Promises, Promises.

When Baby Boomers ask, “What’s in it for me?,” they’re looking for a strong Promise and equally strong Reasons Why they should believe it. But your Promise and Reasons Why have to be more than just dry marketing statements. They have to sparkle with creativity, too.

A genuinely creative approach will elevate the Promise and Reasons Why above the commonplace and give them the edge needed to cut through the clutter of today’s communications garbage can. Of course, there’s no safe, scientific way to be creative, which is why so many marketers shy away from trying. Fact is, you’ve got to be a risk taker to even dabble in creativity, because seeking safety is antithetical to the creative process.

One reason why being creative is inherently dicey is that it’s often hard to differentiate good creative from bad. A quick look at most of what passes for advertising and marcom today proves that. One rule of thumb I use is this: If a creative concept scares you, it’s probably innovative and sharp enough to penetrate the audience’s apathy. If the idea feels comfortable, pitch it, because it’s undoubtedly shopworn. And never worry about being “too creative”—that’s impossible. Just make sure that you stay on target, because as the adage goes, “It ain’t creative if it don’t sell.”

Tapping into your creativity isn’t a theoretical or businesslike venture. It’s more like jumping into the sandbox and playing. Just make sure that the results include a meaningful Promise that’s paid off by credible, compelling Reasons Why Boomers should believe it.

Use powerful imagery and language that persuade the audience to see your products and services in a new light. Be competitive without being pushy. Design creative executions that are uncluttered and stylish. Make your points concisely and with elegant simplicity. Be daring and a bit presumptuous. Be gutsy and a little dangerous, too. In short, be creative, whatever that means in the context of your communication challenge and your capabilities. Just make sure that everything you do is believable in a way that resonates on the deepest levels with Baby Boomers.

Finally, always remember that the best advertising and marketing communications begin and end with a Promise. Clearly communicate that Promise with a boldly executed Big Idea, and eventually you’ll break through to the Boomer Buying Center. That’s a Promise.

So You Want to be a Copywriter?, Part 2

Direct Response copywriters are the door-to-door salespeople of the writing world. I say that without a trace of sarcasm and with great admiration. These copywriters labor in the vineyards of Direct Marketing, so they don’t depend on dazzling style alone to make the sale. Instead, they focus on writing the very best “Because” copy possible, because that’s what’s required to motivate Baby Boomers to take action. “Because” copy supplies the Reasons Why anyone should give serious consideration to what you’re saying and selling. Its purest form might be a short bullet that makes a rather common product feature seem like something that will enhance the life of the target market.

Effective “Because” copy is especially important with Direct Marketing prospects because they always want to know “Why?” Why is that such a good feature? Why should I believe the claims that are made? Why is the product worth the price? Why should I buy the product? Direct Response copywriters answer each Why with at least one credible, compelling “Because”, because that’s what it takes to convert browsing Boomers into loyal customers.

Direct Response writing is the closest thing to “writing as science” that I can think of because its results can be measured. However, despite what the latest seminar du jour may claim, there aren’t any reliable formulas for successful Direct Response copywriting, although there are certain guidelines that are usually worth heeding. For instance, research suggests that using certain tricks of the trade can influence response rates in a positive way. There are plenty of good books around that can teach you the basics, but there are no shortcuts to mastering Direct Response copywriting. It may be part science, but it’s part magic, too. And, as with every skill, you learn by doing, refining, doing, refining… It’s not easy, but it can be very rewarding for both you and your clients.

It’s a shame that the general public considers Direct Response copywriting to be shilling rather than a serious tool of commerce, like consumer research. This is partly due to simple ignorance, but it’s also because people think that all writing should rise to the level of “fine art,” whatever that is. Besides being a snooty point of view, it’s also misguided. Writing of any kind, from a short poem to a ponderous tome, has always been about selling something, be it an inspiring idea (Walden), a defense of a political position (universal healthcare), or simply entertainment (choose your favorite sitcom).

