by Lyn Blair

Self-marketing is a freelancer's meal ticket. Promoting yourself through e-mails is one important avenue for self-marketing. Did you know you could set up your contact base to send one e-mail to numerous prospects? Or you could send one e-mail to all the freelance partners in your business network at the same time?

Microsoft Outlook (not Outlook Express) has the feature to do just that.

There are two Microsoft mail management systems. Microsoft Outlook is designed for business use, and Microsoft Outlook Express for personal use. MS Outlook has organizational tools like distribution lists, mail merges and more that Outlook Express doesn't have. Therefore, we're using MS Outlook. I recommend using MS Outlook for your freelance business.

One of the features in the MS Outlook program is called "Contacts". According to MS Outlook 2000, "Contacts" are defined as: "The contacts folder is your e-mail address book and information storage for the people and businesses you want to communicate with. Use the contacts folder to store the e-mail address, street address, multiple phone numbers, and any other information that relates to the contact, such as birthday or anniversary date."

Let's assume you've created your contacts folder. For each individual contact you've included all the important information, such as: name, address, e-mail address, phone numbers, web page address etc.

The easiest way to access Contacts is through a contacts shortcut.

Here's how to create a contacts shortcut.

Making a Contacts Shortcut in MS Outlook

On the left side of the program, there's a column, called the Outlook bar. At the top of the column it says "Outlook Shortcuts". Point the cursor on the background of the column. Right click and a pop up window will open.
Select Outlook Bar Shortcut. Another window will pop up offering you choices. Select the "file card" icon with Contacts written beside it.
Click OK.

Now you have created a shortcut for your contacts base. If you look in the Outlook bar (the column entitled "Outlook Shortcuts"), your shortcut will appear as a Rolodex icon with "Contacts" written beneath it.

Suppose you want to e-mail all your client prospects a self-marketing letter.

Let's make a distribution list.

Making a distribution list in MS Outlook

Click on the Contacts shortcut icon to open your contacts database.
Click on File (at the top of the program, located on the menu bar). A box will open up.
Click on New. (Another box will open.)
Click on Distribution List. (A file card will open.)
In the Name box, type the name of your group, for example "Client Prospects".
Click on Select Members. Your address book will open.
Select the client prospect names from your address book. You'll see them being added below in a list, consisting of names and e-mail addresses.
If a name isn't in your address book, you can still add it to your group list now. Click on Add new. Fill in the name and e-mail address, and then click on OK.
When you finish compiling your list, click on the Save and Close icon.

Now you're ready to e-mail your self-marketing letter. In your e-mail, click On To: and your address book will open. As you scroll down, you'll see, Client Prospects. Point to it and click. Client Prospects will fill in the To: space on your e-mail. However, when your clients receive the e-mail, they won't see "Client prospects". Clients will merely see their names along with other individual names to which the email was sent.

That's all there is to it. Making distributions lists will save you time. Have fun!

About the Author:
Lyn Blair is a Los Angeles based copywriter and graphic designer. She is Asst. Editor of Freebird. She also writes for Freebird and has published articles at GoArticles.com, IdeaMarketers.com and ConnectionTeam.com. Visit:www.lblairenterprises.com. Contact: lblairenterprises@earthlink.net

by Ron A. Welsh

Marketing across cultures worldwide is a thriving business as the world moves closer to a global economy. International companies have been marketing to countries around the world for years and many have had some degree of success without ever taking cultural differences into consideration. Craft your marketing message with host country values in mind and boost your chances of success.

Understanding cultural differences is important to achieve success in any market, let alone on the world business stage. While there are national and local cultures to consider, remember to address political and business cultures, when developing marketing strategies.

Sociologic differences around the world largely outweigh the similarities. People in the global community are influenced and driven by different things. When responding to advertising, some value freedom, reward for effort and an entrepreneurial approach, while others avoid individualism like the plague.

Lack of cultural considerations not only can result in a mediocre response to product promotions, but can even impact the company’s international image. Nestlé suffered significant international criticism when a breast milk substitute marketed in Africa was deemed to be the cause of malnutrition in babies. While there was nothing wrong with their product, Nestlé was at fault because the company didn’t consider the possibility that reduced literacy levels in Africa would result in their breast milk substitute being misused.

