Seen a sign waver today?

OK. I was sure there had to be a marketing term for those quirky people you pass--usually at intersections--waving cardboard signs advertising new construction, a grand opening, a hot slice of pizza. So, I looked it up. They are actually called human directionals and sign spinners--and you see them everywhere...people walking back and forth-sometimes dancing-on the street corner waving, spinning, and flipping signs to lure your attention off the road and over to a hot, steaming pizza or that new smoothie business you've passed every day but didn't notice until now. Cute at first, but it's getting so their novelty is wearing off and I pay more attention to the people themselves..who they are, how they got there, and what the heck they must be thinking. My best guess...I've got to find another job!

Everyone is trying to get our attention. An overblown King Kong at the car dealership, pop up ads on the Internet, and now this. They've simply got to stop before it goes to far.
Wait. It already has...
Really, you have to see this:
http://robosignwavers.com/

BG Copy Alert:

Leading Resort Management Company Prepares for Boost in American Tourism With 8x8 Virtual Office Communications Solution

SUNNYVALE, Calif., Oct. 8, 2009 (GLOBE NEWSWIRE) -- The Travel Promotion Act of 2009 which was passed by the U.S. Senate in early September aims to quickly revitalize vacation travel to the United States. It is projected to yield millions of new visitors, $4 billion in new economic stimulus, and $320 million in new federal tax revenue. But Sam Schorr, managing director of KeysCaribbean Resorts in the Florida Keys, is already preparing for the boom by enhancing his telecommunications capabilities with the 8x8, Inc. (Nasdaq:EGHT) Virtual Office VoIP (Voice over Internet Protocol) phone solution.

Unfounded Pencil Fear

My 8-year old revealed to me today that they aren't allowed to sharpen their own pencils at school for safety reasons--and apparently it has been this way since Kindergarten. What is this world coming to? How else are they supposed to draw out the time between going to the bathroom, getting a drink of water and staring into space? How else will they drop that note alongside their best friend's desk? Don't you remember how important you felt---sharpening your own pencil while the rest of the class sat frozen in their seats?

And this relates to copywriting how?

I'm guilty of lingering a little too long at the pencil sharpener--I write and rewrite copy until I think it is fit to publish. I just can't bear to hand over unfinished work to the higher ups or even my peers for review and further editing. What if they think I'm off to a bad start? What if they don't see where I'm taking the copy? What if they decide to lose my number the next time they need a copywriter?

Don't stand at the pencil sharpener too long. It's good to get the basic storyline down on paper--sketch it out, leave some question marks, and lead them to where you want the copy to be--but it doesn't have to be perfect. There will be plenty of time to take in those edits, munge the copy over in your mind a bit, and spit out an even more prizeworthy page if you just give in to the process. So, take your nubby pencil of an idea back to your desk, do the best you know how, and let the sharpening take place when you are sent back to your seat...now, where's that number to the school?

BG Copy Alert:

Flower Patch Cuts Communication Costs by 80% Using 8x8 Virtual Office Hosted IP Phone Service


SUNNYVALE, Calif., Sep 28, 2009 (GlobeNewswire via COMTEX News Network) -- Begonias, daffodils and daisies aren't the only things thriving behind the counter at Flower Patch, Utah's leading full service florist. Since the company deployed the 8x8, Inc. (Nasdaq:EGHT) Virtual Office hosted IP (Internet Protocol) phone solution seven months ago, the floral wholesaler is saving 80% off its monthly phone bill which had grown to a steep $13,000 a month since opening its doors in 1977...

Keep it literal.

I learned a lesson some years ago when the web was new and I was new at writing web copy. I was assigned to write revolving feature stories and headlines for a corporate web site and I thought I had come up with a few really good pieces. One feature graphic was a picture of dice with the headline "gambling your network" another stab at the copy read "feeling lucky?"

I was pretty pleased at how clever I was--especially to conjure up that image of dice. I mean, I wasn't even a graphic designer. This web stuff was a piece of cake!

A more seasoned co-worker of mine (an actual web/graphic designer) took me aside and with the gentle reasoning I needed (being new at this I was sure that my words were going to make or break the company's good name) told me one of the most important lessons I've learned in writing for the Web. Always be literal. Cute doesn't cut it.

Goin' Postal? Cute, clever, but what value is it really adding besides telling your audience how punny you are? In fact, this name for some people might bring up some pretty negative imagery.

Ross Dress For Less? Plain, simple and to the point. Keep the junk from creeping into your web copy and just say what you mean.

BG Copy Alert

Keller Williams' Bay Area Growth Facilitated by 8x8 Virtual Office IP Phone Solution and IT Management Services From RightCliq

SANTA CLARA, Calif., July 27, 2009 (GLOBE NEWSWIRE) -- Keller Williams Realty has an operating model so unique and successful that it was the focus of a 28-page business case study written by Stanford University's Graduate School of Business. The 2007 study cited company culture -- including training, organizational structure and a rigid core belief system -- as an indicator of their current and future success...read more

Hampster Cage Copy

Thrift stores are great places for finding things you never knew you needed. It's a great place to go when you want to start a collection--maybe um, wooden serving trays shaped like pineapples or Snoopy barware. It's also the place where a lot of "good ideas" end up.

It seems like we all have the same good ideas...like hampster cages. I promise I'll take care of it (you know the routine) Next there's the bowling ball, the #1 Teacher Mugs, and apparently these days, anything High School Musical, High School Musical 2 or High School Musical 3: Senior Year.

Which brings me to my point (I know, I got to it a little bit sooner than usual). Don't put up a website...or put stuff up on your website that's destined to be next week's thrift store fodder.

Example 1: not refreshing your home page content (If you are still advertising your "Holiday Discounts & Deals" you fall into this category...unless of course, you count Christmas in July, but no one else will so, yeah, that's still you).

Example 2: using phrases like "in today's economic downturn" throughout your site without keeping track of where those landmines are when things turn around (it is going to turn around isn't it?)

Example 3 : putting up a company blog that is seldom updated (um, yeah...I'll get right on that).