Insights

CLIMBING BOOK MOUNTAIN (FIN) - JUST DO IT

NOVEMBER 21, 2020

One of Dante's nine circles of hell was reserved for the passive and slothful. Nothing truly gratifying is ever achieved in a breeze. This isn't meant to say that you should suffer or else your work is bad, and neither is work that was made under a lot of stress necessarily worthwhile.

But the key thing is to step into the ring and begin doing things. Even if it doesn't pan out, you won't be able to say you never tried. Yoda famously contrasts doing and trying, but to me, they're the same.

CLIMBING BOOK MOUNTAIN (5) - RECYCLE ABANDONED PROJECTS

OCTOBER 9, 2020

Book Mountain is littered with undead manuscripts from base camp all the way up to the top. "I had such great ideas!", they moan. Or "if only!". Or "I was almost there!". These are excuses. Don't listen to them. What's worse, they feel like a kind of blemish or can make you feel guilty.

It's perfectly alright to abandon a project to avoid the sunk-cost fallacy ("Well I came this far, why give up now?"), but it doesn't have to become a frozen corpse. Take it with you on the way down and do a post-mortem, or save useful parts for later. E.g. my first standalone novel contains the remains of two or three aborted novels.

CLIMBING BOOK MOUNTAIN (4) - GET HELP

SEPTEMBER 24, 2020

There's no shame in getting a good guide to help you on your way. Or to ask fellow travelers for advice. They may offer course corrections or could hand you clever new tools to find your way. You might think you're the exception that can do it all on their own, but if that's true, why are you even reading this?

If there wasn't a market for this kind of help, I would probably not have a job at all. The point is that I've climbed this mountain more than a few times myself and I've always appreciated getting some help. Not having to go it completely alone can reduce your anxiety, at the very least.

CLIMBING BOOK MOUNTAIN (3) - It's not a race, but take it seriously

SEPTEMBER 13, 2020

This is especially true for work that hasn't been commissioned in advance. While setting deadlines and managing your agenda is important, you are still you. Especially if it's your first foray into long-form writing, don't get frustrated if more experienced writers seem to be able to bang out 100-pagers in just a few months.

At the same time, don't downplay the seriousness of your project, even if the topic you're writing about is fun or light-hearted. Especially if it's your passion project. If you're not going to take it seriously, then who will? You won't reach your mountain top if you keep idling. The human mind is very good at tricking itself into being lazy because it takes less energy, but you may end up cursing yourself when night falls and you're still in the same spot, only you can't even see where you're headed. I'll take heavy-handed metaphors for $500, Alex.

CLIMBING BOOK MOUNTAIN (2) - There isn't "one route"

AUGUST 6, 2020

I promise this will be my last spiritual reference, but the Buddha himself reportedly claimed there are 84,000 ways to enlightenment. So it is with mountains and projects. Some routes will be harder, some will be longer, some will be downright bizarre. But what matters is that you get there in the end.

Don't adopt a way of working that is in direct conflict with your personality. Writing a book is hard enough as it is. My personal favourite is to rush in head-first and see how far it takes me, then take a step back and whip out my tools (research, review, critique, structure, layout) to see how I can continue. Sometimes it means scrapping all my previous work, but that doesn't matter. What matters is I got my hands dirty and I'm now primed to continue.

CLIMBING BOOK MOUNTAIN (1) - Oh, a mountain is just a sequence of plains stacked on top of each other, isn't it?

JUNE 15, 2020

This isn't entirely true, but by this I mean that it's no use fantasizing bout (or fearing) the whole endeavour and the top, because most human beings simply can't bear the mental weight of it. You have to cut the work into smaller pieces, sometimes as small as you can.

Self-improvement and productivity experts have been saying this for years, and it's true. Dividing your project into smaller, more readily attainable goals makes it more manageable and can give you small doses of satisfaction when you can check them off, even if your end goal is still a long time away.

