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Can everyone PLEASE stop forwarding me e-mails?!?!
2007-01-24 20:50:06
(WARNING: ANGRY MONDAY RANT!!):I have had enough. I really have. I'm talking about the forwarded e-mails that everyone and their mother feel they MUST send to save humankind. Maybe if I had EVER requested to be included on every chain mail, survey, love your child/mother/Lord, be careful of strange men and tampons (not together), then I would be happy for this sage, valuable advice but I didn't ask for it and I don't want it!! I have gone so far as to ask friends of mine to not include me on mass e-mail forwards. One went so far as to tell me that I HAVE to have some of this information and she will not stop. Excuse me, isn't that SP*M? And besides that, do you really feel that if you weren't enlightening me on the evils and joys of the world that I wouldn't know anything about anything? If you ask me, it's called a little too much time on your hands and it's also called "let's-e-mail-everyone-I-know-in-place-of -a-personal-call-or-e-mail-and-call-it-ke eping-in-touch" (conve...
More About: Mail , War , E-Mail , Stop , Ever

e-Zines Not Ideal For All Clients Copywriting Guru Asks If e-Zines Are More
2007-01-24 20:50:06
Whether or not you should be marketing your company with one of those helpful, tip-filled e-zines depends on the industry you?re in, says Get It In Writing , Inc.?s (GIIW) President, Allison Nazarian. The South Florida-based marketing communications expert finds herself advising many clients lately on when e-zines (also known as ?e-newsletters?) makes sense -- and when or if it just creates the dreaded disconnect by adding to Inbox clutter.In an industry with a low-tech audience, e-zines will not make sense because of the readership?s limited e-mail access during business hours. Nazarian knows of a manufacturing company with 2,000 distributors, most of whom either don?t have e-mail accounts or share e-mail accounts with up to 10 others in a small office. On the flip side, these same distributors work with architects, who are tech-savvy and enjoy getting their information via the e-zine channel.One New York Times best-selling author refuses to trade his paper-based, snail-mailed newsl...
More About: Copywriting , Idea , Clients , Deal

The difference between copywriters and the Home Depot associate
2007-01-24 20:50:06
We get this all the time: Can you tell me how much it would cost for you to LOOK OVER what I have ALREADY written?To me, this question says it all. It's all about cost and perception. A do-it-yourself mentality is great for Home Depot and Lowe's regulars, but not for copywriting and marketing professionals. It's not an exaggeration to say that the value of an effective, professional, credible and memorable marketing message is INFINITE. If you have "already written" something but still feel the need for professional intervention (as well you should), then let it go. Don't ask for the help but hang on to it with one hand. And then don't say that the estimated price is "too high" for something that is "already written." It would be like asking your doctor for a price on a check-up and then saying it's too high a price considering that you're well and not sick. Respect a professional's services, fees, approach and time. If you want to DIY, stick with Home Depot and leave the ma...
More About: Write , Soci , Copywriter , Writers

Will these elections EVER be over?
2007-01-24 20:50:06
Please note: This is being written by Mary Kay -- not Allison, our "top banana," -- so the ideas put forth herein do not necessarily reflect those of the big cheese. Why do I keep using food analogies? Maybe because it's lunch time.Anyway, back to the topic at hand, the forthcoming elections...not just here in South Florida, but throughout our great land. A couple of years ago, I moved from Chicago (home of "vote early and vote often") to Palm Beach County (home of butterfly and hanging chads). I've long been a political junkie and still find the process immensely interesting. I've also noticed that there's really not much of a difference between Chicago and the Palm Beach area, with the exception that there are undoubtedly more Rebublicans in this neck of the woods.But despite my fascination with politics, I'm really sick of the commercials. Politician A accuses Politician B of whatever heinous act he or she can come up with. Then Politician B attacks Politician A, citing som...
More About: Elections , Election , Will , Over , Ever

ZOOMing into the 21st Century
2007-01-24 20:50:06
Get It In Writing is made up of a team of professional copywriters -- moi being the eldest. Again, please note that this is being written by Mary Kay, NOT Allison, our president and chief copywriter. She -- Allison -- is a child of the information age, whereas I come from an era where I began editing on long galley sheets, marking changes with old, classic editorial marks using a blue pencil. And if an error was found that had been made by the printer, I had a rubber stamp that indicated "Printer's Error" in big, bold, red letters. This was a not-so-subtle indication that we, the customer, did not intend to pay for corrections to mistakes that the printer had made.My evolution slowly moved into the late 20th century where I began typing on a Digital Equipment Corporation or "DEC" computer (whatever happened to them?) and eventually a Mac. But I must admit that initially learning to maneuver the mouse was difficult (but I'm also a bad dancer, so I guess it figures). So now the fact...
More About: Zoom , Cent , Ming , Century