Tailor the Message to the Culture

In many national cultures significant accomplishment in life is taken as a measure of success. People who meet these standards of success are regarded highly. Consequently these cultures more readily accept marketing presented to them along the lines of the achievement of their goals. However, the same type of marketing copy presented to people who consider status in life a result of birthplace, social standing and influence (or the lack of it) isn’t acceptable and will get poor marketing results.

There are countries where people fear uncertainty and risk-taking, while in others the “you-too-can-succeed” attitude thrives. Some cultures grimace at the use of terms, symbols or even colors, repugnant in their life experiences. Different colors appeal more in certain countries, particularly in religious societies, than in others. For example, red is very much a color of luck to the Chinese, but a warning sign to many other nationalities. In China, gold is almost always a sign of prosperity and success. The issue of color selection in marketing applies not only to print and media ads, but also to web sites.

Gender is a factor when considering your target market in any country, but in some societies it is more relevant than in others. If you are selling medical supplies in the Russian Republic today you should be aware the vast majority of Russian doctors are women. However in countries like the U.S., Australia and the U.K. men make up the majority of doctors.

Gender esteem also has significant implications in countries like Japan, Austria and in Arab countries where males often command ultimate decision authority over females. In contrast, in Sweden the female population has a much greater say in purchasing decisions.

Political Influences on Business Culture

Political influences past and present can also affect the way people view what they read or hear. Some people have never known, or have only recently had the freedom to choose for themselves. Others rely on their governments or what they consider to be their “betters” to tell them what is good and what should be avoided. A seal of government approval in some countries will increase trust in a particular product, while in others any mention of the government could lead the reader to throw the piece away i in disgust.

In societies where individual thought and action has been suppressed for hundreds of years, individuals might not have the experience or capability to go through a rational thought processes. Consequently coming up with a positive and bold action to buy your product may be difficult for them. These people need to have everything explained to them in minute detail every step of the way until they are confident in their decision to buy.

Special Considerations in Emerging Markets

The Chinese and Indian markets in particular front the charge of emerging markets on the global business scene and will represent a significant part of world marketing growth for decades to come.

Family structures in China, Japan and other Asian countries differ greatly from those in many other countries. Family considerations command respect in all matters, including investments and individual actions. Collective considerations are often uppermost in the minds of people who have lived under such conditions all their lives. Because older family members command so much respect and influence they are the logical target audience.

One of the most evident factors in dealing with and selling to Asian cultures is the avoidance of “loss of face,” The Chinese have a business culture based on the social standing and reputation of individuals. To do anything the Chinese consider as demeaning or reducing their personal standing is tantamount to insulting them profusely, which they see as a loss of face. The use of embarrassing terms or causing any unease on social issues will kill marketing copy stone dead.

On the other hand, the Chinese highly respect tradition and longevity and as a result react positively to copy that emphasizes the history and prestige of any company trying to enter their market.

In India collective cultures have been a way of life for hundreds of years. The caste system of social standing is paramount in Indian society and presents particular challenges to avoid causing offence. In business circles Sindhis, Marwaris and Gujratis dominate business houses, many of which were built on (and are still based on) family values and ideals.

Religious beliefs play a significant role in Indian society. Religion influences every aspect of their lives including their response and reaction to marketing copy. Motivational selling techniques are considered crass to many Indians while educational, emotive and informative data is more readily accepted.

Put Yourself in Your Buyer’s Shoes

With careful research of cultural differences you can craft the right words to maximize your message impact in the international market.

Marketing to the global community calls for no more thought than marketing anywhere really, you simply have to put yourself in your buyer’s shoes.

About the Author
Ron A. Welsh is a freelance technical copywriter who specializes in global marketing and the oilfield. He has lived in 10 countries and conducted business in over 50. He is currently on assignment in Moscow, Russia. Contact: rawpowerwriting@gmail.com
or visit: www.rawpowerwriting.com

by Linda C. Angér

Here in America, small business employs half the adult workforce. That statistic holds true no matter what part of the planet you inhabit. Multi-national corporations are everywhere, but despite their big presence, they are outnumbered by businesses that employ less than 50 people. Look around you. Small business provides the income that covers the rent, feeds the kids, buys computers and pays taxes for half the population. As a freelancer, you are a small business owner, and your national economy depends on your success.

Whether you have a dozen full-time staff members or a part-time workforce of one, how you market your services plays a role in your success. Practice these five steps and you’re on your way.