CLIMBING BOOK MOUNTAIN (INTRO)

MAY 31, 2020

You want to write a book (doesn't matter if it's fiction or not) or you've been commissioned to write one. Exciting! If you're like me, you will relish the challenge, but it can also be intimidating. That's why even people who like writing generally never write a book. In that regard, it's like climbing a mountain. From the base, the top looks very alluring, but you may find out your courage may be smaller than your desire. Here are a few small pieces of advice from someone who's done the deed.

THE ART OF THE COPY CRITIQUE (4)

JANUARY 19, 2020

Finally, when I'm on the receiving end of a critique, and especially if it is a thorough one, I tend to use what I call the 33-rule: adapt 33% to the critic's wishes without question, redact 33% to the critic's wishes but add your own flair and finally ignore 33%.

This is especially handy if the critic is no copywriting or storytelling professional and just enjoys feeling important and/or powerful. It makes the critic feel appreciated for their time and effort, and you get to keep some of your things you know are good, too. After all, once more, copy isn't an exact science.

Do you have feedback or opinions on all of this? Please contact me: eisbaercommunications@gmail.com

THE ART OF THE COPY CRITIQUE (3)

DECEMBER 16, 2019

Giving feedback may seem like a fairly simple task if you can distill it from the points I discussed earlier. But it pays off to go over a checklist first - or after you've done a round-up of your initial feedback.

1. Hit the work, not the writer. Stick to what you have in front of you, even if you suspect the writer in question wrote their piece at 3am in the morning or while ordering a tuna sandwich. That ultimately doesn't matter.

2. Keep track of the piece's goals. A three-paragraph bit that attempts to explain a scientific concept to a broad audience doesn't need algebra and a roll call of dead white dudes who wore wigs for fun. Also, keep in mind what briefing the writer originally received. If you wanted a short piece, you won’t be getting a magical clown car.

3. Be specific and helpful. If you spot a tense mistake, don't just correct it, explain why it's wrong. This isn't always easy, especially if you've been around for a very long time. On the plus side, it keeps your own basics fresh. You can give the explanation once in a document and then refer to the first explanation if the mistake keeps occurring.

4. Nobody is perfect. If there is an urgent deadline and the work you're reviewing is riddled with typos and punctuation errors, quietly correct them and don't hold it against the person's writing qualities. If you have insane expectations, expect insane results.

5. Question your judgment. Sometimes, some writers have a different way of achieving the result you want to see that you simply haven’t considered (yet). If you want every bit of copy to conform to some iron-clad standard that can’t be deviated from, don’t hire someone to write for you but do it yourself.

6. Some things can’t be salvaged. This is where the “broad but useful” category of criticism comes in. It’s better to ask for a full rewrite (preferably with pointers!) than to return a document where the comments and corrections are longer than the original.

THE ART OF THE COPY CRITIQUE (2)

NOVEMBER 23, 2019

Now, this entire system goes out of the window if the one delivering feedback holds a lot of direct power over you. In most business relationships there is usually some leeway (e.g. you may offer a little resistance to the 'useless' category) but in the end, you're not the decision-maker. The only time when you'd be well within your rights to outright reject feedback even from someone who can lord it over you is when this person never stops moving goalposts and always expects you to read their thoughts.

Another point you should never concede on is factual correctness. This goes both for content and grammar. Some people may live a life above the law, but no one lives a life above grammar, unless they are exceptional language artists, which would beg the question why they would hire someone to write for them in the first place.

Lastly - let go of your ego. This isn't 'Zen and the art of copywriting', but your copy is not you. Constructive criticism really is one of those things that make you stronger even if it hurts at first. Especially reliable sources of feedback are more experienced writers and editors or experts in the topic at hand. In fact, you should worry if they remain mum about the work you send them. It means they don't care, are close to burning out or are, in fact, dead.

THE ART OF THE COPY CRITIQUE (1)

NOVEMBER 7, 2019

If you're in the creative business, your work will be critiqued - a fancy word for saying you'll get feedback. If you're not getting feedback, you're most likely be giving it at some point. That is simply a part of the job.

