Posts Tagged ‘truth’

Can Honest Copywriting Succeed?

I confess–I’m a marketing heretic! I’ve built my career on breaking all the rules–and one of the rules I break is that I don’t hype.

Do I put the best possible “spin” on the truth? Of course! But I refuse to deceive my readers into action.

What are some of the common copywriter tricks that I *leave on the table?*

Here are a few to start:

* If you order in the next 24 hours, you get… (face it. If you come back tomorrow, the offer will almost always still hold)

* Get all these bonuses, valued at $999, for FREE with your $100 order (yeah, right! And who set the value of these gifts? And are they for sale, anywhere, on the open market at these prices?)

*Here’s the information you requested (a GREAT statement–IF it’s true– but I get five or six a day in my e-box, from companies I’ve never heard of)

* Hi there, long-lost friend (and you sent it BCC?)

So why don’t I like the copywriter’s lies? And how do I write copy without resorting to these deceits?

Well, first of all, I believe that if I want my words to sell a product, that product should be strong enough to do so without tricking the buyer. I know that if I trick someone, I may make a sale–but I’ve lost a customer for life! Whereas if I show the merits, back up my claims, and focus on the way this product solves a problem, eases a hurt or fear, or satisfies a need, I will build that lifetime relationship.

Oh, and one more thing. I like to look in the mirror and see someone who is doing good for the world–and I don’t think lies and trickery will accomplish that. I happen to have a gift for writing, and I use that gift to make the world better. That includes being honest with my self and with my readers.

Much of the work I do is in the publishing industry. And here, the competition is fierce. Roughly 175,000 new books are published in the U.S. each year. Most of them will fail. My job is to help my clients’ books stand out in this dense crowd.

Example: I wrote a press release for a book on electronic privacy issues. Here’s my headline and lead. (Another rule I broke–never use the headline as the lead sentence. It’s the only time I’ve ever done it that way, but in this case, I think the repetition made the point stronger. Names have been changed to protect the author’s privacy.)

It’s 10 O’Clock–Do You Know Where Your Credit History Is?

HIBBING, MN: It’s 10 O’clock–Do you know where your credit history is? How about your employment records? Your confidential medical information?

How would you feel if you found out this sensitive and should-be-private material is “vacationing” in computer databanks around the world– accessible to corporate interests who can afford to track down and purchase it, but not necessarily open to your own inspection.

According to electronic privacy journalist and technology consultant Mortimer Gaines, this scenario is all-too-common?

No falsehoods, no hype–but a whole lot more captivating than the usual “New Book on Electronic Privacy Released by Publisher.”

Without tricking people, I want to capture interest…move the reader to action…and still feel good about myself in the morning.

Yes, it can be done! I do it for clients every day, and have done so for more than 20 years.

Shel Horowitz, author of *Principled Profit: Marketing That Puts People First,* *Grassroots Marketing: Getting Noticed in a Noisy World,* and four other books, offers affordable, effective copywriting and strategic marketing planning to clients on three continents. He is the originator of the Ethical Business Pledge Campaign to change the World at http:// www.principledprofits.com/25000influencers.html. His sites at http:// www.frugalmarketing.com and http://www.principledprofits.com offer hundreds of useful articles for entrepreneurs and marketers, including the complete back issues of his FREE Monthly Frugal Marketing Tips. Shel will be glad to help you create your next press release, sell sheet, web site, or other marketing material. He can be reached at shel@principledprofits.com, 800-683-WORD.

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The Impact of Golf Specific Exercise

Golf specific exercises are part and parcel of the modern day golf game. Yet many people associate golf specific exercises with exercises used in other sports and by other athletes involved in more rigorous sporting activities.

For example many golfers look down on golf specific exercises that involve lifting weights. The fear that they will develop muscles which will tend to make them stiff and less flexible in their golf game. Everybody knows that flexibility is very important in golf.

Yet the truth of the matter is that golf specific weight exercises have nothing to do with building muscles like a weight lifter. This is because lighter weights are used and the lifting action is repeated more times. The effect of this is to build strength and not muscles.

Strength in muscles has a remarkable effect on the quality of a golf game, especially when the muscles targeted are all “golf muscles”.

The other wrong image people often have about golf specific exercises is that there are as rigorous and as demanding as the sort of exercises one would find in a marine corps training program.

