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Embracing Writing Rejection

Embracing Writing Rejection

Maddie Gray

Content Lead

Embracing Writing Rejection

Rejection letters are discouraging. Especially when they pile up in your inbox and far out-number the acceptances. Does that mean you’re a bad writer? No. Does it mean you should stop writing? Absolutely not.

But still, rejection is scary.

In relationships. In loan applications. In job applications. In… well okay, pretty much any kind of application. Rejection is scary because you want something: those sweet seven digits (ten with the area code,) that salary, the money to start your cute little bakery on the corner.

The idea of someone saying no to what we want? And not just someone, but the one person in the whole world who can actually give it to us? Well, it freaks us out.

Why else would your heart threaten to self-destruct when you approach that handsome guy across the room? Why else would your words come out in the wrong order at that crucial moment in your proposal meeting? Your brain starts chanting in time with your heartbeat: don’t mess up, don’t mess up, don’t mess up, don’t mess up, don’t mess up.

 Sometimes you mess up. And you get rejected. Sometimes you don’t mess up. And you still get rejected.

Sometimes you mess up. And you get rejected. (Turns out guys don’t like it when you say the same sentence over and over again in some sort of strange, anxiety-induced trance. Your car’s been impounded because you forgot to pay your bill? No loan for you!)

Sometimes you don’t mess up. And you still get rejected. (You nailed that interview. Who wouldn’t want to hire you? What? The other interviewee went to Harvard? The Harvard? Ouch.)

Rejection’s Many Forms

Let’s back up for a second. This article isn’t about rejection as a whole, it’s about writing rejection. So, what does rejection have to do with writing? Well, if you’re asking this question, I am going to assume one of three things:

You’re not a writer.
You’re new to the writing game, or you treat writing as a hobby.
You are the best writer in the history of the world and no one ever says no to you. Ever. Every word you’ve ever written was penned in gold and you roll in piles of royalty money and post the videos on Instagram. I also don’t like you (out of pure, bitter jealousy.)

Whether you’re a one, two, three, or you’re skimming through this because you know exactly what writing and rejection have in common—I have two words for you: rejection letters (they’re mostly emails now, but still.)

If you’re trying to get a poem, story, novel, or article into the world for public consumption, you have to send it to magazines, journals, agents, publishers, and the like. They decide whether or not they want your writing, and they send you one of three letters:

 

  1. An acceptance letter – you’re in! You’ve done it! You’re officially a published writer. Go buy yourself some candy to celebrate.
  2. A positive rejection letter – this is the “we’re sorry, we have determined you’re your story/poem/article/novel is not a good fit HOWEVER…” letter. These get into the nuts and bolts of why you were rejected, so you can make the necessary edits to your piece. Sometimes they even give you complimentary morsels to soften the blow or assure you that you nearly made the cut.
  3. A generic rejection letter – the cut-and-paste, carbon-copied, worst-case scenario. You didn’t make it. Thanks for submitting! Have a nice life.

Let’s Run the Numbers

In my time as a writer, I have received all three of these letters with way, way more generic rejection letters than anything else. Let’s see the totals, shall we?

Total Submissions: 108
Rejections: 106
Positive Rejections: 9
Acceptances: 2

Products on the shelf

That’s right, approximately 98% of my submissions have resulted in rejection letters. 92% of those rejection letters were generic, no-special-time-given rejections. From those numbers, I sound like a terrible writer. Maybe that’s even what some of you will take away from this: “Wow, why have I been wasting my time reading something written by an objectively terrible writer.”

Here’s the thing. In writing, especially creative writing, there’s no such thing as objective. J.K. Rowling was rejected by twelve different publishers before someone decided to give Harry Potter a chance, and that’s one of the most popular series of all time.

Writing is not a numbers game.

Rejection is Part of the Process

Rejection will always be a big part of writing. That isn’t a bad thing. That just means your intense, gory horror story won’t end up in a light-hearted magazine for pre-teens. Rejection makes sure that your writing will end up where it belongs. Sometimes rejection helps you realize that your story needs another round of edits.

Rejection is just another part of writing. Like editing, re-reading, proofreading. That process can be difficult.

It’s subjective. It’s frustrating. It’s discouraging.

But if you keep writing, keep submitting, keep getting up after a rejection letter addressed “Dear Writer,” knocks you down—

It’s satisfying. It’s invigorating. It’s the best thing in the world.

Jason’s Take

I wish I had begun to recognize the power of “humanizing” our stories as early in my career as Maddie has. As a marketer, the importance of vulnerability rings true. I realized over many years that I could buffer criticism by omitting that which was personal to me. I justified that my responsibility was bigger than weaving in my own story. I’ve since recognized this flaw, and am owning up to my convictions. When we weave our personal story into our marketing and brand message, we create the glue that our audience so much needs and deserves. Marketing messages and stories must be relatable; they must be human. That leap of faith takes courage, and practice.

