Project Round Up!

In terms of readership, someone who posts twice a week should probably not pick Friday as one of those days. But this is when I have time. I’m usually done for the week by now. Either the newsletter is wrapped, or I am shooting off the approved final draft to the programmer. After that, blogging [...]

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The Transcriptionist

Obviously, we all have a slightly different work styles when it comes to writing. How we gather information, how we get inspired. I have one method that I hesitate to reveal.  Not because it’s so inventive, but because, at first glance,  it seems to be a waste dubious investment of time.
I refer to tape recording [...]

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A Day of Historicalness

It is an historic day. That’s not to say we haven’t had our share of history in the past few years…but it’s nice that this is something positive for once.  Today we will inaugurate our first African American as president.  I admit that, politically, this was not the result I was hoping for. But for [...]

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Thinking in Pictures

…with apologies to indie-film auteur John Sayles.
One thing I freely admit is that I have always had more creativity than technical skill.  In the world of video production, this would apply to lighting and shooting as well as editing.
I have been in video production, off and on, since college.  For many years it was a [...]

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Copywriting with Curb Appeal

Marge gets some marketing tips on her first day as a realtor:
Marge: That house is awfully small.
Lionel Hutz: I’d say it’s awfully cozy.
Marge: That one’s dilapidated.
Hutz: No, rustic!
Marge: That house is on fire!
Hutz: Motivated seller!
And that’s pretty much the story when it comes to writing for the real estate client. You do what you have [...]

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Corporate Newsletters: Let’s Review

The art, science and frustration of writing the corporate newsletter is a theme I have visited several times here at the Exchange. Like any regular steady gig, you love it and you tire of it. It’s a little bit of inspiration with a bunch of perspiration. Obviously, the balance tips more towards fun than not, [...]

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Previously on Lively Exchange…

Time for This Week in Blogging History…all the randomness of an entire week of blogging crammed into a single post. Now with extra fiber!
Accepting Criticism
They say you need a thick skin in the copywriting business. Somehow, though, no matter how thick you make it, they keep finding a way to make the darts more powerful. [...]

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Accepting Criticism

Many people tell me that they could never be a copywriter because they suck at receiving criticism. That’s okay, I tell them. Most people suck at GIVING criticism, too! And man, it’s the truth.
Copywriting is a very subjective endeavor. Until you turn in your draft, it can sometimes be difficult to know if you are [...]

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Sales, Politics and Copywriting

There’s a difference between sales and politics. To me, selling is a response to an actual need. The client needs a single, simple something. In response, you try to sell him three deluxe somethings and the extended warranty. Underneath the hoopla (and the optional rust-proofing) there’s a need in there somewhere, and it’s usually the [...]

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Just Start Writing

When all else fails, just write. This is something I had to learn when I first started writing professionally. I used to think that if it wasn’t perfect on the first draft…I don’t know…that they would see what a FRAUD I was! I have since learned that it’s only a first draft.  It’s not meant [...]

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