Tales From The Studio, Or: Do You Speak (and write) to the BEST in people... or to the WORST?

Whether you are writing copy, managing people, or trying to coax the best performance from an artist, it's all about the same thing: inspiring people to take the action you want them to take.

Some words of wisdom from a man who has been around the block, Wally Amos:

It has been said that common sense is not so common. When I was an agent in show business, attending a recording session or a television taping, and the performer would miss a lyric or flub a line, the producer or director would stop the tape, have a friendly chat with the artist, and announce, "OK, let's do another take. We're rolling; take 25."

Why is it when people make a "mis-take" in business we get so angry, and our response is anything but friendly? It would help us all to remember the times we made a mis-take and realize we are all in training and in the process of becoming a better parent, student, friend, employer and employee.

—Wally Amos, writing in the Costco Connection

Yeah, yeah, so it's great Mom-Flag-And-Apple-Pie advice.

And besides that, what if you're not in show business yourself?

Well, first of all: You are in show business, whether you realize it or not.  Everyone's watching.

And second: For copywriters in particular—When your reader has grasped your offer and gets the sense that you know who he or she is, the next (often subconscious) question on their mind is:

"Is this guy on my side?"

Think about that, and about what Wally Amos said, when you set your emotional trajectory the next time you write.

David Garfinkel
Co-Founder, Fast Effective Copy

P.S. If you like what you just read from Wally, I have a treat for you.

After I originally made this post, my friend Michael Senoff offered me this link to an interview he did with Wally Amos.

Comments

[Ron Finklestein]

Great article David. I teach all my clients to fail forward. We can't reach success unless we do something. Sometimes that something is a failure. We can learn from it and move forward

[David Garfinkel]

Thanks, Ron.

I agree with you. Only in an environment where it is OK to fail can you grow and succeed... and, if you are in a business where breakthroughs are in important part of the mix, the ability to fail within limits is crucial.

[Jean Paul]

This is a really good post. I think I should implement it in my personal life as well.

As they say "To err is human, to forgive is divine..."

On the other hand, I think a lot of people are hard on their employees and subordinates, simply because of low self-esteem.

Such people actually wait for others to make mistakes, just so that they can pounce on them.

[Jim Van Wyck]

Very helpful David.. .thanks.

And I look forward to more from you... (you ARE on our side, riiight?)

[Norman Hallett]

Great "Pluck" of Wisdom as always. I know. I'm a Professional Mis-take maker. I just do another take! Camera... ACTION!!!

[David Garfinkel]

Jean Paul, you are right on the money.

I remember once having this delicious/disgusting epiphany once while watching the TV series "24" and relishing it:

"Well, at least MY life isn't that f'd up!"

[David Garfinkel]

Norman - who knew?

When I'm having sushi with you, yeah, you let it all hang out.

But whenever I've seen you give a presentation, it's always "one-take-Charlie."

Anyway, thanks for the validation.

[David Garfinkel]

To Jim --

Yes, always.

Except... when I'm playing tennis with you!

[Don Baker Thomas]

Thanks David for all the great articles on your blog.

[David Garfinkel]

Don, you're welcome. Glad you like them!

[Lauren C Tyson]

I can almost her Ethyl Merman singing "There's No Business Like Show Business." :-) You make excellent points. A good resource for further study is Tony Geary's book, "Life is a Series of Presentations." It's one of the top books my husband used to recommend when he was a sales trainer.

[David Garfinkel]

Lauren, that's funny... :)

The book rec. sound interesting. I guess I was thinking about more than sales presentations or people who officially "perform," though.

Have you ever heard employees, employers, investors, customers, co-workers talking about what someone else said or did at work?

And have you ever heard anyone telling someone else about a scene in a movie?

Notice any significant difference between the two types of descriptions? :)

[Freelance Copywriter Johannesburg]

Wally Amos is great. A lot of wise words.

[David Garfinkel]

Thank, Stephen. I agree with you about that!

[Robert Eastman]

Amazingly... I get around to reading your article today... just after "the Holy Spirit" impresses on my heart/mind... that I MUST start focusing on "nourishing everyone around me, uplifting others... not just those "I really love."
Thanks for being "in-tune" to the "good-vibes" and for being an encouragement... to pass it on!

[Danny @ Firepole Marketing]

Really great post, David. Particularly because when people mess up, they're at their most vulnerable, and will best remember how you treated them - much more so than most of the other times. Thanks for pointing that out, I really enjoyed the post!

[David Garfinkel]

Great point, Danny. And those memories will make all the difference when YOU'RE in a pinch.

I appreciate your thoughts!

[MicroSourcing]

A lot of employers and superiors have a less-than-friendly response whenever their writers make mistakes because businesses, by nature, are profit-driven. They feel therefore that mistakes cost money, as opposed to it being part of the learning process.

[Ronda]

What people desire more than anything, whether or not they admit it, is for someone to truly "get" them.

This is just as true in copywriting as it is in any other aspect of doing business.

Being "on their side" is more than merely knowing the demographics and psychographics of the target audience.

Demonstrating that you are on someone's side is a great way to cause evangelism for the product (and thus generate more sales)

This article is also a brilliant use of storytelling and a good point to remember.

thanks so much, David!

Ronda Del Boccio, the Story Lady.

[Mike Robinson]

Really great post - I remember hearing a professional gambler speak of his love of defeat, because it meant he could learn more from the experience and also meant he was one gamble closer to victory.