The Great Machine Rebellion
2007-01-24 20:50:06
Mary Kay, the "Blog Queen," here (again).Our office is pretty much like any other. We come to work. If it's a Monday (like today), we exchange a few pleasantries about how our weekends went. Then we get down to work, in our case, writing copy. Actually, in our case, writing great copy.We work hard, we bat ideas and strategies back and forth, we produce. Sometimes--again being like other workplaces--our computers go down. This, I believe, is where we may differ. Everyone--and I mean everyone--from dentists to dry cleaners to doggie daycares have websites or blogs or both or--at a minimum--use computers for customer information and billing. Blog-wise, 40,000 new ones pop up each day. Website-wise, there are so many, I've lost count. The point is, we all depend on computers...including us here at Get It In Writing. So when the machines rebel (or is it revolt?), what's a body to do? For many, a computer crash is a great excuse to take a reeeeaalllly looong break. You may hear phrases...
More About: Mac , Machine , Great , Lion , Chine

Where's OUR Candy?
2007-01-24 20:50:06
It?s Halloween?one of my (Mary Kay?s) favorite holidays. Don?t ask me why, but I?ve always loved it (and it?s not just about the treats, honest). But now that I?m all grown up and going trick or treating would probably be frowned upon, I do have a question. Where ?s our candy.Halloween is one of our more creative holidays. Awards are given for the best costumes and I?ll bet the kids who are the most creative in what they wear, get the better treats?I?m talking the Snickers bar versus the box of raisins. But just about anyone can tie a scarf around his or her head, put on a gold earring and say, ?Aargh.? So whoopdedoo, you?re a pirate, here?s your candy.What about the rest of us? Get It In Writing is a team of professional copywriters producing strategic communications for businesses. We?re among the people who are creative every day. So, where?s our candy?Maybe it?s when we see our clients succeed. It?s knowing that the copy we produced ? whether for a newsletter, brochure, website, ...
More About: Andy , Candy , Here

GIVING thanks!
2007-01-24 20:50:06
Here in the U.S., we're about to celebrate THE all-American holiday: Thanks giving, or -- as way too many people call it -- "Turkey Day." (I'm convinced all the turkeys who bite the dust for this holiday are probably appalled at this phrase.)This morning, one of the early news shows aired a segment on rudeness. Now what does this have to do with Thanksgiving? To me (Mary Kay) -- Plenty! The segment talked about how discourteous, impolite and impatient we've become. Among other things, we simply don't take the time to say "Thank you."On Thanksgiving, it's become traditional for many who are sitting around the table about to sink their teeth into that unfortunate bird, to tell what they're thankful for. A nice custom to say the least. But a ritual that seems to focus on oneself..."What am I thankful for?" There's nothing wrong with this... it's a pleasant tradition, but why not expand it into a new custom -- thanking others for all they do. And while expanding, how about making...
More About: Giving , Ving , Hank

Up with up
2007-01-24 20:50:06
Sometimes I like to stand up when I write. You may think this a bit odd, and maybe it is, but sometimes it just feels good. Then I started thinking about the word "up." It's a nice word with lots of upbeat (see what I mean?) connotations. Just think about: up someone's alley, ups and downs (up being the ?good? thing), up and coming and up close and personal ? among many other happy phrases. Even Bugs Bunny, a happy character to say the least, uses as his signature phrase, "What's Up, Doc?"!"Down," on the other hand, is a real downer. Down and out, down the drain, down for the count, down at the mouth and down in flames are just a few of the expressions that come to mind. So maybe standing when I write isn't such a bad idea after all. I'm not suggesting a "National Stand Up and Work Day" by any means. I'm just saying that if you're ever feeling lowdown, give it a try... just stand up for awhile and release your creative energy.On the other hand, if you're not quite up to unle...
More About: With , With U

