Get Record-Setting Results in a Recession

bubblesThe Greater Westchester Region of Hadassah (an organization that funds medical research to find cures for cancer, MS, and other diseases) had a problem. The economy was tanking and their annual gala was coming up. They count on that money to fund programs, events, and research throughout the year.

They were concerned about the down economy, so they came up with recession proof marketing strategies that worked in spite of the down economy.

Change the focus of your writing

Every year, the organization sent out two sets of letters to promote their gala event. One went out to members, volunteers, and previous donors. The other went to local businesses, asking them to buy ads in the journal program that accompanies the event or pay for event sponsorships.

Normally, these letters are written by volunteer staff. This year, they decided to have the letters written by a professional copywriter (yours truly).

The original donor letter thanked people for their generosity (good), but then went straight to what the organization wanted to get and to do (rather than what the donor would get).

The second letter (to potential advertisers) talked about the organization’s long experience, its expertise, and its fundraising goals.

All good things, but not likely to make a connection with someone reading it. The letter also assumed that people knew about Hadassah, had positive feelings about the organization, and were predisposed to place an ad in the program.

I rewrote the letters to focus less on the organization and the work they do, and more on making a connection between the reader and the organization.

Tell a story

The new donor letter started with a story: “Picture a teenager, suddenly confined to a wheelchair because of a genetic disease that caused her to shake and twitch uncontrollably.” It then goes on to describe how the doctors at Hadassah helped her — she was walking two weeks later.

Original Gala Donor Letter

New Gala Donor Letter

The letter soliciting ads for the event program was changed to a flier (since it was really a handout, rather than a letter) with the headline: Miracles Performed Daily: Support Hadassah’s research to cure Multiple Sclerosis and Parkinson’s. It goes on to describe why people should give (the teenager story), where the gift goes, and how to contribute.

Original Gala Ad Solicitation Letter

New Gala Ad Solicitation Letter

Free marketing: engage your audience: and their friends

Hadassah recognized the need to broaden its donor base and decided to honor people who’d made significant contributions (in time and effort) to the broader community in addition to those who already supported the organization. The honorees were delighted, and invited their friends and business associates. It was a free marketing strategy that brought more people and more donors to the event.

Make it fun!

There was a silent auction including: a spot in the pit at a Daytona race; a private plane ride, with lunch, roundtrip to Nantucket from New York; and a brunch basket with bagels, cream cheese, and home made gravlax. Plus, “gambling” (proceeds to the charity), and a mystery balloon pop. Buy a balloon for $50, and get a prize worth up to $100.

I promised not to share the details of how much money they raised, but it was the most successful event the region has ever run.

Photo: gaeten lee

Ten Common English Grammar Mistakes That Make You Look Dumb

It’s easy with the speed of blogs, spell check, and online tools to dash out a quick post, a comment, or even a brochure that’s full of mistakes. Typos do happen, but sometimes a mistake can just make you look foolish (and hurt your credibility).

Here are ten of the most common English grammar mistakes and how to stop them before they stop you.

1. You’re/Your

Your refers to something that belongs to you. Use it to indicate possession of something, such as “your toothpaste” or “your shoes.”

You’re is a contraction of “you are”, a noun (you) and a verb (are).  It is usually followed by an adjective describing something about you or something you are doing, such as, “You’re tired,” or “You’re tall.”

2.  It’s/Its

It’s is a contraction of “it is,” use it to indicate an action or a description of something.  “It’s raining.”

Its indicates possession.  “The dog is chasing its tail.”  The tail belongs to the dog.

3.  Lose/Loose

Lose: indicates that something is missing.

Loose:  describes something that’s not restrained  (an animal that has gotten away, hair that has been taken out of a ponytail).

4.  Compliment/Complement

A compliment is a kind word or expression of admiration for something.  “Nice shoes”!

When one thing goes well with something else, they complement each other.  “That blue shirt complements your blue eyes.”

5. Affect/Effect

Generally, “affect” is a verb, while “effect” is a noun.

Affect changes what happens.  “The rising price of oil affects the price of food.”  Higher oil prices mean increased costs for fertilizer, storage, and transportation, so the price of food rises.

