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Saturday, July 9, 2016

The 15 B2B copywriters I don’t want to be

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The 15 B2B copywriters I don’t want to be

B2B copywriting problems
Every time I walk past Tim (our Head of Operations)’s desk, he gives me a look that says, “We need more copywriters, Doug”. He doesn’t say it (well, sometimes he says it) but I know he’s thinking it.
And I’m thinking it, too.
We need more goddamn copywriters and we need them now.
But, while it’s really, really hard to find great account people and designers and developers and data analysts and marketing automationists (we’re hiring all of these) it’s ridiculouslyhard to find great B2B copywriters.
Why so hard? Because they don’t grow on trees. If they did grow on trees, we would have planted an orchard by now.
Yes, there are lots of copywriters out there. You can tell because there’s so much content. But most of that content is not very good and that’s either because the writers aren’t very good, or they’re not being asked to write great content, or both.
So we end up looking at a lot of writing portfolios before we ask one writer to come in for a cuppa. And we might ask a handful in for a cuppa before we offer one a job. Do the math: a handful times a lot is, like, a shitload. So our copywriter hiring ratio is a shitload-to-one.
Why so picky?
Because we think writing is the very heart of the content artichoke. And we know that a well-written piece will out-perform an averagely-written piece by 16 to1600 times. If you’re in the ROI biz (who isn’t?), that’s the biggest-ass of big-ass returns.
The weird thing is that I’m a crap writer too. We all are. Every writer at Velocity is capable of being exactly the kind of writer we reject. We all fall back on bad habits. We all cut corners under pressure. And we do it with alarming frequency.
The key is to be alert to the many different kinds of hack writers within us and to take away their keyboards before they can do any serious damage. To catch our own inner yadda-yadda merchants and prevent their effluent from reaching innocent readers.
Who are these inner hacks? I’ve discovered 15 distinct types hiding under my desk and inside my shirt:

The wordsmith

Writing isn’t about making pretty sentences. Yes, great writers spend a lot of time crafting every line, but a fine sentence is just the veneer on the credenza.
Under the veneer is a lot of carpentry, with dovetail joints and, like, nails and shit. Harry captured this in his excellent post called “B2B writing: it ain’t just writing”.
If you build the credenza well, applying the veneer is the easy part. It’s rewarding as hell but it’s not the whole job.

The clever wordsmith

I do hate this guy — mainly because he hijacks my work so often. The clever wordsmith is the writer who is so proud of his newborn pun or metaphor that he fails to see how distracting it is from the story he’s being paid to tell.
I love a good pun and have beaten some sweet metaphors to death (see credenza, above). But clever ain’t copywriting. It’s showing off. As a card-carrying show-off, I exhaust myself trying to suppress my inner diva-demon.

The press release writer

Press releases aren’t writing. They’re typing.
Almost anyone can fill in the blanks of this highly constrained corporate template (“We’re thrilled to welcome Atilla to our growing Hun team.”) but no one will ever read a press release even though lots of places publish them.
So, writers, if you’re briefed to write a press release (or any other over-templatised format), ask about the goal of the exercise and recommend one of the dozen-or-so better ways to achieve it.

The clunky

A good copywriter needs at least one ear. And that ear should be able to notice if a sentence curls up its own ass and dies. Or stumbles off to nowhere, groping for support that is never going to arrive. Or is so grammatically correct that it’s virtually unreadable.
I’ve written some shockingly clunky paragraphs. That’s part of the work. The key is to read your own stuff before you send it. If you’re at or above your minimum allocation of ears, you’ll catch the things that go ‘clunk’.
But if you don’t re-read your own stuff as a new reader would… you won’t.

The shallow

B2B copywriting isn’t pituitary gland surgery – but sometimes it’s about pituitary gland surgery. That means the writer is going to have to learn things. Technical things.
Good copywriters love learning things. Good B2B copywriters love learning technical things. Things they can never share at dinner parties (but far too often do).
In the mean streets of B2B, shallow doesn’t cut it. If I’m about to write something that I haven’t learned enough about, I can feel it in my gut. I’m faking it. And I will be caught out. It’s time to pause to learn more about my subject.

The stiff

Bad writers sit up straight when they write. This is so they can bear the weight of their Writing Hat.
Good writers recline and slouch and cross their legs and make those snow angels. Because they don’t own a Writing Hat. They just speak, using a keyboard.
Some of my early English teachers (and one or two of my early bosses) were convinced that writing had to be stiff and formal to be effective. An awful lot of marketers still feel that way. Which sucks.

The lazy

If Shallow is a species, then Lazy is the genus (or maybe the kingdom, given its prevalence).
Lazy writers can’t be bothered to pick up the phone and talk to a member of the target audience. Or to spend a few hours doing desk research so that they’re not talking utter shite. Or to Google ‘genus’ so they don’t use it when they meant to use ‘kingdom’. (Sue me).
Copywriting may not be coal mining but it is a form of work. The better writers recognise this. Of course, we all deserve the occasional lazy day. Just don’t make it the day before the deadline.

