​We were recently tasked with writing some marketing copy for a B2B client of ours, utilizing real-life success stories from their client files. The goal, not surprisingly, was to lure other prospects into becoming clients, too, when they read about these great successes. 
 
This is so straightforward that it’s boring. Right? 
 
Nope. It warrants an entire article. 
 
Who wants what? 
 
Granted, we need to cloak this story in anonymity—just as we’d needed to cloak this assignment in anonymity. We couldn’t tell the world, for example, that our client’s specific client suffered from broken systems, couldn’t serve their customers, and so on. 
 
Similarly, you don’t want to get too deep in the weeds on the technical side. And herein lies the gist of this story, and its lesson. 
 
Let’s get specific. For our client’s client—the one in the success story—they’d used Systems A, B, and C to do their work. They had problems with Systems A, B, and C, which our client helped them solve. 
 
So we could have been very specific, in calling out Systems A, B, and C by name, even when we never mentioned who-the-client-was, by name. 
 
That would have been accurate. It wouldn’t have gotten anyone into trouble. And, on the surface, it seemed to be the thrust of this assignment. 
 
But you’ve got to take a customer-back approach here. (Yes, you can make a drinking game out of how many times we say “customer-back approach” here at Copel Communications.)
 
Here’s the rub: The goal here, if you really look at it, is not to explain how the client in the success story succeeded.
 
It’s not? 
 
Nope. 
 
The goal, rather, is to tell a prospective client how they could succeed.
 
Aha. That’s different. 
 
Which gets back to Systems A, B, and C. In this world in which our client competes, there’s a lot more than Systems A, B, and C for their clients and their prospects. There are systems which compete with Systems A, B, and C. 
 
Put it this way: You don’t want to turn off a prospect just because they’ve opted to use System D. 
 
Get it? 
 
This gets back to the marketing challenge. It’s subtle, yet important. For this assignment, we didn’t want to call out Systems A, B, and C by name… but rather by function. We wanted to create blanket terms for them, for the exact reason of not alienating a prospect who uses System D. 
 
So instead of saying “We helped our client with System A,” we said “We helped our client with their transactional reporting platform” (or whatever). This way, whether you use System A or System D for transactional reporting, you both perceive the value of what the company does. 
 
As we’d said, this is a subtle difference—the matter of just a few words here and there—but it really makes the difference between attracting the prospects you want, or having them self-select elsewhere. 
 
Remember: This distinction was not spelled out to us in our marching orders. It was incumbent on us to read between the lines, to take that customer-back approach, and do the right thing by our client. 
 
Need help with a similar under-the-radar marketing challenge? Contact us. We’d be delighted to help! 

This is a true story. As usual, we’ll blur the details for privacy, but you’ll get the important take-aways for your business. 
 
We were on a Zoom call recently with a client, brainstorming ideas for updating their tagline. The tagline was basically a message to prospects, saying, “Use this service, and you’ll be better at doing XYZ.” 
 
During the call, the client asked, “Hey, why don’t we use the word ‘turbocharge’?” 
 
“Sure. Try it.” 
 
And so: 
 
“Use this service to turbocharge your ability to XYZ.”
 
Hmmm. 
 
Here’s the thing. This service has nothing to do with turbocharging. It’s a B2B play, not an automotive one. In the land of taglines, where you typically only have less than a dozen words to get your point across, you can’t be off one bit. 
 
And now comes the lesson of this article. Ready? 
 
At this point, our instinct was to start brainstorming other ways to update this tagline. Starting with the customers’ needs, and layering in what this company really specialized at, and how they did it. 
 
That should seem straightforward to you, especially if you’ve ever read any of our other articles here at Copel Communications. 
 
But remember: We were on a Zoom call with the client at the time. And so that client said, “Let’s ask ChatGPT.” And they brought up a screen-share, and plugged the “turbocharge” tagline into it, asking ChatGPT for other versions. 
 
(If you see where this story is going already, give yourself some extra points.) 
 
And so ChatGPT dutifully delivered. It spat out a bunch of other options, all with variations on the word “turbocharge.” Things like “energize.” “Electrify.” “Invigorate.” “Supercharge.” Et cetera, et cetera. 
 
Guess what? None of these was any better than the original version. 
 
