Copy is the name for written material in brochures, websites, sales collateral, books and periodicals.

Well-written copy is rare. It’s such a delightful surprise when I stumble upon a website, brochure or piece of direct mail that’s written like a real human being penned the words, with the smarts to realize another real human being would be reading them.

Most marketing copy, sales letters included, is too formal, too lengthy, and full of overused buzzwords, legalese, and jargon. Why? Nobody wants to read that stuff—it’s boring. And, it has the opposite effect than desired. Rather than making a good impression and enticing the target audience to take action, most copy stops a reader in their tracks.

Copy shouldn’t be a chore to read. It should be short, direct and clear. Even better if it’s clever or funny, but that’s not always appropriate. It should flow easily, be informative, and say something compelling. Dare to put some personality in your copy, and write it just like you would say it.

To illustrate my point, here’s a real example of copy that says nothing relevant, informative or compelling (I’ve changed the name to protect their identity):

XYZ Company was formed on the principle of providing exceptionally high quality products and services for our clients. Our staff members are carefully-selected professionals who hold exceptional standards of excellence. Our mission statement is that XYZ will provide “Innovative and Focused Solutions for Enterprise Excellence”.

Why would anyone hire this company? “High quality,” “Innovative and Focused Solutions,” “Enterprise Excellence?” This could be about any company, anywhere, providing any service whatsoever. Yawn. Here’s another:

As leaders in the industry, ABC Firm has the knowledge to provide you with the highest level of service. Our years of experience, coupled with a team approach, cutting-edge technology and personalized service, assure you of expert, cost-effective and comprehensive legal counsel. Our mission is to provide unsurpassed quality legal service for all aspects of our client needs. Our vision is to always be guided by high ideals and paramount standards and to conduct ourselves with the highest level of professionalism.

I don’t know about you, but I’ve always expected my law firm to have “high ideals” and “the highest level of professionalism.” There’s really no need to tout the rudiments. And while mission and vision statements are fine for nonprofits and the business plans of startup companies, they don’t belong in marketing copy.

Anyone who graduated college likely passed their English class, and most business professionals rely on written communication to do their job, but these accomplishments do not make a qualified copywriter.

A professional copywriter can make a big difference in the effectiveness of your marketing. If you can’t afford to hire a professional copywriter, follow these basic tips:

1. Write the copy in your usual style then leave it. Go back and read it the next day and begin editing.
2. Challenge yourself to cut it by 50%. Remove redundant words and transitions like “therefore,” “with this in mind,” and anything that sounds like the legal department wrote it. “Heretofore,” and “in summary,” don’t belong.
3. Remember who you’re writing for and write specifically for them, as if you were having a conversation.
4. Remove buzzwords and define acronyms, or just spell out the words. No one is impressed when they don’t understand what you’re saying—you just come off as arrogant.
5. If you’re worried about sounding undignified or unprofessional, change your perspective, and worry instead about sounding too stuffy and dull—you’re more likely to err by being too conservative.
6. Just hit the high points. Cut description that you could give during a sales call.

I once had a client complain that the brochure we created was generating too many phone calls. They wanted to add more detail so people didn’t have to call to ask questions. Marketing materials are working if they generate inquiries. It’s a great opportunity to take a phone call from someone with questions about your brochure—that’s what you want—to engage your target audience in dialogue so you can win a customer.

With all of the hype around sustainability and corporate social responsibility, are you feeling overwhelmed by the thought of “going green” to beat your competitors to the punch? Don’t be too quick to judge your organization’s shade of green. If your business has weathered the current economic recession, you might already be greener than you think.

A simple definition of a “sustainable” business is one that makes the most of its resources, without having negative impacts on the environment, the community, their employees and their bottom line. A few key steps may have you seeing green in no time:

• Make time to write 3 lists. Entitle them Social (employee and community relations), Environment (waste and pollution), Economic (company profitability). On each of the lists, write what your company does well. List successes in each category, for example: Does your company donate to local charities? Yes means an item in the “Social” category. Have a recycling plan? That’s an item for the “Environment” list. Is your company profitable without compromising quality of service? That is a plus for the “Economic” list.

