Marilyn Messik's Blog

FIFTY SHADES OF PALLID!

There’s a huge amount of pleasure in writing a novel. Particularly whilst it’s just you, your characters and the computer. The tricky bit and I’m sure I’m not the first to suss this, is when it comes to showing it to a third party. Suddenly, what up until now you’ve viewed in a rather positive light, overnight turns into the biggest load of rubbish anyone, anywhere, at any time has produced – ever!

Still, you put a brave face on. And give it to your nearest and dearest. You intimate they must be totally honest, and that you’re man enough to take any criticism – concurrently making them aware that in the event of aforementioned criticism, you might just slit your wrists – no emotional pressure then. You subsequently spend the next several days, casually squinting out of the corner of your eye, pretending not to watch your book being read, in reality, noting with bated breath every fractional reaction. Why are they not laughing? Why are they not crying? Why are they frowning – is there something they don’t understand or is it a dreaded typo over which they’ve just tripped? This stage of the proceedings (for both parties) is not for the faint-hearted!

And then it gets published. It’s now out there, open to the scrutiny, not just of those close to you, who have a stake in your well-being, but to the world and its brother, who don’t and are almost certainly not going to give a damn about how happy or stricken you’re going to be by their feedback.

But that’s not all, because whilst it was huge fun to write and a fascinating exercise to publish, you’re then supposed to gird your loins and take yourself boldly into local relevant establishments to let them know exactly what their readers will be missing if your book isn’t in stock.

I must come clean and confess. All I’ve ever managed, is a quick slink into a couple of libraries where I thrust the information into the hands of a startled lady behind a desk, muttered under my breath ‘Book . . .local author . . . probably not your sort of thing at all …’ before scuttling out again at speed. Indubitably, a little more work required on the PR front!

The post FIFTY SHADES OF PALLID! appeared first on Create Communication / Copywriting / Marilyn Messik.

TERRIFIED OF TYPOS, COWED BY COMMAS, PARANOID ABOUT PARAGRAPHS

So, I’ve written this book. I started it a while back and writing, unfettered, as you do, produced something that size-wise, could have been the love-child of War and Peace and Gone With The Wind. Even I could see perhaps a certain amount of editing might not go amiss, so being a woman of action, I put it away in a drawer for when I had the time. And there it languished.

For several years!

And then I found my copywriting business veering in a serendipitous direction, so that whilst still producing material for businesses, I was also lucky enough to be working with clients writing books on various topics. Well, never one to hold back when it comes to sticking an oar in, there I was, busy knickering away, advising left right and centre and generally holding forth, when a worrying thought occurred. If I was doing what I was doing, oughtn’t I perhaps pull my finger out, put my money where my mouth was, get the scars and the tee-shirt and write a book too? Which is how and why my novel, Relatively Strange, is now seeing the light of day. 

Of course there’s a huge amount of pleasure to be had writing a book, particularly whilst it’s just you, your characters (who you love, why wouldn’t you?) and the computer. The tricky bit and I’m sure I’m not the first to suss this, is when it comes to showing it to a third party. Suddenly, what up until now you’ve viewed in a rather positive light, overnight turns into the biggest load of rubbish anyone, anywhere at any time has produced – ever!

Still, you put a brave face on it and give the (now mercifully edited) version to your nearest and dearest. You intimate they must be totally honest and you’re man enough to take any criticism – concurrently making them aware that in the event of aforementioned criticism, you might just slit your wrists. This, I will note, is not an easy concept to get across, but it can (and indeed, should) be done.

You then spend the next several days casually squinting out the corner of your eye, pretending not to watch your book being read, in reality noting with bated breath every fractional reaction. Why are they not laughing? Why are they not crying? Why are they frowning – is there something they don’t understand or is it just a typo they’ve tripped over? This stage of the proceedings (for both parties) is certainly not for the faint-hearted! 

The post TERRIFIED OF TYPOS, COWED BY COMMAS, PARANOID ABOUT PARAGRAPHS appeared first on Create Communication / Copywriting / Marilyn Messik.

GREAT EXPECTATIONS!