An advertising client asked me if I’d ever written anything “serious.” I guess she meant a novel, or even less profitable, a short story (I’ve written both). I replied that copywriting is the most serious kind of writing that I do. It’s serious because I have to convince some pretty tough customers to carefully consider parting with their money. That’s a lot more challenging than getting them to turn the pages of a book. Over the past four decades, I’ve written just about everything you can think of from billboards to short films. Some of that stuff may have caused the audience to laugh, cry, ponder, or rage—all important effects, I suppose. But if I can get you to pry open your wallet and spend some cash (OK, put it on plastic), that is quite an achievement in my book.

A final thought: Through the years, I’ve worked in ad agencies and belonged to various professional organizations, where I’ve met a lot of aspiring writers. I’ve mentored some, too. And I’ve found that there’s one characteristic that all successful writers share in common: They write. I’m not trying to be funny. I’ve heard too many wannabes talk about writing, theorize about writing, moan about writing, but they don’t actually write.

So, if you’re sincere about being a really good copywriter, especially a Direct Response copywriter, you must sit down with at least one good idea and write about it for at least an hour a day. Every single day. No excuses. And don’t just ramble on. Revise your stuff until you have at least 500 good, solid, publishable words. If you do that long enough, and well enough, one day you will awaken to the fact that you are, indeed, a real pro.

So You Want to be a Copywriter?, Part 1

Welcome to the club. Seems like almost anyone who can hold a pencil or tap on a keyboard fancies him or herself a writer. Of course, there’s a huge difference between dabbling in writing and living by the written word. I’ve been a professional writer since the age of 21, and I’ve learned a few things along the way that I’d like to share with those who aspire to the writer’s life.

First, you should know that the secret to good writing is dogged persistence. Good writing does not mysteriously well up from some cavern of creativity deep within the soul. Nor does it only happen when the muse strikes. In fact, waiting for inspiration paves the way for starvation. Simply put, good writing comes from facts and the ideas that spring from them. Facts provide the who, what, why, when, where, and how that fuel the imagination. Once the creative candle is lit, old images and familiar feelings are seen in a new light. When that happens, all things are possible, because they’re just a flight of fancy away.

That’s true even if you’re a commercial writer, as I am. I write about Baby Boomers, so my ideas and vocabulary tend to focus on Positive Aging and Individualism. To sell Boomers with the written word, you must envelop them in facts about your product or service, but you can’t bore them into buying. The facts you present and the way you present them must be captivating, involving, interesting, engaging and important. They have to turn the Boomers’ imagination loose in a way that eventually helps them convince themselves that they need whatever you’re selling.

The hallmark of all good writing is the use of concrete language. The kind of language that gets Boomers really close to your product or service. It’s the kind of language that let’s the Boomer touch it, taste it, experience it on every possible level, physically, emotionally and spiritually. It lets the Boomer dream about your product or service, fantasize about it, fall in love with it.

Finding the most important facts about your product or service isn’t always as simple as it may seem. You have to dig, not just deeply but widely. You have to flood your mind—every level of it—with all the facts you can discover. Then suddenly “Pop!”, something creative will happen. You’ll discover a new relationship that no one else ever saw. Or you’ll transform a banal feature into an important and exciting new benefit. With the right touch, a good writer can light up the sky with a meteor shower of new ideas derived from the same old dry facts that everybody else takes for granted.

What you do with your newfound insights will demonstrate if you’re a really good creative writer or not. To see how you measure up, fill a blank page with all the facts you can dig out of your product or service. Build a big list without stopping to critique along the way, then sleep on it. If you’re a real writer, you’ll hit the ground running the next morning with lots of new permutations and combinations of the stuff you wrote the day before. New ideas and themes will flow through your fingertips and onto the page. If you find you get stuck along the way, don’t give up. Real pros know that Writer’s Block is more an excuse than a reality. Keep writing, and you’ll overcome every obstacle. At least that’s been my experience over the past forty years.

In my next blog, I’ll talk a little bit about what it takes to be an effective Direct Response copywriter.

"Because" Copy is Best Because...

Every Baby Boomer loves a freebie, whether it’s a high-value coupon or the kind of psychosocial strokes that enhance the ego. You need to reward Boomers each time you communicate with them, and nothing does that better than effective “Because” copy that’s clear, concise, creative and cogent. Why? Because understanding something that’s truly meaningful is, in a way, its own reward to discerning Boomers.

“Because” copy is what great copywriting is all about. Whether it’s done in long-form, short bursts or terse bullets, it spells out the benefits for the audience in no uncertain terms.

