Flipping through the channels, something caught my attention. A show about one man’s desire to help flailing hotels make the impossible, possible.

The story took place at a not-so-New-York motel called, “The New Yorker Motel” – a pretty typical local establishment around the Miami, FL area that…

As you might think, it’s family owned. Cheap. And “nothing to write home about.”

But the host – beyond experienced at what he did – immediately zeroed in on noticing how some of the really big changes that needed to be done, were really some of the smallest.

Things like answering your emails timely (from potential clients). Making the free breakfast table a lot more inviting. Making sure things are clean. Nicely presented. Organized and…

Nothing “big,” as I said…

But – as in any business – isn’t it always the smallest things that seem to make the biggest difference?

So here’s what happens.

The host goes to work, doing what he does best to try and see what needs to be done to turn things around for the motel and it’s owners. Bringing in a new designer to liven a few spots up…

They re-organized the office. Got everyone uniforms. Cleaned the breakfast bar. And met with the hotel staff – to make sure everyone was on par with the new direction they needed to go.

Next?

They tackled the one thing that made all the difference, and perhaps the smallest thing that almost any business these days seems to overlook – they looked at what words they needed to change to help communicate a lot more accurately the type of business they are. However in this instance, they found they only needed to change one word.

Just one, because the host of the show and the actual owner of the newly renovated hotel knew exactly what came to mind when people heard the word “motel” versus the word “hotel.”

It’s the difference between sounding cheap and stale, to – simply put – being perceived as “nicer,” cleaner and a lot more inviting.

And so, the New Yorker Motel went from struggling business owners with close to $1,000,000 in debt and their rooms barely full, to having the New Yorker Hotel 100% booked since airing this one particular episode that took place in Miami, FL.

Looking back…

Perhaps everything but the word motel could’ve been changed and the now “hotel” could be just as busy as it was when it was called a “motel.” Not to mention the fact that the new paint, uniforms, cleaning… all of it could’ve made a pretty big impact – compared to how it was run before – without changing a word.

But then again, perhaps not.

That even though they changed a lot of things with the new hotel, the perception of the word “motel” versus the word “hotel” wouldn’t have been good enough to stand out from all the other motels that bombarded the run-of-the-mill strip of mediocre establishments. That this one word barely did much of anything to help turn their business completely around, and re-position their entire hotel as a much more pleasurable experience for all involved.

How could it not?

From small well-established businesses to large international ad firms & brands, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Increasing sales with words, I help companies stand out from the noise (not just add to it).

DESTROY THE NOISE: Go onto Twitter right now and enter #DESTROYTHENOISE to your next tweet, using it to share your own tips and kicks throughout the week of what helps you in your business stand out from the noise of what everyone else is doing. Is it a quick tip you discovered? A new product, service, or concept that really stands out to “destroy the noise” of what all the other businesses do? Enter your thoughts each week using #DESTROYTHENOISE and be heard! Your random insights, and thoughts may be featured in an upcoming blog to reach hundreds of businesses just like yours, around the world.

Some of course think it’s writing an ad for tv. Radio. Print. An annoyingly long sales page that seems to go on forever and ever, trying every which way to sell you on some brand new “get-rich-quick” scheme, here today (gone tomorrow).

But what if I told you that it’s none of these?

That a line has been blurred only to confuse and persuade you into believing that what you’re buying into, is just some ordinary writer that’s convinced you to believe they’re some kick ass copywriting guru?

You see what I’m starting to understand, is that you (the well-established business professional) MUST fully get what “real” copywriting services provide, versus unreal – shake your head in disappointment – copywriting services out there claim to provide, because:

1. A web/graphic designer will often try to “write copy” themselves because of the additional cost and time outside of just the design they didn’t want to tell you about. Worse yet, a designer may even ask you to provide the copy yourself (as if you know exactly what needs to be written, and how).
2. A lot of “writers” pawn themselves off as a real professional copywriter because of how much they can charge (anywhere between $100-$500/hr depending on a copywriter’s level of experience, reputation) and… it’s hard to know who to trust until your average un-experienced “writer” comes along with a scary unpredictably low rate just to earn your business – often skipping town (with your hard earned cash), lacking any kind of real experience, service or results they promised you’d receive.
3. A lot of former “old school” ad guys think they don’t need to know much about the “new school” techniques, until their ad agency downsizes and let’s them go (only to find out what they knew then, doesn’t work now).
4. You the business owner feels that just about anyone out there with a laptop can slap together a few words and write something that you think is “good enough.” Something that will magically start to bring in more sales than anyone else out there that does what you do, with the simple flip of their magical-handtyping-wand. Often feeling embarrassed and confused over a bunch of words that represent everything your business is not.

Unfortunately, there’s a lot more to it!

There’s a lot more to finding exactly the right words that attract people to your brand. What you do. And crafting well-thought-out-words and strategies that speak the unique language your audience understands and responds to, exciting them to buy the product or service you (or the company you work for) offers, without beating customers over the head!

Do it right, and any kick ass copywriter you choose to write your copy, will provide you with high-quality premium level copywriting services that go well above and beyond the noise of what everyone else out there is doing and more!

Do it wrong…

And you’ll just add to the overabundance of noise that continues to plague the world of business – your competition walking away smiling every time, quietly devouring more in lost sales than it actually takes to hire a REAL professional.

DESTROY THE NOISE: Go onto Twitter right now and enter #DESTROYTHENOISE to your next tweet, using it to share your own tips and kicks throughout the week of what helps you in your business stand out from the noise of what everyone else is doing. Is it a quick tip you discovered? A new product, service, or concept that really stands out to “destroy the noise” of what all the other businesses do? Enter your thoughts each week using #DESTROYTHENOISE and be heard! Your random insights, and thoughts may be featured in an upcoming blog to reach hundreds of businesses just like yours, around the world.

