I attended a Toastmasters meeting this evening where we watched a recording of Barack Obama giving his inauguration speech.
This cleverly crafted speech was beautifully structured, emotionally charged and riddled with rhetoric.
No matter how inspirational a speech is, however, it will soar or sink on its delivery.
And how Obama delivered. His thoughtful pauses, body language and considered gravitas rendered his words powerful and sincere.
I was particularly intrigued and fascinated by the musicianship of the speech. (That's only because I'm a musician with a language hang-up, or a wordsmith with a musical hang-up, depending on the situation.)
The dynamics of a piece of music are created with strategic silences, which highlight the beauty of the individual notes being played or sung.
In the same way, orchestrating the right combination of silence and sound add light, shade and glorious colour to a speech.
Obama's wonderfully rhythmic cadences, intonation and silences combined beautifully with simple, powerful words to bring us an inauguration speech to remember.
No matter what your particular political persuasion is, one thing is certain: Obama is a master orator and a dignified performer.
What a welcome change from the previous incumbent.
Remember: mind your language - and your silences.
Thursday, March 12. 2009
Obama's inauguration speech: a study in musicianship, speech craft and delivery
Wednesday, February 18. 2009
Revelationary statements
The other day my lovely friend Michelle T and I were talking about new business ideas and catalysts of change. She asked me about my turning point; what had caused me to change how I operate, resulting in what is now a growing copywriting, communications and marketing business?
I remember the moment well.
The statement that stopped me in my tracks was not a particularly sophisticated one unlike, for example:
'Success is the sum of small efforts, repeated day in and day out' (Robert Collier)
'People rarely succeed unless they have fun in what they are doing' (Dale Carnegie)
or even the funky
'Maintain an attitude of gratitude' (Wallace Wattles, Science of Getting Rich).
It was simply this:
'If you keep doing the same thing, you'll keep getting the same results.'
Yes I know: although it's true, it doesn't sound particularly cool or clever.
This statement, however, was the one that opened my eyes and rattled my cage of lethargy.
I realised that continuing to sit at my desk – reading, absorbing, thinking, but not taking action or changing my behaviour – might increase my level of knowledge, but wasn't going to introduce me to new clients or create a profitable business.
Sometimes it's the short, sharp messages that have the most profound impact.
You just have to be ready to hear them.
What's your revelationary statement? Please share in the comments box!
Remember to mind your language – and listen out for those revelationary statements!
I remember the moment well.
The statement that stopped me in my tracks was not a particularly sophisticated one unlike, for example:
'Success is the sum of small efforts, repeated day in and day out' (Robert Collier)
'People rarely succeed unless they have fun in what they are doing' (Dale Carnegie)
or even the funky
'Maintain an attitude of gratitude' (Wallace Wattles, Science of Getting Rich).
It was simply this:
'If you keep doing the same thing, you'll keep getting the same results.'
Yes I know: although it's true, it doesn't sound particularly cool or clever.
This statement, however, was the one that opened my eyes and rattled my cage of lethargy.
I realised that continuing to sit at my desk – reading, absorbing, thinking, but not taking action or changing my behaviour – might increase my level of knowledge, but wasn't going to introduce me to new clients or create a profitable business.
Sometimes it's the short, sharp messages that have the most profound impact.
You just have to be ready to hear them.
What's your revelationary statement? Please share in the comments box!
Remember to mind your language – and listen out for those revelationary statements!
Monday, January 19. 2009
The rebranding of Adolf Hitler
A recent story about a three-year old boy in the USA whose parents had named him Adolf Hitler Campbell got me thinking about branding. (Read about it here.)
This little boy originally made the news when a cake shop refused to supply a cake with 'Happy Birthday Adolf Hitler' written on it.
A name is just a name, isn't it?
Apparently not when it's the name of the leader of the Nazi movement, a name that evokes memories of intolerance, hatred and genocide, a name wrapped in layers of anger, grief, fear and distress.
The situation is compounded by the fact that the boy's younger sisters – JoyceLynn Aryan Nation Campbell and Honszlynn Hinler Jeannie Campbell – are named after high-ranking Nazi officers.
In their attempt to bestow 'uniqueness', the father said he named his son after Adolf Hitler because he liked the name and because "no one else in the world would have that name".
In marketing, branding is a long-term proposition. And your name – like it or not – is your very own brand.
Now, the beliefs of the family in question and their wisdom in choosing such names for their offspring are not central to my post here. As an aside, many people believe that the name you are given at birth is vital to the person you will become, but again, this belief is not part of my discussion.
I am curious about the challenge this child will face, lumbered with this brand.