Of course you know why. Although it wasn’t immediately apparent to our client during the call. It was a classic case of GIGO: the old software programmers’ acronym for “garbage in, garbage out.” ChatGPT assumed that “turbocharge” was a perfectly good prompt, so it ran with it. 
 
Client: “Let’s try ‘amplify.’” 
 
They did. And ChatGPT spat out more of the same. 
 
Having waited patiently during this exercise, we then asked the client specifically what we’d mentioned, in this article, just a few paragraphs ago: 
 
Why don’t we take a different tack? Why don’t we start with the target customers’ needs, and layer in what your company specializes at, and how it does it? 
 
Guess what? And, no—it’s not a case of “Ta-dah! We got something brilliant, instantly.”
 
The “Guess what?” answer is this then took a lot of work.
 
ChatGPT is easy. But in cases like this, it’s just a GIGO vacuum. At least our client could see that it wasn’t delivering useful output. 
 
And so we worked on answering those questions above, because we both knew the answers. At that point, it was a matter of narrowing it down to just a few bullet points and words, and assembling them into a tagline-like sequence that would have a strong cadence and impact. 
 
It went something like this: 
 
Master the art—and science—of performing XYZ to achieve ABC benefit. 
 
Look! “Mastery”! And the subtle art-like touch that comes with this company’s services… not to mention the grounded-in-science methodology. Plus specific business benefits that the company delivers to its clients! Honestly. Do you think that ChatGPT would have figured out any of that on its own? 
 
Of course it couldn’t. That’s not fair to ChatGPT. 
 
Now you can (in fact, we did) feed “Master the art—and science—of performing XYZ to achieve ABC benefit” into ChatGPT and let it try and polish that. But again, it just didn’t come through as well as good old-fashioned elbow grease. 
 
Don’t get us wrong. ChatGPT is a cool tool, and it can be quite useful. But you need to apply it appropriately, and recognize its limitations. It’s like that old adage that if you’re a hammer, you tend to perceive everything in your world as a nail. 
 
Need help with a creative challenge that AI can’t handle? Contact us. We’d be delighted to help. 

​We recently had a client assignment that went something like this (don’t worry; we’ll tell you how you can profit from this story in just a moment): 
 
We’d helped them write a huge long-form article for their website, touting their experience with a given industry, in a given U.S. state.
 
Thing is, this client of ours—a B2B consultancy—also had similar experience with other industries. And—you guessed it—in other states, too. 
 
On the surface, this is a very simple assignment. You want to broaden your reach, and your SEO rankings, for more than one industry, in more than one state. 
 
Sound familiar? Read on. 
 
Thinking outside the algorithm
 
Granted, the original article was an SEO play. In other words, it went after very specific long-tail keywords that our client knew were attainable, in terms of search domination. They’d called us in to do the writing. 
 
The original article—as you’ll recall, for one industry, in one state—was quite specific and detailed. But now there were two challenges, in terms of making “spin-off” articles: 
 
1. Talking about the other industries. 
2. Talking about the other states. 
 
Oh. And there was a third challenge, which was arguably bigger than the first two: 
 
3. Convincing Google that none of the spin-off articles were, in fact, spin-off articles. 
 
So Challenges 1 and 2 were fairly straightforward. To wit: 

• As far as talking about our client’s expertise serving other, specific industries, we were well-versed on those topics, and had plenty of material to draw from. This is good, because it already makes the first spin-off article substantially different from the original, in Google’s eyes. Of course, that won’t help with the subsequent spin-off articles targeting the same industry. 

 

• For serving the other states, a little research was required. This was admittedly a fun assignment: We found quick high-school-level fact-sheets on each state, and also visited the website of each state’s visitor’s bureau, to learn fun facts, nicknames of different areas, and so on, so we could pen these with a better level of local familiarity. 

 
(Did we do this 49 times? No. We didn’t. Our client had us rank all 50 U.S. states by population, and we went after the biggest 25. Smart, and cost-effective.) 
 
So now, armed with these different buckets of data, it came time to write all of the spin-off articles. 
 
Sure, we could’ve commanded Word to do a search-and-replace, on the original article, to plug in “Industry B” for “Industry A,” and even “State No. 2” for “State No. 1.” And even though the resulting article would be totally fine in the eyes of an Industry B prospect living in State No. 2, Google would not be amused. 
 
So it was time to get more creative. We had to re-order ideas and arguments, move paragraphs, re-title headlines and subheads, and change the phrasing within most sentences… to the point where the spin-off article was materially different from the original, yet still sold, potently, to the proper audience, toiling in the proper industry, while living in the targeted state. 
 
To AI or not to AI
 
We know what you’ve been thinking all this time: Why not hand off a basic assignment like this to ChatGPT? Isn’t that, after all, what it excels at? 
 
Yes and no. As we’ve discovered, ChatGPT can really help non-writers look better. For actual writers, the opposite is true. And that was the case here. We actually let ChatGPT take the first stab at this assignment. And its results worked in letter, but not in spirit. There were just too many flubs, none of which would be acceptable to this demanding client of ours. 
 
Could we fix those flubs ourselves? Absolutely. And we, at first, tried. But we quickly realized that it was actually less work to follow the process we’d described above than to babysit ChatGPT for this. 
 
Fast-forward a few weeks, and all the articles were written and illustrated (with the graphic team taking an analogous approach to ours) and posted online. The client was happy, and most important, the effort paid off in the SEO results. 
 
So it was a lot of effort, but certainly worth it. 
 
Need help with a tricky assignment like this? While we do a lot of big-picture marketing and creative strategy, we’re not afraid to roll up our sleeves and get into the weeds. Contact us and let’s talk. 

​Sometimes, the success of your creative marketing hinges on some decidedly un-creative input. 
 
Here’s a true story. 
 
We were recently tasked with scripting a video for a client of ours. Granted, we have to cloak this in anonymity, but you’ll get the gist: 
 
The client of ours is a consultancy. They had created a breakthrough technical solution for one of their clients. Our job was to script a video, showing the whole world this breakthrough solution—while also anonymizing our client’s client. 
 
Follow? 
 
On the surface, this is a pretty straightforward assignment. We had to write a script which would show prospective clients (for the consultancy) how amazing this technical solution is. But it quickly became trickier than you might think. 
 
Our point of contact at the consultancy was one of the super-sharp technical people who had actually worked on this breakthrough solution. Let’s call him Steve. 
 
Steve was our source of input. And so Steve—not terribly shockingly—told us all about this breakthrough solution. Every nut and bolt. Every feature. Every output. Every paradigm-shattering spec. 
 
And we couldn’t write the script.
 
Know why? 
 
Think about it. 
 
Our task was to write a brief—as in, two- to three-minute—video, dramatically showcasing this breakthrough solution. 
 
Yet what had Steve, in all his ardent energy, failed to provide us? 
 
Of course: Act One.
 
Huh? 
 
Two sides to every story (and marketing piece)
 
A video like this—or any marketing piece like this—should follow what we call “a two-act structure.” Steve had given us all of the input for Act Two. That is, the solution.
 
But of course! Now it’s super obvious, isn’t it? 
 
A solution solves a problem.
 
What was the problem?? 
 
We asked Steve. And he said “Well, our client couldn’t do X.” And yes, he technically answered our question, but he didn’t exactly help us. 
 
And here we get to the gist of this article. Steve is not a creative pro. That’s not his job. He excels at plenty of other stuff, and the world is a better place because of it. 
 
But he needed a little help, a little nudging, from us, to give us the input we’d craved for Act One of this script. 
 
And so we asked him, “Could you tell us more, please? Why couldn’t your client do X? What were all the contributing factors? We want to know, as much as possible, about the sheer chaos they were confronting before your solution came along. We want the ‘Before’ to be horrendous! Inundate us with details! The messier, the better!” 
 
You could see the light dawning in Steve’s eyes. Of course! The messier, the better! Because The Great Wonderful Solution isn’t so great or wonderful unless it really clears what appear to be insurmountable hurdles. 
 
Once Steve got it, he got it. After all, who would know that client’s “before” situation better than him? He piled on with gory details, and voilà! We were able to pen a truly effective video. 
 
Clearly, you can extrapolate a lot from this little story. Marketing and advertising routinely require creativity. And just as routinely, your input sources may not be people who are naturally creative. 
 
But they can be coaxed. The information is there. You just need to tease it out. 
 
Need help with a creative challenge like this? Contact us. We’d be delighted to help! 

​You may know—if you don’t, here it comes—that we’ve been writing these blogs, twice a month, for more than ten years, here at Copel Communications. 
 
