Butterfly Copywriting Blog


Tempting gadgetry

March 2nd, 2010

I like technology, but I’m not one of those people who runs screaming for my nearest electronics shop when the newest gadget comes out. For instance, I like to keep my phone and mp3 player separate. I don’t know what I’d use an iPad for. The gadget (if you could call it that) in my house that excites me the most is our Bialetti coffee pot.

Image: http://www.textually.org/textually/archives/2008/06/

But the LiveScribe is different. LiveScribe is giving me intense, unrivalled feelings of *WANT*.

It has a pen with embedded digital recorder and computer which, when used with special paper, records what it’s writing for later upload, and syncs those notes with what’s been recorded. For writers, especially those w

ho do a significant amount of interviewing, this could change the world. It’s so much easier to engage in a conversation if you’re not frantically scribbling at the same time, hence why dictaphones became popular. But the joy of these is that it’s nice and discreet, not a box sitting on the table and intimidating your subject. And for someone like me who struggles sometimes to decipher their own scrawl, it would save a lot of time and confused squinting.

Not to mention that every time I used it, I’d feel like I was in James Bond or Get Smart.

You might wonder what rock I’ve been living under, given that according to Wikipedia this product has existed since 2005. In my defence, I live in New Zealand, and unless they’re

from a huge corporation, we often don’t hear about things until long after they’re old news. Even in this world of instant information.

Passion, what is that?

February 4th, 2010

The writing world, whatever the industry, is a strange place. You’ll always find certain types of people: those who are there but who really shouldn’t be; those who are fabulous at what they do and everyone knows it; those who see themselves as ar-teests (like the ‘ack-tors’ you see in amateur theatre groups); and those who like it fine, but who are happy to muddle along as long as they’re keeping food on the table, and don’t have aspirations of being the next [insert big-name author here].

Passion in one’s work is something I’ve thought about a lot in recent years. Do you have to have it to do a good job? I don’t think so. When I was younger and trying to choose a career path, it was stressful because I didn’t know what I was really passionate about, but felt under pressure not to spend a working life doing something I didn’t leap out of bed each morning with a fire, a joyful desperation, to get on with. With each birthday, that idealism has sapped away and been replaced with a more realistic view.

It is important that you at least like what you do. I like writing a lot. I like editing better (geeky as it is, nothing quite compares to the little rush I get from fixing a misplaced apostrophe, or correcting a clunky sentence). But I’m very happy to be doing writing, and I think that shows in my work. I’ve had office jobs that I really didn’t care about, and that also showed. You can’t love everything you write about, but as long as you at least like the process, that’s plenty. When I can combine something that I am passionate about (dog behaviour, animal welfare) with writing, that rocks, and I smile.

There will be people who think that without that elusive great passion, you have no business to be writing. I disagree. It’s cool if you’re one of those people who can make a career out of their passion, but it’s also good to be someone who can stop when they’re finished, step away from the computer, and go and do something else they love, without making their work the feature of their life. After all, if you want your house painted, you don’t hire Picasso.

Why are we not content with web content?

December 28th, 2009

Recently I’ve been reading a lot of arguments in blog comments about the proliferation of web content, and why it brings down the reputation of everyone who writes on the internet.

A lot of the vitriol is directed at so-called ‘content mills’, those sites to which almost anyone can contribute almost anything, sometimes receiving a small (very small) payment for their efforts. Those sites contain a great deal of information, some good, some not so much. The argument against these sites is that it makes writers lazy, they earn three bucks for 15 minutes’ worth of Googling and rewriting what they find, and people shouldn’t get paid so little for writing, anyway. It’s not enough to live on! As well, a lot of people seem to have an idea that because of the nature of web writing (short sentences, bullet points, just give them the basic information without getting lyrical), good writing on teh interwebs is in short supply.

To me, this whole argument is ridiculous and frustrating. The writing community has a huge snobbery contingent. This has probably been true since language was scratched on stones in ancient civilisations.

