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Jason Menard, founder of Menard Communications, is a freelance writer, editor and opinion columnist with over a decade of experience. He's successfully straddled both sides of the industry, producing on-message marketing pieces as well as working as a freelance journalist. His articles have been picked up by publications such as The National Post, The London Free Press and The Toronto Sun.
Recently, I cornered him and got him to answer 5 questions on the art of the copy...
1.) Tell us what's the first thing you do when you sit down to write a communications piece?
The first thing I do is consider who the target audience is. Over my career I’ve written for a number of publications and companies, and the one thing people forget is to write for their readers. I wouldn’t write the same way covering a CFL football game for a beer-swilling readership as I would covering a medical conference for a more sombre scientific community.
You have to find the right voice, otherwise the message will get lost. The same holds true for advertising. One of my greatest annoyances is when older writers try to write “hip” for the kids. All it does is turn them off your product. You’ve got to make the message matter to its readers. And if you can’t (see aforementioned 55-year-old ad execs trying to use today’s jargon) then find another way to get the message out.
2.) Because you've worked as a journalist, you've seen media releases from both sides of the industry, what are some of the common mistakes people make when sending a release to the media?
To be brutally honest, the biggest mistake people make is thinking what’s important to you is important to anyone else. Here’s a hint – nobody cares about the full registered name of your company, your official title and position, or anything of the thousands of hours of effort that went into developing this product. All they want to know is what’s in it for me.
Many press releases get bogged down by the “too many cooks” syndrome. When copy is routed throughout an organization, everyone wants to have their two cents put in, and everyone wants to ensure that they’ve been fairly represented. In the end, what you’re left with is a lead like this:
“In an attempt to assist consumers with their ability to maximize their available time resources and be able to focus on their core competencies, the Canadian Institute of Creating Business Solutions for Ultimate Market Penetration has developed a next-generation, first-of-its kind Corporate Facilitator, stated President and Director of Strategic Initiatives John C. Blowhard.”
Ugh.
First off, don’t capitalize titles unless you’re elected. You’re not the President, you’re a president. Secondly, middle initials are so pretentious. (Editorial note from A. Charlotte Riley: Please note that Jason Menard clearly states that middle initials are pretentious...not first initials...)
But the biggest problem is that most people will fall asleep reading this. You’re not writing a cure for insomnia, you’re writing a lead. Something quick, something punchy, and something – preferably – amusing or catchy. You can get into the details later. You can add titles and names in the fifth or sixth paragraph. Just don’t put them in the lead!
The best way to get in the habit of doing this is to read newspapers. Understand that your readership will make a decision about whether to read an article in the first few words. If you’re mired in jargoneeze, then you’ve lost them.
Most importantly, write a release that gives the media a reason to want to investigate it further. They don’t care about the newest upgrade to an existing software. Nor will they care about some new product or service unless you make them care! And the only way to make them care is to show how your product and service can make a real difference in people’s lives!
Rip from the headlines. If there’s an issue that’s hot and you have a product that meets that need, then publicize the hell out of it. But don’t lead with your product – lead with the issue and then sell how your product can help people.
3.) Your company talks about "common sense communications for an uncommon world" - for you, what defines a "common sense communications piece"?
Common sense communications is my commitment to getting back to the basics of communications. We – and especially in business -- often fall in love with our own words. We want to sound smart by using big words, but the problem is that people don’t talk or read like that in real life.
Too many people toss out words like “synergy, leverage, core competencies, low-hanging fruit, etc.” without realizing that these mean absolutely nothing to anyone. I believe in telling it like it is, the first time. If your ego is so small that you need big words to cover it up, then you’ve got bigger issues at hand – not to mention that no one’s going to read your work.
Common sense communications is about getting the right message out to the right audience the first time. It’s about talking to people respectfully, in a voice that’s familiar to them. And it’s about being honest. Don’t try to prop up a shoddy product by inflating it with empty words – eventually that bubble will burst and you’ll be left with nothing but hot air.
The business word focuses too much on the latest trends. Do we write for the Internet? Do we write for the trade publications? Do we write for our internal audience? Do we write for corporate? What ever happened to writing for people? That doesn’t mean you ignore the other markets and requirements, but your focus first and foremost should be the person who picks up your communications piece (or logs onto your Web page). Do you want them to enjoy what they’re reading? Or would you rather ensure that you’ve referenced the company enough to ensure maximum presence on a search engine?
In the end, writing for humans is much more satisfying and effective for your business. Writing for humans and not machines or processes? That’s just common sense.