Now, I spend a great deal of time thinking about people’s expectations. I know, I probably need to get out more, but let’s face it, if you’re offering any sort of professional service for which you’re hoping to get paid and you’re not meeting expectations – then it’s my belief you’re on a big fat hiding to nothing. But, (and isn’t there always a but?) it’s often tough because the odd thing about expectations is the way they vary, depending on where someone’s coming from.

Let me give you an example of how perspective can alter expectation: 

Mrs A bumps into Mrs B on the high street. Kisses and family updates are exchanged. Mrs A asks “How’s that lovely daughter of yours?”

“Oh” says Mrs B, “Married, eighteen months now, wonderful boy. Brings her breakfast in bed every day, surprises her with lovely little bits of jewellery, even when it’s not her birthday, takes her out to eat at least a couple of times a week. Treats her like a princess!”

“And your son?”

 “Huh, also married. But boy, did he make a mistake! She stays in bed all morning, she’s always expecting presents – and cook? Don’t make me laugh – only one thing that girl knows how to make, and that’s a reservation!” 

 See what I mean?

The post GREAT EXPECTATIONS! appeared first on Create Communication / Copywriting / Marilyn Messik.

RAPUNZEL, RAPUNZEL – YOU KNOW WHAT TO DO!

There can be little doubt attention spans are getting shorter – actually, not sure mine was ever that long in the first place! But of course, this is never so relevant as when we want to get messages across.  So, what works and what doesn’t?

I spend lots of time stripping text down to the bare essentials – and don’t think I’m on a high horse here, when it comes to wittering on, I’m amongst the very worst offenders – but we all suffer from a bit of verbal diarrhoea from time to time don’t we? We all imagine the one thing we don’t put on our website or in our brochures is the one thing a potential client will be looking for and won’t find.

 So can we whittle things down and still say what we want – well take Rapunzel:

      Handsome prince.
      High stone tower.
      Small window at top. Beautiful girl.
      He calls, Rapunzel, Rapunzel, let down your hair.
      She does. He climbs.
      Unfortunately Rapunzel’s had hair extensions.
      No happy ending after all!

 Just 33 words – but a very clear message. Why? Well, the  words are so highly visual and of course they trade on our familiarity with the story. Most of all though, they make us smile. And, as you’ll probably have gathered – I believe humour is the most powerful marketing tool we have!

The post RAPUNZEL, RAPUNZEL – YOU KNOW WHAT TO DO! appeared first on Create Communication / Copywriting / Marilyn Messik.

FAINTING GOATS!

Ever heard of the Fainting Goats?  They’re a breed of goat with an odd quirk in their nervous system. When they have a fright, their muscles freeze. Consequently they topple over. Sideways! No don’t laugh, it’s not funny.

Actually I can rather easily see myself as a fainting goat. What about you? Isn’t there often the temptation, presented with something you really don’t want to deal with to just go “OH” and keel over gently?  My feeling is this wouldn’t be entirely impractical (although possibly mildly unsettling for anyone else in the room). But, just think, whilst lying there, prone, you could do a bit of deep breathing, calm yourself down, think through the issue and not get up again till you felt ready and able.

 Strikes me as a hugely useful addition to any business tool-kit! And, in case you think I’m making all this up and should be led gently to the funny farm, check it out –  the name for the breed is myotonic!

The post FAINTING GOATS! appeared first on Create Communication / Copywriting / Marilyn Messik.

CONTRACTIONS

 As a commercial writer, I write the words that people want to use for strap lines, on websites, in brochures, newsletters or in spoken presentations, so today I’m talking about contractions. But before you all start breathing in short pants and shrieking you can’t go on any more – not those contractions! I’m talking about ones you read or hear all the time without consciously registering them.

I’ve been using contractions as I speak to you here – they’re the tiny difference between saying I’m here and I am here. But if I drop the contractions and carry on with what I am saying, my tone of voice is going to sound very different indeed. Eliminating contractions changes tone and pace and whilst it will not change the sense of what you are hearing, it will change entirely how you hear it. It changes the flow, the tone, the warmth and most importantly the connection between words and reader or listener.

