Let’s talk about that project that’s been sitting on your to-do list. It could be updating the company website, planning a content marketing campaign or writing a thank-you letter to the team. You could always write the copy yourself. You know the brief and besides, it’s not like writing is rocket science or even graphic design – both of which would obviously require a professional. That kind of thinking is why so many communications arrive late, lack focus or fail to provide an intelligible message.
Here are 5 reasons why you should consider hiring a professional writer for your next communications project.
I’ve got my thinking cap on now.
Few things in the world of corporate brands evoke more passionate debate than a new logo. And few meetings are as painful for the creative team.
“It’s hard to read. What font is that?” asks an executive, squinting at the screen upon which the agency have projected their latest iteration of the new company logo. “It’s type! Not font!” something inside me screams, while I work on keeping an appropriately neutral professional face.
The name is too small, the graphic too big. The colours are too dull, or perhaps too bright. And just what does that swoosh represent anyway?
Brand meetings are tough. Everybody has an opinion and emotions tend to run high. At times like these I’ve seen even conservative financial officers and deep-thinking strategists lose their cool. All over a few letters, graphic symbols and colours. Perhaps because the logo is the most visual representation of a brand, it evokes more gut reactions and personal turf wars than any other aspect of a company’s identity. Other brand elements like name and positioning, arguably at least as important, are less subject to debate.
Logo, an abbreviation of logotype, from the Greek word logos, is a graphic mark, emblem or symbol commonly used by commercial enterprises and organizations to aid and promote instant public recognition. Logos are either purely graphic symbols or icons, or include the name of the organization in a logotype or wordmark.
The problem is that the logo is not the brand, although most people think of it that way. The logo is the visible tip of the massive iceberg that is the brand, 80% of which is hidden below the surface. Who are you, where have you come from, how do you work, and more importantly, think? What are your values? How do your customers see you? All of these combine to create brand. A new logo does not a brand make, although it can go a fair way towards helping you build one. read more
Critics get a bad rap. “It’s easy to criticize.” “Everyone’s a critic!” Or that old refrain – “If you haven’t got anything nice to say, don’t say anything at all.” That may be true in many areas of life, but it is not the right approach to getting good results from a creative team.
The creative process requires criticism. Writers, designers and other creative people cannot work in a vacuum – actually, we can, but the results will not likely be on strategy. No matter how much they complain about the idiots in accounts or on the client side, creative people of every ilk need direction to make sure their work is on the money. In the agency world, this is called input, feedback or simply, direction.
However, there is a right way and a wrong way to provide constructive criticism. Tom Fishburne aka the Marketoonist‘s cartoon series about bad critics is bang on. During my years in the agency world, as well as a few on the client side, I have personally experienced almost every version of these comic approaches to creative criticism.
In a nutshell, here are a few helpful do’s and don’ts to make sure your input is heard and understood:
Every time you turn around these days it seems that someone is offering advice — how to make your life better, find purpose, accomplish your goals. This article offers a simple approach to actually making it happen. And it works! I can personally vouch for the efficacy of everything on this list, with the possible exception of the cold shower. But after all, 7 out of 8 ain’t bad, right?
This is not a scan of my brain, but it could be.
An MRI of my brain would likely show less activity while processing language than the brain of someone who only speaks English. That is because bilingual brains are fitter – requiring less effort to process words than a monolingual.
Several recent studies also support the multiple cognitive benefits of bilingualism, including the ability to tune out extraneous noise, flexible ways of thinking and, possibly, protection against Alzheimer’s disease.
I did not know any of these things when I began learning French, some 30 years ago, at the Alliance Française in Paris. All I knew back then was that it seemed like a Herculean effort, an impossible task. How could I ever be expected to remember the complex rules for conjugating French verbs, the gender of various objects, not to mention the vocabulary you needed just to get by in day-to-day life?
It’s amazing what the human brain is capable of. The mental gymnastics paid off. Now I can do just about anything in French without really thinking about it, although I still struggle with numbers and have a hard time speaking to dogs and small children in that language.
Along the way, I discovered there are surprising benefits to being bilingual. Here are 5 things I’ve learned:
I am a writer. Ever since I was old enough to hold a pen, I’ve used it to put my thoughts on paper. From telling stories to selling widgets — you name it, I’ve written it.
As a writer who has honed her skills on just about every form of the art, I didn’t expect to learn much about the craft of writing from blogging. I was wrong. Since starting a personal blog in January 2013, my writing has improved immensely. Here’s what I’ve learned:
Blogging is a form of writing that requires a specific focus and edge. It is not enough to have something to say: sharing useful information with your audience is necessary but far from sufficient. You also need to share your personal point of view. Even if you are an expert in a particular field or niche, you need to get your point across in a voice that is uniquely yours.
It’s tempting to view punctuation as something you no longer need to worry about in the digital age. As a writer who prides herself on dotting her i’s and crossing her t’s, I am here to tell you that this is not only wrong — it represents a crime against understanding.
In her popular book on punctuation (surprisingly, not an oxymoron), Eats, Shoots & Leaves author Lynne Truss shows us how a few simple punctuation marks stand between us and true meaning:
A woman, without her man, is nothing.
A woman: without her, man is nothing.
We can debate over which statement holds the greater truth (well, you can try) but there is no denying the difference in meaning.
Not to put too fine a point on it: the attention you pay to punctuation in any piece of written communication – from emails to tweets – says a lot about the value you place on both form and content. Depending on the message you wish to convey, and on your audience, it can be of vital importance. read more
When it comes to grabbing attention online, we are all competing with cats. That is a fact that you are entitled to find offensive – but it’s a reality of the world wide web. Cats are the consummate content marketers. They manage to steal attention away from topics far more worthy of our time. They can upstage even the most sophisticated marketing launch. So how do they do it?
Here are 5 things about content we can learn from cats.
Additional links you may find helpful:
Bonus: Here’s a real life example of what we are up against. Why I am showing you this? Guess I’m a cat at heart.
No matter what your position on the issue – whether or not the satirists at Charlie Hebdo were right in publishing caricatures of the Muslim prophet – the outcome of their editorial choices cannot be ignored. Extremism and satire make strange bedfellows.
In my view there are 5 key thoughts for communicators to take away: