Pete Pallett Writes

I've been One-Upped (and it feels so good). I've been seeing so much bland. And I think it relates to either a) people writing copy who aren't writers (I'm looking at you, in-house teams) or b) serious overthinking to the point where every original thought is stomped to the consistency of mashed potatoes. So I changed my website's lead-in copy to read:... "My clients recognize the value of good copywriting and know they have to work harder than ever to differentiate their brands and rise above an ocean of competition that's awash with bland and same. I help them do that, and they understand the value of what I bring to their marketing efforts, and, to their successes." And now I feel validated. A bunch of very smart people have noticed the same trend and they've put together "The Bland Book". Here you go: Why stand out when you were born to fit in? So many brands default to bland, so they’ll never be noticed or remembered. If you like to be bland and stay safe with no distinctive direction or attributable assets, Copywriter Vikki Ross and Designer Paul Mellor will make sure you never stand apart from the competition, or stand out. https://blandbook.com/

Nobody's reading your copy. First, we had the long copy ads. Thank-you, David Ogilvy.... Then, the prevailing wisdom became "Nobody reads copy". Hmmm. Okay. So then, I guess nobody reads your blog. I guess nobody reads your social media posts. I guess nobody reads your website copy. I guess nobody is reading this. Except you. So because it's just you, and me Can we be honest with one another? The reason nobody is reading your copy Is because you believe that nobody is reading your copy. And so you hand it over to be written by somebody who thinks of it as a chore. And it reads like copy written by somebody who thought of it as a chore. Because, let's face it, there is so much copy that needs to be written For those blogs and social media posts and that website copy that nobody reads. Right? You need people working with you who love writing. Like David Ogilvy loved writing. Writing isn't just one of a dozen things they have to do in a day. It's the only thing they do in a day. So. You made it this far. I've proved my point. Good copy is copy that's read. And I hate to say it, but crappy copy equals crappy brand image. Like you just don't care. And between you, and me, I know you care. Right? Right? Right. So. What are you going to do about it?

Used to be that a writer, like myself, would go in and meet with the Creative Director of an agency, or the Marketing Director of a brand, and have a chat. You'd open up your book (or your MacBook) and go through the ads and campaigns that you'd been involved with. You'd say, or "Let me give you some background on this", or "I really love this campaign", and explain why. These days, I'm rarely, if EVER asked to review my online portfolio with someone. So the interviewer rarel...y, if EVER gets an idea of how my brain works as a writer, how my personality works as a communicator and strategist, and the chemistry we might have if we were to work together. The interviewer never really sees me at my best, and that's when I'm talking about my work. I'm proud of the work that's on my website and I love to show it off. So HR people, marketing heads, please ask the next creative person YOU interview if you can review their book with them. If you really want to see a creative person at their best, that is. Asking us question after question feels more like an interrogation, than an interview. So. Can I show you my book? [email protected] #hrdept #marketingmanagers #brandmanagers #vpmarketing #hiringpost #recruitment2021

My clients recognize the value of good copywriting. Good copywriting is not content, it most certainly is not a commodity, it’s not produced by juniors, or artificial intelligence, a product of the casual blogger, nor by the less experienced or, god forbid, the inexperienced, or (throwing my arms up), the hopelessly untalented. My clients know they have to work harder than ever to differentiate their brands and rise above an ocean of competition that's awash with bland and ...same. I help them do that, and they understand the value of what I bring to their marketing efforts, and, to their successes. [email protected] / petepallett.com #brandmanagers #vpmarketing #copywriters #advertising #admanager #copynotcontent #marketingmanager #designstudio #creativestudio

Brand Managers/ Marketing Heads: Does your in-house copywriting sometimes feel like a temporary fix, a quick cobble, a "good enough"? Your brand is deserving of more than "good enough". I don't write "content". The very word "content" commodifies the art and science of writing for advertising. "Content writing" is fine, I guess, if you're putting together an instruction manual, or writing an 800 page website (done that).... "Copywriting" is what will differentiate your brand and move you forward, reliably and smoothly. I'm a strategic copywriter who will tell you exactly what you should and shouldn't be saying. And I can create the brand voice to say it in. I’m no pandemic-come-lately; I’ve been freelancing for 26 years. I play well with others. I write in all kinds of styles. I’m easy to get along with, but I’m not cheap. I have decades of experience in most major sectors. I love doing great work with good people. I’m very good at what I do. No project intimidates me. Few problems perplex me. 604.338.4490 / [email protected] #vpmarketing #brandmanager #freelancecopywriter #freelancewriter #headofmarketing

