The year that GONE by and the lessons LEARNT …

(This post was written on the 31st night few hours before entering the New yYear)

I lurched in this chair and thinking of the year which is effortlessly coming to close: what had I really achieved in my life? I read an article, a very informative post of a good friend of mine – Vivienne’s Versa Creations blog: http://www.versacreations.net/advertising/439/completing-2008-creating-2009/. She asked some probing questions of our achievements, aha-moments, our highs and lows. It has questions that enable us to deeply ponder over our life in the year gone by, and also to look with hope and dreams into the year which is slowly dawning on us.

Life’s a great blessing…I know it, but how to live like one

As I fall back on the past year to see what had I achieved: I dodged on my writing goals, be it in my blog and other goals, which I had in my mind. I read countless posts on planning at this time of the year 2009 about the uses of planning and the merits of writing them down by many an expert to achieve our goals in life. I nodded my head and simply took the suggestion for granted. I thought I would do well irrespective of planning or not.

But, the days passed by with sigh of desperation for the events didn’t take place how I wanted. Sometimes, justifying my loss of focus to a sudden problem cropped up, sometimes imagining my sad state of affairs and feeling nicely curled up brooding over the gloominess; and the days, weeks, months spent unapologetically magnifying very common petty problems of daily life to unimaginable proportions.

Here I’m, sad for having had lived precious days, months, and a full year, without actually utilizing all the opportunities it threw at me each day: Especially the very TIME at my disposal to work more, to fulfill my dreams by achieving substantially.

If I look around there are several people who died (my cousin who died recently in an accident) and several couldn’t be alive to augur into this new year. Several of them suffering with ailments and diseases, though alive, may not lead full active lives. When I face each time ‘death’, especially my cousin’s recently on 14 th Dec, the question -- if we are utilizing our lives properly, and could we be able to achieve enough to justify our God-given and blessed life or not - stared at me and stirred me to no end. I terribly winced in fear and grief for the fact that it’s as good as to be dead to waste away our life. Then I realized, and again, the euphoria died soon.

And now, as I faced with certain realities of life reading those questions in the blog and answering them – cross checking what are the achievements of life or credentials to proudly showcase if any, came to haunt me. I really feel like it’s NOT the way to live a life.

Rising from the day to day Problems... is it possible for me

It was at the sight of a problem, often a sudden one – a fight with a customer, a bad argument with wife, a sudden reminder that your kid isn’t doing well in school, a sudden bill which you never expected pops up out of the blue…. the list can be imagined. In those moments, as I recount, I lost the focus and gave up plans, and threw my hands up and strayed: not willing to forget those miserable moments, but brooding over them and took pleasure doing nothing, cursing my seemingly irreparable fate.

How do we look at those problems, and still won’t lose track of our goals and planning and sanity for the day? I longed to know a solution, a sage advice, to my never ending problems. I cursed myself and my situations that they would never change, and I’m forever doomed to face this mess in my life. Adding to that the daunting uncertainties of freelancing and eventually earning much less to what we are capable of in a day job.

I vent my anger and frustration and took solace that it is justified. My outburst wouldn’t change the situation, problem and the world around. But, IT only hurts me, hurts me more. I can’t but change the situations that prevailed… at last gave in to them and lost.

I, so far, never could find a seemingly workable solution: the mantra to go beyond the daily problems of life – at office, at home, with our neighbourhood, with our immediate society, and at large with the world we are living in.

What should be done? How should I tackle this problem? Where does the solution come from? Would I be redeemed of this problem, if so when and how?

I don’t know how I would be able to overcome this problem. I’m terribly sorry for what the mess I had created. I feel if I write this post, and pour my thoughts in this post, I felt may be I might see a solution … the reason why I set out to write this post and never want to distill my thoughts and I want to write all of them. I don’t know, but slowly and steadily I’m feeling relieved to pour my heart over here. I may find little peace and shed tears, and may be after the guilt is washed down … my mind might be clear to see the solution. Maybe!


How do I discount unpleasant moments in my day, Anyone?

I never ever believed in personal planning. Planning the day for me was a great joke… in the light of the way things botch up the plans each day. I plan today what I should to tomorrow. The sudden problem and the sudden emotion of anger, frustration at an unexpected comment, or disregard, or any unpalatable situation saps me for the day. If that particular incident happens at the early part of the day – it was a sure recipe for disaster. It’s but a blessing in disguise for my ever vigilant mind to spot any discrepancy and to say QUITS for the day J.

What is the way forward?

How do I tackle it. I know how to plan. I know how to plan to the last detail. I’m even crazy to get through the rigorous planning to the last minute. But these seemingly endless and unstoppable and unpredictable situations I’m facing each day… which are a menace to throw my day haywire. I’m literally at the mercy of someone else’s mercy, understanding and a kindheartedness to not to utter the word which I didn’t want to listen in the first place; the stern and curt face I may have to see instead of a smiling and welcoming smile at home, on the way, at the store, at the places where I interact. Even when I go wrong accidentally or willfully. Sigh… is someone listening!

Where is the solution? Who is at fault, me or the heartless world outside? If so how do I tackle it daily? Do I find the solution? Am I at fault to think like this? Where exactly is the solution? Where does the anger come from? Why our mind gets angry?
These questions throng my mind… and I may find a solution. I prepare to meditate on this for a long time. Meanwhile, would you pls. tell me- what is the solution for my problem of not making the most of the gifts of life: This beautiful blessing from God which I often tend to take it for granted and the time at my disposal?