Broadly speaking, there are four kinds of possible feedback on your writing, and the entire system comes with one massive caveat I will explain later.

1. Broad and pointless. Example: "I don't like it." Well, shit. If you can, press for details. If you can't, ignore this kind of feedback. If you can't afford to ignore it, get feedback from others close to the source of the original statement. Sometimes this type of feedback is also simply a way of moving the goalposts, which is why it's important to keep an agreed-upon briefing document you can fall back on. That's not to say targets can't change during the process, but they should be made explicit.

2. Detailed and pointless. Example: comment windows calling into question specific statements without offering alternatives or reasons why, leading questions. Your best option here is to try and twist these comments into something you can actually use, or get back-up from facts. Or a dry "while true, I don't believe this is really the essence of the piece." An alternate version of this is reviewers tacking on useless content that distracts from the main message. This can be trying for your patience, but it's usually rewarding to explain why you did what you did and why you won't what you won't.

3. Useful and detailed. "This isn't entirely true, according to X and Y." Cherish this type of feedback. Sometimes it may feel like your ego is getting pulled through a cheese grater, but if someone is willing to invest time and energy in getting down to the nitty-gritty to engage with your work, it means they see value in the eventual end result.

4. Useful and broad. "The tone of voice we want is business-like, not too personable." Again, this can hit you like a freight train. However, it means your content is not bad per se, but that the overall packaging needs work. This kind of feedback is still tool in disguise to transform your piece into something that's more like what the person who commissioned it had in mind. You can also press for more details here if you must, but if you keep getting this kind of feedback, perhaps it's time to step back and wonder who you're really writing for.

SO YOU WANT TO BE A COPYWRITER (FIN)

DECEMBER 8, 2018

Copywriting can be as exhilariting and exciting as it can be tedious and mind-numbing. In that respect, it's no different from any other job.

When I was a fresh graduate in English and German from my local university, I accepted copywriting jobs simply because I was fast, good at English and I was cheap (and I didn't want to be a teacher). I'm quite sure my advice is not the best there is. It's simply a collection of lessons I've learnt from over a decade, and my biggest hope is that you may find some value in them.

Do you have feedback or opinions on all of this? Please contact me: eisbaercommunications@gmail.com

SO YOU WANT TO BE A COPYWRITER (6)

NOVEMBER 3, 2018

16. American vs British English. If you're writing copy in English, be consistent in either adopting American or British spelling. Most companies will prefer American English (even if that's not an official policy of theirs). I should note Dutch is in a similar boat, though there vocabulary is a much bigger marker than spelling.

17. Make face-time count. If you physically meet a customer, this is much like going on a date with a desirable potential partner. This means that you don't have to be you, but the best you. This will give the other person or people the feeling they didn't waste their time, and they'll end up being more positively disposed towards you, even if over half of your conversation was mainly about non-copy-related things.

18. Be aware of cultural differences. German and Belgian people tend to hate uncertainty. French businesspeople are more hierarchical. Dutch people are usually more direct. British people enjoy lots of smalltalk and banter before getting down to business. Learning business habits of other cultures is quite rewarding. Even if clichés are dumb, it is a good idea to acquaint yourself with the business culture of a foreign customer.

SO YOU WANT TO BE A COPYWRITER (5)

OCTOBER 28, 2018

13. The 33% rule. Feedback is both a good thing and a constant in a copywriter's career. Not all of this feedback will be valuable. For especially demanding or egocentric approvers, I use the '33% rule': accept one third of their proposed changes or ideas, modify another third of them, and ignore the final third. This gives them the feeling they had a say in the process without you compromising on quality. Exceptionally, some people will come along whose commentary is nearly 100% valuable. Cherish these people. They may seem harsh to you, but consider that their comments take time from them as well and that they're coming from a good place, especially if they are fellow or former copywriters themselves.

14. Structure first, content second. In bigger copywriting projects, start off with the structure of your content and get that approved before you begin writing. Many a copywriter has been sunk by offering fully fleshed-out copy only to be met by hesitance and vague criticism because the structure of their piece isn't clear.

15. Your skills outside of work matter. So you have a nice audience on your social media platform? An excellent way of soapboxing your copy (don't let them suffer the ignominy of having to digest your work content though). You like football? Why not apply that knowledge to your latest thinkpiece about IoT. You like jazz? Open your corporate blog post with a quote from a famous jazz musician.

SO YOU WANT TO BE A COPYWRITER (4)

OCTOBER 14, 2018

10. Learn how to code-switch to become a chameleon. Within one language, there are several 'codes'. Statements from the British queen have a different style and lexical make-up than a mailing campaign that advertises chapstick. Building a sales pitch into every piece of copy is a typical rookie mistake if you're writing for consumer companies, as is turning everything into a quagmire of features and data if you're working for a more technically-oriented company.

11. Revisit your older copy. Yes, some of it may make you feel bad because that copy is, in fact, bad. But it also lets you know how you've grown and keeps you on your toes. Today's good copy may be tomorrow's trash. Keep evolving.

12. Work with as many CMS as you can. Back around 2010, I gained a colleague who was in his early fifties, and while he was clearly good at writing copy, his understanding of content management systems (CMS) and user experience (UX) was non-existent. This made him slow and unreliable, and he got eventually sidelined on account of his lack of knowledge of the digital world. Many types of CMS exist: WYSIWYG editors, barebones near-raw HTML editors, homebrews and commercial blog platforms. Take the opportunity to learn the ins and outs of as many of those platforms as you can.

SO YOU WANT TO BE A COPYWRITER (3)

SEPTEMBER 26, 2018

7. Pick up trivia and read. The hallmark of a bad copywriter is a copywriter who sucks at trivia. The reason for this is that copywriters often end up writing about very disparate topics and thus have to do lots of desk research. This results in a lot of trivia buzzing around in their skulls. In addition, sprinkling trivia over your copy can give it a small edge over similar work. Also: read a lot. As much as you can. Articles, novels, manuals. Anything goes. As a note of caution, some types of copy are worse off if they feature trivia, typically the more 'serious' work.

8. No hedging, no hollow claims. In natural speech, people hedge. They use words like 'probably', 'maybe', 'very', 'almost' to take the edge of their statements or provide themselves with an umbrella of plausible deniability. The same is true for "everyman statements" like 'it is known that' or 'many people think'. In copy, this reads as lazy work or comes across as unconfident. Prune your copy of as much hedging and hollow claims as possible.

9. Function determines form and form determines function. A sales pitch of 10,000 words is doomed from the onset and so is a white paper that is only three pages long. Conversely, a company's home page without microcopy (small potatoes like 'let's get started!' or 'get your free deal') will fall flat on its face, whereas including such copy in a glossy annual report for investors would be baffling and unprofessional.

SO YOU WANT TO BE A COPYWRITER (2)

SEPTEMBER 9, 2018

4. Know your audience. It's not about you, it's about who reads you. People who consume your content are either looking for specific information or are simply killing time. Become familiar with the best content in your area of expertise (or the area someone has asked you to write about). Try to put yourself into the shoes of the average person who lands on your content page.

5. Write early, write often, write fast. Stole this one from software developers. It's no use editing and editing and editing to get the perfect piece of copy (unless you have the luxury of time, which is something copywriters generally never have). Most copywriters aren't good at all three of these (I'm good at the latter two but not the former since I'm an evening person). Develop your strengths rather than paper over your weaknesses. My first employer used me well in that regard - when they needed a press release done in under 2 hours, I was their man. Another employer wanted me up and running by 8:30. Didn't work out. I was only physically there.

6. Learn jargon, then ditch it. Each sector has its own specific jargon and you should familiarize yourself with it so you know what it means. I've seen copywriters throw around jargon like it's free candy, but outside of a select few insiders with a hard-on for jargon or buzzwords, their copy didn't connect to outside people, which is what you want to get more leads and build a brand. Learn to use jargon sparingly and only when there is no other option.