Why Writers are Good Marketers

Why Writers are Good Marketers

Maddie Grey

Content Lead

Why Writers are Good Marketers

Writers and marketers are constantly thinking about what they say, and how they say it. They are always considering what motivates their audience and how best to connect with them. Both skills require the same vein of thinking. Turning your marketing skills into writing skills (or your writing skills into marketing skills) just requires a little bit of practice and maybe an attitude adjustment (Yes, you can write! Yes, you can build a successful marketing campaign!)

Marketers and writers have a lot in common. And no, I don’t just mean because they both write. Sure, writers churn out books, poems, articles, and essays while marketers type away at headlines, catchy blurbs, website content, and blog posts—but writers and marketers have more in common than their constant content creation.

I started out in writing. Before I really learned to write, I’d put together “stories” by drawings pictures and scrawling a few misspelled words on the same page. In the third grade I wrote a comedic super hero series not-so-subtly influenced by Dave Pilkey’s Captain Underpants. In the fourth grade I thought I’d be a publisher, and in the fifth an author. When I turned fourteen, I finished my first full-length novel. Since then I’ve published a poem and a short story, and I’ve graduated with a degree in creative writing. Long story short, I live and breathe writing, and I have my entire life.

When I started at Targa Media (as a copywriter—surprise, surprise) I knew all about writing and basically nothing about marketing. I’ve been picking up marketing tips from the Targa team, reading marketing blogs and books (thanks Seth Godin,) attending marketing conferences, and basically learning all that I can, however I can. Guess what I’ve learned? If you can write, you’ve got some potential as a marketer. If you can market, you’ve got some potential as a writer. I’m not saying that you can pick up either skill overnight, but in either case a lot of the same rules apply.

AUDIENCE IS EVERYTHING

A product or service can be marketed a thousand different ways. There are millions of poems about love out there, and all of them say something just a little different. For writing and marketing, audience drives how you say what you say.

Creating a marketing campaign for hunting rifles is one thing if you’re targeting avid marksmen—it’s another if you’re targeting vegetarians with no shooting experience. For one, you would focus on the benefits of this gun over the others on the market, focusing in on all the little things that matter to an experienced gunman. For the other, maybe you focus on ease-of-use and less kickback. Rather than using imagery related to hunting, you focus on home security or recreational shooting ranges.

 

Writing an article about photosynthesis for grad students studying biology is going to look a lot different than an article about photosynthesis written for elementary school students. The first would discuss how chlorophylls use sunlight to turn carbon dioxide and water into glucose and oxygen. The second might provide only the basics: plants use the sun to make food.

Motivation, age, and education are important factors to consider for both marketers and writers. Creating a marketing campaign without an audience in mind will lead to a bland, overgeneralized marketing strategy that falls flat and doesn’t really appeal to anyone. Writing without considering your audience can hurt your authority (don’t address grad students like they’re sixth graders) or prevent your readers from understanding and connecting with your content (don’t address sixth graders like they’re grad students.)

WRITE BETTER. MARKET BETTER.

In marketing, the goal of a campaign is fairly standard. Increase awareness, increase purchases, increase followers, increase clients—in one way or another marketing serves to make a business more successful. Writing can serve many purposes—to entertain, to persuade, to inform.

If you are a marketer and you are looking to improve your writing, think of every blog post or essay as a marketing campaign. What features and benefits can you use to drive your point forward? Think of your outcome (check out our blog on outcomes HERE) as your thesis statement and your features and benefits as your supporting points. If you are a writer looking to become a better marketer—flip the metaphor. You’ll be creating marketing campaigns and collateral in no time.

Jason’s Take

You may find it surprising that I’ve hired more “writers” than “designers” at Targa Media. This has most likely been a subconscious decision, but after reading Maddie’s article, I understand better why I have done so. Writers are storytellers who are almost always thinking about “motivation.” Writers must anticipate the motivations of their target audience, and create stories, characters and plots that resonate with that audience. That’s a powerful marketing skill, and not always as fine-tuned with us designers who are often more driven by concepts like “expression” or “craftsmanship.” Clearly everybody has their specialty, but for a small marketing firm like Targa Media we all wear a variety of hats. The most important of those hats is the one that helps us understand customer motivations. And THAT hat is often worn by our go-to writer—and marketer, Maddie.

The Desired Effect: Why Outcomes Matter More Than Features and Benefits

The Desired Effect: Why Outcomes Matter More Than Features and Benefits

Bob Stockwell

Marketing Consultant

The Desired Effect: Why Outcomes Matter More Than Features and Benefits

When you buy a product or service, you typically have a specific goal in mind, an outcome you want to realize. You schedule that furnace tune-up in October so that when January’s low temps come around your family gets to be cozy in your home. You buy that huge roasting pan because it’s your turn to host the family for Christmas dinner and a 20-pound turkey just doesn’t work on a cookie sheet. But until you have an outcome in mind, the features of a product or service just aren’t relevant. If it’s May, you probably don’t need to have your furnace operating at peak performance.