"They're just names, you know," his father told the Express-Times newspaper. "Yeah, they (Nazis) were bad people back then. But my kids are little. They're not going to grow up like that."
During a recent marketing workshop I attended, presenter Marc Makrid advocated the following: "You are the custodian of your brand, so be uncompromising in protecting its integrity".
For little Adolf, the gauntlet is cast. He will have to confront and break though the negative connotations of his name, and build a whole new story.
Or else abandon the brand, and choose his own.
Remember to mind your language, whatever your name.
This little boy originally made the news when a cake shop refused to supply a cake with 'Happy Birthday Adolf Hitler' written on it.
A name is just a name, isn't it?
Apparently not when it's the name of the leader of the Nazi movement, a name that evokes memories of intolerance, hatred and genocide, a name wrapped in layers of anger, grief, fear and distress.
The situation is compounded by the fact that the boy's younger sisters – JoyceLynn Aryan Nation Campbell and Honszlynn Hinler Jeannie Campbell – are named after high-ranking Nazi officers.
In their attempt to bestow 'uniqueness', the father said he named his son after Adolf Hitler because he liked the name and because "no one else in the world would have that name".
In marketing, branding is a long-term proposition. And your name – like it or not – is your very own brand.
Now, the beliefs of the family in question and their wisdom in choosing such names for their offspring are not central to my post here. As an aside, many people believe that the name you are given at birth is vital to the person you will become, but again, this belief is not part of my discussion.
I am curious about the challenge this child will face, lumbered with this brand.
"They're just names, you know," his father told the Express-Times newspaper. "Yeah, they (Nazis) were bad people back then. But my kids are little. They're not going to grow up like that."
During a recent marketing workshop I attended, presenter Marc Makrid advocated the following: "You are the custodian of your brand, so be uncompromising in protecting its integrity".
For little Adolf, the gauntlet is cast. He will have to confront and break though the negative connotations of his name, and build a whole new story.
Or else abandon the brand, and choose his own.
Remember to mind your language, whatever your name.
Posted by Jennifer Liston
in Branding, Compelling words, Marketing & communications, Powerful language
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Sunday, December 28. 2008
What a bad remake of a good movie can teach us about headlines
Robert and I love a good 'ripping yarn', which is why we were really looking forward to seeing the remake of the 1951 classic sci-fi film 'The day the Earth stood still'.
But it didn't deliver. In a big way.
It should have been renamed 'The day no-one really understood why the Earth stood still'.
SPOILER ALERT: stop reading this now if you intend to watch the movie!
The nub of the original version is this: an alien called Klaatu lands on Earth and wants to address a group of world leaders to warn them that if the people of Earth threaten to extend their violence into space, Earth will be destroyed.
Klaatu demonstrates that the aliens have the power to fulfil this threat by bringing the world to a standstill. All machinery, transport, and electricity are shut down. Because Klaatu has already warned a group of the world's leading scientists and his warning has been broadcast, all human beings witness proof of the aliens' power to follow through on their threat.
Unfortunately the remake glosses over this point and completely underplays the movie title's promise. Yes, Klaatu explains to the protagonists about impending disaster. However, Klaatu doesn't address world leaders, nor does he explain to humankind the reason for his visit. So when the aliens cause the Earth to stand still in the remake, it's incidental. Human beings wouldn’t understand the significance or relevance of the event.
You may be asking why I'm complaining about a disappointingly bad remake of a science fiction movie.
My point is this: if you have an intriguing headline or promise, you'd better deliver.
If you insist on tantalising your prospects with a headline oozing promise and curiosity, you'd better be sure that you explain yourself and the reason why – and you'd better make certain that the explanation has everything to do with the headline.
Otherwise you'll disappoint and frustrate the hell out of your clientele!
Remember to mind your language (especially if you're an alien).
But it didn't deliver. In a big way.
It should have been renamed 'The day no-one really understood why the Earth stood still'.
SPOILER ALERT: stop reading this now if you intend to watch the movie!
The nub of the original version is this: an alien called Klaatu lands on Earth and wants to address a group of world leaders to warn them that if the people of Earth threaten to extend their violence into space, Earth will be destroyed.
Klaatu demonstrates that the aliens have the power to fulfil this threat by bringing the world to a standstill. All machinery, transport, and electricity are shut down. Because Klaatu has already warned a group of the world's leading scientists and his warning has been broadcast, all human beings witness proof of the aliens' power to follow through on their threat.
Unfortunately the remake glosses over this point and completely underplays the movie title's promise. Yes, Klaatu explains to the protagonists about impending disaster. However, Klaatu doesn't address world leaders, nor does he explain to humankind the reason for his visit. So when the aliens cause the Earth to stand still in the remake, it's incidental. Human beings wouldn’t understand the significance or relevance of the event.