How do we always have something new to talk about? 
 
More important for you and your business: How can you always have something new to talk about? 
 
And when we say “talk about,” we’re, well, talking about things like blog entries. Videos. Social posts. Stuff that keeps you out there, in the eyes of your target audience, as a thought leader. 
 
Interesting note: This becomes all the more challenging in the age of generative AI. How can you possibly stand out amid the overwhelming tsunami of auto-generated material? 
 
Fast forward
 
We recently gave a presentation on this exact topic. We won’t dive into the details here, but AI—tools like ChatGPT—are amazing at effectively ingesting and then memorizing (how’s that for a mixed metaphor?) the entire internet. Just as easily, they can spit out (first half of previous metaphor) content at will, using said input. 
 
But they have one massive limitation that you don’t. It’s why their “intelligence” is artificial, and yours is quite real. 
 
We’ll circle back to their weakness—and your strength—in just a second. But first, let’s just talk about the mundane challenge of populating your marketing editorial calendar. 
 
You do have a marketing editorial calendar, don’t you? 
 
Oh, don’t be embarrassed. Lots of companies lack them. But it’s never too late to start. 
 
Think of it this way: Why break into a flop sweat every time you need to push out new material on a pre-determined cadence? If that’s an hour of stress, say, twice a month, why not eliminate it?
 
The solution is easy: Dedicate one big chunk of time, typically around year-end, to simply jot down a list of every month of the year, and then brainstorm the topic you’ll develop content for, for each month. It’s hard, but it’s a one-shot effort, and you’ll end up with a year’s worth of topics. 
 
Yes, it’s hard. But there’s a neat trick to it, as the headline of this article has not-so-subtly implied. 
 
Back to that ChatGPT weakness. 
 
Hindsight is overrated
 
ChatGPT seems brilliant because it can memorize the entire internet. That’s some feat. But here’s a feat you accomplish every day, which it can’t do: 
 
You look forward.
 
The internet is a repository of stuff from the past.
 
If you can spot trends among your clients, guess what? You’re already smarter than ChatGPT.
 
This dovetails with our populate-the-calendar challenge rather nicely. 
 
While you may be doing this at year-end (or right now, no one cares), you’ll be using information that ChatGPT has zero access to: Your thoughts, and your files. 
 
So here—finally!—is the trick we’d teased at the outset: 
 
Looking for topics for marketing material for your business? Look no further than your recent invoices.
 
Yep. You read right. Your invoices are magic fodder for this assignment. 
 
Look at any given one. It shows how you earned your keep, and how you delivered unique value, for any given client. And therein lies a story. Think back on what you’d billed for. There was, invariably, a challenge to solve. And you solved it. (And your client was happy to pay you for that expertise.) 
 
That’s a story. It’s a cool story. It’s a story that showcases your uniqueness and thought leadership. It’s also a story that ChatGPT couldn’t write in a million years. 
 
Here at Copel Communications, we practice what we preach. We build our editorial blog-post calendar, and stick to it. And we routinely open up our own billing files for cool stories that we can anonymize and share with you for handy tips and lessons learned. 
 
Need help with that next marketing challenge? Contact us. We’d be delighted to help! 

​We know a talented web designer who told us that websites age in dog years. That may well be true of the technology. But in this article, we’re going to talk about your branding and your messaging. 
 
If you’re considering a refresh of your site, or perhaps even a wholly new site, this article is for you. Even if a potential rework is way in the future, you can still learn some good time- and expense-saving tips here. So read on! 
 
Website in the spotlight
 
We have a client whose business recently pivoted from serving mid-level customers to very high-end customers. (We can’t give too much detail here, but there should be enough info for you to follow the story.) 
 
The high-end prospects would be more profitable for our client. Making this choice to pivot was the result of a lot of soul-searching and analytical number-crunching. It represented a switch from serving a greater number of decent-revenue-providing clientele to a smaller number of awesome-revenue-providing clientele. 
 
As we’d said, we’re gauzing up this story. But you now know enough to follow it—and to see the parallels that exist to your situation, and your website. 
 
Ah yes. The website. The moment this client of ours decided to pursue a newer, higher-end audience, their existing website (not to mention all of their other marketing materials) immediately became outdated. It was way “beneath” their new audience—and wholly lacking in the newly-refined service offerings they had developed. 
 