This cannot be further from the truth, especially when some of the golf specific stretch exercises can be done from the comfort of the office or the home. Some can even be effectively carried out on your chair in the office, without you having to get up from your chair. Stretch exercises are some of the most important and critical golf specific exercises. It is important to warm up before this exercises and also after you game of golf.

Again these warm up exercises need not be as difficult as you probably imagine. It can be simply a brisk walk from your car to the course.

Achieving a good enjoyable game of golf these days has become very difficult without the help of golf specific exercises.

About The Author: Mike Pedersen is one of the top golf fitness experts in the country, author of the Ultimate Golf Fitness Guide, and founder of several cutting-edge online golf fitness sites. Visit his new golf fitness – golf training site at Perform Better Golf.

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Theres No Need to Pad Your Resume

It seems like a good idea, harmless in fact. Your friends assure you that everybody does it and that employers rarely check resume facts. Going on blind faith and convinced the truth hasn’t been helpful so far, you seriously consider fabricating information on your resume. You adapt the school of thought that a little white lie never hurt anyone and lying on a resume is just that, a little white lie.

Cheating on a resume can be tempting, especially when one has been searching for a job for months or even years. However, we all know that fibbing is never a good idea, and the likelihood that you’ll be caught is extremely high. Even if your “creativity” slips through the cracks, karma has a way of catching up with you. So either way, lying gets messy.

That said, many job seekers have major hiccups in their professional life-employment gaps, lack of education and/or experience-and it is becoming increasingly difficult for most to write their own resumes without exaggerating or flat-out lying. Since resume fraud is on the rise, employers are taking much more care in verifying information, and it is becoming increasingly difficult to mislead them. The good news, however, is that lying isn’t necessary if the resume is well-written and strategically organized.

The education and experience sections of a resume are the ones most job seekers are fixed on fabricating. They are under the impression that if they lack the educational requirements or the experience described in the job description they won’t be considered a serious candidate. That, however, is a myth.

Education doesn’t top an employer’s list

Many people incorrectly believe hiring decisions are made based on the candidate’s education, and they feel compelled to stretch the truth in order to compete with their degreed counterparts. The reality is that education, though important, isn’t the driving force behind hiring decisions unless, of course, your profession requires a degree (e.g. doctors, lawyers, CPAs, etc.).

When a candidate lacks a college degree but has a solid work history, education quickly falls down the ladder of necessary requirements. Let’s take a look at this point from an employer’s perspective.

The situation: The job description reads, “Seeking an accounts payable specialist with comprehensive experience in processing expense reports, reconciling vendor accounts, and performing bank reconciliations. Successful candidate holds an associate’s degree in accounting.”

Candidate #1: Jose has worked in accounts payable for the last five years. During his career, he has set up new policies, cross-referenced purchase orders with invoices, and interacted with vendors to resolve invoice discrepancies. His experience comes from the school of hard knocks and he doesn’t have a college education.

Candidate #2: Maria recently received a bachelor’s degree in accounting. While earning her degree she worked as a front desk clerk for a Fortune 500 company where she was in charge of filing and answering a multi-line phone system.

Who would you rather hire, Jose or Maria? Chances are that you named Jose as the clear winner because his experience supercedes Maria’s education. Jose will be able to jump into the position with little or no training because he has hands-on knowledge of best accounting practices. Maria, on the other hand, is green. The hiring organization would have to spend time, money, and resources to train her, which they most likely won’t have an interest in doing.

Show ‘em what you’ve got

Employers spend most of their time scrutinizing the experience section of the resume, and unfortunately, the homespun resume rarely tells the whole story. Most resume do-it-yourselfers fear their accomplishments won’t fare well against the competition and they decide to embellish facts in an effort to attract an employer’s attention.

Again, fabricating information isn’t necessary. Most likely the experience you have garnered throughout your work history is impressive. The challenge, however, is expressing your accomplishments in a way that entices the hiring organization to give you a call.

When dealing with hiring organizations you have to connect all the dots. For each position that you are applying for, there is an average of 500 applicants so you have to make it very easy for the reader to distinguish between you and every other qualified candidate. The only way to achieve that is by writing strong resume copy.

As a job seeker you are intimately involved in your own search, so much so that it is hard to take a step back and write a resume that is marketable. You are probably your own worst critic. If you have attempted to write your own resume you know how difficult it is to write about yourself objectively.