They Have to See You to Believe You – Make Yourself Visible

No one will come knocking on your door in the beginning. It’s up to you to make yourself visible, prove yourself capable, and build credibility. It won’t happen overnight, and it won’t happen without being clear about what you offer and its value to the people who hire you – in terms they understand. Your job is to serve your clients – to make them look good, feel good and make money. Build your marketing strategy on responding to their needs, not your desire for a new sports car. Make yourself visible, but also make sure you present a picture that is compelling to your target market.

Net Worth Starts with Net Work – Get Connected

Yes, we all want to dance with the stars, have a long string of zeros in our bank balance and impressive names on our client list. The good news is that it’s totally possible. The bad news is that there are a lot of rungs on the stairway to heaven, and some are slippery. The people with whom you’ve developed relationships – your connections – are a critical tool in your marketing strategy. Ask for their help in giving you work or introducing you to other decisionmakers. Personal introductions are invaluable.

Business Network International (BNI), the largest networking organization in the world, operates on the philosophy "Givers Gain". Give business to the people in your network. Ask for their business and their referrals. A personal introduction and recommendation carries weight because it gives you instant credibility with a prospect – particularly when you don’t have a strong portfolio to flash around. Your net worth is tied to your "net-work", so get connected, start giving and learn relationship-building skills.

Join organizations such as your local Chamber of Commerce, Rotary, or BNI. People involved in these organizations are small business owners, looking for ways to keep themselves and their employees working. They represent the businesses that keep your country alive. Make their success your priority. Get involved. Talk to strangers. Build relationships.

Invest in Yourself

Don Mahoney wisely recommends that you make sales – get cash flowing – before you spend money. Brochures are not a necessity. Neither are business cards, although they are standard fare in most circles. The point is you can start a business on a shoestring. If you have only $50 - $500 for start-up costs, spend it wisely. Check out your options and choose the one that works best for you, strategically and financially.

In the copywriting course, we’ve learned the importance of a strong headline. In many networking groups, including BNI, each member is allowed 30 seconds to present a "commercial" about his business. Your commercial – sometimes called an "elevator speech" – is the networking equivalent of a headline, and they are useful in any business situation. Use them at parties, on airplanes, in line at the bank – use them anytime people ask, "What do you do?" At 30 seconds, they are long enough to express important aspects of your business, but short enough to maintain interest. Target one aspect of your business in each commercial, breaking your business down into digestible chunks. You might have one commercial in which you focus on writing dynamic sales letters, and another in which you highlight website content.

In her book 6 Steps to Free Publicity, PR maven Marcia Yudkin reports on a woman who introduced herself to a man in an elevator because she didn’t see any sense in wasting 10 floors-worth of time."Hi, my name is Anne," she said. "I do career management and networking. What do you do?" It happens that he was affiliated with an international meeting planners association. One year later, she gave the keynote address at their annual convention. Make your commercials sing like Pavarotti, and play them everywhere you go.

Before you hand out a single card, or deliver your first commercial, answer this question: Would you invest in a company that didn’t invest in itself? Would any sane business owner invest in your services if it were clear that you haven’t invested in you? Every bit of your selfpromotion is a reflection on the quality of your work. Think strategically.

Prove the Value of your Service

Another thing about the stairway to heaven – you start out climbing in the dark and have to prove your capability/credibility. Testimonials and samples are priceless. If you don’t have them, offer to do a job on trade for a respected business owner in your community. You could trade for an advertisement in the newsletter they send to their 10,000-name mailing list. Exposure builds credibility. If they like your work, ask for a testimonial letter and permission to use it in your promotions. Bingo – you’ve got the beginnings of a portfolio, and some free advertising to boot.

Study and Repeat

In our copywriting and design classes, we’re charged with studying the best examples of our craft and applying tested principles to our work. The same practices serve you in starting and marketing your business. Join a networking group like BNI and get cozy with the business consultant in the group. Buy lunch in exchange for advice, and put what you learn into practice.

Study and follow the proven leaders – not just proven writers or designers, but proven businesspeople. Then become one of them, and go on to teach others. Remember… it’s not just your bank balance at stake – it’s your national economy.

