Welcome to SVC.

Where we’re going.• Hello and such

• What would you like?

• Getting organized

• Principles of persuasion

• Matters of style

• Grammar and other boring things

• Tearful goodbye

Hello.I’m Larry Asher.

I’ve been a copywriter my entire career.These days I’m the creative director of the ad agency, Worker Bees, as well as co-director of SVC.

larrya@svcseattle.com206 930 3417www.svcseattle.com

Hello.

Introduce yourself and let us know what your goals are for today.

Let’s write something1. Write an email to your boss convincing him or her why you and your team should get new computers.

OR

2. Write an email to a client convincing him or her why their brochure should be printed on FSC-certified paper, even though it costs more.

Keep it to a half page or less

How did we do?

Let’s take a break.

Who cares about good writing?

Who cares?Your clients and customers

Your prospective clients

The people who sign your checkYour seventh-grade teacher

You (optional)

Who cares?In a symphony orchestra, playing a musical

instrument is the chief value-producing skill.

In a knowledge-based economy, writing is the chief value-producing skill.

Before writing a word

Writing is thinking on paper.

The thinking part of writing.

The thinking part1. Get what you want to say down to one sentence.

The thinking part1. Get what you want to say down to one sentence.

“You should (verb) (product or service) because(single motivating reason with no conjunctions).”

You should take classes at SVC because you’ll learn from top working pros.

The thinking part2. Organize according to what’s important

to the reader (WIFM)

The thinking part2. Organize according to what’s important

to the reader (WIFM)

The thinking part2. Organize according to what’s important

to the reader (WIFM)

Watch for excessive use of “we,” “us,” and “our”

The thinking part3. Start with general, move to specific

The thinking part4. Be logical

The thinking partLet’s try it:

Write a brief outline that convinces a client to use Ads Aloft as an advertising medium.If you need a fake client, use T-Mobile.

First, though, write:

“You should (verb) (product or service because (single motivating reason with no conjunctions).”

It should be lunch time.

Principles of persuasion

You do it every dayProposals and budgetsNew business pitches

Presenting creative workPresenting estimates

Work group meetingsWhat else?

Doctor Cialdini sez:

1. Reciprocity

Repayment for something - could be information, access, contacts, etc.

2. Consistency

Living up to previously stated beliefs

3. Authority

Deferring to legitimate experts and figures of power

4. Consensus

Others are doing this, so should you

5. Scarcity

People want what they can’t have. Offer something of limited quantity, access, time, etc.

6. Liking

All things being equal, people will go along with other people they like

The finer points

Build your case with facts

However, stress benefits, not features

Don’t go into too much detail

Tell the listener what to do

Be polite

The persuading part

"MEN WANTED FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL. HONOR AND RECOGNITION IN CASE OF SUCCESS."

The persuading part

Neatness and accuracy do count.

From: Date: August 23, 2006 7:49:56 PM PDTTo: larrya@svcseattle.comSubject: Thanks

Larry,

I wanted to say thank you very much for educating me about the advertising world this summer. It was a great experience and I really appreciated everything you did for us.

I really enjoyed the tour class expecially. Maybe if there were more lessons involved like Publicis did with the portfolio process and how FCB did with the campaign process. But overall it was a great experiece.

Even into the first few days of class I recognize how much this summer has benefitted me. I will deffinately be keeping in contact with you.

Thank you.

Find all 26 errors.

As we enter the new millennium it’s difficult to avoid

thinking about how the world is changing. In the 1980s

few people had even seen a computer, let alone owned

one. Now they are on most children’s Christmas wish

lists. In the 1990s satellite television was a new and

wondrous thing – no fewer than sixteen channels through

one aerial! Compare that figure with the hundreds

available today. Digital broadcasting has changed our lives

to such an extent that the question is no longer ‘TV or not

TV?’ (to misquote Shakespeare), but ‘Could we manage

without it?’ Can you imagine life a hundred years ago,

when there was neither television nor radio? For us, it

doesn’t bear thinking about, but perhaps our great-

grandparents were equally content [or 'as content' –

either is correct] to sit round a piano as we are to stare at

a screen. There would have been no disagreement about

which channel to watch, at least.