In early summer, I was contacted by the founder of Lam Lha, an aviation security consultancy in France serving Europe and North America. This remarkable woman, Anne Marie, is a breath of fresh air in an industry heavily dominated by men with military and security backgrounds (such as Mossad, Homeland Security, etc). She's a joy to work with, and I can see why leaders in tech and aviation are constantly seeking her counsel. Like many people in her industry, Anne Marie was havi...ng difficulty articulating Lam Lha's offerings and benefits in simple language. A year before, I'd faced the same challenge with iovation.com (now owned by TransUnion). I call this "PowerPoint Speak". While it may be fine with an internal audience, it's lost on CEOs and stakeholders who may not have a grasp on the language (or the patience to decipher its meaning). Her brand identity is so refreshing in her business niche, and her brand voice needed to echo that. The newer, simpler positioning is now: "Lam Lha collaborates with leaders in tech, aviation, transportation, and government to find newer, better, safer and more efficient ways to secure people and goods on the go." I provided Lam Lha with a new brand voice (based on "optimism in a changing world"), a Unique Value Proposition (in varying lengths, for use in any number of situations), creative direction and copywriting for a refreshed landing page, and name/content strategy for a new newsletter. https://lam-lha.com/

I came across this post on LinkedIn, and it really hit me. I loved it. I was a bit disappointed that I hadn't written something similar myself, but still have to give full credit to Caydie McCumber, a Commercial Photographer in Los Angeles for expressing so well what every job-searching freelancer has thought. PSA: If you're hiring for a full-time job, and you come across the resume of a long time freelancer, this is why you shouldn't overlook it: Freelancers have 100X more e...xperience in their field than any lifelong staffer. Freelancers have to adapt to working with different clients all the time, think on their toes, know what it truly means to work on a deadline, and are incredible multitaskers as they're usually managing several clients at once. They also have had to run their own company, so they know the ins and outs of client relations, organization, and constantly staying up on trends. Freelancers are an ASSET to any company, don't sleep on them. If you're wondering why they would want a full-time job if they're so experienced, it's because the economy is f#cked and they have a family, student loans, massive rent payments, etc, and their industry has been dead for 1/2 a year. Not because they couldn't hack it. https://www.linkedin.com/in/caydiemccumberphoto

Is LinkedIn all recruiters and "I made $5 million dollars in one day by sitting on my butt and you can too!" shillsters now? And why do I keep seeing the same ads for the same jobs from the same recruiters and recruitment platforms, for months? And how do I become a rich shillster? Do I have to sell my soul? Guess I'll add that to my resume. NO. No, I will not. I won't sell my soul or my services to the shadiest bidder, or the lowest. There are amazing, AMAZING people out th...ere, working, dreaming and doing. Those are the people who I am going to connect with and together we'll do big, beautiful things (that don't involve a bonus set of Ginsu Steak Knives). So, a big fuck you to Fivr, Givr, Shystr, Shillstr. Recruitr, you're on notice! Here's to the authentics, the true believers. I'm here to ride that wave with you.

The more things change, the more they worsen. So, lately look at pretty much every job posting, permanent and freelance, for copywriters and content writers and whatever the HR specialists are choosing to call us these days. A disturbing number of times, I've come across a posting that sounds perfect. "That's for me!", I exclaim, "I'm perfect for that!" Then way way down at the bottom of the posting...... nope....even lower..... appears the salary of $35,000 CDN yearly. For an experienced writer? To take on all the responsibilities you've delineated? WTF, people, WTF. I was making that as an entry salary with an ad agency in Canada's mid-west. In 1981. Why are we allowing our profession to be debased and devalued this much? We only have ourselves to blame. Why are we offering ourselves to the lowest bidder? Why are we on every job platform, offering ourselves like cattle at an auction, except to the lowest bidder? Has creative become that worthless? Juniors, intermediates, I'm talking to you. Hell, I'm talking to the grizzled vets like myself, too. Let's not get ourselves priced down to the point where we're earning less than minimum wage hourly. I won't do that. I refuse to do that. I am of value. You are of value. #copywriting #brandbuilding #freelancecopywriting