To make the resume-writing process easier, answer the following questions:

  • What skill set do you bring to the table?
  • What are your competitive strengths?
  • For each position you held, list three to five achievements.
  • How is your company better off since you joined their team?
  • Have you been involved in designing and/or implementing new initiatives?
  • The point here is to start thinking about your career as a portrait of who you are professionally, and not just as a job. When you make that mind shift, it will be easier to put words to paper. Lying isn’t a necessary evil. The trick to obtaining the job you desire is making the most of what you have to offer.

    About The Author

    Recognized as a career expert, Linda Matias brings a wealth of experience to the career services field. She has been sought out for her knowledge of the employment market, outplacement, job search strategies, interview preparation, and resume writing, quoted a number of times in The Wall Street Journal, New York Newsday, Newsweek, and HR-esource.com. She is President of CareerStrides and the National Resume Writers’ Association. Visit her website at www.careerstrides.com or email her at linda@careerstrides.com.

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    Top 10 Ways to Coach Yourself to Total Success!

    Coaching is about being your best. It’s about performance, about “staying the course” and, in the end, about creating and living the life you really want. Many people use coaches to make more money, win the gold prize or do something dramatic. That’s fun, and when it’s right, it’s wonderful!

    But most importantly, coaching is about living up to your own standards. It is, in Henry Thoreau’s famous words, about “marching to the beat of your own drum, no matter how faint or far away.” So, do I recommend you have a personal coach? Well, duh!

    But if you can’t afford one, or aren’t ready for one, why not be your own coach? Here are a few suggestions:

    1. Write down your goals. Review and re-write them once a week. This is old advice, but there is power and magic in writing your goals on paper! Write them down, then review them, think about them and up-date them every week. It may only take 20 minutes, but it will double your rate of success, I guarantee it!

    2. Show up! Many of life’s most important achievements simply require that we show up, pay attention, tell the truth, work hard, go the extra mile, and do our best! Superior performance is not about the future, or the past. It’s about doing a superior job right now, on the work that lies right in front of you.

    3. Eliminate Distractions. Keep your eye on the ball. Life is full of frustrations and distractions. Successful people do NOT tolerate the things that drive most of crazy ? they take the time to stop, solve the problem and eliminate the distraction once and for all. Stay focused!

    4. Manage your environment. Top performers know that space management is more important than time management, and they have neat offices, clean cars, orderly appointment books, and they keep an extra suit at the office, just in case. Make your office (and your home) a space where you can do your very best work.

    5. Read every day. Read something useful, challenging or fun every day. If you only spend 20 minutes with a book that motivates, excites and educates you, it will make a world of difference. I promise! Aim to read at least one book every month!

    6. Attend a “University on Wheels”. Listen to educational, motivational and fun tapes while you drive. At least listen to soothing, appropriate music, rather than the “terror of the day” on talk radio! Fill your mind with the BEST information you can find!

    7. Use a Master-Mind group. The term refers to a group of people who are committed to helping you be successful. Often, they meet once a week. Think of them as your “Advisory Committee”. Bounce ideas off them, ask them for advice, let them coach you!

    8. Focus on values. Take time every week to review your values, the things that cost you nothing, but make life worth living. Write them down, share them with a friend, and remind yourself of what’s most important to you. Remembering your values will get you back on course!

    9. Play more! Play a game of tennis, wrestle with the dog, shoot hoops with the kid next door. Laugh, get sweaty, have fun. It doesn’t cost; it pays!

    10. Practice Gratitude! Periodically, ask yourself how many “good” days you’ve had this week. Notice what made the good ones good, and do more of the good stuff! And, be grateful. “I was angry that I had no shoes, until I met a man who had no feet.”

    Even the most sophisticated modern cruise ships must constantly monitor their course. On our last cruise, Mary and I took a tour of the bridge, and were told the ship had no less than 5 automatic navigation computers, and that at least 2 officers were on duty at all times. Why the redundancy? Because having a cruise ship get lost, even briefly, is a very bad thing!

    How many navigation systems do you use to guide your path? Having a handful of books, journals, friends and daily routines to “coach” you is not expensive, it’s the best investment you’ll ever make! Set up routines and use the best resources you can find to stay on course. Coach yourself to the top!

    Here’s to your success!

    © Copyright 2003 by Philip E. Humbert. All Rights Reserved. This article may be copied and used in your own newsletter or on your website as long as you include the following information: “Written by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It’s all on his website at: http://www.philiphumbert.com

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