Wish You a Happy Year – a year we always tend to speak a kind word, a kind act, a kind smile, a lovely gesture, an year which makes us see the other side of a person – not what is obvious which sure has a history or story behind… !

May the Almighty help us to pause a while to see the little opportunity to understand our friend, the time to help someone, the time to speak the truth for the oppressed, the time to welcome a stranger, the time to make amends with the bad situation and our misguided friend…. May every opportunity this year throws at us to understand will be the guiding light and strengthening force to lead our life ahead… and create a beautiful world.

WISH YOU ALL A HAPPY, FRUITFUL, CONTENTED YEAR with all the divine TRANQUILITY!

HEADLINE or HEARTLINE?

• 
  Which one?
  
  It can be to both. It depends.
  
  Wonder how?
  
  Read on to get my take on this…
  
  I read several article on how to write great headlines. I felt there is no need to dwell on those aspects. Rather, I would restrict to my own experiences which sure will give just another perspective, on the much highlighted but little understood concept of headline writing.
  
  I think before we actually go in to the nitty gritty of headline writing, let’s first find out why all of us read. What is there for us to learn or how do we take interest in a particular thing to read. The answers to these questions may give us the depth to understand this concept.
  
  Why do WE READ?
  
  -We all read to gain some perspectives on some aspects - to learn, or find solutions to our problems. Or, for relaxation. But the internet is flooded with much literature on the same subject. If you look deep at it, it doesn’t have a PERSONAL TOUCH (majority of it). Don’t get me wrong many of them. But, personal anecdote or experience which gives us a glimpse of another angle or perspective is what we are all looking for. Isn’t it?
  
  I read an article on headlines how to write a better headline. I read many of them even if I had a reasonable experience writing one.
  Why?
  I still want to glean a new perspective which will add to my arsenal of solutions and knowledge, and which comes to my aid while writing one.
  
  Personal tone in the headline with emotion – triggers our interest.
  
  How do WE LEARN?
  
  -We often learn through experience- sometimes through our’s, and other times through someone else’s. I need to know how others feel and how others faced a problem and overcame it.
  I want to see how others experience and write a better headline.
  
  The most important point is to cast my mind on the EXPERIENCE.
  
  How do our hearts react?
  
  -Our hearts are sensitive. Often we work by our hearts, and leave the mind to the backburner. Sometimes vice versa. At times, keep the mind alert (especially when we really struggle hard and there is emergency) and lull our heart to rest.
  
  But mostly we tend to listen to our hearts, and we decide on this. And so is reading.
  There is a sure way to a person’s heart is through emotions.
  
  After little thought about all these simple yet funny questions you can understand what determines our reading and our curiosity. Needless to say … what is IT that clicks in a headline. We work with our hearts primarily and we are here to unwrap the mysteries. Learning is nothing but unraveling the layers of assumptions and finally see the TRUTH.
  
  Then what should you do to be read, to make your headline shine in the dizzy noise?
  
  Tune it to the HEART
  So headlines should act as the emotion triggers. It’s by telling that HERE is another angle or WAYof how to handle a particular situation. For that to happen we need to show a glimpse of the emotion in the headline.
  
  My experiences writing a great headline:
  
  Here “my experiences” sound that here is a perspective.
  
  How do “I” overcome the headline writing drain?
  
  Here you’re trying to woo the heart of the reader to see what it is that really bailed him/her out.
  
  It “took me a simple trick” to crack the best of headline
  
  Headline writing isn’t a mystery anymore for me
  
  Here you can quote the famous headline of David Ogilvy "They laughed when I sat down at the piano"
  
  Tuning it to the heart means
  Show empathy
  When you say it’s tough to write a line. The reader feels that “here is someone
  who undergoes the same pain”, and also someone “who is experiencing the same
  feeling as me”.
  
  Show the pain
  The mental trauma of undergoing a pain is what makes us immediately to relate. If you say writing a headline or learning to train a dog to obey rules, or making a kid stick to a timetable routine… all these activities are so painful unless you know the trick to do them.
  
  I saw one great headline in Copyblogger saying…”The Most Horrible Blog Post ever”
  http://www.copyblogger.com/
  
  Show the jubilation
  The reader relates with your joy. The joy of overcoming something- the eureka feeling. Try to depict this emotion in the headline. The reader immediately likes to take it up and read.
  
  Tune it to the MIND
  Its two way process. Many times we get curious when we see there is simple and easy way. If it’s easy for us to learn or do the whole stuff, we tend to go for it. Isn’t it? If I say you can get rich in 10 days. The “10” days is a hook. Your mind gets stuck there. You wanted to see how and why.
  
  So also you can tune your headline to the mind with some ways where the solution you’re giving is easy. The solution we offer is way simple.
  
  Here are some examples we can quote:
  
  ‘3 simple techniques to overcome the headline writing agony’
  
  ‘You can do it in plain 3 simple techniques to crack the code’.
  
  ‘Take this route of hassle free 20 fold income gain in 4 weeks… or’
  
  Using some adjectives and some ad verbs too help the mind get hooked. Here it is how:
  
  Three easiest ways of getting the math correct
  
  How to become the most georgeous lady in shortest time?
  