Small changes making large differences!

~ end ~

The post CONTRACTIONS appeared first on Create Communication / Copywriting / Marilyn Messik.

SHERLOCK HOLMES AND DR WATSON

 As you may know, my business is copywriting which is all about perception and understanding. So I try to put myself into the heads of different people – think the way they might, because when they read what I write, I need them to hear exactly what I want them to hear. The difficulty is of course that people often see things in completely different ways. Take Sherlock Holmes and Dr Watson who once went on a camping trip. Holmes says,

 “Watson, tell me what you see” and Watson says,  

“ I look up and I see the infinity of the sky the clarity of the crescent moon and a million points of light as the stars shine coldly down on us. What do you see Holmes?

 and Holmes says

 “I see somebody’s stolen our bloody tent!”

 So there you go, same set of circumstances, different interpretations. When you’re marketing your businesses to your potential clients, are you certain they’re getting the message and not missing the point? 

The post SHERLOCK HOLMES AND DR WATSON appeared first on Create Communication / Copywriting / Marilyn Messik.

WORDS ARE PESKY LITTLE CRITTERS

As a writer, the tools I work with are words (and multiple cups of coffee) but because we all use words all the time, we forget how powerful they are and how sometimes they work in really odd ways. Doubtful?  Well, suppose I say to you the meeting starts at 12.00 – a pretty straightforward statement. Right?

 How about if I say, I’m sure the meeting starts at 12.00. Think about how the addition of that one word changes the statement. Sure is an unequivocal endorsement, yet put it before a statement and its effect is in fact to cast doubt, making the statement sound less rather than more certain.

Oh yes, words can be pesky little critters!   

 

The post WORDS ARE PESKY LITTLE CRITTERS appeared first on Create Communication / Copywriting / Marilyn Messik.

SWEATY PALMS, CASTANET KNEES, GLAZED EYES

Statistically, public speaking ranks higher in stress terms than almost any other activity. Quite what the parameters were, for research that produced this startling fact, am not sure. Find it hard to believe addressing an audience could cause more angst than say, a visit to a man in a mask who runs out of the room whilst zapping you with x-rays before returning to do things with a needle and drill.

However, there seems little doubt that whilst there are those who like nothing better than a captive audience, the reactions of many of the rest of us range from it being a minor chore to a knee-knocking, sweaty palmed endurance test. So in spirit of helpfulness, let’s look at a few things that might come to your aid.

Of course before you stand up and give it, you have to write the wretched thing and if at this very moment you’re sitting in front of a blank screen, fingers poised you’ll be aware that this is often easier in theory than it proves in practice.

Obviously there are always horses for courses. What goes down a treat from the Best Man at a wedding won’t be quite as appropriate as a business conference Keynote Speech. There are though some general rules which apply equally as well to one as to the other:

 Keep it as short as you reasonably can. You may well have put blood, sweat, tears and the best years of your life into composing the thing, but shorter is still always better.
 Never start your speech with ‘A’ is for . . .  this induces a dreadful sense of foreboding in your audience who immediately see where you’re going with this and can promptly lose the will to live, let alone listen.
Do try and start your speech with a small joke, bearing in mind all the while that you’re not on the Edinburgh Fringe, so don’t need to have them rolling in the aisles. And when I say a small joke I mean it – there’s a time for shaggy dog tales and this isn’t it.
 If you’re lucky enough to get a laugh, savour it. Let people chuckle before you hurtle onwards and upwards. Which brings us to another important point . . .
 Speak slowly. Slowly and clearly. And do remember, if you gabble, you force yourself to breathe quicker. This results in a lot of swift inhaling in order to remain standing and although an indrawn breath is normally no problem, up close and personal to a microphone, it can sound truly startling.

Don’t forget body language is just as important as anything you’re saying. Raised shoulders are a sign of tension. Not a good look. It’s a fact, when people are watching you, many of them will unconsciously mimic your movements. Bearing in mind most of us aren’t swan-necked at the best of times, think how a roomful of ears on shoulders is going to look. Do everyone a favour, shake those shoulders down.

