Article for Copywriters: Seek Out a Contrarian View

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July 2002
Issue # 13

In this issue:

>> Intro: Winning Limerick, And 'Readers Write Back'
>> Article: Seek Out a Contrarian View
>> Readers Write Back: 'Get' is Good!
>> Survey: Who Critiques Your Copy?

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Greetings,

First, congratulations to Sig Rosenblum, the winner of our limerick contest.

Here is his submission:

In writing our copy for e-mail or net,
We're advised to revise that one word that's all wet.

It is weak, it is blah,
With no trace of hoorah!

It is strictly passe. It is "get."

But I think we all needlessly fidget and fret.

And the rule against "get" we had better forget.
It is short. It is sweet.

It is fast on its feet.
And it's easy to spell. I like "get"!

All other entries of note have now been posted to the limericks page on my site, here...

http://www.nickusborne.com/limericks

To everyone who sent in a submission, thank you. It was a pleasure reading them and, hopefully, writing them created a pleasant diversion from your usual writing duties.

Next, I have replaced the 'Resources' section in this newsletter with a new, 'Readers Write Back' section. After each issue, I receive such great feedback, it seems a shame not to share some of it with all of you.

While I intend for this feedback section to be fairly short, the inaugural contribution, from Thomas Sullivan, is a little on the long side. He took me to task over my 'get' article from the last issue, and makes some good points.

So keep that feedback coming!

Until next time,

Nick

>> Feedback: nick@nickusborne.com

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ARTICLE: SEEK OUT A CONTRARIAN VIEW.

When you come to 'know' something, there is a temptation to stop thinking about it. You put it in a box as 'known' and are happy to argue with anyone who disagrees.

This is both a good and a bad thing.

It is good to hold firm to your beliefs, to be true to yourself, to stand your ground over knowledge or a belief that is fundamental to your character and values.

That said, holding stubbornly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on the eve of the king's execution, "I beseech you, in the bowels of Christ, consider is possible that you may be wrong." Or words to that effect. Charles I was clearly in no mood to change his mind, and the outcome was not pleasant for him.

Holding true to what you 'know' in terms of copywriting is clearly small potatoes when compared to the decision Charles I faced.

However, we are still faced with the same questions. Should we always hold fast to what we know about our craft? Or should we allow for the possibility that there are better ways to write, different approaches to take, alternative words to consider?

No and yes. No, we shouldn't back down every time a client or colleague questions our work. Yes, we should consider the possibility that what we knew from last year may not be the best choice this year.

So at least, when you have written some copy, seek out a contrarian view.

Find someone who's opinion you respect. Ask them to read your copy carefully and criticize it in any way they want. And then consider their views carefully.

Discard criticism that you truly feel is not on target. But also, leave yourself open to the opportunity to grow as a writer, expand your knowledge and skills, and find new, better ways to extend your craft.

>> Feedback: nick@nickusborne.com

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READERS WRITE BACK: 'GET' IS GOOD!

From Thomas Sullivan:

How can a command be passive, feeble? Get over here right now! Get going!
Get outa my face!

How can a three-letter, one-syllable word that be flabby (no middle to
sag!)? Get it?

How can saying "get a life" to someone be gutless? Sounds rather
combative/challenging to me.

Why would you ever replace the one-syllable "get" with 2 syllable "receive."

You gain absolutely no specificity with "receive." That's what "get" got to,
one syllable sooner. I'd agree if perhaps you wanted to replace get with a
more specific notification mode, e.g., "We'll *email* you confirmation
within 24 hours." etc.

As for the next example (apply), you are substituting the *process* (apply)
for the *benefit* (get). What one wants is to have (get) the membership, not
apply for one. Unless special circumstances dictate calling attention to the
fact that you may be DENIED APPLICATION, it is a mistake to focus on the
process of applying vs. the satisfaction of "getting a free membership." Can
you imagine excitedly reporting to your friend your big news of the day: "I
APPLIED for a free membership" and not "I GOT A FREE MEMBERSHIP." You
mention visualization -- do you really want people to close their eyes and
visualize the application process? I think not.

Bottom line: People want things. They want to have things. And "get" is
typically the fastest way to GET them to imagine that. It's an unbeatably
efficient call-to-action, so it's no wonder that if you do a Google search
simply on the word "get," what you get is the homepages for some of the
biggest names in software/technology. "Get Adobe Acrobat." "Get Macromedia
Flash Player." "Get started today...with MSN." Etc.

>> Feedback: nick@nickusborne.com

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SURVEY: WHO CRITIQUES YOUR COPY?

When you have finished writing your copy or content, and before you present it to your client or boss, who do you turn to for critical feedback?

[ ] Nobody. I don't want anyone critiquing my copy before I submit it.
[ ] I ask the opinion of a colleague.
[ ] I ask a friend or family member.
[ ] Other...........

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