I’ve done very little of the business speaking described above. But a healthy number of commercial freelancers I know do, given its effectiveness as a lead-generation tool. If the idea calls to you, start with some of the ideas above – or brainstorm your own.

Put your storyteller hat on, breathing life into talks with anecdotes and success stories from your own experiences (or those of other writers – with attribution, of course). Or even made-up “picture-this” scenarios to get them thinking about their own businesses.

Just remember, as you put any talk together, always imagine yourself as a businessperson in that audience, and keep in mind what’s most important to them: profitability, competitive advantage, industry reputation, etc. Benefits, not features.

From what I’ve heard, neither the bar nor audience expectations in general are set particularly high for civic/business group luncheon speeches, so don’t imagine it’d take more than you’ve got to make your mark.

Shy? Introverted? Don’t let that stop you. I read a great piece of advice about public speaking once that went something like this: While having good nuts-‘n-bolts speaking techniques down is always a good thing, the two most important attributes of all good speakers is, 1) they’re experts on their subject, and 2) they love sharing it with others.

Some years back, I watched author Malcolm Gladwell (Blink, The Tipping Point, Outliers), speak at a local Borders about Blink. Obviously shy and egghead-ish – wild hair and all – you could tell speaking wasn’t something natural for him. But, because he knew his subject intimately (AND used lots of great anecdotes), and was obviously passionate about sharing it, he had the standing-room-only crowd captivated for well over an hour. Food for thought…

Have you done this kind of speaking, and if so, how did it turn out?

What approaches/strategies have worked for you in the speaking arena?

What types of groups have you found most receptive?

If you haven’t done this kind of speaking, are you getting any ideas from all this?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.