Which would you choose as the better of the two

periods in which to live? In 1900 there was certainly less

leisure time, accommodation was terribly cramped, there

were two world wars to come [no comma here] (not to

mention the Spanish influenza epidemic of 1918, which

was responsible for the deaths of more British people

than the First World War preceding it); a holiday was a

luxury and there were no modern conveniences. I am not,

of course, implying that all is now perfect. Today we

have global warming, gridlocked traffic, GM foods, BSE,

ME, AIDS and many other unwelcome contractions,

abbreviations and acronyms – problems all partly or

wholly attributable to technological advances. On

balance, though, I think I would prefer to take my

chances in today's silicon-enhanced world of bits and

bytes than in the troubled times of our forebears*.

The writing partof writing.

On Writing Well1. Clarity

On Writing Well1. Clarity

Is your argument clearly stated in a concise, logical order?

On Writing Well2. Simplicity

On Writing Well2. Simplicity

Use simple words, avoid cliches, and don’t say it the way everyone expects.

The writing partSimple words don’t mean simplistic thinking.

The news from France is bad.WINSTON CHURCHILL

On Writing Well

The writing part

The only thing we have to fear is fear itself.

FRANKLIN D. ROOSEVELT

On Writing Well

The writing part

Trust yourself. You know more than you think you do.

DR. BENJAMIN SPOCK

On Writing Well

The writing part

I’m the master of low expectations.

GEORGE W. BUSH

On Writing Well

True independence – meaning the willingness to challenge a forceful CEO when something is wrong or foolish – is an enormously valuable trait in a director. It is also rare. The place to look for it is among high-grade people whose interests are in line with those of rank-and-file shareholders – and are in line in a very big way.

We’ve made that search at Berkshire. We now have eleven directors and each of them, combined with members of their families, owns more than $4 million of Berkshire stock. Moreover, all have held major stakes in Berkshire for many years. In the case of six of the eleven, family ownership amounts to at least hundreds of millions and dates back at least three decades. All eleven directors purchased their holdings in the market just as you did; we’ve never passed out options or restricted shares. Charlie and I love such honest-to-God ownership. After all, who ever washes a rental car?

In addition, director fees at Berkshire are nominal (as my son, Howard, periodically reminds me). Thus, the upside from Berkshire for all eleven is proportionately the same as the upside for any Berkshire shareholder. And it always will be.

The primary job of our directors is to select my successor, either upon my death or disability, or when I begin to lose my marbles. (David Ogilvy had it right when he said: “Develop your eccentricities when young. That way, when you get older, people won’t think you are going gaga.” Charlie’s family and mine feel that we overreacted to David’s advice.)

True independence – meaning the willingness to challenge a forceful CEO when something is wrong or foolish – is an enormously valuable trait in a director. It is also rare. The place to look for it is among high-grade people whose interests are in line with those of rank-and-file shareholders – and are in line in a very big way.

We’ve made that search at Berkshire. We now have eleven directors and each of them, combined with members of their families, owns more than $4 million of Berkshire stock. Moreover, all have held major stakes in Berkshire for many years. In the case of six of the eleven, family ownership amounts to at least hundreds of millions and dates back at least three decades. All eleven directors purchased their holdings in the market just as you did; we’ve never passed out options or restricted shares. Charlie and I love such honest-to-God ownership. After all, who ever washes a rental car?

In addition, director fees at Berkshire are nominal (as my son, Howard, periodically reminds me). Thus, the upside from Berkshire for all eleven is proportionately the same as the upside for any Berkshire shareholder. And it always will be.

The primary job of our directors is to select my successor, either upon my death or disability, or when I begin to lose my marbles. (David Ogilvy had it right when he said: “Develop your eccentricities when young. That way, when you get older, people won’t think you are going gaga.” Charlie’s family and mine feel that we overreacted to David’s advice.)

