Kranz Communications: Smart Clients Turn to This Dummy

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.

Saturday, May 03, 2008

List mania

"Congratulations!" the letter from Who' Who says. My daughter has been nominated for their Registry of Academic Excellence (High School Edition) for her "exceptional academic success and overall achievement."

That's nice. Except that she won't even be in high school for another two years and change.

Doh!

Or how about this? I routinely get mail -- about two or three pieces a week -- from companies that sell industrial plastics. Or high-carbon steel. Or heavy construction equipment. Too bad I'm a copywriter.

What's happened here? I think the list people have been too clever by half. I suspect that they use software to scour the web and uncover connections among keywords and names. As an active participant in my local chapter of the Society for Industrial Archeology, my name has been linked with "industry." But I'll never buy a length of I-beam. Ever.

And my daughter? She probably registered with a website that routinely attracts high school students. So now, in the eyes of certain list brokers, she's a ready target for college applications -- just as I'm a prospect for heavy-duty copper cable.

Stupid. And it represents a sad waste of money on the part of the clients who rented these sad, sorry lists.

Tuesday, March 04, 2008

Writing Seminars: How to Make 8 Hours Fly By

Last week, I was in Sioux Falls, SD to lead a one-day web writing seminar for LodgeNet Interactive, the company that puts games, movies and Internet access in your hotel room.

I love teaching and training, but I have to wonder: Is asking participants for 8 hours straight too much? (OK, seven hours of instruction with a one-hour break for lunch and to check emails, etc.) I mean, in graduate school, the longest classes were 4 hours. And man, they were looong.

But when this seminar ended, the participants couldn't believe the day flew by so fast! "It felt like an hour," one said. "And I'm ready for more."

So, what was the secret?

The hands-on exercises.

I planned the day as a series of cumulative writing exercises of about 40 to 60 minutes each. For each exercise, I'd explain the concept, show an example, do one together as a group, have them write, then have them discuss their work to get feedback.

Then we'd be off to the next exercise. As a result, the day continually moved. And the participants learned new skills while having a good time.

Want to make a seminar fly by? Don't talk too much -- have participants do things.

Friday, February 08, 2008

BS Goes Green

Sigh. I suppose it's inevitable. And it's actually been going on for awhile, I know. But still...

Still, it's dispiriting to see authentic environmental concern because just another meaningless catchphrase: "green."

I was reminded of this this morning as I read the daily paper from my alma mater, Rutgers. In the article, a dormitory property manager is using the "green" epithet as a cudgel to control student behavior. Maybe their behavior should be modified, but if so, just say so. Without the "green" bs.

It's not easy being green. But it's way too easy to say you so.

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

Writing Seminars … Free Help … Work … Book … Blog … Bio … Email … Home

^ Top of Page

About Me

Jonathan Kranz