By Alan Kravitz
I'll admit to being a bit misty-eyed today, with news that the very last typewriter manufacturer on the planet is closing its doors.
Granted, I can't even remember the last time I used a typewriter. But I remember the thrill I had when I first learned to use one in junior high. At first, I couldn't understand why the letters weren't layed out in alphabetic order. But once the very patient Mrs. Gefsky explained that the keys were layed out with the most used letters in mind, it all made sense to me - and my fingers flew. I loved the sound of the keys when I pressed them. I even loved how hard I had to press them.
Eventually, I of course became a slave to technology. With each new invention that made storage and corrections easier, I was right there. And I developed even more of an appreciation for all the writers who went before me - the ones who had no choice but to line up their paper just right, get that goopy Whiteout all over themselves or type major portions over again - whenever they had to make changes. I could absolutely understand why 99 percent of them were raving alcoholics.
And yet, I'm sad - in the way that I'm still sad that vinyl records disappeared. But guess what? Vinyl's making a comeback. Maybe someday, the typewriter will, too. Maybe, like the budding writer in the under-appreciated film Finding Forrester, there'll be other kids out there who will know the thrill of "punching those keys."
Alan Kravitz is a copywriter who specializes in writing customized web content, direct mail appeals and print materials for socially conscious organizations. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
Often, I read something and think, "Why didn't I write that?" This is one of those times. When I saw Sonia Simone's post on Copyblogger today, I knew I had to share it. I know times are tough for many of you. But if you're not a professional writer, there are times when you absolutely must buck up and hire one. And I mean one with real experience -- not someone you get off of Craigslist for 5 bucks. Like anything else, you get what you pay for when it comes to writing.
If you're not a hair stylist, would you cut your own hair before going on a date, just to save money? Probably not -- if you want another date. So, when your writing really matters, why take chances? If these situations sound familiar, it's time to call in a pro.
Alan Kravitz is a copywriter who specializes in writing customized web content, direct mail appeals and print materials for socially conscious organizations. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
By Alan Kravitz
Do you know your nonprofit organization’s culture?
I’m not just talking about your mission, or even what your organization does. I’m also talking about “below the surface” issues such as managerial styles, the decision-making process and even conflict resolution.
I’ve been working with nonprofit organizations for almost 20 years, and I know that the most successful nonprofits operate very much the way for-profits do. For-profit leaders tackle these “below the surface” issues frequently, but there’s never really been a guide designed especially for nonprofit organizations.
Until now. The new book, The Nonprofit Organizational Culture Guide: Revealing the Hidden Truths that Impact Performance, will help you understand your organization’s culture. It was written by one of my amazing clients, Denice Rothman Hinden, along with Paige Hull Teegarden and Paul Sturm. These three have spent the better parts of their lives assisting nonprofits, and as the saying goes, they “know from which they speak.”
In the book, the authors share their own unique Revealing Organizational Culture (ROC) process. They tell why you should understand your organization’s culture –- and provide basic guidelines for how to do it. The book is full of invaluable information, with step-by-step details on how you can use ROC. And you want more information, or you want to join in the ongoing conversation about organizational culture, the authors have created a website, www.revealorganizationalculture.com.
If knowing more about your nonprofit is one of your resolutions this year, then this book is a must. Order it here –- and start discovering the hidden truths about your organization.
Alan Kravitz is a copywriter who specializes in writing customized web content, direct mail appeals and print materials for socially conscious organizations. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
By Alan Kravitz
When the Queen of England joined Facebook this week, it was big news. Even here in the United States, all the major media outlets covered it, and the blogosphere went nuts, too.
Why was this a big deal – especially when zillions of other important people have already beaten the Queen to the punch? Well, not knowing the Queen any more than most people, I would venture to guess that her image had something to do with all the fuss. I don’t know about you, but I can’t picture the Queen actually getting excited about someone hitting a “like” button. Yet she obviously realizes that social media is now an important form of communication. That's why her decision to create a fan page holds some valuable lessons for those still squeamish about the Facebook frontier.
1) There’s no such thing as being “above” social media. If one of the most famous women in the world sees the branding benefits of social media, you should, too. It’s not a fad and it’s here to stay.
2) There’s no such thing as being “too busy” for social media. The Queen, of course, hires people to take care of her social media – this at a time when even Buckingham Palace is cutting back due to the economy. Bottom line, if you feel you’re “too busy” to market yourself, hire someone to do it for you. Yes, it costs you some pounds – or dollars, or whatever – but it’s worth it.
3) If your “subjects” are using social media, you should be, too – whether you like it or not. It’s not just about building a friend list or a follower list. It’s about communicating with your friends and followers. Anyone who doesn’t do that is really missing out.
4) By all means, monitor your responses. Social media doesn’t have to be a “free for all” – and in many cases, it shouldn’t be. On the Queen’s page, any comments deemed inappropriate are quickly removed. Again, if you don’t have time to do this yourself, you can hire someone to do it for you. I often hear people bemoan the “lack of control” they have with social media. But if you do it right – and approach it strategically – you have more control than you think.
5) Social media can help repair your image. Fair or not, the Queen has been criticized for being “out of touch” with the common folk. Now, through social media, she can tell us about her charity work, give updates on her family - and even do practical things like post the Changing of the Guard schedule.
So, I say, hail the Queen for joining Facebook. She'll probably never see my comments. But at least I now have even the illusion of really being able to say something to her. How cool is that?