4.) You write a lot - a lot! Do you ever draw a complete blank? If so what do you do to overcome writer's block?
Yes and no. Knock on wood, I’ve never been afflicted with serious writer’s block. There have been time when I’ve suffered a bad case of writer’s procrastination. Usually that’s because I know a project’s design is all wrong.
That’s the one thing about communications. Few people appreciate the skill involved in effective writing. And just because everyone can put pen to paper doesn’t mean that everyone should write. I’ve had clients who constantly change their mind about their corporate communications, only to come back to what I proposed at first. But sometimes you have to let them make that journey on their own.
The simplest way I can say to avoid writer’s block is to follow my most important rule: the article you’re working on now is the most important thing you’ve written – ever!
This goes back to my university newspaper days. Sure, the fun stories are the political and sports ones, and it’s always easy to get up for interviewing the Prime Minister (or Rael). But where it gets tough is when you have to go cover some stupid ribbon-cutting ceremony for the opening of a cafeteria.
The thing is, I may not care about the existence of a 10-inch sub, but to the people who have put their blood, sweat, and tears into building that cafeteria, that day is the most important day of their lives. As a writer with any modicum of talent, you have an obligation to ensure that you pay that story the respect it deserves, because to do any less would be an insult to the very people whose lives it touches.
So the best way to do that is to get into the head of the participants. What makes this so special to them? Why do they care so passionately? And then take those answers and put them on the page. If you can do that, even the most mundane story can leap off the page because it’s written with respect and passion.
5) Let's face it, consumers are being barraged with marketing messages every waking minute - how do you make your messages stand out?
That’s a tough question with an easy answer. Unfortunately, the easy answer is insanely difficult to execute. The best way to make a message stand out is to target the message – and the voice in which it’s delivered – to the end user. There is no one-size-fits-all message. Different demographics, different occupations, different cultures require different messages and the ones that have the greatest impact are the ones that strike a chord with its reader on a deeper level.
And the easiest way to ensure that happens? Well, here’s my secret company philosophy summed up in just five words: What’s in it for me?
Whether you’re writing a press release, a news article, a magazine feature, or a retail-based Web page, you must answer that one question for your audience. What’s in it for me? Why should I buy this product? What affect will it have on my life? Why should I read this story? Why should I cover your event? Why should I care what your client has to say?
In the end, if you can effectively provide an answer to “what’s in it for me?” then you’ll have created an effective message that resonates with its intended audience.
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Hello, lucky readers. I apologize for my summer-long absence - it will not happen again! Just call it "parliamentary hours"... Now, let's get this party started.
Over the summer I had the absolute pleasure of speaking to Ken Schafer, VP-marketing at Tucows , as well as Mitch Joel, president of Twist Image for an article on viral marketing, Are Clients Catching Your Message? Both Ken and Mitch were informative, highly knowledgeable and a lot of fun to interview!
Unfortunately, due to space restrictions, Ken Schafer's contribution and the Tucows case study didn't make it to the final version. So, I'd like to post some of the text that did not get printed:
One of the things that often hold back SMEs from adding a viral component to their marketing arsenal is finding the right hook. It needs to connect with the consumer in such a way that it gets people talking and, more importantly, forwarding the campaign to friends and colleagues. Ken Schafer, VP-marketing at Toronto-based Tucows Inc., looked to the popularity of a particular company giveaway --a foam squishy cow-- for inspiration.
Well known as a provider of freeware and shareware downloads, Tucows was looking to promote its B2B offerings: wholesale Internet services and back office solutions. Schafer used the company's technical blog, Tucows Farm (http://farm.tucows.com/) which is read by software developers, programmers and resellers of Tucows' services, to execute its viral campaign.
On July 10, 2006, there was an unannounced, one-day offer to give away the coveted squishy cows, with one provision: the recipient photograph the cow in an interesting place and post the picture online.
The response was unexpected, with over 100 requests. Tucows ran out of the spongy bovines and is in the process of obtaining 5000 more for future campaigns. Schafer explained that campaign created more than the initial viral buzz - it also entices blog readers to keep checking back for other spontaneous campaigns. Ongoing benefits include word-of-mouth as more and more Tucows brand ambassadors pop up on desks and squishy cow photo shoots turn into water-cooler conversations. As the campaign continues, inbound links from the photos will continue to grow, driving traffic to the company.
Tucows' example is a sign of the times. Based on a survey of U.S. executives Blackfriars Communications’ report, Marketing 2006: 2006's Timid Start, predicts a 10 per cent drop in budgets allocated to traditional marketing with most of the shift going toward developing new media and alternative marketing – including viral.
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