  Readers vary; and so is your tone
  
  I for one am very sensitive and always look for emotion infused headlines. I always like to see how someone struggling hard to do something came out successful. I look in headlines this emotion of succeeding at something in spite of hardships, and also in my general reading, too.
  
  It means that you can write headlines or heartlines based on the tone of the topic or the demographics of your readers. Some write ups are straight without any dose of drama, and rattles off information. The whole article has lots of bullet points. For those articles which are with quick dosage of ready to consume information headlines (which are tuned to the mind) like…. how to… why ….where or denoting numericals – 1, 2, 3 tips to make it easy … kinda headlines.
  
  Start off with TOPIC as your headline tentatively
  
  Most of us look for a good headline and start off writing the article. But, I feel it’s always better to write a dummy headline first which says about the topic first, and start writing the article or post.
  
  As you’re writing the article your mind starts rolling in different directions thinking on the topic in unknown angles you never expected, and suddenly that thought can be the real pull of the article and that ONE THOUGHT will be your headline.
  
  If you infuse some emotion into it, it sure touches the chords of the readers. And that heartline starts tugging the heart strings and never let you pass it off.
  
  For example if you’re writing an article on leadership. You may be thinking of some headlines initially like these (since these are the kind of headlines which are mostly fed in to your subconscious mind….. A leader you always wanted to be
  Making of a leader
  
  The qualities of a great leader
  
  Here is a way to become a leader
  
  Does anyone of them touch the chords of the reader. The reader might think that here is another kind of an article which talks about the dos and don’ts of a leader.
  
  Live like a LEADER to make others leaders!
  
  How does this headline feel when you write a headline for leadership?
  
  This headline comes in the process of writing a write up, but not at the first instance. Often we like to write a headline and start off. Okay… have one at the first instance which shows your topic of discussion.
  
  This headline is one which hits
  
  Finally place yourself in the place of the reader
  
  Assume that it’s not written by you and you’re reading it for the first time. How do you like it? To get to know this, you place the write up and headline somewhere where you’ll find it or keep it open on the laptop and system like that, and read it as if you haven’t written it, or reading it for the first time.
  
  If it interests in the first glance it works out. Otherwise, work on another headline with the twist in words and keeping the emotional trigger loaded.
  
  I believe every one of us is a reader, and I can very well understand how a headline can influence me. So are you. But, the trick is you won’t think from the readers point of view.
  
  Check out these links to great articles on how to write great headlines. Go ahead write beautiful headlines which make readers immediately open them up and read. Cheers!
  
  http://menwithpens.ca/writing-website-content-headlines
  
  http://www.linkedin.com/news?viewArticle=&articleID=40534978&gid=726097&srchCat=WOTC&articleURL=http://www.awaionline.com/2009/06/make-your-writing-hypnotic/&urlhash=E9WH
  
  http://www.copyblogger.com/magnetic-headlines/

Place your comments stating your experiences writing headlines... and thanks for visiting this blog!

PROFILE – how to write one that interests the reader

I was asked to write a profile of a company of interior decoration and architecting by a consultant who handles many clients. I was so excited to write profiles. Precisely for the reason that it gives me an opportunity to learn about a person, an organization – its successes, its travails, its aha moments etc.

At the prospect of writing a profile of an architect I was much more curious to listen to those architects who can tell us many things about their design. How ideas come to them or how they handled a difficult client with a different taste and so on.

In general, all profile writing inspires me. In fact, writing an ad, ad campaign or anything about the company inspires me. For one simple reason: the product, the story behind it inspires us and an eclectic trough of ideas strike us to write or design about.

Thus let our mind go crazy with creativity!

But… to my utter shock and surprise my meeting with the architect went bland. The person doesn’t speak up. Howmuchever I tried to make him talk went in vain. But, he doesn’t seem to take whatever we say about him in the profile with our understanding of the company either.

Maybe, they have to understand what a profile is all about before actually going for one. It’s the responsibility of we copywriters and writers to put it succinctly what is going to come in this brief and yet gripping piece called PROFILE.

Just for understanding what goes into a profile and what should as a writer reflect through the piece of writing.

Profile is a Mini- Biography

Profile should be a sort of a mini-autobiography of the company. This small piece of information should throw light on how the company was started and who are the management and what is the premise of the company’s operations and its vision and mission etc.

It makes sense to infuse a bit of drama

Writing a conventional profile with a drab description has lasted its course. People will repel at such attempts. It goes down the drain with no appreciation.

Start it off with an interesting anecdote and build a story around it: how and when and where the company has started and by whom.

Give an inside story of it

There are several things to say about the formation of a company. First and foremost the idea of forming it: when actually it struck him or her to form the company; How each thing has fallen in place?

Talk about your employees and associates

How each employee was selected? How did the interview go? What made him to select him or her in the first place? Once one employer told me that he selected me over a 20 plus candidates! I was so flattered to be selected over 20 copywriters.

How you got your first client

It’s but interesting to know how got everything started off. You may feel it’s not anyone’s business to know how and when you got your first client. But it matters to know in order to appreciate your work.

What are your key strengths and why

The key strengths should be spelt out clearly in order to make sure to your existing clients to come back to you. Let them know that they work with a best team.

What are your plans for future and so on.

We appreciates someone who looks far ahead of the present. Even your clients look to avoid the pain of selecting each time a different partner or vendor to source services. They want you to be there fitter and intelligent.

Try being YOURSELF.