Marketing Expert Says ?Small? Writing Errors Can Cost Corporations ?Big?
2007-01-24 20:50:06
Up to 10% of a business?s annual sales are lost due to miscommunications from bad writing, says Allison Nazarian, President of Get It In Writing , Inc. ?At my company, our slogan is ?Words mean business.? It?s never been more profound. Bad writing is more than ugly; it?s so costly and bad for business,? Nazarian explains. In the public sector, as well, nearly a quarter of a billion dollars is spent annually on remedial writing instruction for employees, meaning that sloppy writing costs taxpayers as well.According to Nazarian, most executives don?t stop to think about the many ways in which bad writing costs corporations and the public sector big dollars. She outlines some of them here:Unclear instructional manuals create work interruptions, lengthy on-hold calls to Help Desks and costly delays in completing projects.Executives being paid the ?big bucks? may be reading and re-reading (and re-reading again) poor writing, losing their corporations countless money due to lack of clarity...
More About: Marketing , Market , Corporation , Cost

The Mini-Skirt Theory: CEO Offers Businesses, Marketing Pros Tips on Evalua
2007-01-24 20:50:06
In today?s attention deficit society, catching a reader?s attention requires just the right touch.Allison Nazarian, President of Get It In Writing, Inc., suggests that good copywriting should pass the Mini-Skirt Test: ?It must be long enough to cover the subject, yet short enough to be interesting,? she explains.Whether it?s Web content, a brochure or a monthly newsletter, hurried readers are scanning text faster than ever. Ideas need to be communicated quickly and succinctly. How does Nazarian evaluate the copywriters she hires at Get It In Writing? She offers these guidelines:Are the copywriters you?re interviewing naturally curious people? Do they read voraciously? These are the kinds of writers you want?those who enjoy learning, researching and reading everything they can get their hands on. This not only improves the depth of their concepts but also the quality and style of their writing. Go ahead--ask them to share with you the books they?ve read recently. Ask them which magaz...
More About: Marketing , Business , Businesse , Market , Tips

Web Has Permanently Changed Copywriting Copywriters and Marketing Consultan
2007-01-24 20:50:06
It?s a good thing Get It In Writing , Inc.?s (GIIW) team of copywriters aren?t getting paid by the word.Thanks to the Web, they would be taking a 50% reduction in pay compared to what they made in the 1990s, according to Allison Nazarian, GIIW President. ?The brochures we copywriters wrote a decade ago contain more than double the amount of words that?s appropriate for brochures by today?s standards. The way we write, present and read Web copy has changed how readers receive and absorb their printed information. Today, they?re really scanning rather than reading.?Copywriters ?Hitting the Reset Button? on Client Expectations. ?Old school? clients who were disseminating their print collaterals before the Electronic Age still tend to expect copy-heavy brochures and sell sheets. ?We have to retrain our clients on their own clients? expectations. It would actually be a disservice not to do so,? explains Nazarian.The most pervasive copy style trends she sees in today?s print collaterals in...
More About: Marketing , Copywriting , Market , Change

Can you write me a quick tagline?
2007-01-24 20:50:06
"Can you come up with a tagline while you're at it? " We get asked this all the time!How do you ? as a business owner, marketing professional, salesperson or anyone, for that matter ? create the perfect tagline for your company or client?First, know your target audience. Understand various benefits your target audience is looking for and rank them in order of importance to begin developing your tagline. Define your target response: What outcome do you want to create ? what do you want your audience to think or say?Brainstorm? brainstorm? brainstorm * Write a list of words or phrases that communicate your idea and that also tie to your logo or a visual you?re using.* Look up the words in a dictionary and write down different uses of the word and cross-references to other words. * Use that list to generate new ideas.* Cut the list to your top few favorites. * Then ?play? with the words by using tools like rhyming or alliteration.Simplify? Simplify? Simplify? * Simplicity adds powe...
More About: Quick , Line

Happy New Year!
2007-01-24 20:50:06
The new year is almost upon us, to me (Mary Kay), a unique time, because people are looking back and forward at the same time (not like Regan in The Exorcist, but in a more reflective way). One sign that the year is ending is all the lists -- the top 10, 20, 50, 100 (you name it) whatevers (again, you name it: songs, celebrities gone wild, photos, news stories and so on). Please note that the number of the top stuff usually ends in "0" or occasionally "5," but never an odd number like 17 or 53 and not banal stuff like toads, as in "The Top 81 Toads of 2006."But I digress. Lists are basically good, especially your own personal lists, because they help you get your arms around what's really important to you and help you plan for the upcoming year. Which brings me to the looking forward part of this period. Most people resolve to do something in the new year -- lose weight, quit smoking, exercise more, etc. And the vast majority of them have broken their resolutions by... who knows? J...
More About: New Year , Happy , Happy New Year , Year