Effect is the result.  “The rising price of oil had an immediate effect on the price of food.”  The result of higher prices for oil is higher food costs.

It is also used to show the way one thing influences another.  “The effect of the new law banning smoking in public places has been to reduce the costs of health care.”

6.  Random Apostrophes

Use an apostrophe to indicate possession.  Examples are “Bob’s shoes” or “the cat’s toys.”

Don’t use them to make something plural!

7.  There/Their/They’re

“There” is a location.

“Their” is used for something that belongs to others (their house, their books).

“They’re” is a contraction of “they are.”

8. To/Too

“To” is a preposition.  “We’re going to the store.”

“Too” means also or in addition. ” I like chocolate too!”

“Two” is a number.  “My friend Bonnie has two kittens.”

9.  That/Which

This one messes me up sometimes, but I try to remember “that” is specific, and “which” is not.

That copy machine is broken.

Which machine isn’t working?

10.  Whose/Who’s

“Whose” is possessive.  “Whose bike is that”?

“Who’s” is a contraction.  “Who’s the guy riding that bike”?

Photo: ifindkarma

Five Secrets of Successful Copywriting

If you want to get better results from your marketing, you’ll need better copywriting.

Here are examples of five copywritihg techniques that will help your ads, emails, and web copy shine.

1. Write a great headline

  • Use a number, such as 5 Steps to Building a Successful Business.
  • Promise secrets or inside tips to succeeding at a difficult task:The Secrets of Making Money in Real Estate.
  • Pose a question or make a bold statement that catches readers’ attention and delivers a benefit. Save 50% on Brand-Name Software!

2) Tell a story

Paint a picture with words. If you sell gourmet coffee, describe how Italians have prized it for centuries, and the way its dark and intensely satisfying aroma wafts through Roman coffeehouses.

3) Be specific

Use concrete details that will resonate with the people reading
your site.

For instance, instead of saying you help “small to medium
size businesses experiencing change…in search of ways to increase
the performance of employees and leadership”, say something like, “We
work with small software companies to establish clear employee career
paths and increase retention up to 45%.”

4) Speak directly to your readers

Say “you” or “your” instead of “they” or “our clients.” It’s more personal, and reinforces the idea that you understand your customers’ pain, and know how to stop it.  Or, address them based on something specific to your audience: ” An important message for women over 50.”

If it’s a letter or an email, you can even address them directly by name.

5) Use testimonials

Show how your customers have benefited from your products (the prestige, the money saved, the great haircut).

Here’s one I wrote for my hairdresser:

I have been going to Rossi Salon for over 20 years. It’s not near my apartment, but the few times I went elsewhere I deeply regretted it. The stylists at other salons seemed afraid to cut it.

After that, I realized that it’s worth the trip to Marie because I know that she’ll cut it properly, and it will look great. I can just wash and wear without any extra products, styling, or fussing.

It worked too.  The next time I went for a haircut, Marie mentioned that a new client mentioned that she booked an appointment after seeing my review.

Photo:  scfiasco

How to Jump Start The Creative Process

light_bulbs
We’ve all had it happen.

We need to “be creative” and somehow our brains get stuck and there’s no creative brainstorm “on demand.” Pretty frustrating.

Luckily, there are some techniques and exercises that can help you start generating ideas in just a few minutes. Even if you’re drawing a complete blank.

Brainstorm new uses for everyday objects

(thanks to Bernd for the original idea).

Take a garden hose, for instance. It’s pretty ordinary. But with a little bit of thought, you can come up with lots of new ways to use it. You can: 1. coil it tightly and make a trivet 2. paint it gray and use it as an elephant’s trunk for a Halloween costume 3. roll it in sequins and make a tiara

Pretend you are someone else

Another trick (thanks to Mary Louise, who got this idea from Michael Michalko) is to write as if you were someone else.

You could pretend to be:
1. Donald Trump
2. a comedian
3. The Penguin
4. Humphrey Bogart
5. a New York taxi driver
6. Ernest Hemingway
7. Frodo
8. Yoda

Your turn to try it

What other uses can you think of for a garden hose? And, if you were the Donald, who would you like to “fire”?

Photo: grafixer