On Writing Well3. Brevity

On Writing Well3. Brevity

Zinsser says you can cut anything by half without losing its meaning.

On Writing Well4. Humanity

On Writing Well4. Humanity

Touch an emotion, be authentic, speak to those universal human needs.

From: "Al Franken" <alfranken@marksidran4ag.com>Date: August 12, 2004 1:27:43 PM PDTTo: dontspamlarry@comcast.netSubject: From the Desk of Al Franken

From the Desk of Al Franken

Dear Washington State Democrat,

As much as I hate to interfere in the election of another state (other than Florida), I feel that I must write in order to urge you to support Mark Sidran for Washington State Attorney General.

I have known Mark since I was accidentally admitted to Harvard in the late 1960’s. Mark, who got in on merit and merit alone, was a classmate of mine, and has made something of himself.

As you may know, he has spent the last 28 years as a prosecutor, Seattle City Attorney, and as a practicing lawyer. Mark’s experience is what I like to call one of his three E’s. The other two E’s are integrity and energy. Wait. Scrap integrity. Although Mark has it in spades, it does not start with an “E.” I remember learning that at Harvard. But I digress. Let’s get back to his experience.

As City Attorney, Mark took on some of the most egregious corporate polluters in Puget Sound. I could name names, but I may be planning to run for public office in Minnesota someday, and why burn a bridge?

As Attorney General, Mark will continue his fight on behalf of citizens by doubling the size of the state’s consumer protection division. Tired of finding out your senior citizen mother has been ripped off by scam artists? Besides telling your mom to be more alert, you can take action by electing Mark.

Oh, now I remember the other two “e’s”. Endorsements and Electability. Besides me, Mark has been endorsed by every single Democratic county prosecutor in the state. These are people, who unlike me, actually know what the Attorney General does. Bill Gates Sr., former president of the Washington State Bar and father of someone who I’d like to get to know better when I get ready to run for office, has endorsed Mark as well. So have civil rights leaders like Norm and Constance Rice. Others include environmentalists, led by Washington Conservation Voters, the State’s largest environmental political group, and a long list of elected officials such as Governor Gary Locke, Congressman Norm Dicks, former Governor Booth Gardner, many civic leaders and leading lawyers. Governor Locke, I have learned, is the only Asian American state governor to make an endorsement in this race. That alone says it all.

From: "Al Franken" <alfranken@marksidran4ag.com>Date: August 12, 2004 1:27:43 PM PDTTo: dontspamlarry@comcast.netSubject: From the Desk of Al Franken

From the Desk of Al Franken

I could go on and on with the endorsements. But frankly, no one cares about endorsements. Let’s move on to what really matters to Democrats – electability. Republicans don’t want Mark to be the Democratic nominee because they know he will be the most difficult candidate to beat in a statewide race that isn’t fixed by the use of paperless machines. This is the first time in 12 years that the Attorney General’s seat has been open and the Republican Party and their special interests are salivating at the chance of putting one of their lackeys in one of the most powerful jobs in your state. Mark is a common sense Democrat with a proven track record and the clear ability to win in November or whenever the Department of Homeland Security allows us to vote.

George W. Bush does not want Mark Sidran to be your next Attorney General. Neither does Deborah Senn, who did not go to college with me.

In conclusion, give your vote, and if possible, your check to Mark Sidran. And if you really want to see more of those endorsements, check out the partial list below or visit Mark’s website, www.MarkSidran4AG.com. As you can tell from the “4,” this is one hip campaign.

Sincerely,

Al Franken

On Writing WellLet’s try it:

Now go back and write a brief memo convincing your client (or T-Mobile) to use Ads Aloft as an advertising medium.

Time for a short break.

Some matters of style.

Matters of style1. Use the active voice

Matters of styleThe active voice is one in which the subject

performs the action:

John recommended the budget cuts.

Matters of styleThe passive voice is one in which

the subject is acted upon:

The budget cuts were recommended by John, that cretin.