You may be asking why I'm complaining about a disappointingly bad remake of a science fiction movie.
My point is this: if you have an intriguing headline or promise, you'd better deliver.
If you insist on tantalising your prospects with a headline oozing promise and curiosity, you'd better be sure that you explain yourself and the reason why – and you'd better make certain that the explanation has everything to do with the headline.
Otherwise you'll disappoint and frustrate the hell out of your clientele!
Remember to mind your language (especially if you're an alien).
Saturday, December 6. 2008
Go ahead: judge a book by its cover
Some people concern themselves only with the content of a book. To them, it doesn’t matter what the book looks like. For these people, content is king. For others including me, however, it’s a different story.
What the book looks like matters just as much as what’s written inside. I collect books. I love first editions. I love books with a provenance, with a story attached.
For example, one of my most prized books is an edition of Charles Dickens’ The Old Curiosity Shop which is signed by Florence Nightingale.
When I set out to put together my second collection of poetry, 17 poems: one for every year of innocence, I wanted it to be different from traditional poetry collections.
I wanted to present the poems beautifully. I wanted the book to be hand bound. I wanted a gorgeous cover. I wanted a book that would be a delight to touch, hold and feel. I wanted it to be a trophy on a book shelf.
And if people liked the poetry inside, well, that’d be a bonus!
17 poems: one for every year of innocence is a limited edition: there are only 150 printed in this particular design and format. This adds to the special feel of the book.
The other unusual aspect of the book is that each volume includes a CD of me reading the poems. This adds another dimension to the experience and helps to make poetry more accessible to those who are more 'auditory' than 'visual'.
The saying ‘don’t judge a book by its cover’ does not apply here. Please feel completely free to judge it by its cover.
And remember: mind your language!
Monday, November 24. 2008
Why being a poet will NOT get you sales!
If poetry bored you to tears in high school, there’s probably a really good reason.
At Ted Nicholas's Dream Information Publishing Seminar recently, I was wrestling with the idea of how to make poetry publishing profitable.
I have just published my second collection of poetry, 17 poems: one for every year of innocence. (Ginninderra Press published my first collection, Exposure, in 2003.)
As I listened to Ted speak about the importance of getting into an emotional state conducive to writing compelling copy, I started to compare the poetry writing and copywriting processes.
They’re similar, but different.
Let me explain.
Usually I write short poems with layers of meaning and emotion, because of course I write poems (or songs) about an experience, a moment or an event which affected me in some way. I’m baring my soul, and if I’ve touched on a universal theme in the process, then there’s a chance that readers may connect and empathise with my experience.
When I write marketing and sales copy, I write emotional and passionate words that will move, touch and inspire the prospect/reader. I set out to create that empathy on purpose.
The major difference between them is the intention.
As a poet, I write for myself. I suppose you could call it self-indulgent. I absolutely need to write. It’s a kind of purging. The words shoot out from my soul in some inexplicable, out-of-control trajectory, splattering all over the page. Sometimes I have to clean them up and make them more presentable. With a bit of luck, those who read my poem may find that it resonates with them. When I’m writing a poem, however, that’s the last thing on my mind.
With copywriting, it’s a different story. I write with the reader completely in mind. I sit down with this prospect, who has some desperate want which I intend to satisfy. I then have a conversation with this person, identify all his/her fears, hopes and expectations, and propel him/her inevitably towards taking whatever action I’m suggesting.
So, great poems create empathy in spite of the intention (or they don’t, in the case of those ones that bored you senseless at high school).
Great sales copy creates empathy because of the intention.
(Oh, and one pays more than the other.)
Remember to mind your language – and your intentions!
At Ted Nicholas's Dream Information Publishing Seminar recently, I was wrestling with the idea of how to make poetry publishing profitable.
I have just published my second collection of poetry, 17 poems: one for every year of innocence. (Ginninderra Press published my first collection, Exposure, in 2003.)
As I listened to Ted speak about the importance of getting into an emotional state conducive to writing compelling copy, I started to compare the poetry writing and copywriting processes.
They’re similar, but different.
Let me explain.
Usually I write short poems with layers of meaning and emotion, because of course I write poems (or songs) about an experience, a moment or an event which affected me in some way. I’m baring my soul, and if I’ve touched on a universal theme in the process, then there’s a chance that readers may connect and empathise with my experience.
When I write marketing and sales copy, I write emotional and passionate words that will move, touch and inspire the prospect/reader. I set out to create that empathy on purpose.
The major difference between them is the intention.
