I recently bought the new Kindle DX.  I love it.  Two nights ago, just as I was nearing the end of the new Dan Brown book The Lost Symbol, my battery died.  I hurriedly plugged it into the charger and yet my Kindle wouldn’t recharge.  Ahhh!  I was just at the best part of the book!  In desperation, I stayed up until 4am and read the rest of the book on my iPhone.

Anyway, this morning I called Amazon support and had the most delightful customer service experience I may have ever had.  Amazon answered the phone in about 15 seconds.  I told them the problem.  The nice lady asked a few questions and then said, “Ok, no problem, we’ll have a new Kindle to you tomorrow.”  I asked “Do you want my old Kindle back?”  She said, “Oh right, I’ll send you an email with instructions on how you can return the broken one.  Anything else?”  The whole conversation was less than 4 minutes.

Amazing.  No long drama.  No detailed interrogation.  No Return Material Authorization (RMA) numbers.  Nothing.  Just a simple offer to Fed Ex me a new one in the course of just a few minutes on the phone.  Thank you, Amazon.

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Eat My Words

In the age of Twitter, Facebook, Blogs, Email and Web everything, there is no question that writing effective, pithy short headlines and engaging text might be the single most important skill anyone interacting on the internet should know.

So, question for you:  Do you know how to write in a way that get’s noticed?

It dawned on me recently that I don’t really know how to write engaging headlines, subject lines or web copy.  Did I miss this class in school? Is it something that can even be taught?

As it turns out, this skill can be taught (it’s actually quite formulaic) and yet this class is not offered in the English Department, IT Department or Business Department in over 99% of schools.  In fact, unless you specifically want to go into Advertising, you probably won’t find this class anywhere.  What I want to know is:  Why not?

How is it that I can tell you the formula for supply chain transportation optimization, but I can’t tell you how to write a Tweet that gets noticed, a  Google Ad that gets clicked or an email subject line that compels important people to respond?

My acute need for this persuasion skill came about recently as I launched a product on the internet with a colleague of mine.  It’s a fantastic product and something of a beta test for a much larger project I am working on and will be launching in a few months.  Since launching this small product I have become obsessed with figuring out how to market and sell on the internet.  After endless (and I mean endless) hours of research and studying and figuring out what sells, I have reached a very simple conclusion:  words sell. How did I neglect the importance of this so much before?

Now, this may sound overly obvious, but when you enter the online world you get wrapped up in PPC, CTR, Conversion Rates, Twitter RT’s, Diggs and about 100,000 other things you simply must know to be considered successful on the net.  But to break it all down to it’s lowest common denominator, what you really need to know is how to write copy that sells.  The rest of the stuff is almost irrelevant if you don’t grab people’s attention and get them to listen to you.

I am little miffed that I spent over $130K on a top-end business education and absolutely not a soul in all of my time at Georgetown (or at Oxford) mentioned the importance of this. Seriously, not a one.  I can list 10,000 ways this skill would have improved my life (and my bank account), and yet no one breathed a word of it to me.  If I knew 15 years ago what I know now, I would have gotten an interview for that job at McKinsey in London, been promoted to CEO of a major Fortune 100 company and received free front row tickets to the Inauguration. And I would have done all of this with one very simple skill:  writing compelling copy that sells.

Since my new-found discovery I have been cramming like I would for a final.  I bought three great books on the topic:  Ca$hvertising by Drew Eric Whitman, Web Copy that Sells by Maria Veloso and Hypnotic Writing by Joe Vitale.  All are excellent first reads on the subject.  What’s almost scary is that these  books offer deep insights into how top advertisers get you to buy their product.  Once you understand the formula, you will see the techniques at play absolutely everywhere you look.  Why?  Because they work.

Here are a few other things you might be interested to know:

  • Bullet lists get read more than long copy
  • 75% of people’s decision to act (e.g., buying, responding, etc.) comes from reading a headline and advertisers spend MORE time coming up with their headlines than they do their main body copy.  (Of course now I am agonizing over the headlines of my blog entries!!)
  • There are about 22 words that are used to start almost all headlines
  • If you start your body copy with a drop initial (e.g., a big letter at the beginning of the first sentence), you increase readership about 13%
  • You should generally try to limit your opening paragraph to less than 11 words.

These effective use of these techniques, and about 200 others, is what separates successful people from unsuccessful people.  I am convinced of it.  If the job of education is to prepare people to be successful in life, why is a class that teaches such an essential and practical writing skill not required, let alone offered at most schools?

As for me, I have a ways to go before I achieve the skill of long-time Madison Avenue advertising copywriters. I think, however, more important than copy writing skill, one needs the right frame of mind when interacting digitally.  More simply put, there is a strategy that can be used to influence just about anyone with words.  This strategy can be learned with a few weeks of effort.  Learning these influencing strategies, whether in business or in your personal Tweets or emails, is a life skill that everyone should acquire, not just business people.  In the age of information overload, you have to stand out.  Period.

I am going to call up Georgetown and share my epiphany with them.  Maybe they will be the first to spark a trend in useful business education.

