I’m always looking for better systems. Improved ways of doing things. The old way of working at home every day looked like this: trying to ghost blog and churn out engaging web content while my 3 year old hit hlke^$jgkljgr&M on my keyboard and asked me for juice qwergsdf%$$$ times. After speaking with Matt Dudley of The Skillery, I’m proud and excited to join their co-working space! Here I not only have a dedicated work environment, I also have a dedicated working space – both of which will help me work more efficiently while busting out those sweet, sweet words my clients love to read. Now if you’ll excuse me, I’m working over here.
Lee has been a client of mine for about a year, and he’s fabulous. Lee owns Style House Salon and is smart, funny and knows his way around curly hair (and you know I can appreciate that). When he approached me this week about putting words to this fabulous image, I was all about it.
Lee wanted to embrace the “Discover Your Beauty” concept and pair it with this image with attitude. I married the two by adding the location (which provides credibility as well as a memorable locale for viewers to hold on to). I also gave a little nod to one of my favorite shows, Mad Men by pulling from its famous line, “If you don’t like what’s being said, change the conversation.” Lee loved it and his designers at Gray Umbrella, Aaron and Michelle Grayum whipped it up. We love the end result – look for it in Nashville Lifestyles!
I was surfing the web with my three-year old (as we do. You know, looking up videos of thunderstorms and kangaroos and shit) when he saw this simple logo of one of his favorite television shows:
I asked my son, “Do you know what that is?” He quickly replied, ” peg plus cat,” without skipping a beat. You’ll notice that none of the characters in the show are present in the image. Not even this guy:
In short, my son, who can’t read, recognized the branding of a television show based solely on the font style and color of the logo. If that’s not perfect brand recognition than I don’t know what is. You see, you want your viewers to know your name and what you represent the moment they see your logo. When that happens, and all the synapses and brain cells are clicking together in perfect harmony – THAT’S when you know your branding is doing it’s job.
If you sell hamburgers you want your audience to see your logo and think, “they sell hamburgers. I like hamburgers. I want hamburgers. I’m going to go buy one of their hamburgers.” If they don’t because your brand and/or logo is confusing or ordinary, you miss capturing their attention. When you miss capturing their attention you’re missing the point.
Because I Have Bills & S*%#
I said no to two potential clients this week. Not because I had to, but because I wanted to. I can’t even. I have never done that in my years as a professional copywriter. If you need it written, I’ll typically write it.
A lot of entrepeneurs speak on the importance of saying no because it allows you the freedom to take on projects that you actually care about. The idea is that when you take on the projects you care most about, then you complete them to the best of your ability. Projects completed solely for the paycheck are often difficult to complete and are never completed with the same enthusiasm.
It’s a novel idea, but hey, I’ve got bills to pay. It’s difficult to say no to projects because I always know there is a light at the end of the tunnel. The project WILL end eventually and no matter how difficult it may be there’s the all-important paycheck on the other side. This week I received two business inquiries of projects that were so unequivocally NOT me that I felt I had no choice but to say no. But that doesn’t mean I enjoyed it.
There’s the fear. The fear that the clients will stop calling. The fear that people will view you as difficult to work with. The truth is, because I am self-employed I have the power to say yes or no, so why wouldn’t I take advantage of it? I owe the tax man beaucoup bucks, I screw up my expense reports every year and I have to chase people down to pay their invoices. There are many headaches that go hand-in-hand with being a freelance writer, so I’m doing everything in my power to take full advantage of the many blessings. And if that means saying no a couple times, then I’m game.
My favorite advertisements say the most by not saying much at all. Case in point: this overly simplified yet completely in your face print advertisement by The Economist. One simple sentence: “I never read the Economist,” seemingly said by a 42 year old trainee says so much. This person never read The Economist. That’s all the ad says. However it implies regret. It implies this person is a loser. It implies this person wishes he read the Economist.
This ad also does a good job of making you feel things. It makes you chuckle, assuming you’re one who chuckles (I’m more of a chortler myself). It piques your curiosity. This advertisement makes you wonder what the Economist has to offer. It sets a tone of confidence and authority. It does all this in eight words and one number. And that’s what great copywriting is all about. I’m inspired.