Don’t try to be someone else while writing the profile. There should be a plain speak and talking from your heart. This is to build the trust and to be genuine in the minds of the readers.

Kindly share your thoughts about how a Profile can be made interesting and what are your thoughts on that!

Ride the crest of the writer’s learning curve!

The only things worth learning are

the things you learn after you know it all - Harry S. Truman

Learning has a unique quality: you wouldn’t learn anything until you – Do it. The catch is: DO IT AT A FEVERISH PACE (meaning… much, much more than what we do). It’s when you do for longer periods (long uninterrupted stretches) without giving much of a break, you’ll learn at a faster pace, as time is in great demand. If you want to get good at IT soon!

Engaging in a marathon driving frenzy can really help you to experience what driving is when you get on the highway. It teaches you how much speed required overtaking the vehicle going before you, and how much space required to safely cross the vehicle in front, and oncoming one. For this knowledge to be at your fingertips, howmuchever theory you know you won’t learn it really.

Undertake a writing marathon

The other day we went on a long drive to our native town, which is at a distance of 1000 kms. On the journey, I understood how to put the gears much more easily than I understood it during the times I drove it for shorter distances in the city (I’m a new driver and got my license recently and started driving my car!).

The whole experience gave me the much needed confidence that I can go on any long distance driving, which was lacking initially.

I made several mistakes and tried several times over how to change gears while overtaking. How and when you change a gear, how to speed up after overtaking…? This crucial knowledge doesn’t come so easy.

Encouraged with the new knowledge, I was thinking of how writing can also be improved with the same technique of going on a marathon writing-spree. Believe me it can real help us to master the art of writing to give us a deeper understanding.

It’s vital to end the drought of not-able-to-write with confidence: It is to engage yourself in writing-frenzy. Don’t bother what to write; write on anything and every thing you lay your hands on. Write on your new job, your love life, your new fatherhood, your hairdresser, your pet peeve. Mind you, never stop writing even for one day; I myself started writing every day seriously on whatever that comes to my mind (this post included!)!.

I’m not only suggesting you to write. I’m reminding myself to do that on a regular basis. I want to get to the far end of the learning curve, and make up the lost ground myself (all these years I struggled…Huh… sigh). But, for that to happen there isn’t any short cut, except start writing as if there is no tomorrow.

Learn, as you write on your Blog

It’s a big task to master the art of writing…huh. It took me some time to master it – putting words sensibly and creatively. Our thoughts most of the times are cluttered and foggy: How to give shape to them? Even after writing for ad agencies for over 10 yrs never made me a prolific writer.

But blogging, which is mostly writing your personal experiences - is a good platform to hone your writing skills. Ever since I started writing on my blog, I became a better writer, I believe, each day. I struggled initially and later picked up pace and started writing spontaneously from the time I got my blog designed by my friend for free – Bokjae of www.jungbokjae.com (he writes from his heart) and Vivienne ofhttp://www.versacreations.net/advertising/448/farmer-or-hunter-during-economic-winter/ (check out her blog for some good info). I may not be writing some ground breaking stuff, though; but it gives me enough practice to learn the art.

And, when I want a certain word for a certain expression of my thoughts, then I know, how difficult it is to write with befitting words. That makes my mind sharper and quicker to pick beautiful expressions as I read.

And later, when I’m reading, I’ll find that word which I had been looking sitting pretty in an expression.

Mind those wise quotes, as you read and write

I wonder how some people quote beautiful quotations at the exact context (I like quotes in Writer Dad). These quotations are tricky things. If you want to quote a quotation you wouldn’t find them.

I envisioned a plan whenever I find a quotation I would write it down in a book I kept next to me.

But I feel, the ideal way is to cut and paste in a separate file. Whenever you want to quote you may use them easily. You’ll find no. of quotations skillfully quoted in many posts. It’s prudent to write them down, or cut and paste them in a file.

I observed another thing, as I’m spending more time reading these days on blogs, I do write down some of the quotes (some quotes are very rare). They became very familiar to me and almost imprinted in my (poor) memory, and I can quote them with relative ease. I also like to keep them at my laptop for some days and by heart them, and can write some posts on those thoughts.

Write a book or a memoir of you

I’m seriously thinking of writing a novel or a book on my favourite idea or topic (currently writing a small booklet about my brother). That really helps us keep moving at a faster pace. If you’re a newbie, don’t fret. Even then, you can venture writing one. After all, the writing may not be of a matured tone but still if you do it with your true understanding without faking your voice, it would still be very interesting to read. No doubts on that.

So, go ahead and commit yourself to write some book or novel which sure gives you a great playground to practice your writing skills, and which will surely help you to get round to the end of the learning curve. Fast! Of course, there is no end to learning, but finding you the much needed confidence and proven credentials for you to reach the other end of the learning curve.

I know each one of us have different experiences of learning in writing, It's so much useful for us if you share your experiences. Pls. add them here!

How to unshackle your writing muse?

I felt very strange today. I struggled to write, and everything I write seems meaningless, when I view them through other’s prism. Suddenly…I felt, am I talking sense, does it appeal to the reader or not…kind of doubts haunting me. I felt lost… and was seething in frustration.

Where did the confidence go and, where is my most trusted voice? How do I become so vulnerable now than ever?

I guess these doubts sure hover in the minds of every newbie blogger, like me. I just want to share my thoughts here.