If you’re nervous, don’t hold any notes. Place them securely on the table in front of you. The sight of a shivering sheaf of papers will unnerve your audience.  Even if you’re not a nervous speaker, your body will still probably react to the situation by shooting adrenaline into your system. This puts you into fight or flight mode – a basic physical reaction undeniably handy back in the ice-age, snout to snout with a sabre tooth. Possibly not quite so essential when addressing a not unduly hostile crowd.  

So there you are, awash with adrenaline and as you’re not planning to fight or run (hopefully), all you can do is accept your body’s only trying to help. You might find it useful to think of this bodily reaction as similar to your kids doing the washing up – well-intentioned but ultimately more trouble than it’s worth. An adrenaline rush usually however gives you a dry mouth. So have a glass of water to hand. Panellists, musicians, actors, indeed anyone who has to perform in public is subject to exactly the same physiological reactions, so be reassured, you’re probably feeling no better or worse than a contingent from the Royal Shakespeare Company.

A glass of wine may help relax you prior to speaking but take into account your own limitations. Sliding gently under the table, five minutes before you’re due on, isn’t going to do anyone any good. Finally, don’t forget to include everybody as you speak. Look up, make eye contact, turn your body slightly to face people. And smile, smile, smile. Most people are instinctively polite, they’ll smile back and you’ll all feel more cheerful even if your speech is truly dreadful.

~ end ~

The post SWEATY PALMS, CASTANET KNEES, GLAZED EYES appeared first on Create Communication / Copywriting / Marilyn Messik.

IF YOU’RE THE DISHWASHER, WHY THE HECK DIDN’T YOU SAY SO?

Joan of Arc heard voices, which did her no favours at all.  I, on the other hand, hear lots of beeps and pings and whilst not necessarily heading down quite the same dramatic path as she, can’t help but worry a little.

Setting aside household chores for the weekend isn’t so much a deliberate domestic goddess strategy, more a question of imminent dearth of clean plates and underwear. Have now though whipped in the washing, packed the dishwasher to the gills, given the go-ahead to the tumble dryer, switched on the robot vacuum cleaner and (eat your heart out Jamie) thrown a lot of stuff into the slow cooker which in due course, and with a fair wind, should emerge as a casserole.

Am tempted to fling self onto nearest flat surface for a rest but feel this might be a bit previous and indeed self-indulgent. Could of course tackle linen cupboard which has become somewhat twitchy for reasons best known to itself. Don’t know what on earth’s changed in there but every time I open the door, several bath towels fall on my head, so there’s obviously something gone wrong. However, reaching relevant shelves means standing on a chair and I have busy week ahead so figure a fall’s the last thing I need.

Whilst such rationalization might not work for everyone, it satisfies me and nip upstairs to finish and check some notes and a quote for a client which should go off first thing on Monday. Sadly become distracted by the siren call of Tweet Deck and spend a fair amount of time responding, looking up interesting things mentioned and tutting that so many people are, like me, happily whiling away a whole morning saying nothing hugely important to each other. Addictive or what?

By this time, something’s beeping downstairs. Small, but I hope helpful, suggestion to the technical brains behind our domestic gadgetry. If instead of a beep, the machine could identify itself ie, ‘This is your dishwasher speaking…’, it would save a heck of a lot of time mistakenly trying to force open the washing machine door in mid-cycle. Shall say no more!

Have not started the week in a good way. On the phone to a new client, taking notes, sipping coffee and being consummate professional when large white dog (daughter’s) launches itself from the door onto to my lap in paroxysm of excitement at visiting. Phone heads left, coffee heads right, hang on to professional manner with some effort. Don’t like to shout ‘Down’ as feel this could confuse client, neither do I feel can mention there’s now a new enthusiastic member of the team, lapping coffee out of my in-tray. Decide to just continue discussing marketing strategy.

~ end ~

The post IF YOU’RE THE DISHWASHER, WHY THE HECK DIDN’T YOU SAY SO? appeared first on Create Communication / Copywriting / Marilyn Messik.