The precious

Every once in a while a lost poet wanders into an agency that left the door open and tries to make a living there.
When a colleague or client tries to point out that “ere” is an archaic way of saying “before” or that “e’er” is an odd way to say “ever” and that neither are viable options for a blog post about oscilloscopes, they get the stink-eye.
Alas, ere long, the poet will be compelled to wander on. And those left behind will make the wank gesture whene’er their name is spoken.
(I house-trained my inner poet early in my career but sometimes he pops up with a too-interesting metaphor and looks all hurt when The Better Me deletes it.)

The bolshy

Good copywriters defend their choices, sometimes stubbornly.
Bad copywriters fight for every word even when they’re wrong.
It always amazes me how precisely inverse the relationship can be between prickliness and talent. (Note to self, to be read in these hot-headed moments: get over yourself.)

The voice-less

Writing that simplifies and clarifies a complex, technical subject is hard to achieve and should be applauded.
But writing that does that with a voice – a distinctive sound, energy and attitude – is rare. And writing that creates and maintains momentum – so that the reader can stop but would really prefer not to – is even rarer.
We don’t want to see voice crammed in every noun-based nook and copy cranny. It has to be right for the piece and natural for the context. But a good copywriter can summon a strong, compelling voice when needed.
When my inner drone-writer takes over it’s always because I don’t actually find the subject I’m writing about very interesting. That’s my fault not the subject’s. I need to find the flicker of interest and fan that sucker or my writing will be dull, dull, dull.

The one-voice pony

The voice needed for a rant against the forces of evil is not the voice needed for a data sheet. Some writers only have one voice. That’s better than no voice, but only marginally.
I have been guilty of over-voicing my copy. It tends to be when I’m in show-off mode. Fun but distracting as hell. Edit.

The blatherer

Good copywriters are storytellers (Duncan wrote a post about this) and good stories are always well-structured (Harry wrote another about that).
Some writers have a strong voice and a clear head — but they can’t structure a story or build an argument. So they just start writing and meander around the subject for a while and then write the word ‘Conclusion’ and stop.
A lot of B2B copywriting is long form (we’ve written pieces that were over 120 pages). You get in serious trouble by page twelve if your structure is weak. Been there. Don’t want to go back.

The formulaic

When you’ve written your fiftieth iteration of any kind of piece, it’s tempting to paint by numbers. Like making every case study go “The Company/ The Challenge/The Solution/The Result”.
But formulas are as boring to read as they are to write. (Irene did a great post on why so many B2B case studies suck and this is one of the reasons.)
When I find myself writing to a formula, it helps to examine that formula, tease out its hidden conventions, and break a few. Way more fun.

The ink-head

A lot of writers are essentially print writers. They can write linear stories with beginnings, middles and ends but they can’t adapt their writing to the new generation of weird and wonderful digital formats. Formats that encourage the reader to branch and browse and swipe and scroll
As B2B marketing becomes almost entirely digital, copywriters need to craft copy for all kinds of experiences, not just the ‘Once-upon-a-time’ kind. (Adam showcases one of these in a post about an online quiz tool).
This continues to be the hardest battle for me. I am essentially an ink-head. But I love learning new tricks, so I’m in the right job.

The search slut

I hate the whole idea of an ‘SEO copywriter’ almost as much as I hate the idea that Donald Trump could be a viable candidate for any party on any planet in any universe.
SEO copywriters are writers who understand search spiders better than they understand the people they’re writing to. And it shows.
About eight years ago, when SEO got hot, we had to make a choice: get good at ‘writing for search engines’ so we could out-smart Sergey Brin; or stick to writing for humans and wager than Sergey would get better and better at delivering relevance and quality in his SERPS.  We chose the latter, and we’re pretty sure we won.
But the inner search-slut is very hard to suppress. It’s so tempting to insert that keyphrase into that intro, just this once…
[UPDATE: Rand Fishkin of Moz fame objected to this one. He points out that I don’t know my SEO Ass from my Anchor Text Elbow; that SEO took off WAY before 2008; and that a keyword in an intro is hardly malpractice. All excellent (and indisputable) points. I guess the ‘Search Slut’ thing is a cheap shot: there are lots of smart, professional SEO-wonks in the world — and many more thanks to Moz’s amazing work. I was teasing the lazy ones. But maybe my aim was a bit off.
I’m a card-carrying Rand Fan (yes, they issue cards), so I feel chastened by his criticism. But I figure an update is better than actually changing my original text. A bit of public shaming will do me good.]

Fighting the hack writer inside of you

Every copywriter makes all of the above mistakes, all the time.
We all fall in love with our clever wordsmithing.
We all go through clunky, lazy, shallow, stiff, voiceless or over-voiced spells. In any given week.
And we can all be bolshy and precious when we’re caught out by anyone other than our own inner reader.
The difference is this: really good B2B copywriters recognise these potholes, pitfalls and buzz kills – and work hard to fix them. That’s the job.
None of us have even come close to the mythical end of the learning curve. And the writers who say they have are the ones to watch out for.
—————–
[Hey really good copywriter: Get in touch. This whole rant was just a glorified recruitment ad in thin disguise.]
——————
Hey everybody else: Get Ann Handley’s book Everybody Writes and follow her advice as if she were sitting right next to you, watching you type and poking you in the ribs every time you started a sentence with, “In these competitive times.”

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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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