For practical insight into how to write effective “Because” copy, study ads that have bullet points that go right to the heart of the matter. Appliance and automotive ads can be very instructive for two reasons: 1) some are outstanding, and 2) some are just awful.

Great bullet copy is only possible when the advertiser distills each feature/benefit into a clear, concise statement that’s meaningful and easy to grasp. Bad bullet copy shoots itself in the foot, because it tends to be self-admiring. It says, “Gee, look at all those features. Aren’t they swell?” This kind of copy, which is quite common, is a prime example of the company talking to itself, and although the corporate committee that wrote and approved it might love it, Boomers won’t pay it any mind.

Although “Because” copy is sell copy, it should never sound dull, labored or shrill. To be effective, it has to deftly communicate heavy meaning with a light touch. Good taste and writing skill will help you develop a style that allows you to express complex ideas in a clear, concise way, but it takes lots of practice. As James Michener said, “I’m not a very good writer, but I’m an excellent rewriter.”

In the end, there’s no substitute for using just enough of the perfect words to say exactly what you mean. And that takes persistence, patience and a passion for effective communication.

To grasp the importance of “Because” copy, read a dozen advertising or marcom headlines that are presumably aimed at Boomers. Try to see things through their eyes and ask: “What’s in it for me?" Then do the same with each line of copy. Does the overall thrust of the communication have impact? Does it hit the Boomer where he or she really lives? As a Boomer, do you care about what’s being communicated? Are you puzzled by it? Or worse, are you simply bored? Bottom line: Can you tell what’s in it for you?

Do the same exercise with radio commercials, TV commercials, Twitters—any form of communication that’s knocking on the door of your consciousness.

Trying to see advertising and marcom as the Boomers see them, you’ll become increasingly aware of the grammar, vocabulary, sound and feel of effective “Because” copy. You’ll also become aware of how often advertisers miss the mark in terms of reaching and motivating the Boomers they covet.

Finally, if you want to see where you stand, put your own advertising and marcom to the acid test. Read it as if you were a disinterested Boomer, and be brutally honest. Is there enough “Because” copy to engage, inform, entertain and motivate you, or are you left wondering, “What’s in it for me?” The answers you give are crucial to your success, because…

What's In It For Me?

Whether spoken or unspoken, that’s what every Baby Boomer asks when he or she hears your sales pitch. Boomers are self-centered individualists, so no matter what the medium, from TV to Twitter, their first question is quite naturally “What’s in it for me?” If your advertising and marcom aren’t answering that query clearly and credibly, you have no right to expect stellar sales. In fact, if you can’t tell Boomers what’s in it for them, you’re talking to yourself, so save your money.

Boomers don’t care about your products or services the way you do. That’s why “Because” copy is crucial to your success. Face it, simply talking about how wonderful and beautiful your product’s features are is a real snooze. It’s like showing complete strangers pictures of your grandkids and expecting them to really care.

“Because” copy is the key to answering the question, Why should I buy? That’s why “Because” copy only mentions features that have real benefits that consumers can easily perceive and believe in. Tell Boomers how your product’s features will change their lives for the better, and you’ll grab and hold their attention, especially if your product’s benefits are related to Positive Aging, a vital goal for all discerning Boomers.

Rather obvious, you say? Then why isn’t “Because” copy common in today’s advertising and marcom? I think it’s because too many marketers are clueless or complacent. Most seem content to say: “We’re great, and you should love us the way we love ourselves.” That may work with trendy post-adolescents, but it won’t fly with discriminating, highly individualistic Boomers.

You can’t expect Boomers to read plain vanilla features and then discern the corresponding benefits automatically. They just aren’t going to work that hard to understand your pitch. If your product or service has a feature important enough to state, then clearly attach a meaningful benefit to it, otherwise don’t bother mentioning it.

When benefits are dramatically highlighted in a clear, concise, creative and cogent way, the product’s value suddenly seems obvious. So that’s exactly what you need to do—spell out those benefits in vividly engaging ways. Bring the benefits to life, and you’re well on your way to the Boomer Buying Center, where all the most important buying decisions are made.

In my next blog, I’ll talk a little more about the rewards of well-conceived and well-written “Because” copy, so stay tuned.

