CRAZITIVITY

 

by Edward de Bono
'Crazitivity' is a new word that needed inventing. Crazitivity is that sort of creativity that is solely driven by desire to be different. Creativity is always new and different so the belief is that something new and different is necessarily creative. So anything different, bizarre and off-the-wall claims to be creative.
I have no objection whatever to this belief and this style of 'creativity'. My only concern is that people should equate crazitivity with creativity. This would be a pity and would be a great disservice to serious creativity. Creativity can be low key, simple, unostentatious and very logical - in hindsight. Creativity does not have to announce: "Look at me. Aren't I creative!!".
In the advertising world something that is crazy may catch attention and may therefore have a direct value. This is seldom the case elsewhere. Since much of the impetus for deliberate creative effort came from the advertising industry (brainstorming) there is this residue of belief that bizarre is creative.
Bizarre does not attract attention in general. So those who want to make a statement or parade their disdain for normal conventions may seek the cazivity of bizarreness.
Sadly, there is a huge convention of un-conventionality - just as all hippies had to wear hippy uniforms. There is nothing wrong with the motivation to seek to be different. It is a pity if it just stops at being different for the sake of being different. In lateral thinking there is an important role for provocation. "Po cars have square wheels" is a typical provocation. The point of provocation, however, is that you use 'movement' to move forward from the provocation. You do not just sit on the provocation and say: "Isn't that creative?" So you 'move' forward from the square wheel provocation to design 'intelligent suspension'. Provocation is a valuable step but not a useful result.
The main reason why crazitivity is so often equated with creativity is that crazitivity is so very easy. So those people who want to be noticed and want to flaunt creativity find this the easiest route to take. That is a choice and an option. In my view it is not a very constructive one. I regard highly those creative contributions which deliver more value than just being different. So the key question is: "What value does this creativity deliver?" It may be eye-catching but then a shout is 'ear-catching'. Do you really want to live in a world full of shouting?

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Tips on writing better copy

 

Copywriting Tips By Ivan Levison
On these pages, we look at how you write better copy. This relates to all kinds of copy, whether for brochures or web copy.
For whom are you writing?
Think about the people who will read your copy. Firstly, they're busy (isn't everyone, these days?). So they won't tolerate sloppy words or slow writing.
Secondly, your product may not greatly interest the customer. (People are interested mainly in themselves!). So it's vital to communicate well.
Readers need to know what benefits your product will give them. They'll be impressed by clear words, simple explanations and a logical flow - not by flowery words or long sentences.
The first task is to identify your customers. Where and when will they see your communication?
Exercise: Stop and make some notes about your customers. What kind of people are they?
The right kind of writing
Having got a clear picture of your reader, you should decide on the right sort of writing. From a postcard to a 36 page brochure, every type of writing is different.
Use the right sentence length
The sentence length depends on the medium you're using (whether a press ad or a sales leaflet). 10 words per sentence is about right for press advertisements, while 15 word sentences suit direct mail and brochures. Any sentence that exceeds 25 words will be difficult to follow
Adopt the right paragraph length
A paragraph of more than 15 lines is off-putting. 100 years ago, people had greater powers of concentration. But 30-second TV commercials and 10-second sound bites have reduced readers' attention span.
Use strong headlines
A headline should always encourage people to read the text. It should make them curious, or make them think they will learn something to their advantage. Be bold when it comes to headlines: they're the secret of getting people to read your words. Use long headlines freely: they work as well as short ones.
Never make the headline obscure. Never use words that people won't understand, as in this charity headline:
More women are victims of intestacy than divorce.
Even ordinary brochures need stimulating headlines. Brochures often waste an opportunity by using dull headlines like 'Introduction', or 'Product Characteristics'.
Use cross heads
Cross-heads (or subheads) are the small headings that break up groups of paragraphs in newspapers. Their role is attract the eye to the text and make it easier to read. Newspapers have the advantage of being able to add words like 'Crisis' or 'Sex'. You're unlikely to be able to use words like this. But you can still select the most evocative word from a group of paragraphs.
Use at least two headlines or sub-heads per page of text. They will guide the reader through the page.
Banish abstract words
Avoid using abstract words, like 'adjustment'. If you find you have written one, change it into a verb or use a concrete noun.
People like using abstract words because they sound weighty. They help the writer feel grand, but they also reduce the reader's understanding.