People, listen. Just because it’s short, to-the-point, and is easy to digest, does not mean that a writer can’t get a point across, and do it well. Hemingway was famously able to tell a whole story in just six words: For sale: baby shoes, never worn. No, we are not all Hemingway (which is probably just as well, the world couldn’t handle that many emos). Yes, there is a lot of drivel on the internet. That is why at school we’re taught to critically analyse texts. Yes, great, informative, to-the-point writing can be found on the internet.

I fully believe that as more writers take the plunge and get into the web writing biz, the overall quality of this very new medium will get better and better. Maybe the snobbery against those who write primarily for the web will die out as the team gets stronger and more visible.

I suspect that too often the good web writing gets overlooked by this elitist group, because they seek crap writing to validate their point, consciously or subconsciously. Seek, and you shall find, as it were. Maybe if their efforts were focused more on ignoring the rubbish (do not feed the troll!) and constructively applauding the good, they might find less need to complain about the quality of web writing. What do you think?

Meeting up in the Big Smoke…or just Auckland

November 16th, 2009

Last week (Thursday), I headed up the road to Auckland, where I did some shopping and went and met up with a bunch of people from the Auckland web development community: www.meetup.com/aucklandweb/

It’s a bit like a mini-conference, you get to eat pizza and drink beer/Coke with a whole lot of people, but the best part is you don’t have the attendance fees that come with a conference (sidenote: I’ve often wondered how much of that goes on the bar tab for the closing night party).

Something I’ve noticed is that the more I’ve worked on this internetty stuff, the better I can chat with people, as well as follow what the speakers are on about. So not only do I benefit from the boundless networking opportunities afforded by a room full of potential copywriter employers, but I can actually learn a thing or two in the process.

Looking forward to the next one!

“Coming Soon” no excuse

November 10th, 2009

You’ve found a great design studio. They’ve come up with this awesome concept for a site to market your business. Exciting! They can have it done in just a few weeks, and then your site visitors will see your product or business for the high quality service it is.

But your designer reminds you that, to complete the project and get the site going live, you have to send them through some copy – information about you, your business, and your services. But you’re really busy. So late one night you knock out a few paragraphs for your homepage and a sentence or two about yourself, but you’re really tired and you have lots to do tomorrow. So you just write a sentence about your product or service, add ‘More information coming soon’, and email the document. You can always finish it properly when you’ve got an hour to spare. It’ll do for now.

Wrong.

It sounds crazy, but I’ve seen this on many occasions, and I bet you have too. Sites that are faultlessly designed actually have no useful information on them, although the owner has obviously intended to add in some eventually. I don’t know if they ever got round to it though, because I’ve never visited any of those sites again to check.

It comes back to what I always tell people – you can have a beautiful site, faultlessly programmed, stuffed with cool effects, but if there’s nothing useful to give people, it ain’t gonna get you clients or sell your product.

Also bear in mind that search engines love copy, so you’ll achieve better rankings if there’s actually text in your site that’s relevant to the topic at hand.

So when you set up, or redesign, a website, do make sure it’s all finished before it goes live. Don’t waste time and potential conversions on your intention to do it later, just take the time and get it done, whether you do it yourself or bring in professional help.

Most annoying words

November 5th, 2009

I saw an article a few weeks ago about people’s most despised words. Apparently, ‘whatever’ was voted the most annoying word by about 50% of respondents in a US poll. I don’t have a problem with it, but I have got in trouble for using it when I couldn’t be bothered finishing an argument before (oops – must try harder).

So to follow up my words I like, here are some (or their uses) I don’t:

1) ‘Of’ used incorrectly. It’s should have, or should’ve, people. Not should of. I know it’s a common dislike, but I don’t always have to be different.

2) ‘Gay’ to mean something someone dislikes. It just annoys me.

3) Most business speak. This includes words like ’synergy’, ‘moving forward’, ’stakeholders’, ’strategic development’, and dozens of others that make me twitch.

4) ‘Literally’ when people are exaggerating or using metaphor. You’re literally starving? Someone call World Vision! You literally died of embarrassment? Aaaah! Zombies!