Alan Kravitz is a copywriter who specializes in writing customized web content, direct mail appeals and print materials for socially conscious organizations. He now forgives the Queen for ignoring him when he waved to her outside Buckingham Palace last year. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
By Alan Kravitz
Have you seen the latest video promoting the American Jewish World Service (AJWS)? If you haven’t, I urge you to check it out here – no matter what religion you are (or aren’t.) Why? Chances are, your favorite star is in it – everyone from those you’d expect in a Jewish organization’s PSA (Jerry Seinfeld) to those you wouldn’t (Lindsay Lohan.) And chances are, the video will make you laugh. Hard.
It was made by Hollywood uber-director Judd Apatow (Knocked Up, The 40 Year Old Virgin) in honor of AJWS’s 25th anniversary. This is a serious organization doing seriously important things – and celebrating a big milestone, too. The video could have been very emotional and/or historical, and that probably would have been fine. But Apatow deserves a lot of credit for taking a route that has no doubt offended some. Not only does the video use humor, but it also does the very politically incorrect thing of bringing up Judaism’s biggest stereotypes (Sarah Silverman alone has staked her career on that.)
Yet that’s why the video works – and that’s what makes this the video that everyone in the Jewish world seems to be talking about. Sure, the star power helps. But the one word that keeps popping up in the responses over and over again is “funny” – and “funny” gets noticed.
Though humor has long been a promotional staple in most fields, many non-profits have always been scared to use it. Even here, AJWS was not involved in making the video. Apatow did it on his own and gave it to them. But AJWS is certainly using the video prominently on its website, and as a promotional tool.
Will the video lead to an increase in donations and involvement? Only time will tell. But scores of people who had probably never even heard of AJWS are now at least familiar with the great work this organization does. That ought to make everyone at AJWS smile – even the ones who aren’t laughing.
Have you ever used humor to promote your very serious mission? How has it worked for you?
Alan Kravitz is a copywriter who specializes in writing customized web content, direct mail appeals and print materials for socially conscious organizations. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
By Alan Kravitz
Hello.
It’s one of more pleasant words in the English language. It conjures up beginnings and connections. And it was the only word Tom Cruise needed to win back Renee Zellweger in Jerry Maguire.
But when I was attending a recent marketing expo, I heard an interesting story. It goes like this. A copywriter was communicating with her client’s Facebook contacts. She introduced herself by saying “Hello” – and the client had a problem with that.
Why? The target audience was very young and urban. And according to the client, “Hello” sounded too formal. This audience was more likely to say “Hey.” Or “What’s up?” Or even ‘”'Sup!” The copywriter was advised to change her greeting accordingly.
Picky? Maybe. But this is a client that really knows its audience. And it stands to reason that the more you know your audience, the more you can target your content to reach them.
Now, would someone have flown off the rails simply from “Hello”? Probably not. But in marketing and communication, success is often measured in subtle ways. When the copywriter changed her greeting to “Hey,” she noticed that her response rates went up. When communicating with this particular audience, she’s been starting with “Hey,” or some other catchphrase thereof, ever since.
Effective content speaks your audience’s language – not necessarily yours.
What about you? Does your content have your audience at hello?
Alan Kravitz is a copywriter who specializes in writing customized web content, direct mail appeals and print materials for socially conscious organizations. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
By Alan Kravitz
This week's Newsweek details a pretty significant decline in blogging. This doesn't surprise me. But it does sadden me, because blogs are still one of the most effective marketing tools out there. Yes, there's Twitter. But some things just can't be communicated properly in 140 characters or less.
Yes, blogging involves a time commitment. And no, you probably won't see big results right away. But there are ways to get your blog noticed by more than just you and your mother. Remember these three Bs.
Be interesting: There's something inherently egocentric about blogging. Even so, successful bloggers know that it's all about their readers. You must know what your readers want to read - and if you don't know, then you must ask them. I'm writing this post because my clients tell me that they're interested in blogging trends. It's not just because I'm a writer, and I'm bemoaning the decline of a great writing tool (although I am - and I do.)
Be patient: Even so, I'm not expecting a great Sally Field moment here where throngs let me know that they "like me, they really like me." As the article suggests, people are just overwhelmed with information right now. In the time it takes to hit that "like" or "share" button, or write a response, they're onto something else. And they're not getting paid to do any of that liking, sharing or responding. So how do you deal with this?
Be creative: As the article states, bloggers are finding interesting ways to reward - or at least acknowledge - their avid responders and contributors. You may not be able to afford the incentives that some larger companies are offering. But often, a simple thank you goes a long way.
So, let's not play Taps for blogs, okay? When they're created and implemented effectively, they can do wonders for your bottom line.
Alan Kravitz is a copywriter who specializes in writing customized direct mail appeals, e-appeals and telemarketing scripts for non-profit organizations throughout the United States. Contact him at 617-697-7397, or alank@infiniteinkwell.com.
By Alan Kravitz
In this increasingly Internet-savvy world, more non-profits are finding effective, inexpensive ways to raise money online. That's certainly good news.
However, many of them are cutting back on more traditional approaches, like print campaigns and telemarketing. That's bad news.
Why? Because most donors still prefer to put their gifts in an envelope, or give their card number over the phone. In most cases, the Internet is much more effective for relationship-building than it is for fundraising. The recently-released 2010 eNonprofit Benchmarks Study proves this. According to the study, which monitored 2009 e-campaigns from a diverse group of non-profits, fundraising e-mails had the lowest open rate of any Internet correspondence. Advocacy e-mails and e-newsletters were more successful.
Will those results be the same 5 years from now? Probably not, as the Internet will only grow in influence. But right now, smart non-profits give their donors choices. True, it may cost more. But usually, it's money well spent.
How has the Internet affected your donor appeal strategy? Let's hear about it.
Alan Kravitz is a copywriter who specializes in writing customized direct mail appeals, e-appeals and telemarketing scripts for non-profit organizations throughout the United States. Contact him at 617-697-7397, or alank@infiniteinkwell.com.