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Copywriting Tips For Beginners

By Emma Dickman

Copywriting for the Internet is the process of creating copy for online use, and there are a few copywriting tips for beginners to think about.

Copywriting is big business and a vital part of Internet marketing. Without clean, compelling, original content, your online marketing can suffer dramatically.

What is copywriting, in the online sense? What benefits does it offer? Let's look at the topic in detail.

Online copywriting serves the same purpose as traditional copywriting. That is, to promote goods, services or programs through the creation of informational content (i.e. the written word). In essence, copywriting is the creation of content for use in websites, blogs and more. Without the correct copy, your customers, clients and chance visitors will have no idea who you are, what your company is about, and most importantly, why they need what you have to sell.

Online copywriting must follow several guidelines in order to be successful. Any content written for the Internet must be:

1. Clean: Correct grammar, spelling and punctuation must be used. In addition, content should be formatted in a manner that is easy to read, and flows logically from one point to the next.

2. Compelling: Your content must be informative and compelling. This means that you must be able to garner the interest of your reader and hold it through the entire piece of copy. To do this, you must combine accurate information with correct writing style.

3. Original: Above all, your copy must be fresh and original. Consumers know when they have read a particular piece of copy previously; using someone else's words (that have been used elsewhere on the Internet) can be a problem. In addition, search engines frown on duplicate content; this can result in your website being banned from search engine listings.

Beyond these three rules, there are other rules regarding copywriting. Many rules are dependent on the use of your writing. For instance, if you are creating content for SEO purposes, you will have to attain correct keyword use and density throughout the entire piece. This can be problematic for many writers, but especially for anyone new to the online writing game, however if you keep these few copywriting tips in mind you can start on the right track.

Creating optimum content through copywriting can have a huge benefit for any online concern. It has the power to attract search engine spiders (for better search rankings) as well as the power to generate new customers and repeat business. By creating clean, compelling, original copy, you are helping to ensure a profitable future.

Wealth Express Club a membership website where members can access great tools and success courses,success strategies, and wisdom of some of the greatest entrepreneurs, success coaches and personal development gurus from around the world. Copywriting Tips For Beginners

Article Source: http://EzineArticles.com/?expert=Emma_Dickman

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6 Tips to Improve Your CopyWriting Skills

By Terry Philpott

Anyone involved in online marketing is always looking for ways to improve upon their copy writing skills. The ability to use the written word thereby influencing the reader to take certain desired actions is an invaluable skill.

It all starts with knowing what your readers really want and how to present it to them without making them feel uncomfortable or pressured.

Here are 6 tips to help increase the effectiveness of your copy writing skills.

1) Product Knowledge

Possessing first hand knowledge of whatever it is you're promoting is a must. You need to know your product and its capabilities as to whether it can produce or accomplish what it advertises it can. Knowing this gives you the passion and confidence you need to endorse the product.
With knowing the product you are endorsing is legitimate and effective the task of copywriting becomes much easier. The enthusiasm you genuinely feel will be conveyed thru the copy you compose and readers will pick up on this.

2) Know Your Target Audience

Obviously any product you may promote is not suitable for all customer types.

Determining the product benefits along with the needs and wants it may fill will help you better identify the customer type you need to target.

Knowing your customer now makes it easier to decide what type language or slang would be best suited to communicate your message to them.

For instance if your customer type is well read or scholarly delving deeper into your vocabulary to speak to them would seem more appropriate. If however you're targeting the younger generation the use of slang would be more applicable in this instance.

What you're doing is just trying to relate better to your customer by addressing them more within their comfort zones.

3) Emphasize Benefits

To capture anybody's attention you'll always want to answer the unasked question they have which is 'what's in it for me' or they'll likely lose interest.

Be sure to address product benefits quickly within the body of your copy or readers will just as quickly leave your site!

Would you buy anything that didn't benefit you in some way? Of course not!

Showing readers thru examples of how your product would make their lives better, easier, more profitable, healthier, enjoyable, etc. The idea here is that readers will then start to 'realize' how they can't live without these benefits.

4) Develop Sense of Urgency

You want the reader to take some sort of action while on your site. By offering a 'time limited or quantity limited' bonus for their order you've now lit a bit of a fire under them to make a decision.