About the Author
Linda Angér is President of The Write Concept, Inc., a 5-year old copywriting service in Rochester Hills, Michigan. Her clients include DaimlerChrysler Corporation, Lucid Business Strategies (www.lucidbusiness.com) and Industrial Visions Company (www.industrialv.com). Linda is a member of Business Network International, the National Association of Women Business Owners, The Association for Women in Communications, Detroit Working Writers, and the Rochester Regional Chamber of Commerce. Visit The Write Concept, Inc. at www.thewriteconcept.com.

by Mike Slagle

I doubt there are any of us who don't get the travel writer's equivalent of a "sugar rush" when we're planning our next trip. After all, we share a nearly insatiable appetite for visiting new and unusual places. That appetite, along with our thirst for telling others about these places upon our return, are the staples of our travel writing diets - the nutrients that energize our craft.

Then comes the big letdown after the rush. We start writing our stories - and the words don't seem to want to move from our journal to the blank computer screen. Just when we need creative calories the most, we find we've already burned them all on the road.

The good news is there's a supplement you can take to overcome the sluggishness and restore needed energy to tackle the often-tedious process of writing. And it's available over-the-counter.

Fortify your travel writing with a healthy dose of travel reading.

Now, you may think you're getting enough travel reading nutrients from the destination guides and "how to" books you've poured through doing trip research or learning the ins and outs of becoming a travel writer. Guidebooks are an invaluable source of background material for the destination you want to write about. And books about how to become a travel writer can help you sort through the intricacies of working as a travel writer - how to query editors, line up interviews, find the right markets for your story, and other practical tips about the profession.

But, if you're limiting your travel reading to just destination guides and how-to books, you're missing out on two of the most powerful sources for energizing your travel writing: Travel Narratives (as they're labeled in the large retail bookstore chains) and back issues of the travel magazines you intend to write for.

To learn any craft, you need to study the works of its masters. Travel writing is no exception. In travel narratives you discover techniques writers use to weave their stories around a sense of place and to capture the unusual in a destination. You see how the masters involve the reader intimately in their experience and how they put into practice the elements of travel writing you're learning as a student or new writer.

Select a narrative in the travel genre you're most interested in, adventure travel, say, and read it through twice. First, read to lose yourself in the story (easy to imagine yourself on the trail alongside Tim Cahill or Bruce Chatwin, if you've selected any of their narratives!). Then, review the narrative to see if you can discover how the author drew you into his story. What sort of language did he use to capture the sense of place? How are descriptions handled so they blend with, rather than interrupt the action? How is the reader kept a part of the adventure? Copy into your notebook any passages you feel are particularly effective. Get into the habit of reading at this critical level for a feel of what works - and what doesn't work - when writing about your own travel experiences.

The final ingredient needed to fortify your travel writing is one that, unfortunately, beginning travel writers tend to exclude from their travel reading diets. To increase your chances of publication, you've got to know what kinds of articles an editor is buying. And that means exhaustively studying back issues of the publication where you intend to submit your article.

You've heard this before: A lot of submissions get rejected not because they're bad articles, but because they don't fit the editor's current needs or are not the types of travel articles the magazine publishes. And generally you don't get that information from the publication's guidelines for writers.

Before querying an editor, read as many of the publication's back issues as you can get your hands on. You'll learn what an editor's "tastes" are and you'll find out which destinations the magazine has recently run articles about. Both are important things to know, if you want to optimize your chances of getting published.

By adding these essential nutrients to your travel reading diet, you'll fortify your travel writing with the same energy that drives you to those fascinating places you want to share with your readers!

About the Author: Mike Slagle is a teacher, copywriter, published travel writer, and a frequent contributor to Freebird. His personal tastes in travel narratives range from the humor of Bill Bryson to the Buddhist-like travel insights of Pico Iyer. Contact: mike_slagle@comcast.net

by Brian Ochsner

Blogging is more than writing down your thoughts. As you gain familiarity with blogs you’ll realize some are successful and some are not. There is an art to blogging.

Follow simple guidelines to create blogs your readers will find compelling.
Here are 12 key elements to refine your blogging skills.

1. Focus on substance rather than sizzle. In the late 90’s the Internet mania was more about flash and hype, instead of providing good information and meeting customers’ needs in the marketplace. To establish trust and credibility with readers new to your blog, keep your posts ‘on topic.’ Don’t include frivolous, non-related information. That’s a time-waster and a sure way to irritate readers.