Happy New Year!
2006-12-28 15:25:00
The new year is almost upon us, to me (Mary Kay), a unique time, because people are looking back and forward at the same time (not like Regan in The Exorcist, but in a more reflective way). One sign that the year is ending is all the lists -- the top 10, 20, 50, 100 (you name it) whatevers (again, you name it: songs, celebrities gone wild, photos, news stories and so on). Please note that the number of the top stuff usually ends in "0" or occasionally "5," but never an odd number like 17 or 53 and not banal stuff like toads, as in "The Top 81 Toads of 2006."But I digress. Lists are basically good, especially your own personal lists, because they help you get your arms around what's really important to you and help you plan for the upcoming year. Which brings me to the looking forward part of this period. Most people resolve to do something in the new year -- lose weight, quit smoking, exercise more, etc. And the vast majority of them have broken their resolutions by... who knows? J...
More About: New Year , Happy , Happy New Year , Year

Up with up
2006-12-12 21:57:00
Sometimes I like to stand up when I write. You may think this a bit odd, and maybe it is, but sometimes it just feels good. Then I started thinking about the word "up." It's a nice word with lots of upbeat (see what I mean?) connotations. Just think about: up someone's alley, ups and downs (up being the “good” thing), up and coming and up close and personal – among many other happy phrases. Even Bugs Bunny, a happy character to say the least, uses as his signature phrase, "What's Up, Doc?"!"Down," on the other hand, is a real downer. Down and out, down the drain, down for the count, down at the mouth and down in flames are just a few of the expressions that come to mind. So maybe standing when I write isn't such a bad idea after all. I'm not suggesting a "National Stand Up and Work Day" by any means. I'm just saying that if you're ever feeling lowdown, give it a try... just stand up for awhile and release your creative energy.On the other hand, if you're not quite up t...
More About: With U

GIVING thanks!
2006-11-20 18:40:00
Here in the U.S., we're about to celebrate THE all-American holiday: Thanks giving, or -- as way too many people call it -- "Turkey Day." (I'm convinced all the turkeys who bite the dust for this holiday are probably appalled at this phrase.)This morning, one of the early news shows aired a segment on rudeness. Now what does this have to do with Thanksgiving? To me (Mary Kay) -- Plenty! The segment talked about how discourteous, impolite and impatient we've become. Among other things, we simply don't take the time to say "Thank you."On Thanksgiving, it's become traditional for many who are sitting around the table about to sink their teeth into that unfortunate bird, to tell what they're thankful for. A nice custom to say the least. But a ritual that seems to focus on oneself..."What am I thankful for?" There's nothing wrong with this... it's a pleasant tradition, but why not expand it into a new custom -- thanking others for all they do. And while expanding, how about making...
More About: Giving , Ving , Hank

Where's OUR Candy?
2006-10-31 16:52:00
It’s Halloween…one of my (Mary Kay’s) favorite holidays. Don’t ask me why, but I’ve always loved it (and it’s not just about the treats, honest). But now that I’m all grown up and going trick or treating would probably be frowned upon, I do have a question. Where ’s our candy.Halloween is one of our more creative holidays. Awards are given for the best costumes and I’ll bet the kids who are the most creative in what they wear, get the better treats…I’m talking the Snickers bar versus the box of raisins. But just about anyone can tie a scarf around his or her head, put on a gold earring and say, “Aargh.” So whoopdedoo, you’re a pirate, here’s your candy.What about the rest of us? Get It In Writing is a team of professional copywriters producing strategic communications for businesses. We’re among the people who are creative every day. So, where’s our candy?Maybe it’s when we see our clients succeed. It’s knowing that the copy we produced – wheth...
More About: Candy , Here