Write for yourself

Writing for ourselves makes us clearer in our thoughts than writing for an audience, especially in blogging. When you write for others, and when it won’t attract any readers, it would make us sulk about our talent. You’ll imagine the audience critiquing every word you write, and you’ll end up rewriting the stuff over and over and, at last it ends in the trash bin. I understood a fact: Just write as if none is there to read except you.

I think this is what all the famous authors like Zen Habits, Men with Pens or the recent hot Collective Ink are all doing. They are so comfortable in their skin and write so beautiful posts that are close to their hearts; without giving too much of a thought to the world outside. I think that’s the secret of their confident, uncensored and yet very endearing voice.

Lesson learnt: Write from your gut. Write something that pricks you, frustrate, depress, excites and affects you. It sure has a way to other’s hearts. No matter it is on topic or off it.

Write thinking as if none dealt it before

Yeah, the thought that there are thousands of blogs and thousands of posts each day, which could’ve dealt and churned the same topic earlier and many, many times over, choke you. This thought really makes you nervous and frustrated. It makes you stifle your idea - And makes you think that you can’t say anything different… and better be quiet.

I believe each of our journeys is different from one another. And naturally, our experiences too. Writing springs out from your experiences; if it should be natural and gripping we shouldn’t overly restrain the natural flow of it, with the thought of the elusive audience. So I feel with each of our sharing, we can learn and benefit. So go ahead pound your keyboard hard, without giving a hoot of how many times the topic has been discussed, or what it’s all about.

Lesson learnt: say it with no malice to anyone. Say it your way and it’ll sure add another shade to the spectrum of life.

It shouldn’t matter if you’re read or not.

How does it for that matter? If it’s you, your life and, your writing?  It needn’t be authenticated or appreciated by anyone. It should adhere to a certain moral code which should be accepted by your conscience, though. As long as that fits into your conscience’ frame you’re on your own.

Ever since I started blogging, one thought bugged me like a mosquito (I hate them a lot). Will I be read? Will I be accepted? If we seek to be accepted that’ll elude you and me. The life we are leading is for us and we lead according to our terms and conditions. And why should my writing should be anything different from it? I have no qualms if I’m accepted or not.. No amount of criticism or acidic critique should curtail me or you for that matter, as we are living our life in our unique ways and writing the same way, too.

Stop comparing with others

You’ve just started off writing in your blog. It’s quite natural that you don’t find any reader, and there is no hope finding hordes of them, either. It’s a fact that every big or not so big blogs attract hordes of readers, while yours haven’t’ seen any in the recent times. It’s natural you think like me… that your voice is not so unique, your content lacks the punch or bite.

It’s not that way anymore. It’s just that you’ve started late and your wealth of technological knw-how may be inadequate and lack the wherewithal of marketing your blog. And maybe… your content lacks the killer punch like the pros… that shouldn’t deter you to write as you’re learning on the job. Your writing needn’t be compared to someone else who has been in the blogging arena for quite a while…some years.

It shouldn’t matter, hence, if you’ve visits or not. It’s you and your writing on a daily basis. If someone shows up thank the reader for the visit, and move on.

It’s you and, YOU alone

Writing is a different ball game unlike other activities. Everyone can’t become so good in it overnight. At least this is my experience. You’re cruel to yourself if you compare it with others. Many young writers fall in this trap. Let’s be honest and kind to ourselves. Don’t take yourself too serious.

Writing comes from one’s experiences and it flows through the ebbs of life. Life is determined by the conditions and circumstances we are placed in. Hence our lives are different from each other. So do our writing.

Our knowledge or understanding may be inadequate to look at life in a matured way. Fine, that shouldn’t make us small. Everyone has a right to an opinion and everyone has a reason to it.

So take out the fear of the audience and the fear of failure, and go ahead and write your story of life. Sure it would be a learning experience for someone, if you do it from your heart.

This post becomes more interesting with your experiences. Feel free to write if felt anytime like that - that you don't have anything to say worthwhile-- and how you managed it!

 

 

 

Go Crazy …. It helps you LEARN and WIN

His Kannada examination is just the next day. This boy of 9yrs doesn’t really seem to understand the flak he gets from his teacher; nor our sad plight standing in front of the teacher as if we’d done something unpardonable. He is miserable in the language. He has been studying the language which is not his mother tongue for the past 4 yrs, though. And his mother makes him learn or by heart just before the exam.

The value of time is best understood or felt on the day before the Kannada exam for us and for the little boy too. Time ticks and he still is in the first chapter mugging up the answers. A silent prayer goes out off my heart to the Almighty to save us this time and bail out this poor and innocent boy. 

Luckily for the boy and for us, the Almighty does show mercy and get him through, and save us too each time. We sighed …with a big relief. Thanks to his mother for the unfathomable energy to drive him up the wall and make him cram the insurmountable amount of stuff in the subject in the shortest timeframe.

This boy should be taught the language in the vacation, we decided. We instructed him to read a lesson before breakfast, thinking this would make his little brain to remember fast. I carefully observed that this boy reads the one stipulated lesson and leaves the book and switches on the TV. (Our efforts finding a suitable teacher to teach him were in vain)

Almost 20 days have passed, and each day while he starts to read, this boy, stutters and mutters like he has been doing past so many years. What could be the reason?

I couldn’t fathom what went wrong. I’m equally crippled with the language. My wife is the only one who can barely read if not can understand every meaning.