2. Write in a relaxed, conversational tone. Avoid coming across like the stuffy college professor, trying to use ‘sophisticated prose’ to impress everyone. Imagine you are talking with your best friend over a frosty beverage at your favorite watering hole.


3. Provide as many quality links with the most useful, relevant and timely information on your blog’s subject, whether it’s copywriting, golf or investing. Cross-pollination is what makes the blog world go round and will increase your rankings in the major search engines. No person – or blog – is an island. A bad link or bad information is a big strike against your reputation and credibility. Remember, reputation and trust are your biggest assets in the blogosphere.


4. Keep your blog reader friendly. Where applicable, use bulleted points, subheads, bold text, underlining and italics for emphasis. These are items that can break up the sea of gray that can bog down a reader, and cause her to leave your blogsite. There is an exception – if you have good information that will benefit the reader, take the time to provide it.


5. Remember, blog posts can provide potential clients proof of your ability to sell in print. Blogs may not carry as much clout as a client project; however, blogs can demonstrate your writing or design abilities. Even if your website isn’t the most eye appealing - or if you don’t have one - your blog can compensate for that.


6. Create effective headlines to grab your reader’s attention. Most blog sites distribute RSS feeds consisting of headlines. News aggregators like News Gator, scan and distribute headlines. Those who tune into specific blog updates, use an RSS reader to obtain news feeds. After seeing the headline, they decide whether or not to click on the blog post.


7. NEVER get into an online shouting match or debate with a poster or the host of another blog. There can - and probably will - be friendly disagreements on certain topics. However, your blog tells the world who you are, what you’re about and even what you might be like to work with. Do you want to be considered a knowledgeable professional a client would love to hire or the temperamental hothead who could be more trouble than he’s worth? Keep this in mind before you ‘have’ to prove to someone you’re right.


8. Be aware who your target audience is and careful not to intentionally offend them. Bob Bly figured this out when he made a post in November of 2004, implying blogs weren’t a great marketing tool and were possibly overrated. His post set off a firestorm of negative opinion that swept through the blogosphere like a wildfire across a Kansas prairie. It may have been a little embarrassing and unsettling for Bob, but it was a great real-life example of what can happen from writing the wrong words to the wrong people.


9. Read a lot of books and blogs to stay current with – better yet, ahead of - important trends. Being ahead of the trend curve means people may not get what you’re talking about at first. That’s okay. Position yourself now as someone who’s “in the know,” and it will pay huge dividends for your credibility and track record in the future.


10. Make sure each post is written in an objective style, preferably with a newsworthy angle. Your blog post’s lead paragraph(s) should be as compelling and current as possible to hold the reader’s attention beyond the headline.


11. Review your blog posts before publishing them. Make sure anyone reading your post will understand it, even if he knows nothing about your topic. Remember #8 – know your audience and don’t intentionally step on someone’s toes.


12. Post at least once and preferably several times per week. I’m getting better about this, and into this good habit. If readers don’t see fresh material at least once a week, they won’t be as likely to re-visit your blog site.

To see a good example of blogging visit Dave Lakhani’s blog at:www.boldapproach.com. Click on the ‘blog” link across the top of his home web page. You’ll see how Dave engages his readers and offers solid content for a specific audience.

The Information Age has provided another great Internet tool that you don’t want to miss out on. Don’t worry about getting it just perfect before you start. You’ll learn as you go along – just like in your copywriting or graphic design career.

Start blogging; use these guidelines and have fun! Not only will you be part of the latest buzz, but also your business will reap the benefits.

About the author: Brian is a Denver, CO based copywriter. His articles have been published at Freebird and PrudentBear.com. Visit his blog at: www.DenverCopywriter.BlogSpot.com Contact:denvercopywriter@aol.com

by Michael Morgan

First class client interviews give you the opportunity to build rapport, save valuable time by establishing project parameters and goals. Set the stage for a productive long term working relationship with your client interviews.

Even if you’ve never conducted a client interview, you can learn how to sound like a powerhouse who has years of experience.

The key elements to master effective client interviews include:

*The art of questioning
*Pre-framing
*The process of qualification
*Listening deeply
*Follow-up

The interview's fundamentals are inter-connected. They provide the ultimate win-win situation for you and your client.

Control the conversation with questions

Controlling a conversation is a lot easier than it sounds. We all use the key component that makes conversation control work-questions. Questions put you in command. An old maxim in the sales world is, "he who asks the questions controls the situation." By humbling yourself long enough to show your client you are not a "know it all," you will be pleasantly surprised how freely information flows.

