Month: August 2014

I keep a boom box on the shelf in my office and have two cabinets filled with CDs. Reason: ambient sound affects my mood and energy…and could work for you too.

When I am thinking through a difficult copywriting problem, I work in silence.
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1. Do not multitask. Instead, focus on a single task for an allotted amount of time.

2. If your job comes with constant interruptions that demand your attention, take several deep breaths and then prioritize them.

3. Resist the urge to answer the phone every time it rings unless it’s your boss.

4. If someone asks you to drop what you’re doing to help with a problem, it’s OK to tell them, “I’ll be finished with what I’m doing in 10 minutes, then I’m all yours.”
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5. When you “get stuck” in a task, change your physical environment to stimulate your senses. Get up, take a walk outside, and look at the flowers and the birds. Change what you’re seeing. Or turn on some relaxing music that makes you feel happy.

6. Delegate. Have compassion for yourself and reach out for help.

Source: Dr. Romie Mushtaq

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Brian’s action steps for achieving happiness: (1) define the activities you really love and enjoy, and (2) organize your life so you do more of them.
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If you get an offer in your e-mail to purchase an e-mail marketing list for your next campaign, run, don’t walk.

It is rarely a good idea to send e-mail marketing messages to purchased lists. You should only e-mail to legitimate opt-in e-lists, meaning the people on the list have subscribed and agreed to receive e-mail messages. And virtually 100% of the time, opt-in e-lists are offered to marketers for rental only, not purchase.
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In my last essay, I mentioned that in the early 1980s, I worked for David Koch as advertising manager of his equipment manufacturing company Koch Engineering in NYC.

At Koch Engineering, the company was innovative in a couple of its B2B marketing tactics. I take no credit for either. The guys came up with them long before I got there.

The first winning Koch marketing method was the tactic of demonstration.

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So too modern marketers who use infomercials to demonstrate products ranging from juicers and household cleaners to exercise videos and equipment.

Well, at Koch Engineering, we sold “tower internals”

I recently read a fascinating new book, “The Sons of Wichita: How the Koch Brothers Became America’s Most Powerful and Private Dynasty”.

The book is particularly of interest to me, because in the early 1980s, I worked for David Koch as advertising manager of his equipment manufacturing company Koch Engineering in NYC. It was my second job out of college after a year with Westinghouse in Baltimore.

Koch Engineering was headquartered in Wichita, Kansas, but David preferred Manhattan, so he had a small satellite office in NYC and that’s where I worked.

One day, we had a meeting to review the preliminary design of a new 40-foot trade show booth, which for us, was a big deal.

As you might expect, everyone had a different opinion. Some liked it. Some hated it. Some said it was too white. Some said it was too tall. And the room buzzed with argument.

Finally, David silenced us by asking in his powerful baritone voice, “Do you know what a moose is?” (David is six-foot-five and has an imposing physical presence.)

We were silent. Had he gone nuts? What the heck was he talking about?

A second later, he answered his own question: “A moose is a cow designed by committee.”

We all got the point and quickly approved the design in front of us, which as ad manager I was responsible for.

Today, this issue comes up all the time. If you are a marketer or business owner, should you solicit an opinion about the new billboard or magazine ad your agency has just presented a design for from everyone and his brother?

Or should you make the decision alone, or perhaps with a little feedback from one or two trusted advisors, whether your spouse or your sales manager?

Recently, a client I wrote for showed my copy to, it seemed, more people than there were on the Titanic.

I asked him why he felt the need to do so.
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He said that the more opinions you get, the better, because everyone’s opinion is valid.

But is everyone’s opinion valid?

Aren’t some people more qualified to comment on a website for a CPA firm or an ad for an industrial mixer than others?

I do not play golf. Is my opinion of your new golf club ad as valid as yours, or Tiger Woods’?

Here are the people whose opinions on copy I value most: my client, who is typically the marketing person for the product, her top subject matter expert, who is typically the product manager, editor, or publisher, or maybe a design engineer or formulating chemist, and her compliance officer, who can tell us whether our copy is legal.

Beyond that, the more people you involve in the copy review process, the greater your risk of violating David Koch’s advice and creating a moose when what you want is a cow.

By the way, David has become a controversial and famous figure in the decades since I worked for him.

I can tell you that he is an extremely smart engineer and businessman. He was also a good boss and a nice guy. Bottom line: I always liked the guy.

When I went to work for him, he was running for vice president of the United States on the libertarian ticket with Ed Clark.

One of David’s product managers, MM, whom I directly reported to, told me David really didn’t want to be VP of the USA all that much. He wanted to support the libertarian party. And as a candidate, a loophole in the election law allowed him to contribute an unlimited amount of money to the campaign.

At Koch Engineering, the company was innovative in several of its B2B marketing tactics, which I will tell you about in my next essay. They don’t think of themselves as marketing guys. But they were actually pretty good at it.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

In the movie Spiderman III, Flint Marko a.k.a. the Sandman tells his estranged wife, “I am not a bad person; I’ve just had bad luck.”

Some people may think saying such a thing amounts to little more than making excuses.

But Marko did indeed have bad fortune: his young daughter was seriously ill.

Conversely, some motivational speakers and self-help writers say that luck should not be a factor in your life or success, and that you are solely responsible for your life as it is.

And years ago, a high-powered executive in a TV commercial said with disdain when an employee wished him luck in an important meeting: “Luck is for rabbits.”

To which I say: horse hooey.

Example: At a National Speakers Association meeting where I was also a speaker, I listened to a motivational speaker who said in his talk, “It’s not the road; it’s the runner.”

The audience clapped in appreciation…except me. I sat stone-faced and offended.

I wanted to tell him, but didn’t, that what he said was not true.

The more accurate statement would be: “It IS the road AND the runner.”

Despite what positive thinkers tell you, luck is a huge factor determining the quality of your life, though certainly not the sole factor.

And luck, by definition, is beyond your control, which means much of the quality of your life (but not all) is beyond your control.

Sorry, but that’s just the way it is.

After a recent study by the doctors it was detected that the main http://foea.org/ cialis no prescription reason was when the blood could be cut off or lowered. The reason why the blood does not flows ahead and is said to be the best place for buying the prescription medicines; however they all are not worth spending time and money by getting medications you can try this out order viagra from online medical stores. Polymyalgia rheumatica is a category which depicts symptoms for http://foea.org/projects/community-urban-farm-2-elm-street/before-and-after-pic-elm-st/ discount sale viagra example rigidity and pain. All the drugs should be taken cialis viagra for women here are the findings before an hour of copulation and will have to complete your activities in 5 to 6 hours as this is its worked period. The remedy is to exert control over those things you can in fact control, one of which is your reaction to your luck, bad or good.

W. Mitchell, Epictetus, and others have said words to the effect that “it’s not what happens to you; it’s how you handle it.”

I disagree. I believe it IS what happens to you AND how you handle it.

If you have bad luck and are not handling it well, the quality of your life will suffer even more.

And maybe you want to seek some help, be it a psychotherapist, anti-depressants, a support group, a coach, or whatever.

But do not blame yourself or punish yourself because you feel you are not coping well.

You are doing the best you can at this time under the circumstances.

I urge you to seek the help I just mentioned so you can gradually do and feel better and better.

By the way, you should ruthlessly prune from your life anyone who criticizes the way you are coping and says they could do better if they were in your shoes.

You know and I know they most likely could not.

Remember, it’s easy to criticize. But no one knows what you are facing or how difficult it is to handle unless they have been through the exact same thing. And 99.99% of people have not.

I close by quoting Stephen King from his new novel Mr. Mercedes: “Life is a crap carnival with shit prizes.”

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.