An idea struck me, when he announced he finished his daily ritual of reading the one lesson: Hang in there, my son! Don’t just read it; Just go crazy about it.

Develop a Passion 

Our passions are shown in our daily activities. If you want to be a writer inevitably you’ll be found reading a lot of either news paper, or magazines or books. Your best friend comes and sits in front of you and patiently been waiting for you to finish your reading sojourn; but you never seem to know that a human figure sits in front, or even stepped in to your place (that’s how I used to read anything written in English).

This is your passion. You can rest assure yourself that this is your calling. If reading is your passion and inevitably you would write. Those thoughts and the corresponding phrases are recorded in your subconscious permanently. Once you trigger them they start belting out in full force, which you’ll be amazed at.

Go Overdrive 

It is just not enough if we do little by little in learning anything. Especially, writing. Writing takes a long process to get a grip on. It needs to be a rigorous exercise. You need to write on anything immediately. If you’re reading, you should read the best article several times and many times over. Even writing anything should be done with craze. Nothing should satisfy you. You need to see and write different drafts. Initially if you’re called to write you wouldn’t be surprised you’d get the best copy at the first instance or somewhere in the middle after number of drafts. 

My writing too hadn’t improved till that time I went on a feverish pace reading, and devouring everything at my sight. Ever since, I’m introduced to the internet it was an addiction of sort for me. Today, I’ve the confidence that I can write easily. 

Fatigue? Never! 

The more you read, the more you’re interested. The more you learn, the more you’re fired. The lesser you understand, the bigger will be your efforts (‘cause you’re crazy about it). Boredom, fatigue never touches you. Have you observed how a small toddler pursues a balloon? He moves farther as the balloon is pushed by his feet and he’ll never be tired of holding it.

Even a child too never gets tired of his playing or of his/her drawing. He pursues it with so much patience. “It’s simply craziness”, you end up telling to yourself about the child. 

Relent Not 

I told my son, don’t relent. Never stop with one lesson. Take it to two and three and four till you’re exhausted. Remind yourself the rewards you get, or the accolades you receive from your teacher and to yourself (you start liking yourself and you start believing in yourself). You feel proud of your achievement. You’ll be the role model to the world. 

I tell him look at me how I slog and read on the net. I sit hours together reading, reading and reading blogs. And I tell him that  I quit my job; knowing fully well that I’m technically-challenged (he helps me sometimes technically) and would like to strive to make big and, be a reputed writer who has a body of work to show to posterity. That’s to him – my son, and the world.

He knows my frustrations and my fights over the phone and often to myself. And still looks at me and say … “you’ll be a great copywriter one day as you’re crazy”. And I tell him “you’ll be a winner all the way as you’re crazy”. 

Leverage the RAW ENERGY of YOUR SPEECH

There was a deep silence after the client finished his speech explaining about his company and about their expertise. He was bombard with some questions that reminded me for a moment, if he was here as a criminal to be mercilessly pounded with irresponsible and often needless questions about his company and about its marketing and branding. I was reminded of an interrogation of an offender by the police personnel.

What happened afterwards, when the agency’s turn to give its presentation, was even more tormenting to the poor criminal (the marketing manager). It was as if he was being punished for having come there alone. He had to listen to the hush hush ramblings in his ear by a senior manager in the agency sitting next to him; while the rest of us are yawning and some are talking to the others in the regal seminar hall, while the person was trying to figure out what he was being told in his ears.

Probably, he would be thinking how fast this ordeal will be over, and how fast he can be relieved of listening to the earful of ramblings of the agency head, while the others in the room are having a gala time. You got the picture?

As this hard-to-witness-show was happening, I was lost in many thoughts: How would the client would feel now? In what light the agency was being portrayed in the eyes of the client?

Can you make any guess on - what would be going on in his mind?

What would you do If you’re in the clients’ position; and what would be your reaction?

Or if you’re in the agency what would you do, and how would you handle the situation?

I felt it was a very good opportunity that was missed by the agency to impress the client. And more so, it was a very good opportunity to encourage and exhort the people present – the visiualizers, art directors, the client servicing folks and everyone present in the conference hall.

The agency head would’ve taken the charge of anchoring the show with a generous dose of humor and witty comments (making it informal and lively), which is very important. He would do a world of good if he/she stands up and addresses the entire gathering including the client. The agency head would’ve thought that since the client was the only stranger there, he would better sit next to him and explain him about the agency by showing some creative kit.

But, my question is what’s wrong if the agency head stands up and speaks to the client about the company’s credentials, vision, and mission so proudly to all, including his colleagues. It’s nothing wrong if he/she reiterates the companies’ vision, mission and philosophy once again to all.

You may ask me: How does it matter, except the client every one else was from the agency and how should it make a difference…..etc, etc? I say each meeting is a chance to renew our vows:

• Reiterating your vision, dreams and philosophy of the company from a podium shows that you’re a real professional and go-getter who has the drive to live your dreams.
• This brave gesture of speaking with conviction, assures the client (the person with us) that we are really serious and makes him or her moved at our passion and the deep commitment.
• The folks in the organization too get really jolted at the powerfully-crafted vision and mission and the philosophy being once again heard at a poignant occasion like this.  Shattering any doubts with the agency’s prowess to chart its dreams. And it would give them an occasion to look inside -what is their true contribution in attaining the dreams.
• Every speech if done properly would certainly move the people. People are more emotionally driven. Words with conviction move them and melt them. The luncheon/dinner is forgotten by the end of the day, but the words ring in their ears very long.
  
