Becky Jacoby

Biz to Buzz: The Personal Voice Exposed

2011-05-11T13:35:00.000-07:00

As life moves, we keep up. Hopefully we grow smarter instead of busier.

I'm paring down to essentials: my personal blog will be my focus. I hope you'll participate.

New posts coming soon. Lots of topics to explore.

You can reach me at beckyjacoby.com

Fresh copywriting becky jacoby

2010-08-02T12:06:00.000-07:00

Fresh copywriting becky jacoby

Mentoring - Crossing the Line

2010-06-26T10:57:00.000-07:00

Writers need to write. It's not just a passion, it's a physical creative need. But some writers also like to mentor others, to help bring out, nurture and polish that talent. That is a creative need as well. It reminds me of the adage about teaching a man to fish vs. feeding him fish.

As a mentor to other writers, I find myself battling with the question: When does mentoring become unhelpful? In other words, when does mentoring cross the line to be providing services rather than developing talent?

LESS IS BEST

The tack I take? Less is more. I tend to make suggestions or point in a direction rather than critique. Sometimes a small nugget is all the gold needed to spark action or give clarity. If the mentee needs further help, it shows on his/her face or erupts in questions.

I always regard mentoring as an honor and an obligation to do my best to assist a rising talent. It is a help that I wish I would have had early in my writing career and one I am glad to provide.

Becky (Rebecca) Jacoby writes and edits nonfiction and fiction, including flash fiction. She may be reached at rebecca.jacoby09@gmail.com or via beckyjacoby.com

Inspired by Nicholas Sparks' Territory: Southport, NC

2010-05-28T11:36:00.000-07:00

Anyone who has read a Nicholas Sparks novel knows two things: he writes about North Carolina, and a leading character usually passes away at some point in the story. It's been a hope of mine to meet Mr. Sparks--especially since we almost purchased a home in New Bern, his home town. Although that hasn't happened (yet), and we became residents of Wilmington, NC, I am enjoying familiarizing myself with life along the North Carolina coast.

For instance, last Saturday, we took the Wilmington Ferry across the Cape Fear River to Southport. Though I had explored information on the Web and knew the town would be quaint, I don't think I was prepared for it's authentic beauty.

Southport looks like a novel

Aside from the postcard perfect day--mid-70's, gentle coastal breeze--few tourists milled about the sidewalks. We were lucky to dodge a buzz of activity.

We drove along several streets admiring the town's immaculate appearance, the charm of the magnificently maintained bed and breakfast establishments, and the bench swings under the shade of aged live oaks. How disappointed I was that I'd forgotten my camera.

I walked into several stores reveling in the display of antiques. But being a child at heart, I couldn't help lingering in Bull Frog Corner. Each corner of this shop held treasures: penny candies galore, varieties of sea shells, and tasteful beach home decorations and lawn flags. The real deight for me at Bull Frog Corner was toys. Puppets and stuffed animals, books about marine life and favorites like Dirty Harry and Lamb Chop filled an entire wing. Some of the hardcover children's books were autographed by the author.

We ate lunch outside at a dock-front restaurant called Fishy Fishy. Friendly service and very good food topped our afternoon excursion. We drove home instead of returning via the Ferry, not wishing to waste a moment taking in the green-lined country of Route 133.

As a writer, Southport immediately inspired me to write two episodes for my own novel. No, I didn't have writer's block, but the change in scenery pushed my writing ahead full throttle.

Don't underestimate how a sunny or subtle change in environment, even for an afternoon, can inspire you.

Becky Jacoby writes for magazines and the Web. She primarily writes for corporations in support of sales and training. She has edited and produced Beating Cancer, and is currently working on an epic fantasy novel. She is available for hire and can be reached at rebecca.jacoby09@gmail.com

Writing for the Corporate Market

2010-03-18T07:51:00.001-07:00

Writing copy for a corporation presents exciting challenges because corporations can be complex as well as dynamic.

Proctor and Gamble is a corporation (conglomerate) comprised of smaller corporations with many products. That's why learning exactly for whom and about what you are writing is essential as the approach and content will differ.

Let's say you are contracted to write for the XYZ Corporation, a firm that makes widgets in one division that go into a widget-server made by another division. Suppose you are asked to write a brochure or a sales sheet. Where do you begin?

The content of a brochure is descriptive and can be broad or specific, depending upon what topic is covered. A sales sheet, though descriptive, slants toward a prospect who may already have an interest in what your client is selling. In that case, the content you write should develop the lead, whet the prospect's appetite. It may include facts, features, benefits, applications or uses, references to related products or services, case study summaries or customer testimonials.

In any case, the client's needs must be clear. It's up to you to determine what he wants--or sometimes more importantly, what he doesn't. You'll need to ask appropriate questions and see what has already been done. You'll need to learn about goals, expectations and specifications. You'll need to be as clear as you expect the client to be with you.

After you've done your homework, you may find that a brochure won't satisfy the client's goals. Talk to your client without seeming to upsell. Sharing your opinion tactfully without pushing for your own way frequently earns a favorable outcome. And if not, you can feel you were truthful and did your best. Always give the client your best work and deliver what is asked for whether or not you agree.

Repurposing Corporate Content

As a writer, once you have completed a project for a corporation, consider how you may offer other services by repurposing or augmenting what you've just finished. Maybe a brochure could turn into a sales presentation, or a sales sheet could become a video script or sequence of newsletters or Tweets for Twitter.

Show your client representative samples from your portfolio and explain how your idea will earn him more customers.

The more projects you do for a client, the more you garner trust and credibility. Then, when additional projects arise, you also come to mind. Because you and your work are known, you have the advantage.

Words of Wisdom

Remember not to take your client relationship for granted. Always deliver more than you promise. Never miss a deadline. And don't nickel and dime for every second. When you're fair, do excellent work and deliver consistently, you'll likely get noticed for referrals, too.

Becky Jacoby is a freelance copywriter with years of writing, design and consulting experience in corporate communications and business promotion both online and for print. She may be reached at contact@beckyjacoby.com. Or see beckyjacoby.com for more information.

Becky Jacoby Copywriter, Ghostwriter, Graphic Designer

2010-02-13T10:29:00.000-08:00

I have more than 20 years experience writing copy for print and online projects. I've owned and sold a successful writing and graphic design studio business. Though I still offer graphic design as a value added service, my copywriting and ghostwriting skills are most in demand.

Most clients request content development: Website pages, sales pages, landing pages or ebooks. Lately, I've had more requests for video concepts, which are especially fun and challenging because of definitive time elements.

One of my most recent accomplishments--a work of love--is the anthology Beating Cancer. It is a collection of stories of real cancer survivors. People who have read the book tell me how comforting and inspiring it was for them, and they thank me for putting it together. I am humbled by their thanks, as I am not the inspiration, merely the conduit. But I celebrate with them as their spirits are lifted.

Here I'll rant about my latest projects and how I love writing so much that I have to tear myself away from my desk.

More soon.