• Review your lists for areas where you may be deficient, wasteful or failing to perform. Many business owners are blind to recognizing the “way they have always done things” may not be as efficient as they believe. Ask your employees for their honest feedback, and as tough as their input may be to hear, thank them for their thoughtful comments and ideas.

• Use the Internet and sustainability experts to make improvements. Once you have identified areas that need improvement, check web sites that have suggestions for improving or implementing sustainable business practices, or consult with a local expert. These resources can often help you see the strengths and weaknesses within your business sector, and can suggest implementing strategies that avoid negatively impacting business practices.

• Notify your customers of your successes and your plans to continue ‘green upgrading’ your business. Customers feel comfortable doing business with companies that show concern for their employees and the environment. This will build trust and loyalty.

While these few steps won’t change your business into a “green” business overnight, they can help put you on the right path to sustainability. With time and commitment to a sustainable business plan, success will soon be yours to enjoy-and your customers, community and the environment will enjoy it too!

We’ve all tightened our belts a bit.  Maybe you’ve cut out a Starbucks or two, enjoy dinner at home instead of going out, think this year’s vacation might be a wonderful stay-cation.  More and more we want our dollars to go farther.  We want to feel good about how we spend and the return.

In marketing, advertising is considered an investment. Unfortunately that’s not a universally accepted notion outside the marketing profession. An advertising budget is often the first to be cut when cuts need to happen.  I’m a realist, so understand a budget is what helps keep a business solvent.  Rather than cutting just for the sake of cutting, I recommend maximizing dollars by making the medium nuances work for you.

In a nut shell, and focusing specifically on television and radio advertising, here are my top eight strategy beliefs:

I use several other strategies when I develop a media plan; however what rises to the top as most important will vary depending on the business and identified target audience.  If you have questions about the strategies that are best for your business, call me, and I’ll help you create a “reality-based” plan that eliminates the “drama” of uncertainty.

…but then again, you might. 2010 planning with N+A clients has led to some interesting conversations about why marketing isn’t a cure-all for increased business.

The discussions have produced good examples of why organizations need a comprehensive business strategy that integrates marketing, sales, finance and operations, as well as trained, motivated employees and leaders who understand their role. These are some of the issues that are coming up, and for which N+A is developing strategies and tactical plans:

• In order to have a presence (i.e., expanding into a new geographic or vertical market) you need to actually be present. You need to show up. Sometimes this can be done with a physical presence (sales calls, trade shows, networking) and sometimes it can be done with marketing (print, direct mail, web/social media). If you’re not willing to put effort and budget behind an expansion, take it off your list of goals for the year.
• “If you build it they will come,” is a lie. It sounds great in the movies, but it’s a sure-fail approach for businesses. First, the business idea needs to be solidly founded on a marketplace need. Then, it needs to be well executed operationally. Strategically-developed and professional-appearing marketing communications are critical.
• CRM, client relationship management, is a fancy name for networking. Experts in the CRM field may bristle at that, but regardless of what sophisticated tracking systems are used to manage and measure CRM, the most important part is to just do it: calls, emails, meetings, letters, events—don’t ignore your customers and those in your sphere of influence. Have a structured CRM plan and follow through.
• Servant leaders often allow everyone else’s wants and needs to take precedence over their own, which can only continue for a short time before bad things happen. Leaders must acknowledge their own needs, and rather than fight them, feed them in appropriate ways.
• Great marketing and sales cannot compensate for poor customer service or accounting. Get your operations in order—it’s a back-to-basics necessity.
• Social media is not for everyone. Before your organization decides to use facebook, twitter, LinkedIn or YouTube, develop a strategy with goals and metrics defined, and make sure you have appropriately trained staff with sufficient time and authority to maintain it.
• A bad website may be worse than no website. And a good website is a critical tool. If your organization’s website is built on outdated technology or poor programming, features stale content, or is feebly designed, consider putting up an “under construction” page (unless you sell online) and make a web upgrade a priority for 2010.