As a poet, I write for myself. I suppose you could call it self-indulgent. I absolutely need to write. It’s a kind of purging. The words shoot out from my soul in some inexplicable, out-of-control trajectory, splattering all over the page. Sometimes I have to clean them up and make them more presentable. With a bit of luck, those who read my poem may find that it resonates with them. When I’m writing a poem, however, that’s the last thing on my mind.
With copywriting, it’s a different story. I write with the reader completely in mind. I sit down with this prospect, who has some desperate want which I intend to satisfy. I then have a conversation with this person, identify all his/her fears, hopes and expectations, and propel him/her inevitably towards taking whatever action I’m suggesting.
So, great poems create empathy in spite of the intention (or they don’t, in the case of those ones that bored you senseless at high school).
Great sales copy creates empathy because of the intention.
(Oh, and one pays more than the other.)
Remember to mind your language – and your intentions!
Tuesday, November 18. 2008
Of 17 poems
Although this post isn't about copywriting per se, it is about a style of writing that's special to me: poetry.I'm very excited that the Hon. Michael Atkinson MP, Attorney-General, Minister for Multicultural Affairs, will launch my second collection of poetry on the 4 December at the SA Writers' Centre here in Adelaide.
Available now from White Wave Press, 17 poems: one for every year of innocence is the first in a limited collection series.
This collection is particularly special because each edition includes an audio/mp3 CD of me reading the 17 poems. The CD also contains bonus readings of two poems from my first poetry collection, Exposure, which was published by Ginninderra Press in 2003.
Only 150 imprints of 17 poems: one for every year of innocence have been created. Each one is numbered individually.
Each volume is printed on beautifully watermarked 190 gsm paper and exquisitely hand-bound by Chasdor Bindery, South Australia’s most reputable book-binding specialist. The blue sun linen hard cover is embossed in silver with handset type.
This volume will make a delightful, unique gift to a friend, family member or loved one.
For only $35 plus postage and handling, this limited edition collection and bonus audio CD is a fine-quality gift which is a delight to include on any bookshelf, and is a 'must-have' for every poetry lover and discerning reader.
If you'd like more information about 17 poems: one for every year of innocence, send an email to 17poems AT whitewavepress DOT com or visit White Wave Press.
I'm also thrilled that one of my poems was featured in the anthology Poems in Perspex, Max Harris Poetry Award 2007, which was launched at the SA Writers' Centre recently. That collection is available from Lythrum Press.
Remember, mind your language - even if it's poetry!
Posted by Jennifer Liston
in Compelling words, Poetry, Powerful language, White Wave Press, Wordsworx
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Wednesday, November 12. 2008
Jen and Ted's Excellent Adventure
I was thrilled to have had the opportunity to attend the Dream Information Publishing Seminar presented by my mentor, Ted Nicholas, in Sydney this weekend. (That's me and him in the photo on the left.) Ted is a gentleman and a living legend, arguably one of the best direct marketers on this planet. I met him for the first time in 2007 at Mal Emery's Silent Killer Seminar, although I'd read his information and known about him for a lot longer than that.
He ran out on stage, had us waving our arms in the air as we shouted affirmations to change our emotional states, and grooved with us to the Bee Gees.
He gave us his all over the two days. He provided phenomenal value in the depth and breadth of content, sharing his insights and thoughts not only about copywriting, but about life, health, wealth, and taxes!
I find that as a copywriter, it's vital for me to revisit regularly the essentials of emotional direct response copywriting, of which Ted is an absolute master.
Ted's enthusiasm and energy, as well as meeting and talking with other seminar attendees, reignited my excitement about copywriting and the power of compelling words. After working on a major editing project almost full time for the last nine months, it was great to be reminded of how satisfying it is to create copy and words that sell.
One subtle distinction which Ted made that really resonated with me was that sales letter copy must not only BE true, it must SEEM true. This is very much the case in a marketplace overloaded with large bold red headlines screaming promises of permanent cures and money making schemes.
The trick is to write the fine line between both.
Another great suggestion of Ted's was that sometimes a killer sales letter headline will be found among the testimonials provided by your customers.
Thank you Ted and Bethany.
And thanks also to all my fellow seminar attendees, who helped make the two days such a rewarding and memorable experience. I look forward to hearing from you and communicating soon.
In the meantime, don't forget to mind your language!
Wednesday, October 29. 2008
Who sez engineres kant spel?
When I was at college, one of the favourite sayings was 'Yesterday I couldn't spell engineer, now I are one'.
This reflected an almost universally held belief that engineers were inherently unable to communicate, spell or grasp any concept of grammar.
Engineers are regarded as the technologists, the inventors, the designers, the ideas people. They dream and scheme, design and implement, and their project deadlines are always yesterday. They burrow through data books, drink cold coffee, and scribble circuit diagrams on the backs of envelopes. They are responsible for many of the technological achievements and advancements witnessed and enjoyed by our world today.
