Scott's Blog - Page 55 of 64 - Scott Flood Writing

REPEATING YOURSELF ISN’T A BAD HABIT

September 21, 2010 by Scott Flood

I’ve noticed that many companies exhibit an unusual paranoia about repetition. Once they mention something in an ad, a brochure, or on a website, they don’t think they should mention it again. I’ll often hear them react to a recommendation by saying “we promoted that already” or “we already told our customers that.”

The same thing often happens when they’re reviewing copy for a website. “We’ve already mention this on another page, so we shouldn’t repeat it here.” Okay, why not? “Because we don’t want to repeat something we’ve already said.” Again, why not?

HOW TO ALWAYS HAVE NEWSLETTER CONTENT

September 15, 2010 by Scott Flood

One of the many lessons I learned during my ad agency days was the importance of a good “swipe” file. Never heard the term? It’s simply a file (or box) where you threw ads, articles, brochures – anything you liked or thought was particularly effective. When you were given a tough assignment, you’d sift through the swipe file, and often, what you saw would trigger a new idea or a new direction.

I continue to use a couple types of swipe files. If your organization published a newsletter, one of them can help you ensure that you have a steady stream of content.

The typo patrol is on the job

September 11, 2010 by Scott Flood

Had to share this excellent article about a pair of modern-day heroes every writer will appreciate. Thanks to Nancy Brandt for sending it my way. http://www.startribune.com/lifestyle/102651174.html?elr=KArksUUUoDEy3LGDiO7aiU

HAVE NO FEAR OF THE HUMAN TOUCH

September 8, 2010 by Scott Flood

It’s often been said that people don’t do business with companies – they do business with other people. Even if we do choose to patronize a particular company, our experience is shaped by the people representing that company. From the sales rep who handles your account to the cashier at the grocery store, all of those folks contribute to your impressions and satisfaction.

But when it comes to marketing messages and communications tools, many companies work very hard to dehumanize everything they do. They excise every personal touch and little insight. They file away at anything that could be seen as a human emotion or imperfection. After all, something from a business must be completely businesslike, right?

ELEPHANT? I DIDN’T SEE NO ELEPHANT

September 1, 2010 by Scott Flood

You didn’t see it? It’s right there. Right over there. You have to be able to see it! For criminy sakes, it’s an elephant! It’s huge! Are you telling me that I’m the only one who sees it? No, I’m the only one who’s willing to admit that it’s there.

You’ve probably heard the “elephant in the room” expression used before. Typically it comes up when the family is gathered for a special event, and everyone pretends that they don’t notice that Uncle Leonard is snockered again, or that Cousin Louise is wailing loudly in the corner. There are those nervous glances at one another, but if we all keep pretending, maybe nobody else will notice, either.

OUT-OF-TOWN AND CLOSE-TO-HOME

August 25, 2010 by Scott Flood

In my last post, I bemoaned the out-of-town printer that misspelled “Fishers” as “Fishus” on a pizza ad. Some would suggest that mistakes like that are proof that out-of-town service providers just can’t be as accurate as local folks. But an ad I created for a Louisiana bank back in my ad agency days proves that an out-of-towner who takes a little extra time and makes some extra effort can create a convincing local message.

The bank was opening a branch in Lafayette, a city in which they had never done business. Management didn’t want to be seen as the giant outsider coming to town, even though that’s exactly what they were.

WHY WRITTEN CORRESPONDENCE REMAINS IMPORTANT

August 18, 2010 by Scott Flood

Some time back, I received a coupon ad from a pizza chain. The ad, which was produced by some out-of-town printer or ad agency, included several familiar Indiana towns. It was designed to create the impression that the chain’s stores were really locally oriented pizza parlors.

But there was one town I hadn’t seen: Fishus.

WHOSE COLORS ARE WE SHOWING?

August 11, 2010 by Scott Flood

A nearby flag shop had a sign out front, encouraging patriotism and imploring passers-by to “show your colors.”

Next to the sign was a beautiful red, white, and blue flag.

NO MAGIC BULLETS – YET, ANYWAY

August 4, 2010 by Scott Flood

I’m a salesman’s kid, and my heart has a soft spot for those brave individuals who go out and try to convince other people to buy something or choose one product or service over another.

The advertising world draws a particularly effective breed of salespeople who work hard to convince companies that the medium or product they offer deserves a healthy chunk of the company’s advertising budget.

ANOTHER WRITTEN GOOF

July 15, 2010 by Scott Flood

From time to time, I’ll call attention to a badly written or inadvertently funny piece of copy.

One recent example was this headline on an online business newsletter: CEOs Pour Over State of Our Business Survey Results.