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

From the author of Writing Copy for Dummies, an evolving compendium of perspectives on effective marketing communications.

Tuesday, May 30, 2006

Have you heard about AmazonConnect?

About a week ago I was shopping for a book on Amazon (Jill Konrath's Selling to Big Companies, which I'm halfway through and can highly recommend!), when my jaw hit my keyboard. On the title page, under the book description, was an author photo, profile and blog. Called "AmazonConnect," this new feature allows verified authors to communicate directly to book buyers.

Whoa! Maybe I'm just really behind the curve but I had neither seen this before nor heard it mentioned. In yet another fell swoop, Amazon is changing the book marketing game. Naturally, I had to participate and was prepared to pay a great deal of money to take advantage of Amazon's extraordinary reach. So how much does it cost? Nada. Nothing.

You may see what I've done to launch my own Amazon connection for Writing Copy for Dummies. I welcome your feedback!

Tuesday, May 23, 2006

"Tired Black Man" is anything but tired

If you haven't done so already, check out a brief, three-minute video that's been rocking the Internet, Diary of a Tired Black Man. A provocative, well-acted and memorably scripted mini-drama, it tells the story of a black man who arrives at his ex-wife's home (with his new white girlfriend waiting in the car) to pick up his daughter. His ex, who's black and chatting with three black friends, sees the new girlfriend and is provoked into verbally abusing him at the door. The three friends join in, and the rest of the film presents his defense.

It's hard-hitting stuff, touching on explosive issues such as gender roles, racism, black/white relationships and personal (and interspersonal) repsonsibilities. But as interesting as the film is, the repsonses it's generating are even more fascinating. Consider some of the discussions here and here, for example.

What does this have to do with marketing? Nothing...directly. But Web pundits speak endlessly about the power of the Internet to start new conversations and bring fresh voices to the table. This is one of the few intances where I've actually seen it happen.

Thursday, May 18, 2006

Let's keep a good thing going: Net neutrality

I don't like to use my blog as a soapbox, but I'd like to break my own rule and ask you to lend your hand to an issue that concerns all marketers: net neutrality.

I'm not a technology wizard, but what seems to be happening is a heavy-handed power play by the largest telecom players to squeeze new revenues from the Internet. Today, it's one big network. Tomorrow, if the big telecoms get their way, some networks will be "equaller" than others, with faster, superior service provided to those web sites who pay more for the privilege.

Really bad idea. The Internet has become such a powerful social and economic force precisely becuase of its openness and equality. You post your best stuff and the marketplace decides whether you're worthy -- not a handful of politically connected corporations.

Want to keep it that way? Get involved. You can sign a net neutrality petition here or find congressional contact info here.

The Internet's a good thing. Let's keep it that way.

Monday, May 15, 2006

Out to launch

In the last couple of weeks I've neglected my blog in favor of other projects, including the launch of a new website for a group I belong to, the Southern New England Chapter of the Society for Industrial Archeology.

As it stands, the site's fairly modest -- informative, attractive yet not packed with lots of bells and whistles. I'm building it along my start-simple-and-see-what-people-want philosophy with the intention to add new elements (and prune others) as I get feedback from visitors.

There will be something interesting things to watch for that may resonate with the marketers in the audience who are responsible for interactive. Among these issues:

* Our group is largely made up of people on the older end of the age curve; I suspect the median age is between 60 -65. The Web has not been a major source of info and entertainment for them. Will they migrate more of their info-gathering efforts to the Web?

* What kinds of things will members accustomed to print communications demand of the site?

* What features or types of info will they most likely request or use?

* Can or will the site be an effective magnet for new members? Will their requirements differ from current members?

In the meantime, feel free to take a peek: www.snecsia.org.

Jonathan Kranz
Kranz Communications
Ph: (781) 620-1154

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