SO YOU WANT TO BE A COPYWRITER (1)

AUGUST 30, 2018

Would you like to earn money writing? If yes, I've got good news and bad news for you. The good news: human writing isn't going to be replaced by robots and AI anytime soon. The bad news: you'll have to learn how to be both fast and precise.

1. If you're going to write in English, you have one huge disadvantage: there are about 1 billion English-speakers in the world. So, unless your English is near-native or better, don't bother trying to make it as an independent. Companies that employ full-time copywriters or an FTE from a third party tend to be more forgiving, especially if the company isn't from the Anglo-Saxon world. Even so, pursue English improvement relentlessly and frequently invite feedback from native or near-native speakers.

2. In Dutch, the stats look a little better. There are 'only' about 25 million people in the world who speak Dutch as their first language. Still, there's a difference between people from the Netherlands, Belgium, Surinam and other places. Assuming Dutch is your native language, you are already aware of some of these differences. In this particular case, Belgian speakers of Dutch are at an advantage. Most of them do have an idea of what 'Netherlandic' Dutch is like. Another advantage is that Standard Dutch (as spoken by news anchors) in Belgium is more intelligeble across the entire Dutch-speaking world than whatever patois Dutch people speak.

3. Start a blog about a topic you're passionate about. It can be about anything from fashion to African railways. But it will build some reference material for potential employers. Also, some fledgling media sites welcome unpaid contributions, reviews or opinion pieces. Those are great to start out on, too, unless their target audience is really niche or politically very sensitive (e.g. I wouldn't hire someone who wrote for a neo-nazi site).

BACK IN THE GAME (2)

AUGUST 11, 2018

4. Too many companies look for black swans. Honestly, I came across a LinkedIn job ad that listed requirements that fit someone with 10 to 15 years of marketing expertise, and offered only a temp job or a salary at starting level. That's insane. Either that vacancy was just put out to artificially bloat the numbers of available jobs to look good, or it was created by people who have utterly unrealistic expectations.

5. Loyal customers are the best. In my Eisbär gig, I've gained some customers who keep coming back. They're awesome. We have great meetings, a good conversational flow and I deliver on time. I don't have a ‘secret sauce’ for this kind of loyalty, but availability and sticking to your own deadlines goes a long way. Apart from work quality (which is #1, always), it also helps to show genuine interest in what your customer is doing, even if it won't necessarily advance your work for them.

6. Be receptive to branch out. I recently got a request to edit PowerPoints. I'm glad I spent some time in my career to become good at this program. It's a corner case where graphic designers feel PPTs are a bit beneath them, but many copywriters struggle at making PPTs attractive. For me, it's a golden opportunity.

BACK IN THE GAME (1)

JULY 25, 2018

Although I don't expect many regular visitors on this site, here's an update: I spent most of 2017 and half of 2018 fully employed with two companies, and boy did those experiences teach me some things.

1. If your boss doesn't like you, pack up. When I was at the consultancy firm, the man who hired me dropped out with a severe burn-out and was replaced with someone I had trouble connecting with. Small issues got blown out of proportion, and soon I was on an 'improvement' track that would have basically required me to achieve 2x the results of my other colleagues. I tried. I failed. It's not that I was blameless. It's that I quickly got to the point where if my manager claimed my hair was green, it was green, despite it not being so.

2. You have a physical limit. At the end of my time at the consultancy company, I had a major panic attack - my first in three years. Your body sometimes tells you things your spirit is not prepared to handle.

3. Start-ups are exciting, but risky. Three weeks into my new job, I had an inkling that that company actually needed a sales person, not a content marketeer. That hunch was proven right when they fired me a few months later, stating it wasn't my fault, but that they needed a salesperson (or a much cheaper marketeer) more than me.

Eisbär Communications, HR 0885.342.457