This aspect of your copy is important from the standpoint that once a reader leaves your site there're gone so do your best to entice them to order. If nothing more offer them a free 'thank you' gift just for visiting your site so you can capture their contact info for future online marketing efforts.

5) Be Brief

When ever possible say more with fewer words. People are always in a hurry so get to the point but cover all the important bases.

6) Proofread Your Work

Check your work for spelling, formatting, or grammatical errors you likely missed during your initial composition.

Using these 6 tips as a guide should help you improve upon or maintain your current copy writing skills for any online marketing endeavor.

T.J. Philpott is an author and Internet entrepreneur based out of North Carolina.

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An Introduction to Freelance Copywriting

By Ray Edwards

The Internet has changed the landscape of communications today. It has provided a seemingly limitless source of information and opened up a lot of opportunities in business.
Copywriting is one business that has found great success on the Internet. Because of the freedom it offers, more and more copywriters are looking into freelance copywriting as a new career.
Freelance copywriters have a strong desire to succeed and steer their own career. They mix their own experience and skill with proven copywriting techniques to create a thriving freelancing business. The Internet offers copywriters this freedom. Freelance Internet copywriters can work on more projects and have more opportunities to generate a greater income than their regularly employed positions.
Copywriters write the written content on most advertisements. They help create most radio commercials, television ads, newspaper cut outs, direct response mail ads, web content, and Internet sales letters. Freelance copywriters work for a variety of different clients. They can handpick their work and structure their schedules around their lives.
In order to be a successful freelance copywriter you will need an Internet connection and skill. There are always new things to learn about marketing, so continue to educate yourself and use online tutorials in order to help you write better copy. You should also write everyday and read books from the experts.
Successful freelance copywriting includes research into your target audience. You need to know what gets their attention and how to reach them. Research is a very important aspect of a successful copywriting business that is often overlooked.
As you enter the copywriting field, you should figure out what market you want to write for. Some copywriters have a wide range of client types, while others specialize into one field like writing web content. But a little flexibility is important no matter how much you specialize. Here are some more helpful pointers that will strengthen your freelancing career:
1. Network. It is very important to get your name out into the market and network with other copywriters. You can create strong networks by attending seminars and interacting with other freelance copywriters, exhibitors, and speakers. Even though you're working on the Internet, it?s important to remember your local market as well. Keep an eye on your local paper and take notice of any new businesses that may need your services. You can also join you local chamber of commerce and make connections with other local businesses.
2. Create Your Portfolio. Your portfolio gives potential clients something to look at while they consider your bid. It builds confidence and helps you win projects. It should include examples of your best work, a sales letter explaining why you're the best copywriter for the job, and testimonials from past clients. Make sure it is organized, professional looking, and neat.
3. Grow Your Own Set of Techniques. It is good to have your own set of copywriting techniques to help set you apart from other copywriters, but they have to be effective. Your ability to sell a product will determine your success, and your ability to do it uniquely will propel you to the top.
This article was supposed to help you see what is involved with freelance copywriting. Hopefully it was helpful. Freelance is a very flexible and rewarding career, go ahead and look into it more to see if it's the right move for you.

About the Author:

For an inside look at the techniques of a top direct response copywriter, visit the site of Copywriter Ray Edwards. There you'll find a daily podcast, video tutorials and free copywriting advice.

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How to Become a Freelance Copywriter - The Untarnished Truth

"How do I become a copywriter?"

I've been copywriting for more than 20 years - loving every minute - and that's the question I get asked the most.

Reality check

First, ignore all the ads offering instant success with megabucks returns. Damien Hirst is a 'Young British Artist' (YBA) who commands huge fees - a single exhibition in 2008 topped $198 million. Weekend painters shouldn't get too excited, though.

And would-be copywriters would also benefit from a reality check. Like many freelance copywriters, I earn a very, very good living, working from home, doing something I love. But not $millions!

Traditional routes into

copywriting

There is no simple career path. In fact, it's a jungle.

There are four well beaten paths:

* Journalism - lots of ex-journalists move into freelance copywriting. They have the skills, understand the pressure to meet word-counts and have learned to deliver to tight deadlines. They tend to start off providing Press Releases and ghosted articles.