And you must be in control. Here's why.

Your client is excited about his project. If he is an entrepreneur, his excitement can be overpowering. If you aren't careful, a client's zeal for promoting a new project can monopolize your time. Controlling the conversation allows you to focus on the information you need to produce a great product. After all, you hope to work for the client again, right?

Pre-framing the interview scene

One essential is pre-framing the interview's importance at the start because the majority of the key product or service information comes from the first interview. Pre-framing helps you handle an objections like, "I don't have time" in advance. Your client may feel the interview is a long-winded conversation of no benefit to him. If your client is trying to rush you off the phone because he has meeting, deadlines, etc., reschedule the call and let him know the conversation is necessary to complete your project with the level of excellence he or she is paying for.

Part of pre-framing is letting your client know you may get back with him at some point with additional questions essential to the project. If you do call, it will be important and time sensitive. By getting the pre-framing out of the way early, your client will understand the need to respond in a timely manner, if you contact him again. Pre-framing can make the difference in whether or not you meet your deadline.

Qualify, qualify, qualify!

It takes true team effort between you and your client to produce a sales letter or graphic design. A good final product begins with research. The client interview is a huge part of your fact-finding mission. You will have additional research, but some of the most important facts will come out of the client interview. Take time to organize your questions before you meet. The questions who, what, where and why become your best allies. If you do not have a complete understanding of an answer, you will need to dig deeper. The qualification process provides constant clarification. Who, what, where, why questions help you uncover more information you need to have clarity.

Listening-it's an art

"There is a reason you have two ears and one mouth. You should listen twice as much as you talk" - sage advice for a client interview.

Learn to listen intently. The rewards are huge. Too often people hear what they want to hear, instead of what was truly said. Listening and qualification work in harmony to save time and aggravation down the road. You'll be surprised to learn what jewels you discover by listening carefully. When your client is talking, focus your attention 100% on what he is saying. Don't get caught in the trap of thinking about your next question and miss what was just said!

Ask the question and shut up! Listen to the answer. This puts the onus on the person to whom the question was asked to give you an answer of value. There is nothing more irritating than someone who constantly answers his own questions. Remember your client's perspective is the one that really counts.

Don't worry if it takes the client a while to speak. Wait, no matter how long it takes! A 15 second pause can seem like an eternity on the phone, but a thought provoking question can take time to get the wheels turning in the client's mind. After all you want a well thought out answer don't you?

Follow-up with a summary

You must follow-up with your client to summarize what you got out of the interview. An interview summary can be emailed. Bullet your main points to clarify you are in the right track.

Compose the interview summary email right after your conversation, but don't send it immediately. Your follow-up email gives you the chance to accomplish two tasks at once. After a day, you may have a question or two left unanswered or items needing further clarification. If you have questions, include them in the follow-up email along with your summary.

Summarizing your conversation insures you and your client are on the same page, while providing another opportunity to showcase your professionalism and thus build your client relationship.

Your client interview forms the foundation on which the rest of your project is built, enabling you to create the best possible product.

With effective interviewing skills you gain more credibility, rapport and knowledge of project parameters. Mastering the symphony of questioning, clarification, listening and follow-up not only saves time, but also keeps your client relationships strong.

About the Author: Michael Morgan is a Coeur d' Alene, Idaho based copywriter. His work has been published in Bike.com. He was the founder of Bondagent.com and writer of technical web content prepared to meet NASD regulatory requirements. Among his clients is Dale Carnegie NW. He has a 25-year career in sales, marketing and entrepreneurship. When he's not writing, Mike is training to compete in the Track Cycling at the 2005 World Masters Games. Contact: outsourcecopy@gmail.com

by Ron A. Welsh

As global expansion makes inroads into the far corners of the world, copywriters, technical writers, web content writers and graphic designers play a vital role. Marketing’s greatest growth potential is in the international arena. Whether you live in Darwin, Dallas, Dublin or Dubai, the world can be your marketplace.

Global markets require global marketers. Even though we are practically joined at the hip via the web, global marketing doesn’t mean duplication of copy from one country another. Copy written for the U.S. market will more often than not sell little in other countries and vice versa because many U.S. terms could be misinterpreted. However, writing techniques derived and proven in the U.S, hold lessons that can be applied anywhere. Successful marketing comes down to careful selection and use of words specifically targeted for different cultures. In the case of global marketing, rather than competing in any single country, you are competing on a much larger stage.