Our client knew that this would be coming. Recall all of the aforementioned soul-searching and number-crunching. 
 
So they called on us to help them create the new website. We don’t do this alone. We work closely with the client. They have a great web designer, with a full team, that we love. We also have some great video editors to help create the site’s embedded content (which we scripted). 
 
But here, in this article, we’d like to walk you through the process we employed—and get to those elusive “pilot pages” that we’d mentioned in the title. 
 
Starting wide
 
As we’d noted, the client had decided to serve a new audience. And if you’ve read any of our articles here at Copel Communications, you can practically do a drinking game for each time we mention “taking a customer-back approach.” We’re passionate about this. (Because it works!) 
 
In other words, start with the customer. Explore their needs. Then work backward to the marketing strategy and tactics. 
 
So here are the big things we did with this client, in order:

• Deeper dive customer discovery. Through a series of structured strategy sessions, we really dived into the new prospects they were targeting. What are their pain points? What are they doing now? What are their best alternative options, besides out client? What might “trigger” them to make a switch? Who are the secondary targets we needn’t address directly, but wouldn’t mind attracting? Who are the “tire kickers” we want to avoid engaging with? (We have a great article on that topic, by the way.) 

 

• Narrative creative concepts. Once we had nailed down the customer persona (sometimes called the “avatar” or ICP for Ideal Customer Profile), we worked up a number of written descriptions of what the new website would look and feel like. These “narrative creative concepts” are very time- and cost-efficient. They describe the theme, tone, and feel of a proposed new site’s treatment, talking about the imagery, copy, amount of white space, navigation, and so on. And we provided several to choose from, each with a slightly different creative approach. The client then picked their favorite. 

 

• Website wireframe. We then wrote this up, outline-style, and reviewed it with the client—moving, re-prioritizing, and adding and cutting as needed, until we had a nice tight version. (Want to learn more about how we do this—and you can, too? We’ve got a nice article you can check out.) 

 

• Pilot pages. No, we’re not gonna describe them here in this little bullet. These warrant their own subhead. 

 
Exciting new subhead: Pilot pages!
 
Mind you, all of the work we’d described above is upstream of the web designer. Why? Two reasons: 

• One: It’s essential to steer them in the right direction for what they will undertake. Not “kinda/sorta the right direction.” And that’s because of Reason Two: 

 

• Two: That’s a lot of people, working hard. It ain’t cheap. We’re frugal with our customers’ marketing spend here at Copel Communications. 

 
So what are these teased-to-death-by-now “pilot pages”? It’s actually really simple. Despite the wonderfully described tone from the chosen narrative creative concept, it’s time to create actual public-facing website copy at this point. 
 
So should you unleash your writer—even if it’s us—to pen all of these pages at once? You have, after all, an approved concept and a signed-off wireframe. 
 
Answer: No. 
 
Again, you want to be efficient and frugal. So go through your wireframe and pick out just a few—two, maybe three—pages that would be good tests of the final tone-and-feel verbiage. These will be your “pilot pages.” 
 
They’re easy to choose—but hard to write. Expect a bunch of revisions. But once you lock them down, the other pages go way, way faster. 
 
The obvious one to start with is the home page. That’s mandatory. After that, it depends on which one you think would be 1) difficult, 2) representative, and 3) a good model for subsequent/deeper pages. That last point is especially important if you’re going to be engaging a team of writers: You want them to be able to reference the approved pilot pages, and use them to make sure they’re sticking to the proper tone. 
 
Incidentally, once you have your approved pilot pages, you can then feed them, with confidence (along with the approved narrative creative concept and wireframe), to your web designer. From that point, it’s off to the races. 
 
Need help with your next website project? Contact us. We’ve done lots of these, and would be delighted to help with yours. 

Special news! Sure, we’ve got a good blog article here, and we’ll get to it in just a second. But first, a little announcement, which segues to this article quite nicely: 
 
We’re proud to announce that this article, these very words you are reading right now, are officially our tenth anniversary blog post. That’s right: We started publishing these in January 2015, and at that time, committed to publishing them twice a month. 
 
If you’re unaware—or simply curious—our cadence goes like this: At the top of the month, we publish articles focused primarily for our consulting/business-owner audience. At mid-month, we publish blogs focused a little more toward our “creative” audience, which includes ad agencies and other creative people we enjoy working with. 
 