And this would seem to be in spite of their apparent inability to communicate.
But have we fallen into the pigeon-holing trap? Are we too quick to consign engineers to the 'non-writer, non-communicator' pile?
Engineers and writers alike have been using language to communicate ever since any of them uttered the first 'mama' or 'dada'. After all, language is an intrinsic part of how we co-exist as human beings.
Perhaps engineers are not good writers because it hasn't been made important for them to know how to express complex technical concepts in simple terms.
Calculus and complex equations are the language engineers learn to use to express the world around them.
Most of the engineers I know have fantastic imaginations, a great turn of phrase and a quirky take on many aspects of this world we live in.
In fact, all the saying 'Yesterday I couldn't spell engineer, now I are one' really needs is a good editor.
Don't forget to mind your language!
This reflected an almost universally held belief that engineers were inherently unable to communicate, spell or grasp any concept of grammar.
Engineers are regarded as the technologists, the inventors, the designers, the ideas people. They dream and scheme, design and implement, and their project deadlines are always yesterday. They burrow through data books, drink cold coffee, and scribble circuit diagrams on the backs of envelopes. They are responsible for many of the technological achievements and advancements witnessed and enjoyed by our world today.
And this would seem to be in spite of their apparent inability to communicate.
But have we fallen into the pigeon-holing trap? Are we too quick to consign engineers to the 'non-writer, non-communicator' pile?
Engineers and writers alike have been using language to communicate ever since any of them uttered the first 'mama' or 'dada'. After all, language is an intrinsic part of how we co-exist as human beings.
Perhaps engineers are not good writers because it hasn't been made important for them to know how to express complex technical concepts in simple terms.
Calculus and complex equations are the language engineers learn to use to express the world around them.
Most of the engineers I know have fantastic imaginations, a great turn of phrase and a quirky take on many aspects of this world we live in.
In fact, all the saying 'Yesterday I couldn't spell engineer, now I are one' really needs is a good editor.
Don't forget to mind your language!
Sunday, October 19. 2008
I don't know what to say: writers' block vs sleeping on the job
Welcome to the world of writers everywhere.
Here I am, a wordsmith, poet, songwriter – and I'm stuck in front of every writer's nightmare: a blank screen and blinking cursor.
This website used to be just a pretty online brochure. I was very excited when Robert helped me to restructure it into a dynamic and interactive e-venue for conversation and debate – all part of the great and expanding vision for Wordsworx.
Now, only a few posts into this site's life, I have a problem. And it's this. Even though I have a list of more than 20 topic ideas, I don't know what to say!
You see, I don't want to rehash the same old topics that every 'guru' and his or her protegé have written about, such as the importance of having a conversation with your readers, the power of testimonials, how to write a press release or article, positive vs negative language, and so on.
Although these things are important, I want to offer my own insights here. And have a bit of fun while doing so.
Is writers' block real?
Or is our fertile imagination offering us a globally understood excuse for not being able to produce?
Is it just our creative self sleeping on the job?
I believe that the process of actually writing or typing words and allowing them to flow without being critical of them is a good way to nudge the sleeping creator inside and say, 'hey you, wake up, come here and give me a hand'.
The more often you write, the more readily your creative self will realise it's on duty.
By going through the physical mechanics of writing at a certain time more regularly, in a familiar and comfortable space, you will send a wake-up call to your creative self. It will snap to attention, rub the sleep from its eyes, and will delight in guiding your thoughts and your fingers along an original path.
Obviously I need to apply this practice to my blogposts! When I used to be editor of a technology magazine, I had no problem turning out an editorial each month.
Bear with me while I wake up my creative self and make her a cup of strong coffee.
And remember: mind your language!
Here I am, a wordsmith, poet, songwriter – and I'm stuck in front of every writer's nightmare: a blank screen and blinking cursor.
This website used to be just a pretty online brochure. I was very excited when Robert helped me to restructure it into a dynamic and interactive e-venue for conversation and debate – all part of the great and expanding vision for Wordsworx.
Now, only a few posts into this site's life, I have a problem. And it's this. Even though I have a list of more than 20 topic ideas, I don't know what to say!
You see, I don't want to rehash the same old topics that every 'guru' and his or her protegé have written about, such as the importance of having a conversation with your readers, the power of testimonials, how to write a press release or article, positive vs negative language, and so on.
Although these things are important, I want to offer my own insights here. And have a bit of fun while doing so.
Is writers' block real?
Or is our fertile imagination offering us a globally understood excuse for not being able to produce?
Is it just our creative self sleeping on the job?