Taryn

P.S. Did you know that almost everyone will read a P.S., even if they don’t read the rest of the copy?

P.P.S.  I still love you Georgetown, even with your minor imperfections.  Hoya Saxa.

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Julia Cameron is an interesting woman.  If you haven’t heard of her, chances are you have still seen some of her work. She is a creative tour de force and the world is a vastly more interesting place with her in it.  You may know her as an award-winning poet, playwright, and filmmaker.  She has written thirty books ranging from her widely-praised, hard-hitting crime novel The Dark Room to her volumes of children’s poems and prayers.  She worked for Rolling Stone magazine early in her career, which is where she met Martin Scorsese (whom she married and later divorced).  The thing I like best about her, however, is her passion to help others nurture their own creativity.  She believes that creativity is an authentic spiritual path.  I don’t have a particularly strong opinion about spirituality in this context.  I do, however, think her creative tools are incredibly useful.  One tool she recommends is an Artist’s Date.

I need something to help me get out of the creative slump I’ve been in for a few weeks now.  It’s not so much of a slump as it is a feeling of confusion that comes only when you’ve listened to too many other people’s opinion and stop listening to your own voice.  I reached the conclusion that I need to look to the outside world for inspiration, not advice.  So, this past Sunday, I took Julia Cameron’s suggestion and invited myself out on an Artist’s Date.  An Artist’s Date, if you don’t know, is something you do by yourself.  You take yourself somewhere where you can get inspiration, clear your head, feel nature, whatever.  The point is to get out in the world and both experience it and notice it.  It’s just that simple.

I decided to invite myself to the wonderful De Young Museum in Golden Gate park.  I spent 3 delicious hours wondering through various exhibits.  My favorites were the wood carvings from Oceana and Africa.  I then paid extra money to see the special King Tut exhibit.  (I don’t really know why I did this since I saw that exhibit at the Egyptian Museum in Cairo, though it was nice the second time around too.)

During my wonderings I was struck by something that seems to be a recurring theme in my life lately: the importance of the feminine.  Or, perhaps more accurately stated, the importance of having both the masculine and the feminine present in equal balance and appreciating their unique ways of creating.  This is a concept that exists in many cultures.  In ancient Egypt, for example, there were powerful masculine and feminine symbols, gods and pharaohs in almost equal proportion.  In China, of course, there is the timeless yin yang symbol and much of the art is a celebration of both the masculine and feminine forms.  Interestingly, Western art over the past 2,000 years doesn’t place the same value on the divine feminine, raw nature, etc.  A look at European art over the last 2,000 years shows many religious scenes (e.g., where people pray to a male god or there is male priest as an intermediary) hunting scenes, war scenes, or pictures of fruit on a table.  Perhaps this is in large part because most of the artists in Western culture were men?  Or, is it as Dan Brown hypothesizes in his books, men wanted to suppress the powerful feminine?

My point here is not to get into a long historic or religious debate, but rather to say that I was struck by this realization in a way I hadn’t been before.  In western culture we run companies like we run armies.  Our companies are masculine in virtually every way.  We have rank and officers, we do competitive analysis, we focus on strategy and we schedule time to create new products and come up with new ideas in a conference room.  What would it look like if women started and ran businesses?  What would it look like if we focused more on creating and less on competing? How would the business world be different?  More interestingly, what if we took the best of the masculine and the best of the feminine ways of creating and combined those features in our business culture?  Would we have more fun and get more done with less effort?  Somehow I think we would.  This is a topic that interests me.  Case in point:  An Artist’s Date (a feminine concept and something fun and pleasurable to do) gave me profound insights and inspiration about business.  This is something I could never have gotten from a creative strategy session in a conference room.  Hmmmmm…..

I was having such a good time on my date that I didn’t want it to end.  So I took myself next to see Julie & Julia.  What a delightful movie.  Meryl Streep simply must win an Academy Award or I will lose all faith in the nominating committee.  What a brilliantly simple concept:  learn to cook from a famous cookbook and then blog about it.  I often say the genius is in the simplicity.  This was genius.  And now it’s a box office hit.  I love success stories like this.  They make me believe that anything in this life is possible (even if getting noticed by the New York Times is a giant catapult to success).

The movie ended and I felt happier than I had in weeks.  Inspired by Julie, I decided on the way home that I would pick up my own blog more seriously again (hence this entry).  Perhaps someone out there will find my insights and thoughts on business useful.  Perhaps not.  At the very least I get to enjoy the process of writing. Like I said, the genius is always, always in the simplicity.  And how simple was it to spend 6 hours enjoying art on a beautiful Sunday in San Francisco, the result of which gave me two fantastic business ideas and sparked my own creativity again?

Here is my useful business suggestion:  When you feel stuck on something, take yourself on an Artist’s Date.  (Thank you, Julia Cameron, for the suggestion).