• Even the client is also a human being, besides being a hard core businessman, will sure leave the place a lot more determined to excel in his career (that’s a huge benefit which prompts him or her to remember us for long). He/she too will feel that his/her time spent there is worthwhile and rightly rewarded.
  

 The Lesson to learn is: Never shy away to speak to people what your vision, mission, and dreams are. There are different words (we’re blessed with) to interpret life and business’ goals and dreams in many different ways. By saying them once again we are growing inwardly and we’re inadvertently gaining some extra gumption and power to make a difference in our lives. And in others. 

 What are your experiences, can you share them? Do you believe that you’ve something to speak to the world when the opportunity arises? Or, you shy away from it?

How do our mindsets play a role in writing killer copy?

 If you ask me what makes me feel if a brand is good or bad. I wouldn’t hesitate to tell you that it’s their ultra sensitivity. Isn’t it? How about you? It’s the concern for the consumer that separates one successful brand from a not-so-successful one- from a successful blog to an okay- kind-of one. Here the denominator is their unstinted concern.

If they can represent and reflect my inner most feelings and sensibilities, I would vote for them. Even our relationships and society feel sophisticated and civilized with this sensitivity.

But. How many of us have time to really go into the nitty grityy each time we embark upon one – writing assignment like an ad or a brochure. Its bit difficult to fake your concern and it’ll always be a half-hearted attempt. It always fall a wee behind the expectations. May miss the right opportunity.  Unless you’re blessed with this sensible mindset, I feel, it’s quite difficult to look at others’ concerns.  The consumers’ life and priorities don’t really sink into to your collective conscience. Hence, you can’t reflect the same in your copy. Your copy lies insipid.

If you think / want your customer to benefit from a very good car/residential site/ fridge/ TV/ career course which is low priced and can easily fit in to their budget, tell him, that this product genuinely benefits them. Or if required nudge, and cajole him/her to take a decision with a voice that they feel is their own (a familiar and friendly tone). Compare and contrast his/her reason with yours and finally let him/her consider with their discretion.

Does this offer benefit him in the end? Does he/she feel happy about the decision? Won’t he/she become your loyal friend and customer all through life? Soon, they will, for sure.  

Even the customer doesn’t take a decision; he or she respects and considers you as a friend, though. As someone who trusts you, no matter what.

If you treat him/her a friend, you’d certainly hog the extra mile to win his/her heart through gentle speech that is directed to benefit him; not to trick him or her.

"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."  -William Bernbach

 A caring attitude helps to fathom the inner soul

                                                  (customer’s, that is) 

Brands and consumers relationship is akin to any relationship in our life. Reason why David Ogilvy said: “the consumer is none but your wife”. If we need to understand a person’s outburst or anger we need to know, what the reason is. If we care for a person we will know what are his likes and dislikes. We need to make attempts to understand these concerns (we call it research or experience). Then, and only then, the tone and voice of your copy will certainly gets attuned to entertain and educate the reader.

No effort spared to make him/her smile

Our choice of a headline, or body copy – the lead, will be made interesting, if you really like the person to whom you target the copy. If you care for him or her, you would write a couple of headlines more and see which one can potentially interest the reader. The lead – the introductory paragraph and the entire copy in the ad is made so interesting that you want your best buddy isn’t bored. You make it spicy and hilarious and yet at times poignant to elicit a kaleidoscope of emotions in your friend – reader, the target audience.

Some beautiful posts on the blogs of some famous writers mirror their efforts. Their genuine concern for the reader, who trudges to their sites for information and solace, is shown in their posts. Some sites are God-sent blessings to me as I can’t imagine a day without reading them.

 Your love has no boundaries

You make a conscious effort not to hurt him or her by misguiding them or by being rude or being brash. There is one hoarding which screams: ACT LIKE A MONKEY. Hmm.. what do you call it if not downright disregard for your customer. This hoarding and several other substandard ads I came across, prompted me to write this post.

If you know you hurt him or her inadvertently, you don’t waste time to say sorry and apologize. At last you find new and novel ways to tell stories to your reader to make them happy and give bits of information about something which is quite useful to make their lives easier and effortless.

Like… I want my friend to tell me if there is a good book on copywriting with a new perspective; a sale which is very good for purchasing a good pair of jeans, a good set of dining table etc. I appreciate that effort and want to reciprocate the same to him or her.

Your copy represents a sense of long-lasting relationship through the emotions you show towards your customer. For which, I believe, besides your wherewithal and know-how on copywriting and greater language mastery, it’s your caring mindset that makes you a good copywriter as someone who can write – killer copy that tugs the heart strings of your reader.

I read one post in a blog of a reputed freelance copywriter in America who shares similar sentiments: www.marte-cliff.com/wordpress

Does this concern help us to go the extra-mile, or can we write an emotional and touching copy even without actually feeling for the one whom it is addressed? Pls. feel free to comment and share your views.

Every BRAND knows who copywriter is

It has been my experience with clients and several independent consultants who are thinking that writing copy is near to nothing. They think that it is just a page full of words which are typed with relative ease, and it amounts to no effort on that part of the writer and does need no special skill or knowledge to do that. Especially so - if the writer doesn’t make a big deal about it – deliberately telling them it took some sleepless nights, and if s/he is unfortunately little down to earth and hungry for some good work(like me)..