Are you overlooking an important aspect of your organization’s success next year? If these are not on your list, maybe they should be. What New Year’s Resolutions might benefit your business?

(from my “Community Columnist” article in Salinas Californian Aug. 8, 2009)

I’ve written previously about how I sometimes sign up for a running race, such as a 10k or half marathon, diligently train for months, then decide to skip the main event altogether and sleep-in on race morning. However, I’ve run the Big Sur Half Marathon twice, and wouldn’t skip that one. Its flat, fast course, gorgeous Monterey Bay scenery, easy-to-get-to location and perfect weather make it a superb race event. And the folks at Big Sur International Marathon (BSIM) sure know how to put on a well-organized event.

Our community is fortunate to have all the BSIM events—the Marathon and related races in April, Half Marathon in November, and 5-mile Mud Run in March. These running events provide healthy, fun activities for adults and kids, and months of fitness in training leading up to them. They also bring runners from around the world, along with their families, friends and supporters, who shop in our stores, dine in our restaurants, sleep in our hotels, and visit our attractions while they stay in Monterey County. And the proceeds from the races support local charities, including the Just Run! program designed to assist schools and other youth organizations in the promotion of fitness and healthy lifestyle choices while combating childhood obesity and its related illnesses.

A little more than a year ago, I began talking with other runners about why Monterey County, and specifically the Salinas Valley, doesn’t have more distance race events. Our weather, terrain, Central Coast location and tourist draw make our area perfectly suited to support more than the BSIM events. We are fortunate to have a wonderful variety of community races, such as the Spreckels July 4th 10k, Artichoke Festival 10k, SVMH Heart and Sole 10k, and Jaycees Toro Park 5k. But, as this group of runners continued to talk about it, our energy began to focus in on developing a bigger, world-class destination race. A groundswell of enthusiasm by just a few, led to a growing buzz and committee of approximately fifteen. So the planning began, and the Salinas Valley Half Marathon was born.

The half marathon distance is the fastest growing in popularity because at 13.1 miles, it’s difficult, yet attainable. It doesn’t require as much training as a full 26.2 mile marathon, and it’s not as painful to complete. And destination races—those race events held in desirable locations with scenic courses—are selling out all over the country. Here in California, now in its sixth year, the Napa to Sonoma Wine Country Half Marathon sold out six-months prior to race day on July 19th and attracted 3,000 participants who raised nearly $2.5 million for charity. The Santa Barbara Wine Country Half Marathon with a vineyard-lined course going from Santa Ynez to Solvang drew nearly 2,200 runners May 9th. The inaugural Healdsburg Wine Country Half Marathon, held in October 2008, was an overwhelming success. The 2009 event is expected to sell out at 2,000 entrants.

While our own humble Salinas Valley Half Marathon may have lofty goals for the inaugural event—scheduled a little more than a year from now on Saturday, August 14, 2010—I’m not comfortable putting a projection on the number of runners we’ll draw. Our committee has talked about it quite a bit and is planning for a range of scenarios. Let’s just say our fingers are crossed!

We are fortunate to have a committee of experienced runners, coaches, executives and the leading organizations in our community, including individuals from the Salinas Valley Chamber of Commerce, BSIM, YMCA, SVMH Health Promotions, Rotary Club of Salinas, Hartnell Track, Salinas Jaycees and many more. The Monterey County Vintners and Growers Association has also generously agreed to partner with us, as their annual Winemaker’s Celebration (happening today from 12:00-3:30 at Custom House Plaza in Monterey!) will also be happening on the same day as the half marathon in 2010.

In the coming months, the Salinas Valley Half Marathon will launch its website with details about the course and how to register, and our tireless volunteers will be coordinating the millions of details required of putting on a race of this magnitude. We will also be seeking additional volunteers, sponsors, partners and participants. I hope you will consider joining us in some capacity as we work towards realizing our vision to put on a premier California destination race recognized for the beauty of our valley and our wide range of tourism, shopping, dining and healthy activities for families and individuals.