Emerging World Economies

The scale of global selling is increasing every business day. The phenomenal growth of “emerging world economies” offers substantial opportunities for copywriters and graphic designers alike, no matter where you live.

In late 2004 The Economist identified 24 countries as "Emerging Markets." Factors used to analyze the best market potential were market size, growth rate, intensity, consumption capacity, commercial infrastructure, economic freedom, market receptivity and country risk.

The survey’s results revealed Hong Kong, Singapore, South Korea, China, Israel, Hungary, the Czech Republic and India as the top eight developing countries. Going hand-in-hand with emerging economies is the need for copy writing skills in both native languages and English, the international business language. While many people correspond well enough in English to get a basic message across, they often need help to pen professional copy to sell their goods or services in world markets.

Global expansion and emerging world economies mean foreign language (non-English speaking) marketers are now, more than any time in history, trying to enter markets where English is the predominant language (U.S., U.K., Australia). The need for professional copy writing and graphic design skills is evidenced by too many horrendous examples of websites, brochures, multi million dollar bids and business communications, all clearly created by someone with a poor command of English.

All markets are accessible to writers, but some more so than others. International writers specializing in direct response marketing and operating outside the U.S. face specific hurdles as they seek major U.S. clients. By not being “on the ground” to get a feel for the U.S. market clients, by not being in a position to track direct mail in order to study it and offer something better, international writers may be at a disadvantage.

Tailor Your Message to Your Target Culture

When your target market, product and company have been sufficiently researched and your writing and graphic design skills have been applied, selling should be a breeze, however, the differences in cultures will also affect marketing impact in different countries. Adapt all your marketing copy to the host country’s fundamental market values. You will increase consumer understanding, receptiveness and acceptance, creating a competitive advantage for your client.

The global market for every type of product or service includes diverse cultural values. These values stem from environmental and sociological factors learned in childhood, one very good reason why we should not expect everyone in the world to react or respond identically to any given marketing approach. What motivates people in one country may well do the exact opposite in others. Some nationalities prefer to be informed in an educational way about products and left to make their own decisions, while others are more easily “sold” via hot buttons that inflame feelings like envy, greed or the need for material things. Indeed, some cultures would be offended by the mere mention of making a fortune as the leading reason to buy. If they are offended, they may not read further. Few things are more annoying to a nationalist in any country than enticements to buy products, which contain references to a culture with which he does not identify.

Although millions of teenagers around the world wear the same brand-name clothing and footwear, listen to the same music and watch the same (albeit dubbed) television shows, the reasons they do so and the marketing that influenced their decisions to buy these goods and watch these shows were tailored to their cultures, i.e. U.S. teens who wear Nikes are likely to have been influenced more by Nike advertisements endorsed by U.S sports stars, while French Nike wearers were more likely enticed by the individualistic, “Just do it” slogan.

With a move toward more globalization, copy aimed at a culture other than one you know, requires extensive research before a word is written. Every possible negative nuance, dual meaning, ambiguity or colloquial expression must be eliminated before sales copy is introduced to your market.

There Is No Substitute for First-Hand Knowledge

While it’s not always necessary to be in front of your client to win business, Becky Baker tells us “Many clients do want to meet you face to face initially, but once you have proven yourself as a dependable writer, they will usually be very loyal."

One thing you cannot do via the web is to completely know the "feel" of a country or its people. You won’t fully understand the scope of cultural effects and situations without having been there to see with your own eyes. For example, you can never really appreciate overcrowding and poverty until you visit a place like Mumbai, India where severe poverty is endemic.

If you are trying to convey a message to reach the heart of an issue, i.e., a charity or a cause to reduce population growth, seeing the problems first hand will make a difference in what you write. The same idea applies to travel writers who must visit the places they write about to capture character and portray an accurate picture of the destination they are selling.

To capitalize on global marketing opportunities:


* Be aware of growth areas that present the most market potential.
* Research, research, research.
* Subscribe to niche newsletters.
* Find a good editor in your target country.
* Retain the core values of your client’s product, but adjust the message to suit the local market.
* Do not try to be “all things to all people.”
* Concentrate your efforts on niche marketing. How many times have you seen the phase “write about things you know about?”
* Wherever possible, go to the country you are attempting to capitalize on or specialize in and take the time to understand the culture and the people before writing for or about them.