For more ideas, check out the list of Artist’s Date suggestions on the The Artist’s Way Blog:  http://theartistswayblog.wordpress.com/artists-date-ideas/

Happy creating!

xoxo

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Chances are, if you’ve ever worked on a logo project, you know how hard it is to get a great logo.  Over the years I’ve used everything from Logoworks for $250 to high-end design firms for $10,000.  To be honest, I have had minimal success getting a great logo at any price.  I used to think the problem was me.  Then I realized, the problem is that for just about all of us, it’s really hard to know what we want until we see it.  And even if you can see what you like, it’s hard to communicate with designers unless you speak design (e.g., make the color more saturated, I prefer sans serif fonts, I like pictoral marks better than wordmarks, etc.).  Then there is the issue of how many concepts and revisions you get.  Usually a designer will give you, let’s say, 10 concepts.  You have to love one of those concepts and then pick one and get exactly what you want with 3 revisions.  If you have one designer working on your logo, you’ll get designs that are in the style of that designer.  My list of frustrations could go on.  Suffice it to say, I’ve found it’s really hard to get a great logo.

Now enter LogoTournament.com.  This may be the most brilliant business idea I’ve seen in 2009.  The woes of creating a logo are a thing of the past.  Problem solved.  Check out how it works:

1. LogoTournament creates a totally transparent logo contest where logo designers from around the world compete to win the amount of money that YOU set for the logo design.  For example, I just submitted a logo contest and said I was willing to pay $350 for a logo.

2. Once you’ve set the prize pot, you fill out a simple profile that explains what you are looking for, colors you like, etc. It’s a simple profile.  These people understand that you don’t really know how to explain what you want.  So they don’t ask too much and they make it easy on you.

3. Logo designers see your project and, if it sounds interesting, start creating logos for you.  I got my first logos within 4 hours.

4. Now you sit back and start watching the entries come in.  At first they may be a little rough and not exactly what you want.  That’s ok. It’s a process.  That’s the point they understand.

5. Once you see a few entries come in, you provide feedback on the logos.  You can throw out the ones you don’t like and rank the ones you do like.  You can provide feedback to the designers so they can improve their designs.  For example, you can say “I love the font in #6 but don’t like the colors.  Can you make it more royal blue?”  Or whatever.

6. Now, here is where the brilliant part comes in.  Once the designers start seeing your preferences, the logos start getting good.  The designers want to win and are incentivized to give you what you want.  In my recent logo contest, the designs submitted in the first 3 days were mediocre.  Then I started seeing some good stuff come in.  Once I commented on what I liked and what I didn’t like, even better stuff started coming in.  At one point I had about 15 designers (from Macedonia, to Indonesia to Canada to the US) actively working on logos for me.  What I loved was how different the styles were from the different designers!!

7. At the end of the contest (which, by the way, you can extend if you don’t see what you love), you pick your favorite design and the designer sends you the logo file.  Done.

In my logo contest, I got 83 entries within the first 5 days.  I got another 267 entries in the last 5 days.  So, for $350 I got 350 designs (including revisions) and, ultimately, a logo I loved.  Compare that to Logoworks.com. where for $299 you get “4 Original Concepts, 2 Designers and 2 Logo Revisions.”

I’m a huge fan.  Why doesn’t everyone use this service?

If you do decide to try out LogoTournament, let me offer a few additonal pointers.  It helps if you look through the profiles of the logo designers and invite designers you like to join your contest.  Do this early on in the contest.  If you really don’t know what you want, it could be helpful to have 2 contests.  Do the first contest for the minimum amount of $250.  Use this first contest as a way to get as many ideas as you can.  Then, once you sort of figure out what you like and don’t like, you can hold another contest and be more specific in your profile.  Even if you spend $500, you will get over 200 designs and something in there will speak to you.  Alternatively, you could hold a contest for a higher prize pot where, in theory, you get more designs and better designers working on your logo.  I was really happy with what I got for $350.

I love when businesses solve everyday problems with grace and elegance.  And I love that the internet makes it possible for designers around the world to work on my little project here in San Francisco.

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Hello world!

by tarynvoget on March 3, 2009

in Uncategorized

There is a concept called the Innovation Adoption Curve.  The model is based on the idea that some people are more open to adaptation than others.

Rogers Innovation Adoption Curve

Rogers Innovation Adoption Curve

As much as I would like to believe I am on the forefront of Hip, the data (e.g., date of this, my first blog entry) would indicate in fact I fall squarely into the Early Majority bracket.  Or perhaps I’m just kidding myself and I really am the last person left among my peers who doesn’t have a blog.  That said, let the record now stand that I have now entered the blogosphere.

I’m feeling a bit sheepish.  In only about 2 hours I have managed to completely install and configure my site and enter my first blog post.  Is it really this easy?  As I whirl through the various set up options, I am both completely amazed at the sophistication of blogging software and the idea that millions of people have mastered these tools.  Gone are the days of needing to know HTML.

I used to think people who blogged just had too much time on their hands.  Now I think having a blog is becoming as common as having an email address.  There are admittedly some really great blogs out there.  I find lately that they are better than reading the news.

So, here, I introduce my blog to the world.  May more than just my mom and dad read it.

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