Write On ~ Creative Writing Services

By: Lisa Manyon www.lisamanyon.com

This morning a full page ad consisting of only 9 words, one graphic, a logo and A LOT of white space, caught my eye.

Apparently Mr. Whipple is no longer with us. On page 12D of USA Today (yes, I?€™m traveling and it?€™s the morning paper I found outside my door) a cleverly placed add, packs a punch.

The graphic is one of the Charmin bears, roll of tissue in hand, dabbing a teary eye with quilted toilet paper. Below the graphic the text reads: In memory of Dick Wilson. ?€?Mr. Whipple?€? 1916-2007. Then, of course, the signature ?€?Charmin?€? font treatment logo.

I understand the importance of using your real estate in advertising effectively. I know it makes sense to say whatever you need to say to make the sale. At the same time, I cannot discount how emotional impact can help shape and support a brand. More… I found myself remembering Mr. Whipple and oddly felt an emotional connection with the weeping animated bear. I?€™ll probably hear ?€?Don?€™t squeeze the Charmin?€? for the rest of my drive back to Idaho, today.

I am continuously asked if long copy out-performs short copy. Direct response authorities Dan Kennedy and Bill Glazer have statistical proof that it does. And, at the same time, short copy can pack quite a punch, especially if the short copy hits an emotional chord.

While the full page Charmin ad, sporting tons of white space, minimal words and graphics might not be designed to sell, it will do so by default. The ad agency handling this account is well aware of the nostalgic feelings ?€?Mr. Whipple?€? brings. Creating emotions in the cartoon bear connects women to the product (after all, in most two person households, women are the TP purchasers). Plus, a tasteful farewell to an advertising icon positions the company as caring. These elements coupled with the softness of Charmin, definitely sells.

My point: Use both long and short copy when appropriate. My background started in traditional ad agency ?€?short copy?€? mentality. Studying the direct response masters like Kennedy and Glazer (and implementing long copy tactics) has proved to be quite profitable. For the most part, I masterfully blend the two to create messages that support my own personal flair.

Do what works for you and your business.

[tags]Mr. Whipple, Charmin, Dan Kennedy, Bill Glazer, Charmin advertising, advertising, copy, copywriting, Write On Creative, Lisa Manyon[/tags]

By Lisa Manyon, www.writeoncreative.com

The Copywriting Process Unveiled~

Once the importance of copy is understood, the search for a proficient copywriter begins. Savvy business owners check with friends, family, colleagues and start surfing websites to find the perfect wordsmith for your project.

Often, those who have not worked with copywriters are not familiar with the process of copywriting.

Some even expect that the copywriter will automatically know what you need. Others hope copywriters will magically turn out a proof perfect piece with the very first draft. Copywriters can (and good one’s will) make suggestions on marketing direction and provide valuable input based on experience. This direction comes once you have provided the basic project information needed to proceed.

The expectations vary but the reality remains the same.

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My friend and colleague Jacqueline Wales is offering a special deal on her book When the Crow Sings on November 20, 2007.

To support her on her journey towards being a bestseller. So, I?€™m posting the special Amazon launch link here.

Take advantage of this reduced, launch price and follow along an amazing journey of generations.

You can also read an excerpt of the book on Jacqueline’s website by clicking this link: http://jacquelinewales.com/excerpt-eng-3-1.html

[tags]Jacqueline Wales, When the Crow Sings, Lisa Manyon, Write On Creative, www.writeoncreative.com[/tags]

I’m in a bit of a reflective mood right now. When that happens I reach for old standbys from my music collection.

One of my all time favorites is India Arie. All of her stuff is great but this month I am into “Voyage to India” . Though it’s hard to choose a favorite song on this album, I must say I am quite fond of “Slow Down”. After the recent evacuation due to California fires, I am definitely slowing down and taking some time smell the roses.

You can’t lose when you add this to your collection. Check it out here.

Journey to India here

[tags]India Arie, Slow Down, Voyage to India, California fires[/tags]

I?€™m usually not a last minute person. Lately, though, I?€™m reinventing my life and so I?€™ve been way more spontaneous. I am LOVING it!

Here?€™s how my latest adventure went down?€¦

On Sunday November 4th, I chat with my friend Viki Viertel of Digital Buddha Studios. We hadn?€™t connected for a while and she mentions she?€™s heading to Ali Brown?€™s event. I tell her with all the personal unrest in my life, I really cannot swing it.

I get off the phone and feel like kicking myself (or at the very least, shifting my thoughts to a more positive perspective). It?€™s not like me to use the ?€?can?€™t?€? word (after all I created the POWER Planning Process to help others get over that very thing!).

So, I e-mail Viki, hop online, register for the event, make airline and hotel reservations and start packing. The next thing I know I?€™m with my peeps in Los Angeles having an ABSOLUTE blast. And, Ali?€™s event is so great. I am still on information overload.

The first day Bill Glazer speaks. You may recall that I?€™m the first professional copywriter in the state of Idaho to have achieved his Creating Copy that Sells certification.?  Not only do I meet Bill for the first time in person, we have lunch. Yes, I love my life.

Ali?€™s presentation and delivery are phenomenal. I learn so much on just the first day my head is literally spinning. And, I finally get to meet her in person after following her for years and hearing so many great things about her from Lorrie Morgan Ferrero.

It?€™s like old home week at the event. James Roche, the Info Product Guy is there and it?€™s great to see him. Plus Viki and I connect again in person for the second time this year.

I meet so many new and interesting people that I cannot even begin to list everyone here. The networking is unbelievable. I have the opportunity to visit with Marie Forleo on several occasions. I really like her and I grab a copy of her book, Make Every Man Want You (or Make Your?€™s Want You More) ?€“ How to Be So Damn Irresistible You?€™ll Barely Keep From Dating Yourself. It ROCKS (more on that later).

For now, I just wanted to share a few pictures (including this one of James and Marie ?€“ notice they are sporting purple to support my brand?€”or at least that?€™s what I keep telling myself.)

I am going to go continue processing and catching up now.?  Hope your weekend was even half as entertaining and enlightening.

[tags]Ali Brown, Alexandria Brown, Online Success Blueprint Workshop, James Roche, Imap, Viki Viertel, Lorrie Morgan-Ferrero, Marie Forleo, Lisa Manyon, Bill Glazer, Ezine Queen, www.lisamanyon.com[/tags]

Last month I sent out a special announcement about the Red Hot Communications live event.

I proofed it once, I proofed it twice and I sent it on its merry way.

Moments after it was sent, my mom emailed me. She wanted to know if my Communications Director had proofed it because there was a typo.

Okay, so I may be too old to get grounded for not doing my homework but mom was on to something. I had made a mistake and the mistake was all my own.

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