I believe that the process of actually writing or typing words and allowing them to flow without being critical of them is a good way to nudge the sleeping creator inside and say, 'hey you, wake up, come here and give me a hand'.
The more often you write, the more readily your creative self will realise it's on duty.
By going through the physical mechanics of writing at a certain time more regularly, in a familiar and comfortable space, you will send a wake-up call to your creative self. It will snap to attention, rub the sleep from its eyes, and will delight in guiding your thoughts and your fingers along an original path.
Obviously I need to apply this practice to my blogposts! When I used to be editor of a technology magazine, I had no problem turning out an editorial each month.
Bear with me while I wake up my creative self and make her a cup of strong coffee.
And remember: mind your language!
Tuesday, October 14. 2008
You're living your language
One of my favourite bloggers is Steve Pavlina.
This articulate, wise man is a prolific writer about personal development. His website (www.stevepavlina.com) is a veritable treasure trove of informative articles loaded with astute insights.
Before you start to grimace at the 'self help' smell, bear with me.
Steve's blog tagline (and the name of his new book) is 'personal development for smart people'. His articles cover the gamut, ranging from self acceptance, discovering your life purpose, living congruently, and time management to abundance, oneness, and spirituality – with meticulously documented polyphasic sleep and raw food diet experiments thrown in for good measure.
He has a lovely way with words. Reading his posts, you really feel like he's sitting down having a conversation with you.
One of my favourite quotes of his offers a wonderful example of the power of language in action.
So, mind your language!
This articulate, wise man is a prolific writer about personal development. His website (www.stevepavlina.com) is a veritable treasure trove of informative articles loaded with astute insights.
Before you start to grimace at the 'self help' smell, bear with me.
Steve's blog tagline (and the name of his new book) is 'personal development for smart people'. His articles cover the gamut, ranging from self acceptance, discovering your life purpose, living congruently, and time management to abundance, oneness, and spirituality – with meticulously documented polyphasic sleep and raw food diet experiments thrown in for good measure.
He has a lovely way with words. Reading his posts, you really feel like he's sitting down having a conversation with you.
One of my favourite quotes of his offers a wonderful example of the power of language in action.
Is your life safe?
The word 'safe' is both an adjective and a noun.
As an adjective it means 'being free from danger'.
As a noun it's 'an enclosed storage container with a lock on it'.
If you're living the adjective, you're living the noun.
So, mind your language!
Posted by Jennifer Liston
in Compelling words, Effective headlines, Powerful language, Steve Pavlina
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Friday, October 3. 2008
Mark my words
Hello, my name is Jennifer Liston. Welcome to my website and blog.
Here, I'll probably post random thoughts and facts about language and its use.
(For example, did you know that there are 6,912 living languages in the world today? According to Ethnologue, Mandarin is the first language of 873 million people. English is the first language of 340 million people, and Hindi/Urdu is spoken by some 242 million people.)
I may offer tips on how to wring the best out of the words you use.
I might even suggest some ways to optimise communication messages.
As well as offering copywriting, editing and marketing services through my company Wordsworx, I am a poet.
And this is how I have come to love the power of language.
I love the challenge of using few words for maximum impact. I love how a word or phrase can inspire a myriad of emotions, depending on the reader's own experience and associations.
I have also come to realise - and am still learning - that we shape, empower and limit our own worlds mainly by the way we speak and write about our experiences, feelings, hopes and fears.
Every word we utter is creating.
So, mind your language!
Here, I'll probably post random thoughts and facts about language and its use.
(For example, did you know that there are 6,912 living languages in the world today? According to Ethnologue, Mandarin is the first language of 873 million people. English is the first language of 340 million people, and Hindi/Urdu is spoken by some 242 million people.)
I may offer tips on how to wring the best out of the words you use.
I might even suggest some ways to optimise communication messages.
As well as offering copywriting, editing and marketing services through my company Wordsworx, I am a poet.
And this is how I have come to love the power of language.
I love the challenge of using few words for maximum impact. I love how a word or phrase can inspire a myriad of emotions, depending on the reader's own experience and associations.
I have also come to realise - and am still learning - that we shape, empower and limit our own worlds mainly by the way we speak and write about our experiences, feelings, hopes and fears.
Every word we utter is creating.
So, mind your language!
Tuesday, February 7. 2006
Services
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COPYWRITING SERVICES
Have you ever marvelled at the power of words? How they can wow and inspire readers? How persuasive some people are? How a passionate argument can change our minds and win us over?
All of your promotional material – your brochures, advertisements newsletters, annual reports, sales letters, case studies, speeches, advertisements, websites and blogs – rely on the power of words to convey your strategic marketing and sales messages.