Matters of styleExamples of passive voice infractions:

It was felt the budget was too large.The results were analyzed by our staff.

Savings were realized by switching to a less-expensive paper stock.

The status of your account will be checked.

Hint: Don’t begin a sentence with the word “there” or “it”

Matters of style2. Avoid long sentences

Matters of styleWhen is a sentence too long?

When you read it aloud and run out of air.

When you read it aloud to someone else and they get lost.

When you can easily think of a way to turn it into two sentences.

When bullets would be better.

Matters of styleIn the event that the Purchaser defaults in the payment of any instalment of purchase price, taxes, insurance, interest, or the annual charge described elsewhere herein, or shall default in the performance of any other obligations set forth in this Contract, the Seller may: at his option: (a) Declare immediately due and payable the entire unpaid balance of purchase price, with accrued interest, taxes, and annual charge, and demand full payment thereof, and enforce conveyance of the land by termination of the contract or according to the terms hereof, in which case the Purchaser shall also be liable to the Seller for reasonable attorney's fees for services rendered by any attorney on behalf of the Seller, or (b) sell said land and premises or any part thereof at public auction, in such manner, at such time and place, upon such terms and conditions, and upon such public notice as the Seller may deem best for the interest of all concerned, consisting of advertisement in a newspaper of general circulation in the county or city in which the security property is located at least once a week for Three (3) successive weeks or for such period as applicable law may require and, in case of default of any purchaser, to re-sell with such postponement of sale or resale and upon such public notice thereof as the Seller may determine, and upon compliance by the Purchaser with the terms of sale, and upon judicial approval as may be required by law, convey said land and premises in fee simple to and at the cost of the Purchaser, who shall not be liable to see to the application of the purchase money; and from the proceeds of the sale: First to pay all proper costs and charges, including but not limited to court costs, advertising expenses, auctioneer's allowance, the expenses, if any required to correct any irregularity in the title, premium for Seller's bond, auditor's fee, attorney's fee, and all other expenses of sale occurred in and about the protection and execution of this contract, and all moneys advanced for taxes, assessments, insurance, and with interest thereon as provided herein, and all taxes due upon said land and premises at time of sale, and to retain as compensation a commission of five percent (5%) on the amount of said sale or sales; SECOND, to pay the whole amount then remaining unpaid of the principal of said contract, and interest thereon to date of payment, whether the same shall be due or not, it being understood and agreed that upon such sale before maturity of the contract the balance thereof shall be immediately due and payable; THIRD, to pay liens of record against the security property according to their priority of lien and to the extent that funds remaining in the hands of the Seller are available; and LAST, to pay the remainder of said proceeds, if any, to the vendor, his heirs, personals representatives, successors or assigns upon the delivery and surrender to the vendee of possession of the land and premises, less costs and excess of obtaining possession.

Matters of styleWrite to the level of your audience

Fewer pages, fewer sentences, fewer words

Don’t be a show-off

Avoid jargon and clichés

Matters of style4. Edit, edit, edit

Matters of style

Most first drafts can be cut by50 percent without losing any information or losing

the author’s voice.WILLIAM ZINSSER

Matters of style5. Write in scannable chunks

Matters of styleNow it’s time to play:

Can You Spot The Errors?

Passive voice

Bloated

ClicheMissing comma

RepeatsQuote marks?

Cliche

Run-on sentence

Cliche

Cliche

Bloated

Not specific

Vague

Missing comma

It just sucks

Sorry.It’s grammar time.

A pathetically true story.

Grammar and boredom.Good grammar isn’t sexy,

but it keeps you from looking stupid.

Grammar and boredom.What to worry about:

PunctuationUsage

AbbreviationsCapitalization

Spelling

1. PunctuationCommas separate adjectives that

each modify a noun

Correct:It was a fascinating, fast-paced class.

It was a dreary Seattle day.

1. PunctuationCommas separate independent clauses

joined by a conjunction.

Correct:

The lecture was good, but the instructor rambled a bit.