Ten years! And we never missed a post. That’s 240 articles, if we’ve done our math right. 
 
And we’re not stopping now. Thanks so much for joining us for this great, long ride! Let’s dive into our latest topic. 
 
Why blogging shouldn’t be a New Year’s resolution
 
If you watched any TV during New Year’s, you were surely inundated with ads for gym memberships. It’s as predictable as sunrise. 
 
Why? Because people invariably make a New Year’s resolution to “get in shape,” and those gyms are all too happy to cash in. 
 
Be honest. How many people have you known (you may be one of them) who made one of these resolutions, joined a gym, bragged to all their friends for the first month or two… and then kind of quietly quit thereafter? 
 
Getting in shape takes commitment. In that regard, it’s exactly like blogging. Or doing social posts. Pretty much anything that has to do with your marketing outreach. 
 
Not everyone is an Olympian or an NFL star. But that doesn’t mean that you can’t whip your marketing into shape. The good news: It’s much easier than doing squats or lifting weights. 
 
You might be surprised at the trick to all this. 
 
Ready? 
 
Aim low.
 
What??? 
 
What????
 
You read right. This is counterintuitive advice if ever we’d dispensed any. 
 
Aim low.
 
Allow us to explain. 
 
The attainable cadence
 
The reason that so many people burn out on those January gym memberships is that they aim unrealistically high. So they over-do it. They can’t sustain that level of exertion. And so they just drop out. By aiming so high, they turn it into an all-or-nothing proposition. 
 
Which is exactly what you don’t want to do. 
 
So ask yourself this: How many blogs could I reasonably push out, every single month?
 
Factor into your answer disruptions like client emergencies and vacation time. 
 
Now take your answer, and cut it in half. 
 
Really? Really. 
 
The resulting number should be laughably easy to attain. And that’s the number you want.
 
For us, here at Copel Communications, we could probably turn these out every single week. But that’s pushing it. So we do it every two weeks, i.e., twice a month. And, as we’d noted above, we’ve never missed a beat. 
 
The calendar trick
 
Surely, we’ve had our share of client emergencies, vacation time, and what-not. But the trick is to create what’s called an editorial blog post calendar in which you pre-select the topics you want to blog about. 
 
Once you have that in place (we do ours in the fourth quarter each year for the subsequent year), you can then use it to write your blogs in advance so that you always have a cushion for when those client emergencies and/or vacation dates arise. 
 
Think of it. You now have two cushions: 
 
1) You cut your originally-intended cadence in half. 
 
2) You have extra blogs, already written, in the pipeline, which you can publish with a single click. 
 
When you look at it—and do it—that way, there’s zero stress. And you hit the mark every time. 
 
Again, blogging is just one type of output. You can apply this exact same approach to all kinds of marketing and business-development outreach, including emails, webinars, videos, you name it. 
 
Who’da thought it would all start by aiming low? 
 
Need help with this or similar challenges? Contact us. We’d be delighted to pitch in. 

​Boy do the months ever sail past. Time, already, for our annual round-up of our top posts for consultants from 2024. Here’s your chance to catch any you may have missed, or to brush up on others you may want to re-visit: 

• How to clone your favorite client. You already know who your favorite client is. How do you 2x them? Find out here. 

 

• Wait, what… we actually use ChatGPT? Do you know how often people ask us if we consider this tech to be an existential threat? It’s not. The trick is in how you use it… as we reveal here. 

 

• The business gift that keeps on giving… follow-on work. We credit our brilliant clients with the most brilliant ideas. This one may well top the list. You’ve got to try this trick. 

 

• What should you give your clients for free? Do you draw a line in the sand, based on billing? Of course not. Discover the tips and cool stories here. 

 

• The advantages of the hard-to-schedule on-site work session. When should you go in-person, when virtual would be so much quicker and easier? The answers might surprise you. 

 

• What is a marketing “content package”? And why would you want one? Put it this way: When does delivering more, cost less? Up your marketing game with these tips. 

 

• Wait, what… you sent a printed letter? And got business from it? Is “old school” the “next wave”? Find out which use-cases qualify for what you’d otherwise guess is an obsolete marketing technique. 