I'm too sexy for this shirt. At least, that's what my hammock tells me. But I refuse to give in to my hammock. Just like many (most) of you here, I'm here every day, vertical (mostly), and eager to be of service, to write, to create, to do business. And P.S. I didn't design my brand identity by myself (thanks, M.C.). I worked with one of my favourite brand design firms in the world (thanks, Subplot Design Inc..). Although the ad, the ad I did by myself, mea culpa. Zoom me. I write so you don't have to. Pete Pallett Writes / www.petepallett.com / [email protected] #branddesign #artdirection #smallbusinessbranding #brandbuilding #brandidentity #copywriters #freelancecopywriter

Write what you don't know. One of the most misunderstood pieces of advice young writers take to heart is, "Write what you know." Being younger, with less life experience in the bank, their worlds are naturally pretty small. Pretty much the same circle of friends, doing the same things, likely all sharing the same viewpoint on life. I was like that, too. Early in my career, I wrote for a number of youth fashion and lifestyle clients. Levis, GWG, h.i.s., Carhart. I was writing ...Continue reading

One question I'm often asked is, "Do you ever get writer's block, and how do you get out of it?" I don't believe I've ever been irreparably stuck. And maybe here's why: Before I write anything, I make sure I have a clear understanding of the project and what I'm being asked to do. I get to know my client's brand voice, how they speak and sound, and I pay attention to how I feel when I read their copy. But mostly, I just write. Don’t overthink, just write.... I avoid the urge to edit or self-censor as I write, because that beautiful ugly raw copy will generally lose something. I write a first draft, then go back and edit it for style and content. I read what I've written out loud. Does it sound clear and genuine? Is the primary message obvious, and could someone quickly and easily grasp what the primary message is? I proofread my copy several times. Spelling mistakes (often leftovers from the first draft) sometimes escape spellcheck. If I'm really stuck, I just write. Write anything. Write a note to my dog, a friend, whatever. I just write. P.S. when I'm working on headlines, positioning or concepts, I keep paper and pen handy. Digital devices can be used in a pinch, but I like seeing things on paper. And I write faster than I can text. Question one: What's your notebook/pen of choice? I started with Moleskine, moved on to Clairefontaine, and now I'm infatuated with RHODIA notebooks and I'm stuck on Zebra pens (and good ol' yellow HB pencils). Question two: what are your own secrets to beginning the writing process?

Content writer vs Copy writer. What's the diff? You might think you need a content writer, when in reality you really need a copy writer. "Well, aren't they the same thing?" you may ask. Nope. Here's why. A content writer creates, well, content. Blogs, social media posts, product descriptions, articles, etc. A content writer can be anyone from a freelance consultant, to any employee in a firm, really. From the president, to a summer intern. ... The term "content writer" is relatively new. Until the phrase came into common use, copy writers did all that a content writer now does, and everything else, too. Often, this includes being involved with brand strategy and positioning, to creating a distinctive voice and personality, to writing the brand story, packaging copy, trade materials and ad campaigns. And quite often I'm asked to create a guide to writing in the brand voice. This is what your content writer follows (or should follow). You want all of your content to have the same voice. So if you now realize that you really need the services of a copy writer and not a content writer, let me know. I write so you don't have to. #contentwriting #copywriting #brandingexpert

I was rummaging through my files today, looking for a briefing template I'd developed when I came across this gem. The ultimate brief, to Andy Warhol from Mick Jagger, for the Rolling Stones' Sticky Fingers album art. If all briefs were this succinct yet complete...

Okay Trumpy. Now, it's personal.

Brand leaders: your story needs to sound different now. It's not about you. It should never have been about you. It's about experiences and moments in life that we share. I want to help you tell that story. You're a communicator. So, communicate! Strike up a conversation with a stranger. Draw them out. Engage. Find common ground. Hear how you're talking? That's what a great brand sounds like. www.petepallett.com