A lot of people I know hate the word ‘moist’ (mind, meet gutter) but I don’t really. It makes me think of cake, and I like cake. Especially moist chocolate cake.

5 words I love

November 2nd, 2009

I think most people who write have some favourite words. In the interests of putting a little of myself out there (and, let’s face it, getting a new blog post up), these – in no particular order – are 5 words that I don’t necessarily use as much as I should or would like to:

1) Defenestrate – I learned this from Facebook’s Super Poke application a year or two ago, and still haven’t found an opportunity to slip it into conversation. It means ‘to throw out of a window’.

2) Troglodytic – a posh way to say ‘knuckle-dragging’. Ideal for describing some rugby fans and university students.

3) Pus – gross I know, but it’s so descriptive. What else could you possibly call that goo that oozes from an infection? (Note: ‘Ooze’ is also brilliant)

4) Zest – up there with ‘zing’. Both words just sound, and feel, kind of cool.

5) Rudimentary – For some reason, it just amuses me. And I haven’t even seen Galaxy Quest.

Back into it

October 22nd, 2009

I’ve had a tough time sorting myself out after Sydney. After getting home, I spent most of that week recovering from some unpleasant bug (which, fortunately, didn’t rear its head until the day after the Web Directions South conference – though it did cut into a significant amount of my holiday time) and trying to find things I’d stashed in safe places. In the last week, I’ve been busy making contact with people I met at the conference.

It was definitely an interesting couple of days. Even though I never went with the expectation of learning anything directly useful as I’m neither designer nor programmer, it was a golden opportunity to learn more about what goes on behind the scenes in web development, before I get to see anything. Now I know what AJAX is, picked up some customer service tips, and sneaked a glimpse into the pervasiveness of computing in the next few years.

Social media came up a lot as well, and as I think it’s likely to grow massively in the next few years, it was definitely worthwhile to hear various people’s takes on that area of the web.

So, lesson learned: everything can be of some use, provided you’re willing to look beyond the obvious and have a look at what’s lurking below the surface.

Conferencing it up in Sydney

October 4th, 2009

From 8-9 October, I’m going to be at Web Directions South in Sydney. I’m super excited about it – it’s the first web conference I’ve been to, and my first visit to Sydney. One of the awesome things about self-employment is having the freedom to take a couple of days after, to go and check out the place, and happily mix business with pleasure. It’s embarrassing that, despite growing up in New Zealand, I’ve been to Europe several times but until this year had never ventured into Australia (apart from a couple of stopover, feed-the-wallaby trips to Brisbane as a kid).

The conference itself looks like it’ll be good – networking opportunities, and the chance to learn lots of new things to drop in at dinner parties – and maybe even use in my work ;-)

Apostrophe Abuse

September 18th, 2009

Apostrophe Abuse

I love this. Thank you, twittch.com

I’m glad I’m not a PR lackey for…

September 17th, 2009

I used to work in PR. If we knew a positive story about us was going to be on the news, the team would crowd around the 14″ with bad reception in the boss’s office, bursting with pride over a job well done. If it was not such a good story, we’d go into full damage-control mode and hope that the boss would know what to do. I’m pleased not to be in that industry any more, mainly because I like what I’m doing now. But I like watching the news for incidents with people and organisations so I can say, “man, I’m glad I don’t do PR for them.” Some that spring to mind:

1. The University of Otago. In the last 12 months the vast majority of their mentions in the news has been to do with murderous economics tutors and alcohol-fuelled student riots.

2. Kanye West. Whether the MTV thing was a hoax or not, he’s always pissing people off one way or another. It would be a never-ending, thankless job.

3. Wanganui/Whanganui mayor Michael Laws. See comment about Kanye West (less the part about MTV).

4. The All Blacks. The best PR they can get is to win. That’s not something they’ve been doing lately.

5. The Government. Choose a nation. Damned if you do, damned if you don’t.

Frequently Asked Questions…why?