Larry likes talking and the students enjoy listening.

1. PunctuationCommas set off a long, introductory clause

from the rest of the sentence.

Correct:

After reviewing your proposal in great detail, we have decided that hiring you

would be a big mistake.

1. PunctuationUse a colon before a list, a formal

quotation, in the salutation of a business letter, or to separate clauses when the

second explains the first.

Correct:

Dear Mr. Asher:As Ben Franklin wrote: “Early to bed.”

I think I grasp his meaning: Life is exhausting.

1. PunctuationHyphenate two words to form an adjective

if they precede a noun

Correct:

long-range goals and objectivesstate-of-the-art equipmentfirst-class customer service

Never hyphenate an -ly adjective

1. PunctuationAvoid using the slash

Incorrect:You may stop by and/or call with questions.

Correct:Please stop by or call if you have

questions.

1. PunctuationPut commas inside quotation marks

Correct:

Bob said, “Please don’t fire me,” when I confronted him about stealing the pencil.

1. PunctuationA personal request: Banish !!! and ...

Correct:

The best thing that ever happened to our company was when we went broke.

2. UsageAvoid subject-verb disagreement

Incorrect:The length of my lectures vary.

Each of them know the correct answer.

Correct:The length of my lectures varies.

Each of them knows the correct answer.

2. UsageWatch out for misplaced modifiers

Incorrect:I want new computers for my assistants,

preferably ones with more memory.

Correct:I want new computers, preferably ones with

more memory, for my assistants.

2. UsageUse pronouns correctly

Incorrect:Mom took the picture of he and I.

We did it all by ourself.

Correct:Mom took the picture of him and me.

We did it all by ourselves.

2. UsageSpend some time studying a list of words

that people often misuse.

Examples:affect vs. effect

compliment vs. complementits vs. it’s

less vs. fewerprincipal vs. principle

their vs. there vs. they’rewho’s vs. whose

3. AbbreviationsAvoid, or at least explain them, the first time you use them if they’re unfamiliar.

Correct:We’re not certain if the CPM (cost per

thousand) of this direct mail list is correct.

3. AbbreviationsDon’t put an apostrophe on an abbreviation

to make it plural, unless it’s abbreviated with periods.

Correct:Once all the RFPs have been sent out, we’ll

begin the agency search in earnest.

When the M.D.’s find out about the new hospital, they’ll have a fit.

4. CapitalizationDon’t capitalize words just to make them

seem more important

Incorrect:Wait until you see the Special Report I’m

writing for the Chairman of the Board.

5. SpellingUse your spell-checker, but be on the

lookout for words it doesn’t catch

It’s “i” before “e,” except after “c”

Know which plurals are irregular, such as tomatoes

Keep a list of words you repeatedly misspell

Get help.

Some random thoughts on email.

Writing for emailUse clear, compelling subject lines

Write one topic per email

Make it easy for readers to respond

Be especially concise

Consider the pass-along reader

Proofread, wait, then send

Some random thoughts on PowerPoint.

Problems with PowerPoint.Often requires a darker room

They look at the screen, not you

Many use it as a teleprompter

They add techno-stress

Most of them suck (this one sort of sucks)

Text

http://www.sethgodin.com/freeprize/reallybad-1.pdf

If you do use PowerPoint.Keep each slide utterly simple

Don’t read from it

Use visuals more than words (6 words?)

You don’t need bullets

Write a separate handout

Use the Presenter Tools

A brand positionhas to be true.

The perfect positionfor a man who wantsto meet women:

What trumps tall, dark and handsome?

Where to steal images.Google Image Search

Flickr Creative Commons

Options to PowerPoint.Nothing

Flip chart

Anything

Fun and helpful resources.

fightthebull.com

sethgodin.typepad.com

homepage.mac.com/svcseattle/SVC/FileSharing70

Helpful to mewww.svcseattle.com/main/students_course_eval.php

Thanks for sitting inside on the most beautiful day

of the year.

Thanks for sitting inside on the most beautiful day

of the year.