The global market is enormous. In terms of opportunities the world is your oyster.

About the Author
Ron Welsh, Brisbane, Australia based freelance commercial writer specializes in international marketing and the oilfield in particular. Ron has held regional management and marketing positions with Baker Hughes and Schlumberger and has lived in 10 countries and conducted business in over 50. He has written multiple major commercial proposals, technical documents, regional reports and marketing plans for worldwide distribution. Contact: rawpowerwriting@gmail.com
or visit: http://www.rawpowerwriting.com/

by Elaine Burroughs

A common synonym of "opacity" is "obscurity," which accurately describes the PhotoShop tool because designers often don't realize its usefulness.

The Opacity tool allows you to change the opaqueness of a photo, graphic or background color. Once you make the background image opaque, you can add layers and use dark text on top of the opaque layers to achieve the desired effect.

Below is a step-by-step "How To" for using the Opacity feature.

1. Open a PhotoShop image file or scan in a new picture.
2. PhotoShop will not allow the Opacity tool to work on the background layer, so choose "Select" from the top navigation menu, then choose "All."
3. Choose "Edit" from the top menu, and then choose "Copy."
4. Choose "Layer" from the top menu, then "New," then "New Layer," You can name the new layer whatever you want; it's a good idea to use something descriptive.
5. Choose "Edit," then "Paste." Your image should now be on a new layer.
6.Choose "Window," then "Show Layers" to display the layers toolbox, if you don't have it displayed already. You should see the layer toolbox open, with an "Opacity" percentage box you can edit.
7. Right click on the "Background" layer and choose delete layer. Answer "Yes" to delete layer. Depending upon the effect you want, choose a 20% to 60% opacity amount. Experiment to find what you think works best.
8.Once your image is opaque, create another layer by choosing "Layer," then "New," then "New Layer."
9. Name this new layer "text." (NOTE: Create as many new layers as you need to keep your image organized.)
10.. Use the PhotoShop text tool to insert your text, making sure you are using a dark colored font that will stand out on your opaque background. Experiment with the color and font style to find out what you like best. The effect you want is an opaque background that relates to the text you are presenting.
11. Save your original PhotoShop file as a *.PSD, just in case you ever want to modify the image.

Opacity Tool Tricks

1. The Opacity feature helps tie your images and text together. If you are designing a logo for a financial company, use a photograph of money or gold coins as your opaque backdrop, with the company's name and address in a dark-colored font.
2. Use the Opacity feature to create navigation buttons for a web site. The color of the buttons or an image can be made opaque, with darker text on the button so that the information stands out.
3. Use the Opacity feature to make a travel photo more opaque, and then use dark-colored text to promote the travel destination. See the Opacity examples below for Crater Lake in Oregon, a popular tourist destination.

Now that you've dug Photo Shop's Opacity tool out of obscurity, put it to work for you. Have fun and don't be afraid to experiment!


About the Author: Elaine Burroughs is a freelance writer and graphic designer based in Atlanta, GA. She is the editor of the Caliber Journal, a monthly online magazine associated with the Quality Assurance division of Fidelity Information Services. Her graphic design and technical writing background includes projects for USAA, Toyota, McGraw-Hill and ALLTEL. In her spare time, she enjoys writing short stories. Her short story "Nautical Charms" appeared in The Other Side of the Doorbell anthology, published by the Purple Pen. Two short stories, "Finally" and "Disarming Disillusionment" are in the process of being published. "Disarming Disillusionment" was also a contest winner. Contact:mailto:cajungal68@bellsouth.net
Visit: www.thewriterscanvas.com

by Joseph Yenkavitch

War memorials dot the landscape of Europe proclaiming victory and defeat - even glory. But fifteen miles northwest of Limoges, France, there’s a war memorial that’s different. In the village of Oradour-sur-Glane you feel almost like a trespasser who chanced upon a private grief. You speak in hushed tones. And the atmosphere itself seems to whisper, "There wasn’t any glory here."

Sixty years ago something terrible happened in Oradour-sur-Glane. In one nightmarish day this tiny village died. Then the shattered remains stepped outside the flow of time - a clock stopped like the heartbeats of its 642 inhabitants.

Get the full story.