 

• Can you write a good “next steps” email? (And how much is that worth?) We spent an hour writing a single email. And made money off of it. Find out when, and why, you should, too. 

 

• You’d be surprised by how many emails we ghost-write for our clients. We had to cloak it anonymity, but this article includes the story of the email we ghost-wrote which netted our client millions. 

 

• When should—and shouldn’t—you respond to that RFP? At what point do you commit your team to pursuing that opportunity… and at what point do you conclude, “No, that would be a race to the bottom”? 

 

• The easiest marketing videos you’ll ever make. Even if you’ve never made a marketing video in your life, you’re already sitting atop a video goldmine. Intrigued? Read on. 

 
As we start working on next year’s articles, we’d like to take this time to thank you for tuning in to our 2024 entries. We love sharing the love, and your comments make our day. 
 
Have suggestions for an upcoming post? Contact us. We’d love to hear from you! 

​Every hear of a “paper edit”? Probably not. 
 
Let’s dive, quickly, into the topic you tuned in for: Making the easiest marketing videos you’ll likely ever make. 
 
It gets better. They’ll also be among the least expensive to produce. 
 
And they’ll also be among the most powerful. 
 
Salivating yet? Let’s get started. 
 
Recycling is good for the planet… and your business
 
A client of ours recently recently pitched a new prospect via a Zoom call. Specifically, they “ran the demo” of the company’s offerings, which included both a PowerPoint slide deck and a demo of specific SaaS (software-as-a-service) offerings. 
 
The call went great. Our client closed the deal. What could be better than that? 
 
How about closing lots of deals? 
 
From the exact same call.
 
You’re smart. You’re already way ahead of us here. Why do we even try to build any suspense? LOL! 
 
The key: Our client recorded the Zoom call. With the prospect’s permission, of course. Important point: the recording did not show the prospect on screen. Only our client, who was presenting. 
 
That recording is worth its weight in gold. It’s a verbatim capture of the best possible sales pitch, with our client hitting it out of the park. 
 
The entire video ran about 20 minutes. 
 
And in it, our client—the one who was running the demo—was making killer point after killer point, with each one nicely illustrated by either a powerful preso slide or quick SaaS demo. 
 
We watched this video, and realized that it was marketing gold, being served to us on a platter. 
 
The paper edit
 
“Paper edit” is an old-school video editing term, which surprisingly isn’t so old-school or even outdated. It’s exactly what we created in this case. And it’s what you can do, too. 
 
(You know you’ve got some good recorded Zoom pitches by now. And if you don’t, you know you’re just itching to record your next one.) 
 
Here’s the task. Take that 20 minutes of raw footage, and convert it into as many little McNugget-sized videos as you can. They should run anywhere from about ten to 30 seconds each. 
 
So you just need to park the video in a window on one side of your screen, and a blank Word doc on the other. Watch the video and look for the organic “start” and “end” points of each little mini-video. Write down the time codes for each. Then come up with a title for that specific mini video. Lather, rinse, repeat, and you’ll have a “paper edit” which you can hand off, along with the big raw-footage file, to your favorite/least-expensive video editor. You will have done the heavy lifting; at this point, your editor simply needs to follow your instructions. 
 
They’ll need to create a master “set of bookends” first: This will be the opening title card, underlying music bed, and tail-end/call-to-action (CTA) title card. Once you approve those, you’re off to the races. Your editor will be able to crank these out like a machine.
 
In our case, the 20 minutes of raw footage yielded more than 20 different short videos. They were so simple to create, that we didn’t even need our usual high-end editor for this assignment. Rather, we handed off the footage and the paper-edit doc to our client’s digital marketing firm; they were able to make these little vids for us—and put them to use, too, since they were able to easily fold them into the account’s digital marketing strategy. 
 
Sure, we continue to make slick, highly-produced videos for this same client. But they’re more expensive and less frequent. These little videos are awesome for keeping the world informed and teased, while easily building up your social presence on platforms like LinkedIn, simultaneously boosting the brand and impressions. 
 
Need help with an assignment like this, or others? Contact us. We’d be delighted to help. 

​We’ve worked in marketing long enough to know our bounds. Note the careful phrasing of the name of this article: “Goofy gadgets to help you be more productive.” We never said “guaranteed to make you more productive.” 
 
That said, let’s dive into the challenge, and how it affects you in your daily work life, and, of course, all the neat stuff. 
 
