Kranz On Copy: Insights and answers on copywriting and writing copy

I got into an interesting e-mail conversation yesterday with a copywriter employed by a northeastern college. (She wishes to remain anonymous, but for simplicity's sake, I'll refer to her as "Jane.") Of her work situation, Jane wrote:

"I have come to really love this college, though, and I wish I had some input into our marketing strategy. It's a great choice for a particular group of students, we have some faculty members who are truly passionate about teaching (and inspiring) undergraduates, so it gets a little frustrating to rattle on with 'small classes, caring professors.' Still, maybe it's my inability to sell my own skills to my bosses."

So, what would you do in her shoes?

Me, I'll begin by dividing this challenge into two separate issues: 1) messaging ("small classes, caring professors"); and 2) selling your skills to your bosses.

Problem number one arises when organizations confuse broad messaging platforms for the real language they need to communicate them. "Small classes, caring professors" might make an OK tagline (though it would hardly be distinctive in the competitive field of smaller colleges), but it's best used as an overall guide -- a kind of Post-It message you tape to your cubicle as a messaging reminder. The real words you should write needn't literally repeat the message, but should embody them. (For a more in-depth discussion of this idea, see my article, Three Ways to Turn Vague Attributes Into Compelling Copy.)

Off the top of my head, I can think of two ways Jane and her school could accomplish this. The first is by a change of marketing media itself -- of creating and publishing articles that show caring professors in action, or that illustrate the advantages of small class sizes, perhaps by showing them engaged in interesting activities -- lab experiments, road trips -- made possible by the class's manageable size.

The other is to incorporate real-life examples into the usual higher-ed recruiting materials, such as viewbooks. When I worked with Lesley University, for example, we incorporated profiles of interesting educators and students into the books sent to prospective students. These mini-stories demonstrated Lesley's virtues (independent study, flexible class schedules, active practicums) in action while creating a more empathetic bond with the reader.

Now, the second issue: selling your skills to your bosses. This is a much tougher question, because the right answer (the effective, helpful answer) depends on context -- the nature of your office, its hierarchy, the personalities, etc. But I do recommend this approach: link your skills to your boss's (or your department's) goals. Take this "small classes, caring professors" issue, for example. If you're able to write articles and would like to recommend them, you might begin by pointing to the ultimate objective -- the one behind the "small classes, caring professors" mantra: to get students to see your college as an intimate, comfortable setting for learning and personal growth. Then position your article-writing talent as a tool for accomplishing that objective. By linking your skills directly and concretely to your employer's immediate needs, you stand a better chance of "selling" them. (Though I admit it's no guarantee. Who says employers are rational?)

Anyone else have any suggestions? Thoughts? Similar experiences?