If, like many of my clients, you have a technical background and you work in, or own, a technology company, you may be daunted by the prospect of having to write about your complex products or services.
After all, words are not your domain, are they?
You are more comfortable discussing the benefits of Lotus Notes or of jailbreaking your iPhone. You wonder whether or not the CERN Large Hadron Collider will capture the elusive Higgs boson. You are juggling the challenges of inconsistent production quality from your Chinese PCB manufacturer and high mean time between failures in your products, and you are wondering where to find the next round of investment in your company. You are busy preparing for your impending ISO 27001 audits and you have five more product ideas that you want to pursue.
You speak the language of technology, science and engineering.
You may even be a marketing strategist in a technology company, but you are overwhelmed by the language of engineers and how to convert it to strong sales material.
And there's the issue.
You see, the language of science and engineering is factual and unemotional. It is about processes and procedures, measurement and refinement, experiments and results. It is passionless and non-judgmental.
In contrast, the language that describes the impact of science is emotional. The language of selling and marketing has to be emotional. You need to get under the skin of your potential client and make them want your product or service – no matter how technical that product or service is.
So how can you do that?
Worry no more. As an electronics engineer, I am familiar with the language of technology, science and other specialised disciplines. I have a proven track record of being able to convert that language into words that soar, sing and sell. I have written about many topics, ranging from energy efficiency, automation, underground space and wealth creation to ISO standards, contract electronic manufacturing, smart cards, photonics, nanotechnology and business coaching.
'When we needed to create an article for a magazine within a week, Wordsworx was able to convert our ideas into an interesting and compelling story. Communicating to our market effectively is very important to us. Jennifer's ability to translate complicated technical issues into a very readable, interesting and concise editorial made the whole process so much faster and simpler.'
Christopher Janssen, Managing Director
GPC Electronics
Sydney, Australia
(www.gpc.com.au)
Perhaps you don't have time or the resources to write and distribute media releases about your successes, discoveries and good news stories. I can do that too; in fact, when I originally established my business in 1996 (JAL Consulting), I wrote media releases for many Australian and international technology companies.
If you are a creative director in an advertising agency, I'm sure you can see what a valuable addition my ability to interpret complex concepts in simple, emotional language would be to your creative copywriting requirements. I have a flair for creating memorable headlines, straplines and slogans for campaigns.
I can combine words effectively so that they pack a punchy message.
'Working with Jennifer is an extraordinary opportunity to see a page of dull, lifeless text come alive into a clear, vivid picture of the value we deliver to our customers. She is remarkably quick and effective in turning around copy in a highly professional manner. Her advice is always to the point, which is exactly what you need in a small business where getting it right first time is not only important – saving our valuable time – but a big relief!'
Therese Hearne, Marketing Director
IST
Sydney, Australia
(www.istnetworks.com)
EDITING AND PROOFREADING SERVICES
You may be a stressed CEO, engineering manager, project manager or government officer who desperately needs professional editorial help with writing and editing a myriad of reports. You break out in a cold sweat, wondering if you've failed to notice any 'bloopers' in the reports that would make you and your manager look like amateurs.
You need an editor to simplify copy that explains complex concepts. You need help to identify and remove grammatical errors and language inconsistencies so that your annual reports, final project reports and other corporate documents look professional.
'Jennifer is one of those few writers who can both write well and deliver copy that is clean on the first draft - which is a real time-saver for a busy group such as ours.'
Grant Butler, Managing Director
Editor Group
Sydney, Australia
(www.editorgroup.com)
Never underestimate the massive value that a professional editor will add to your documents and reports.
For example, one of my clients was about to print its annual report and I insisted on proofreading the final layout. The client had to 'stop the presses' because I spotted a major editorial blunder that had crept in when part of the report was redesigned. Relief all round!
Some major publications I have rewritten and/or edited and/or proofread include:
- Olympic Dam Expansion Environmental Impact Statement (BHP Billiton, 2009). Co-edited/co-proofread.
- Australian Photonics Technology Roadmap (AEEMA, 2005). Edited, proofread.
- Photonics: Industry Overview 2001 (AEEMA, 2001). Researched, co-wrote, edited, proofread, oversaw production.
- Industrial Energy Efficiency Project – Perspectives on Industrial Energy Efficiency (The Warren Centre for Advanced Engineering, 1999). Edited, re-wrote, proofread; wrote marketing and technical summaries.
- Wealth Creation: Bridging the Gap between Investors & Technology (The Warren Centre for Advanced Engineering). Co-ordinated, edited, proofread.
- Innovation Lecture handbooks (The Warren Centre for Advanced Engineering, 1998, 1999). Co-ordinated, edited, proofread.