* Ex Ad agency - advertising agencies do take on trainee copywriters. First job (just like the journalists) is making the coffee. They may have been taken on as trainees in some other discipline, but with opportunistic career juggling, end up writing ads, jingles and sales brochure copy. Breaking out as as a freelancer, they tend to start writing sales letters, direct mail and adverts.

* Ex marketing managers - lots of people percolate up into marketing positions in large organisations, often having started in sales. They usually start freelancing by writing sales brochures, web copy and, possibly, corporate video scripts.

* Ex 'nothing-to-do-with-any-of-the-above-but-with-the-balls-to-have-a-go'. Been around a bit, good with words and resiliant. Most hopefuls reading this article probably come under this heading. So that's the area I am going to address.

Chicken and the egg
However talented, the 'nothing-to-do-with-' brigade have a real challenge. It's the old chicken and egg conundrum. Before commissioning a copywriter, prospective clients want to see a portfolio. They want testimonials. They want proof of your ability to deliver.

See the dilemma? You can't build up a portfolio without clients and you can't win clients without a portfolio. Shucks.

My suggestion is to invest in a portfolio. Offer your services free of charge to local organisations, charities, new local start-ups. The only cost to them is an agreement to provide your glowing testimonial.

The benefit is three-fold. First, you develop your showcase, second you learn if you really are persistent enough and, thirdly, you will find out if you do have useful wordsmith skills for the real world.

OK, that wasn't very gung-ho, 'everyone can be a hero', 'success in just weeks'. But it was honest.

If this brief article generates responses, I will publish a whole series of down-to-earth, honest articles for would-be copywriters that, over time and given some talent, will launch you into a profitable home-based career - plus the best ways to promote your services. It's up to you to respond.

Len Smith, UK-based copywriter with international clients. Visit my copywriting website for lots of hints, tips, advice and more. Article Source: http://EzineArticles.com/?expert=Len_Smith

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Great copywriters are great storytellers

John was awestruck, he had joyful tears in his eyes, but he was still in total disbelief. Without trying – or even wanting it - he had stumbled upon the single most persuasive weapon he could wish for as a copywriter. John immediately knew that with his newly discovered powers, his financial woes were over for good… and then some!

Did the last paragraph catch your attention? I’m sure it did. Most experts agree that one of the most powerful and hypnotic tools in your copywriting skill set is storytelling. In fact, knowing how to tell a good story is in many cases, that mysterious x-factor that sets amateurs apart from legendary copywriters.

But why? The answer is quite simple.

Stories and anecdotes are a highly rich source of powerful techniques to influence your readers and persuade them into becoming your customers. Because when a story is well told, in the eyes of your prospect it is not only interesting, entertaining and educational but it also becomes the most enjoyable element in your entire sales presentation.

Stories are the single most powerful weapon in a leader’s arsenal.
~Howard Gardner, Harvard University

Stories are used naturally in everyday social interaction. For that reason alone, people feel comfortable with them. There’s nothing wrong, devious or even mysterious about a story, and as a result, stories never make your prospects suspicious.

In fact, stories have a way of relaxing the tension of a sales pitch and opening your prospects minds to new ideas or concepts. Plus when a story is skillfully told, it has the uncanny power to summon good feelings. And because stories tend to be fresh and innovative, they can plant a lasting image in your customer’s mind – often they become unforgettable. You still remember a lot of stories that you were told when you were a child… right?

And yet, benevolent as stories may seem, they hold almost infinite influential power. For example, did you know that one of the characters in a story could be easily giving hypnotic commands and suggestions to the story’s hero?

When a story is well told, the technique I just described has the ability of making the commands and hypnotic suggestions the character makes bypass the conscious mind of even the most skeptical and close-minded prospect. And best of all, the prospect would have no reason to doubt you as a salesperson or raise further objections; after all, it’s just the story’s characters interacting. Using this technique, you can even make suggestions that you would not normally dare making directly to the prospect - and all without making him raise an eyebrow!

The best part of it all is that stories are so flexible that they lend themselves to be used with virtually any persuasion or influence weapon in your copywriting arsenal. Plus they are a great way to convey your product’s benefits without actually having to talk endlessly about the product.

So now that you know the true power of storytelling in copywriting. How about trying to come up with a few stories you can weave strategically into your copy to make it more persuasive? I dare you to go ahead and try it… and I guarantee you’ll be surprised with

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