Why is this needed?
 
That’s a great question. Let’s consider the answer before we move on. 
 
Put it this way: You wouldn’t need any of the stuff we’re about to describe—and we wouldn’t need to write this article about it—if you, and we, were all naturally super productive and creative, all day long, without any dips in our performance, energy, or creativity levels. 
 
Of course we aren’t. We’re human. 
 
(Now there is an entire sub-topic of this discussion, which we’ve pet-named the “Best Energy Theory,” revolving around the intentional pairing of your daily peak energy periods to the daily tasks which are hardest to perform, and vice versa, but that goes beyond the scope of this article. Reach out to us if you’d like us to write an article devoted solely to that topic.) 
 
So. There are little gadgets, toys, food, furniture, you name it, which can help you get through the day, and have more/better work to show for it, too. Here, we’ll rattle through some oddball (and not-so-oddball) items from our daily inventory here at Copel Communications. 
 
Some of these may overlap stuff that you already use. Some, we hope, will be new and useful to you. 
 
And of course this is a two-way street. We would love to hear about the stuff you use, that’s novel to us. Reach out or simply post a comment so everyone gets edified equally. 
 
Paging Dr. Maslow
 
Let’s start with the bottom of the Hierarchy of Needs pyramid. If you’re in the knowledge-work biz, you’re sitting at a desk for the bulk of your day. 
 
Don’t go hungry. In the movie business, this is what’s known as “craft service”: a setup of all kinds of goodies (think of a mini convenience store) with sweet and salty snacks, bottled water, you name it. 
 
Pick fun stuff. Keep it in arm’s reach. Think of it as a “caloric heads-up display”: You can keep working, keep reading, keep typing, etc., without so much as taking your eyes off the screen, and not get distracted by hunger. 
 
Or thirst. And of course, yes, there’s caffeine. As in, duh. You didn’t turn to this article to learn about that.
 
Crank up the comfort
 
Where are you sitting, right now? We don’t mean “in your office.” We mean, “what kind of chair?” Again, you want to be comfortable. You want to want to sit in that awesome chair—and only get to do so if you’ll be getting work done while sitting in it. 
 
Some easy tricks: You can (we did) dress up an old leather office chair with a plush sheepskin cover, like the airline pilots use. So it’s never too cold in winter nor too hot in summer. And you can (we did) add a plug-in seat heater, too, for those chilly mornings. Again, you want to love sitting there, so you can be totally relaxed and focused on the work at hand. Put another way: We once heard an expert on airline seating say (and we love this quote): “Comfort is the absence of discomfort.” Brilliant, no? 
 
Dial down the stress
 
Stress, at work, is unavoidable. But you can fight back. We’ve got a whole slew of spring-loaded and sponge-rubber finger squeezers. Stress balls. A neck/shoulder heater. Numerous massaging gadgets, including a lumbar massager and even a pneumatic/electronic eye massager. (As you might’ve guessed, you can’t work while wearing that eye massager; it blocks your vision. But sometimes a ten-minute session helps to regain your focus.) 
 
Reduce the distractions
 
As we sit here typing this, our office window is behind us. Would be nice to peek outside and see how the weather is looking, right? That’s why we added a remote-sensing weather station to our desk. We can see the outside temperature and humidity trends at a glance, and return to our real work, having scratched that itch. 
 
Similarly, we just have some neat artwork in our office to look at and be inspired by: Posters, drawings, cards, miniature sculptures, models. They provide just the right amount of eye candy to keep us sated. 
 
Don’t work in a bare office. Dress it to your liking. Make it a happy space. You’ll be more productive. 
 
Allow for goofiness
 
We participate in more than our share of Zoom calls these days. And sometimes these are flat-out brainstorming sessions, which actually require a degree of hair-let-down goofiness not just from us, but from the other participants on the calls. To that end, we’re fans of all the baked-in video effects that now come with the Mac operating system that let us, on occasion, toss confetti or light fireworks during a meeting. 
 
Heck, we even have a little rubber hand puppet of a great white shark which we keep handy. We can’t tell you how many times he’s bombed into Zoom meetings, often as “our attorney,” to add his opinion. 
 
Have the meetings gone better? More productively? You bet they have. 
 
What are your favorite tricks and tips? Contact us. We’d love to learn them.