August 27th, 2009

Something that business owners might want to think about when they’re building or redesigning a website is why they have FAQ pages.

You come across them all the time, and usually they contain a lot of the most basic information that could so easily be included in decent copy.

Internet users have notoriously short attention spans, and putting useful information into a section in your FAQs isn’t always a good choice. Only the most dedicated will plow that far into your site – most will simply hit the back button and look elsewhere.

Of course, if you have so many questions that to answer them all in your body copy will turn your site into a lumbering beast, an FAQ page is probably not such a bad idea.

But it never hurts to ask yourself why your copy isn’t already answering your clients’ potential questions.

Butterfly Copywriting is now on Twitter

August 10th, 2009

As well as living and breathing words, I’m now finding that I have to eat them too. After all I’ve said about Twitter being ridiculous, I have now taken a deep breath, started an account, and begun to use it.

I decided that, as social networking is a big part of my industry, it would be unhelpful for me to deliberately ignore one of the major players. No longer the domain of giggly schoolkids, I’m noticing more and more industry professionals have hopped on the Twitter bandwagon, and there’s no point in me trotting behind it, trying to keep up.

I’ll do my best to keep my tweets relevant though, and not tweet for the sake of it – which I suspect is where all the ‘vacuous drivel’ I’ve railed against has sprung from. Even I’m not that interested in what I eat for breakfast, and I’m sure you aren’t, either.

Everything in moderation…including moderation

July 6th, 2009

Because I’m a modern girl, and because of the industry I work in, I read a lot of internet forums and blogs. It’s great to read individuals sharing ideas and debates that span continents, whether I agree with them or not, and see how everyone expresses their thoughts. Some posts are hilarious, some offer brand new perspectives, others are downright poorly thought out and make me want to beat their owner with a heavy dictionary.

What really frustrates me is moderation. I do see the need for it in some situations; when spammers get into the comments, when people risk committing libel. But it does bug me to read a slew of comments berating someone for an inflammatory posting and not to be able to judge for myself because the posting is gone.

I think moderators can be a bit click-happy. Even if a comment seems likely to cause upset to the original poster/blogger, I wish (in most cases) it would be allowed to remain. Some might think that’s pretty callous of me but firstly, if you post on the internet you open yourself up to people having – and sharing – opinions about you, fair or not; and secondly, if you post on the internet, you should have some degree of accountability for what you post. So if you post something that marks you out as a complete arsehole, it should remain for all the world to see.

The security and anonymity you get behind a computer screen means that people do often say things online they wouldn’t have the guts to say to someone’s face. Maybe those people might think twice if they knew that their vomit might actually be kept.

Wording

June 29th, 2009

I always like a good political debate, especially when it’s bitching about wording, so I’m enjoying the current discussion around New Zealand’s latest referendum.

The short version of the story is that a couple of years ago, lawmakers decided to close a loophole in the Crimes Act that allowed the use of ‘reasonable force’ against children, which had been used a number of times to acquit people accused of abusing children. The public became concerned that a disciplinary smack by caring parents would become a criminal act. So an expensive and non-binding citizen’s initiated referendum is about to get underway.

Here’s the thing. The question for the referendum is “Should a smack as part of good parental correction be a criminal offence in New Zealand?” I love this. It’s a great example of how wording can skew public opinion to satisfy a particular agenda; namely, the agenda of those who see the government as attempting to interfere in their parenting methods.

Careful crafting ensures that the maximum number of people who bother to vote will do so with a ‘nay’ – but it’s no gauge of public opinion. If NZers were asked, “should parents in New Zealand be allowed to beat their children without recrimination?” you’d still get the same result. It doesn’t mean that people agree with parents smacking children or not, and misses the point of the loophole being closed in the first place.

What this question fails to define is what constitutes a smack and what constitutes good parental correction, not to mention how serious a criminal offence such a smack would be. In other words, the question raises more questions than it answers.

And if you look at the question hard enough, is it the parents doing the correcting, or is the smack part of correcting our parents? That’s a whole new referendum.