The Great Machine Rebellion
2006-10-30 20:32:00
Mary Kay, the "Blog Queen," here (again).Our office is pretty much like any other. We come to work. If it's a Monday (like today), we exchange a few pleasantries about how our weekends went. Then we get down to work, in our case, writing copy. Actually, in our case, writing great copy.We work hard, we bat ideas and strategies back and forth, we produce. Sometimes--again being like other workplaces--our computers go down. This, I believe, is where we may differ. Everyone--and I mean everyone--from dentists to dry cleaners to doggie daycares have websites or blogs or both or--at a minimum--use computers for customer information and billing. Blog-wise, 40,000 new ones pop up each day. Website-wise, there are so many, I've lost count. The point is, we all depend on computers...including us here at Get It In Writing. So when the machines rebel (or is it revolt?), what's a body to do? For many, a computer crash is a great excuse to take a reeeeaalllly looong break. You may hear phrases...
More About: Machine , Great , Rebel , Bell , Rebellion

ZOOMing into the 21st Century
2006-10-26 20:48:00
Get It In Writing is made up of a team of professional copywriters -- moi being the eldest. Again, please note that this is being written by Mary Kay, NOT Allison, our president and chief copywriter. She -- Allison -- is a child of the information age, whereas I come from an era where I began editing on long galley sheets, marking changes with old, classic editorial marks using a blue pencil. And if an error was found that had been made by the printer, I had a rubber stamp that indicated "Printer's Error" in big, bold, red letters. This was a not-so-subtle indication that we, the customer, did not intend to pay for corrections to mistakes that the printer had made.My evolution slowly moved into the late 20th century where I began typing on a Digital Equipment Corporation or "DEC" computer (whatever happened to them?) and eventually a Mac. But I must admit that initially learning to maneuver the mouse was difficult (but I'm also a bad dancer, so I guess it figures). So now the fact...
More About: Ming , Century

Will these elections EVER be over?
2006-10-26 19:13:00
Please note: This is being written by Mary Kay -- not Allison, our "top banana," -- so the ideas put forth herein do not necessarily reflect those of the big cheese. Why do I keep using food analogies? Maybe because it's lunch time.Anyway, back to the topic at hand, the forthcoming elections...not just here in South Florida, but throughout our great land. A couple of years ago, I moved from Chicago (home of "vote early and vote often") to Palm Beach County (home of butterfly and hanging chads). I've long been a political junkie and still find the process immensely interesting. I've also noticed that there's really not much of a difference between Chicago and the Palm Beach area, with the exception that there are undoubtedly more Rebublicans in this neck of the woods.But despite my fascination with politics, I'm really sick of the commercials. Politician A accuses Politician B of whatever heinous act he or she can come up with. Then Politician B attacks Politician A, citing som...
More About: Elections , Will , Over , Ever , These

Perception really is everything
2006-10-24 01:46:00
Recently, a male friend asked me this seemingly-innocent question:"So, do you work five days a week or do you work part-time?"I answered him that this is a question that only a man would ask a woman, assuming that he was assuming that a woman with a family couldn't work full time. I mean, would a woman ever ask a man this question?Meanwhile, his reasoning for asking the question was entirely different:In his experience and to him, success means choosing your hours and choosing not to fo the 9-to-5 thing. He sensed I was progressing successfully in business and wanted to get some context on what success really meant as far as working and work hours.This exchange made me realize how each and every one of us assumes what we want to assume, understands what we want to understand and interprets and perceives according to our own point of view. To an extent this is natural, but what it leads to is dialogue, conversation and even marketing messages that may not be hitting the mark or maki...
More About: Everything , Real , Ever , Thing , Really

The difference between copywriters and the Home Depot associate
2006-09-25 20:49:00
We get this all the time: Can you tell me how much it would cost for you to LOOK OVER what I have ALREADY written?To me, this question says it all. It's all about cost and perception. A do-it-yourself mentality is great for Home Depot and Lowe's regulars, but not for copywriting and marketing professionals. It's not an exaggeration to say that the value of an effective, professional, credible and memorable marketing message is INFINITE. If you have "already written" something but still feel the need for professional intervention (as well you should), then let it go. Don't ask for the help but hang on to it with one hand. And then don't say that the estimated price is "too high" for something that is "already written." It would be like asking your doctor for a price on a check-up and then saying it's too high a price considering that you're well and not sick. Respect a professional's services, fees, approach and time. If you want to DIY, stick with Home Depot and leave the ma...
More About: Between , Writer , Copy , Difference