- A Guide to Strategic Alliances (the then Department of Industry, Science and Tourism, 1997). Condensed a 200-page thesis to a 16-page handbook, edited, proofread.
I have edited and proofread hundreds of articles and advertisements as well as conference proceedings, newsletters, brochures, summary reports, corporate vision documents and annual reports.
'With her flair for writing and communicating, Jennifer provides a valuable service to JAS-ANZ. She is able to take on a range of tasks, from straightforward projects like editing and proofing documents, to exercises requiring creativity such as developing case studies and articles. And no matter whether the task is big or small, her work is always of a high standard.'
Paul O'Neill, Manager Communications and Marketing
JAS-ANZ
Canberra, Australia
(www.jas-anz.org)
You can be confident that your documents will be converted into professional sounding reports by an experienced and meticulous editor with a flair for polished prose and an eye for detail.
VOICEOVER SERVICES
Maybe you need a warm, expressive and unique Irish voice to promote your products and services online or on air.
Consider using my vocal talents. I have completed voiceover training with well-known Adelaide radio identity David Day. I have recorded CDs of me reading my poems; the CDs are distributed with my second and third published collections of poetry published by White Wave Press.
Click here to read more about my professional experience.
Jennifer Liston, Copywriter, Wordsworx
about
What is Wordsworx?
Wordsworx is the name of my copywriting agency. I offer a range of copywriting, proofreading, editing, marketing, promotional and voiceover services.
Think of me as your marketing and communications arm, if you like.
I create media releases, corporate and product marketing brochures, website copy, newsletters, annual reports, sales letters, case studies, advertisements...
...or anything involving words and their production, honing, polishing and distribution.
The works, really.
Jennifer Liston, Copywriter, Wordsworx
Wordsworx is the name of my copywriting agency. I offer a range of copywriting, proofreading, editing, marketing, promotional and voiceover services.
Think of me as your marketing and communications arm, if you like.
I create media releases, corporate and product marketing brochures, website copy, newsletters, annual reports, sales letters, case studies, advertisements...
...or anything involving words and their production, honing, polishing and distribution.
The works, really.
Jennifer Liston, Copywriter, Wordsworx
Sunday, February 5. 2006
Writing samples
Links to some of Jennifer Liston's online writing samples
Cisco
StayinFront lives up to its name with Cisco Unified Communications solution
(Case study)
Trek Bicycles Australia breaks into the fast lane with Cisco Unified Communications solution
(Case study)
MapInfo
Case study: City of Unley
Case study: Victorian Electoral Commission
JAS-ANZ
Trusted JAS-ANZ accreditation benefits industry association, its members and their customers
(Case study)
Jennifer Liston has also been published as follows:
Corporate
Australian Photonics Technology Roadmap. AEEMA. November 2005.
Photonics: Industry Overview 2001. AEEMA. January 2002.
A Guide to Strategic Alliances. Department of Industry, Science and Tourism (now DIISR). 1997.
Electronics News. Reed Business Publishing. 1997.
World's best from Australia - The Innovator. Focus Publishing. December 1996.
Hundreds of articles and editorials, Australian Electronics Engineering. Thomson Business Publishing. 1989-1995.
Personal
Lead Skeletons(poetry - own collection). White Wave Press. 2010.
17 poems: one for every year of innocence (poetry - own collection). White Wave Press. 2008.
Exposure (poetry - own collection). Ginninderra Press. 2003.
Online scuba diving log
Online dog blog
Cisco
StayinFront lives up to its name with Cisco Unified Communications solution
(Case study)
Trek Bicycles Australia breaks into the fast lane with Cisco Unified Communications solution
(Case study)
MapInfo
Case study: City of Unley
Case study: Victorian Electoral Commission
JAS-ANZ
Trusted JAS-ANZ accreditation benefits industry association, its members and their customers
(Case study)
Jennifer Liston has also been published as follows:
Corporate
Australian Photonics Technology Roadmap. AEEMA. November 2005.
Photonics: Industry Overview 2001. AEEMA. January 2002.
A Guide to Strategic Alliances. Department of Industry, Science and Tourism (now DIISR). 1997.
Electronics News. Reed Business Publishing. 1997.
World's best from Australia - The Innovator. Focus Publishing. December 1996.
Hundreds of articles and editorials, Australian Electronics Engineering. Thomson Business Publishing. 1989-1995.
Personal
Lead Skeletons(poetry - own collection). White Wave Press. 2010.
17 poems: one for every year of innocence (poetry - own collection). White Wave Press. 2008.
Exposure (poetry - own collection). Ginninderra Press. 2003.
Online scuba diving log
Online dog blog