It takes huge effort (years) to learn any craft…so is copywriting

They often tend to think that the words are just randomly thrown in to make sentences, and have no special purpose to them. And hence, they’re reluctant to pay and least they refuse to accept that the writer has done some substantial work to write the copy. It takes herculean efforts to painstakingly give the whole communication a voice and a personality by strategically aligning the words – into thoughts.

I have great respect for those who really are keen to see and understand how hard the job is. Yes, there are clients and people who appreciate good work and really pay handsomely to the writer besides pouring copious appreciation and accolades. Kudos to them! But majority, I don’t know why are plain indifferent to them; and let alone pay them reasonably, do not seem to acknowledge the importance of it.

I presume it’s all that they never gave a thought to the copywriter’s plight; or they were never apprised of what it is by anyone. Otherwise, they too will respect the good work and pay handsomely, I believe!

The reason why, this ranting!

Freelance copywriting needs a new lease, here

Freelance Copywriting elsewhere in the west is well appreciated and the business too is lot more organized and no assignment is taken without any agreement and everything is professionally run. Hence it’s easy for the copywriters to do their job peacefully and not to worry about the payment hassles.

But down here, if you ask a client to commit to certain conditions and seek a written agreement they take it as indifference and lack of trust; not knowing that the written agreement makes both the parties to concentrate on the work they do and have a peace of mind without other negative doubts hampering their work. And it’s a great boon for the client too, as he is assured of timely delivery. (Here again, it doesn’t apply to those who go by the rule and stick to them)

I just want to see where and how a copywriter’s job gets a beating in comparison to other professions and why. It’s just a way to show that the copywriter works really hard and goes through the grind and, s/he too aspires to be paid what is due and, if not respected for what s/he does, at least not looked down upon.
Here is a peep into the kind of work copywriter does vis a vis to any other work that is done:
Words from mind & heart, not from dictionary
The tools of a copywriter – the laptop, PC, dictionary, some books on copywriting, and other books do not make the writer, or do not make them appear physically run down unless they make a show of it; albeit mentally they are drained thoroughly, though.
Life Experience –the bank of knowledge
Writer’s biggest bank of knowledge is their experiences in life; their efforts to know the world with uncanny ability and candor. They draw from these vast reserves of knowledge of life they lived and observed from close angles – that obviously can’t be seen unless you are keen to know it.
It’s physical as well as mental
Even the write up or copy too appear some normal words on a screen or a page which do not seem to have come with some physical labour; obviously no writer likes to show them how many times s/he has drafted, redrafted it; how many hours did he spend thinking about it. It’s a mental and physical labour, though
Fruit of stinging labour, though
The reason that since the write up or copy (poor thing) appears lame sans the design as a brochure, website content, flyer, mailer etc shouldn’t be implied as worthless; often some clients feel it’s just black words on white paper and nothing else (alas!).

It’s time each copywriter gets his or her due recognition in the advertising scheme of things. Especially in this part of the world the freelance copywriters are taken for granted and end up doing drudgery.
Do you think copywriting needs any special skills …can you share your thoughts with us?

How copy can sound confident, effusive and flamboyant?

It might cost us our job, if we’re unlucky to have a hotheaded boss, and if we’re to ask for some time to write the copy (I lost one job recently…seriously!). You’re certainly at a disadvantageous position if you say you need time to do a good job, especially with some clients who want everything in a jiffy. On the top of it, the sniggers of your own colleagues - our boisterous art director friends who look to annoy the copywriters for their intellectual airs (very few come into this category, it depends on your luck factor).

And above and all, your reputation that’s tagged along with that job pulls you back cracking the copy.

It’s often debilitating to write copy that is really compelling. Perhaps the reason why copywriters – the established and renowned are respected so much; and are celebrities, in their own right! However, these techniques helped me get the flair and confidence to the fore each time I go through the process.

Know the target group

Knowing your target group is the first step to style the tone of copy. Each group has different mindsets: Students and young adults believe in fairy fantasy; Young professionals want a bit of hype and exaggeration; and mid and higher-level pros would need bare and crude information but nothing else, with some gyan thrown if possible.

Work up a tempo

We need to research on the competitors’ product and their features and the feedback of the product by the customers. At last, the final straw would be the first hand experience of the product and its specialty through some interviews. It differs from the young girls who go by their peer endorsements than their individual opinions to the older women who bank on facts and testimonials from the ones they believe and bond with.

Conviction speaks louder

Finally my conviction of the product benefits vis a vis the competition and my knowledge about the entire niche of the product category makes me more confident to talk about it without any fear and/or hesitation. The above said observations and the wide research we do on the particular target group and on the product in the internet (through research) make you imitate their tone with confidence.


The unflappable spirit

The way to the heart to any customer is through untamed spirit: straight uninhibited talk. There is absolutely no one who isn’t besotted by the infectious energy of the tone. Having the confidence that the product is way ahead of its competition (has some inherent benefits in one angle) and also with the familiarity of the person (TG) we can go ahead crafting the copy with so much nonchalance. That’s what fetches the readers’ attention. And care should be taken not to over do it, though.

We may face a stiff resistance from clients to force us to do a quick job. But that’ll be a great emotional and physical drain to do the job. Of late, I resist such temptations and stand my ground.

What are your experiences writing copy and facing some flak from the uninitiated clients and folks? I’d love to hear from you!