From small well-established businesses to large international ad firms & brands, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Increasing sales with words, I help companies stand out from the noise (not just add to it).

Meaning this.

A few months ago, I used the metaphor of going on a date and “closing the deal” – and yes, I mean what you think I mean.

But here’s the thing, imagine being on a first date and someone having what you might call “diarrhea of the mouth.” It’s all about them. How great they are. How in love with themselves they don’t even pretend to be and…

Some say it’s a sign of low self-esteem. Some just think they’re a —-.

No matter the case, it’s the same when copywriting for small business. We don’t need to know your resume before we REALLY even know you!

It’s a matter of writing too much, just because you think it’s important to put in there, versus leaving some things out, that maybe shouldn’t even have been said – something that may even scare away potential customers. And something that makes people feel overwhelmed right off the bat, before we even know how great you and your business might be.

So get it all out a first – on paper (or computer screen). Then cut it down to what matters most to your customers. And fine tune. Fine tune. Fine tune!

Don’t, and you run the risk of never “closing the deal” even though you’re company may in fact be “a big deal.” Because sometimes it’s not what you say, it’s what not to say.

Kapeesh?

Let’s talk more about it here or here.

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

If any of that sounds familiar?  Click here.  Let’s talk.

Otherwise if you haven’t already done so, just subscribe to the newsletter or feed for monthly tips, tricks and kicks delivered straight to your gut, heart, soul inbox.

From small well-established businesses to large international ad firms & brands, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Increasing sales with words, I help companies stand out from the noise (not just add to it).

Until now!

Finishing and delivering approximately 30 separate projects for major brands around the world (in just the last few months), I recently have some opening slots that I thought you might want to jump in on – before it’s too late.

“I recently had the chance to work with Jared on a web project as the designer/developer. Jared has an understanding of writing for the web that is hard to find. He understands that you only have 2 seconds to grab someones attention.  Simple, attractive, and effective is how I would describe his style. It was was also a joy to work with someone who always answers the phone.”

-Justin Parra, Creation-1 Web Solutions, Founder/CEO

When working together you’ll receive one-of-a-kind copywriting services that include:

• Multiple concepts and a transparent work ethic so you’re able to choose and trust the best options that feel right for both you and your company.
• Unwavering integrity that not only gives you great copy, but is carved around the market research into what works for your audience (versus what may not).
• A better understanding of you, your brand AND your customers, so you’ll be prepared for any future copywriting work you (or I) may need to embark on.

You’ll also receive creative yet professional copy-expertise that consists of writing effective:

• Web copy.
• Marketing collateral.
• Print advertising.
• Email marketing.
• And more!

You can contact me directly to set up a time to talk about your project(s) at jared@thekickasscopywriter.com and…

Please understand that I only work with a limited amount of clients and projects each month (on a first-come-first-serve basis). So don’t wait!

“To work with Jared is to love Jared. I partnered with him on a few projects while freelancing at DraftFCB and found him to be a fun writer who was willing to try new things. He is an inspiring part of a team and a one-of-a-kind personality with a diverse background that enables him to see things differently. He strives to find that blend of stand-out creative that is memorable, but also produces results for the project and ultimately improves sales.”

-Cheryl Hooper, DraftFCB Seattle, Art Director

Some key differences between the kinds of copywriting services I provide, versus others include:

1. A fast and efficient work ethic, so we’ll both feel comfortable hitting any potential deadlines.
2. A friendly and creative professional, so working together becomes a joy (not a joke).
3. A fun and effective approach, so you’ll not only get great work, but someone whom you can trust to get the best results.

“As an English major I figured I was fully capable of writing the copy for my website. Jared’s approach was very different than what I had written, and I believe his copy is far better. The results so far have proven that to be true. Jared did an excellent job understanding my needs as well as my customers’ and then creatively constructed the copy on my website to be customer directed, informative and confident with a amicable style. “ 

-Curt Le Master, Key Business Solutions, Founder/CEO

Again, you can contact me directly to set up a time to talk about your project(s) at jared@thekickasscopywriter.com or certainly feel free to read about what others have to say about it.

From small to mega-size businesses and ad firms, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Increasing sales with words, I help companies stand out from the noise (not just add to it).

Whatever the case may be, the effect of Superbowl ads can have quite an impact on us all. Although rarely one commercial will ever do much to get someone to buy a product or service, it’s what happens after the fact – the part that enters into the human psyche – that reverberates around the world to launch a new brand. Campaign. Or a learning lesson in what not to do with thirty seconds to two minutes of our time.

Here’s what it means to both you and I:

• The hashtag (#) is becoming a way to measure certain results, see who’s talking about your brand and spread the word to all of your “followers.” Used in a lot of commercials during this years Superbowl, it seems like a great unobtrusive way to see who’s talking about you (no matter your size business).
• Sex does sell, but never in just one commercials unless it’s a pretty low ticket priced item (like the David Beckham commercial selling $14.99 underwear). However, repetition IS KING. The Fiat commercial is a great example.
• Just because someone has million of “followers” in the Social Media world, doesn’t mean you should go and stick them all in the same commercial to try and sell something. More “followers” never equates to more sales.

All in all. Smart advertising. Knowing how to implement great ideas. Think outside the box and make something relevant to your audience will always win out. If you can’t do that, you can always pay Ellen De Generes to be your next spokesperson to rebrand your flailing company.

Anything else you’d like to share or add?

Let’s discuss it here (or here).

From small to mega-size businesses and ad firms, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Transforming key ideas into words that sell, I help companies stand out from the noise (not just add to it).