16Jun 2011 by Bob Cargill

Social Media: It’s Personal

Blogging, Facebook, Social Media, Twitter, YouTube
Don’t tell me social media isn’t personal. Sure, it’s not the same thing as actually sitting down and talking to someone in person, face-to-face. But it’s often the next best thing. And in some cases, it’s the only thing. Using Facebook, Twitter, YouTube and the like is a great way to connect with people who otherwise might not give you the time of the day because they’re either too busy or have reason to believe they have little in common with you. Social media is also perfect for keeping in touch with people who it’s impossible to meet up with in person because they simply live or work too far away. For example, my friend, Amelia, is situated some 3,000 miles away from me in Seal Beach, California. We’re both…
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26Dec 2010 by Bob Cargill

My 218th Blog Post

Blogging, Copywriting, Direct Marketing, Facebook, Fundraising, LinkedIn, Marketing, Public Relations, Social Media, Twitter
Since my first post on February 17, 2004, I've written more than 91,000 words on A New Marketing Commentator, but these are going to be some of my last words here for a while. Yes, it's time to give this blog a rest -- again. I'm sure I'll be back soon, but I've decided it's time for another break from the blogosphere, similar to the one I took earlier in this blog's lifespan. In the meantime, please don't hesitate to check out my archives, especially the 2,700-word "10 Ways to Succeed in Social Media" and the 2,800-word "10 Ways to Succeed as a Copywriter," two long series of blog posts I've bundled together and published as long, standalone articles. Other relatively recent posts I've written that I'd like to single out include "The Importance of Character in Social Media," "50…
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20Nov 2010 by Bob Cargill
10 Ways to Succeed as a Copywriter, Parts 1-10

10 Ways to Succeed as a Copywriter, Parts 1-10

Advertising, Blogging, Branding, Cause-Related Marketing, Copywriting, Direct Marketing, Facebook, Fundraising, Marketing, Public Relations, Social Media, Twitter
If you've been reading this blog for the last few months, you know I've been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I've looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this profession. As I wrote about my own career in the very first post in this series... I may have worked for a number of different companies, developed new skills and taken on new responsibilities – such as creative direction, public speaking and social media – along the way, but I’ve also stayed true to my roots as a copywriter. And after all of these years writing headlines and subject lines, direct mail packages and email blasts, blog posts…
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31Oct 2010 by Bob Cargill

10 Ways to Succeed as a Copywriter, Part 10

Advertising, Blogging, Branding, Copywriting, Direct Marketing, Marketing, Public Relations, Social Media
10. Use social media. A copywriter's job is to use the written word to promote something or someone using a variety of media, anything from radio to TV, direct mail to email, websites to billboards, print ads to assorted signage, sky writing, you name it. And today, included among all that tried-and-true, traditional media are blogs, Facebook, Twitter and other popular Internet-based, self-publishing vehicles. The fact is, anyone working in the marketing, advertising, sales and PR fields who knows how to use social media tools and technologies will likely be much more successful amidst this new communications era. And those who earn a living writing copy have an obvious competitive advantage. After all, the better you write, the better chance you have of stringing together the right messages for the right occasions and making yourself heard loud and clear…
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17Oct 2010 by Bob Cargill

10 Ways to Succeed as a Copywriter, Part Nine

Advertising, Blogging, Branding, Copywriting, Direct Marketing, Fundraising, Public Relations, Social Media
9. Sweat the small stuff. It's one thing to be a creative genius, to be that extra special someone in the room who can come up with surprisingly brilliant ideas practically on demand, time and time again. That's the glamour and glory of the business. But the consummate copywriter is actually a stickler for details, someone who's as strong on the left side of the brain as the right, who's as analytical and obsessive as conceptual and extemporaneous, who's as aware of the importance of being an accurate, fact-based  tactician as much as an original, award-winning craftsperson. That part of the job is not as exciting as it is necessary. Yes, it's not good enough to be just a great wordsmith and marketer. If you want to earn a living as a copywriter, you also have to be…
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03Oct 2010 by Bob Cargill

10 Ways to Succeed as a Copywriter, Part Eight

Advertising, Blogging, Branding, Cause-Related Marketing, Copywriting, Direct Marketing, Fundraising, Marketing, Public Relations, Social Media
8. Be a team player. Most copywriters are accustomed to working alone, sequestered away from the rest of the team, doors closed, blinds drawn, working feverishly against time. It's what we do out of necessity, when there's no room for distractions and we just need to put our heads down to get the job done as soon as possible. Yet while it's certainly not unusual for a copywriter to do his or her thing in isolation, battling loneliness as well as the clock, it really shouldn't be the norm. Sure, to succeed as a copywriter, you need to be a self-starter, capable of working independently for long stretches of time. But you also need to be a team player, someone who works well with others – especially designers, creative directors and…
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05Sep 2010 by Bob Cargill

10 Ways to Succeed as a Copywriter, Part Six

Advertising, Blogging, Branding, Copywriting, Direct Marketing, Fundraising, Marketing, Social Media
6. Exercise good judgment. A copywriter has meetings to attend and research to conduct, but the majority of his or her work hours are spent, well, writing copy – and often under the pressure of exceedingly high expectations and incredibly tight deadlines. Talent is important. But so is good judgment. Whatever you’re writing, you have to have both the experience and intuition to choose just the right words for the assignment time after time. You also have to decide for yourself when to let go of your work and share it with your colleagues and clients. As Roger von Oech writes on page 110 of his book, “A Kick In The Seat Of The Pants”… “The judge performs the evaluation function of the creative process. When you adopt this role, you…
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27Jul 2010 by Bob Cargill

10 Ways to Succeed as a Copywriter, Part Three

Advertising, Blogging, Branding, Copywriting, Direct Marketing, Marketing, Social Media
3. Walk in your readers’ shoes. In Stephen R. Covey’s best-selling book, The Seven Habits of Highly Effective People, Habit #5 is “Seek first to understand, then to be understood.” Well, that’s also one of the habits of highly effective copywriters. They seek first to understand everything they possibly can about their audience before they even begin to attempt to be understood themselves. Yes, the more you know about your customers and constituents, the easier it is to make a potentially valuable connection with them. Unfortunately, that’s much easier said than done. Tight schedules and small budgets often supersede any opportunity to look closely at the demographics – and psychographics – of those whose attention you covet. But that doesn’t mean you can’t find out what makes them tick. What…
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28Jun 2010 by Bob Cargill

The Best of What I’ve Posted Here in the Last Year

Blogging, Facebook, Marketing, Social Media, Twitter
On July 2, 2009, I published a list -- a "retrospective," if you will -- of some of the posts I had written about social media in the last year. And now I'd like to share with you a similar list of the best (in my humble opinion) of what I've posted here on this blog, A New Marketing Commentator, in the last 12 months. Over the course of the last year, I've tried to post something new once a week. But, for a variety of reasons, that's not always been possible. Yes, I've been helping clients with their own social media programs. And, as Cargill Creative, I've been hanging out on Twitter and Facebook, too. Finally, I've been keeping very busy as a copywriter, creative director and public speaker. Of course, it should go without saying that I also spend as…
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