Benjamin Braddock, The Birth of the Boom, Part 2

The Graduate is a funny, fascinating flick that compares and contrasts the values of two warring generations and ideologies. Even in 1967, it put an exclamation point on the growing dissatisfaction that budding Baby Boomers had with the status quo. That discontent grew exponentially, as the Boomers turned away from the alienation bred by “things as they should be,” and looked inward for new and unique ways to create meaningful lives.

Individualism became the normative value for Boomers as the horrors of the Vietnam War, assassinations, and burning cities gave way to the hardcore cynicism born of the post-Watergate Era. For the Boomers, “Don’t trust anyone over 30” ultimately morphed into what might be individualism’s anthem: “Don’t trust anyone but yourself.”

Impulsive individualism was reflected in The Graduate’s final, and most telling scene, when Benjamin rescues Elaine from the all-too predictable life promised by her groom, Carl Smith. The symbolism of individuality versus conventionality is joyously portrayed as the once mousy Benjamin barges in on one of society’s most solemn ceremonies and steals the bride right off the altar just as she’s about to kiss the groom, sealing her fate. Benjamin’s passionate appeal is so convincing that she readily rejects a world that has inflicted so many unwelcome expectations on her delicate psyche.

As a last resort, Mrs. Robinson insists, “It’s too late!” Elaine answers, “Not for me!” Mom counters with a couple of slaps to the chops just before her rebellious daughter dashes off with her savior. In a final gesture of contempt, Benjamin uses a large gold cross to fend off their pursuers. He then uses it like a dead bolt on the church’s big glass doors, locking the enemy within their own little world and out of his and Elaine’s.

The newly liberated couple streaks to the nearest bus stop, two mavericks on a heady journey toward God knows where. With everyone and everything left behind, they ride off in the back of a bus, secure in the knowledge that their declaration of independence has prevailed over the forces of orthodoxy that threatened to rob them of their souls. The other passengers silently stare at them incredulously (a wedding grown will draw those kinds of looks in the back of a bus), as Benjamin and Elaine settle into their private reveries to The Sounds of Silence.

Like all good art, The Graduate was slightly ahead of its time in the way it so vividly showcased the individualism that would become the primary value that continues to drive the Baby Boomers in their decision making.

After a torrid weekend, Benjamin and Elaine probably went their separate ways, eventually marrying other people. But although they may have settled into a more conventional lifestyle than the finale might suggest, it’s highly unlikely that they ever abandoned the belief that they’re each the center of their own little universe. And, in the final analysis, living that belief is what being a Baby Boomer is about.

Benjamin Braddock, The Birth of the Boom, Part 1

If you’d like to get gut level insight into what the Baby Boomers are about, watch The Graduate again, or at least the final scenes. The last few minutes of the film offer a vivid depiction of individualism in action, and it shows just how nonrational a force it can be.

As you’ll recall, Benjamin Braddock is a freshly graduated nebbish who becomes the sex object of an alluring middle-aged adulteress, Mrs. Robinson. It’s not clear whether this man-child is alienated and adrift or just plain lazy, but he sure is horny. After graduating from college, his parents prod him, while he pokes his paramour. Gradually, he begins to grapple with the shifting sexual mores of the 60s, as well as his own feelings of guilt and estrangement.

As the film progresses, Benjamin becomes increasing conflicted as he rebels against society’s conventional customs and stifling expectations. Commitment to the “plastics” lifestyle doesn’t resonate with him, so he struggles to discover what he truly wants. As his self-absorption grows more focused, his individuality begins to poke its head out of the clouds of apathy. As a result, his post-adolescent discontent with the status quo becomes intensified and validated, at least in his own mind.

Watching this unfold is like viewing the birth of Boomer individualism, which may have developed as an easy and gratifying answer for a generation that felt confused, exploited and betrayed by “The Man.” Benjamin’s own “Coming of Age” odyssey provides no hint of where it might end up. One thing is clear, however, he has discovered that he can mollify his yearnings by exercising his independence and ingenuity, two hallmarks of Boomer individualism. For much of the movie, his rebellion is mostly an internal struggle. But when he finally takes decisive action, it’s a compelling example of the kind of mindset that gave birth to the Boomers, so be sure to come back for Part II.