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

Fred Thompson got some guff for announcing his presidential candidacy on Leno instead of mixing it up with other candidates in a Republican primary "debate."

I don't admire Thompson's politics, but I respect his intelligence. Let's take a lesson from history: in the 1984 election, Reagan stood tall as the incumbent. And the broad spread of Democratic contenders? They were known as the "7 Dwarfs."

Thompson's smart. By not leaping into the pseudo-debate fray, he stands out as Snow White. Not as just another dwarf. Week after week, the dwarfs pick each other apart, nit by nit. After months of this, none of them look good. But Thompson, just by standing apart, looks good in comparison.

So what does this have to do with us marketers? I say be wary of any forum that positions you or your client as just one among many. That's why, for example, I will not participate on any of the online freelance marketplaces; when you hang out in the meat market, you become just another slab of meat.

If you want to stand tall, stand apart.