Your customers and prospects evaluate your solutions the same way. If you’re messaging isn’t based on the outcomes they want to achieve, you’ll have a hard time catching their attention. Features and Benefits come in to play once your prospects see that your solution matches their required outcome.

“So how,” you may ask, “do I flip my thinking to outcome-based marketing?” Start by creating a persona for your target customer—let’s call her Donna—and then put yourself in her seat. What is it that Donna wants to get done – what’s the desired effect?

Make a list of three to five possible results that Donna might have in mind as she starts looking for your solution, and then start building your messaging plan for each of those outcomes using your features and benefits to support the ultimate goal. We’ll use the furnace tune up example.

It’s mid-October, and the first chilly night comes suddenly. Donna flips the thermostat in her home from COOL to HEAT, and the furnace kicks on. OOF! What is that smell?!? Donna wonders when the filters were last changed, and quickly realizes she’s not even sure where the filter is or what size she needs. But that STENCH! Donna wants that smell gone, and she wants to know that the furnace will run well through the winter.

The desired outcome: comfort and security. With this in mind, you can now build a targeted message for the Donna’s in your target market and have a reasonable expectation that your outreach will resonate, increasing your pipeline and creating new business opportunities. You also get the opportunity to address an outcome Donna may not yet realize – that she wants a resource she can readily call to help her keep her home comfortable. She wants a relationship she can rely on. Make sure to create the right leave-behinds and engagement tools to help Donna feel confident that she made the right choice and knows you’ve got her back anytime.

At Targa Media, we excel at creating outcome-drive and persona-focused marketing strategies and campaigns. To do this, we consider five consumer types to discover true outcomes—Logical, Practical, Social, Innovative, and Nurturing. (Link to TraitMatch Campaign) Depending the type of consumer you are targeting, your messaging will need to match up to their traits in order to be authentic. Messaging that tries to target more than one type of consumer all at once becomes bland and overgeneralized, and fails to resonate with anyone as authentic. Moreover, the “desired effect” from the same product is quite different for different consumer types, even though the “features and benefits” are essentially neutral.

Let’s start a conversation on the outcomes you would like to achieve!

Jason’s Take

Marketers, take note of some key points from Bob’s article. In the final paragraphs Bob refers to “reasonable expectations” and “resonating messages.” As marketers I feel we have a lot of control over the authenticity of our product and message. I think we become less authentic when we try to manipulate our customers’ emotions. Instead, we would do well to meet out customers where they are. Our inclinations to “dress up the pitch” might seem genuine to us (after all, we’re in the business of dressing things up,) but as the customer takes the podium as the definitive diva who’s “always right” our roles need to shift toward “polishing the product” for our consumer’s desired outcome. Bob alludes to our fundamental responsibility (and, I might add, our self interest) to be genuine and transparent. The more messaging layers a customer has to peel through, the more trust you’ll lose among your target audience.

Selling Fire with Targeted Marketing

Selling Fire with Targeted Marketing

Jason Steed

Owner & CEO

Selling Fire with Targeted Marketing

Identifying your target audience is essential in marketing. How can your message resonate if you don’t know who you’re addressing? In order to cater to your audience and craft intentional, resonant campaigns and marketing strategies, you need to understand what your audience wants. Take your product, or a simpler product if you want to loosen yourself up, and think about what aspects of that product would appeal to different kinds of people. Simple exercises like these will help you strengthen your marketing message and appeal to the right audience.

Remember when you saw your favorite movie for the first time? For me, it was How to Train Your Dragon back in 2010. Maybe yours is The Matrix, Poltergeist, Iron Man, Star Wars Episode IV, or, heaven forbid, Star Wars Episode III. There are people out there who will agree with you and people who won’t. Remember when The Last Jedi came out? Online wars are being waged over that movie to this very day.

My point is, one movie isn’t going to appeal to everyone who sees it. Actually, one anything isn’t going to appeal to everyone.

So, when marketing a product, you shouldn’t try to attract everyone, and you shouldn’t market to everyone in your target audience the same way. That’s why it’s a good exercise for marketers to think about framing products for various customers. For the sake of this article we’ll look at a Practical Consumer and an Innovative Consumer (Check out Targa Media’s 5 persona system here). As for what we’re selling? There’s no need to get into the intricacies of film marketing today—let’s start with something simpler: Fire.

SELLING FIRE TO A PRACTICAL CONSUMER

Our practical consumer, Penney, is motivated by health and financial security. She doesn’t like to take risks and always thinks through her purchasing decisions. When targeting a practical client like Penney, your marketing campaign should present a proven track record. Every claim you make should be supported with evidence, Penney will notice if it isn’t. Penney will appreciate that fire can be used to create smoke signals in emergency situations—but she would need a supporting statistic about the effectiveness of smoke signals.

FEATURES:
Heat
Light
Smoke

BENEFITS:
Easy to make
Can be made with a variety of materials
Creates light so surroundings are visible, creates a barrier of safety
Sustains warmth and enables food preparation for survival
Smoke signals can be made if help signals are required

OUTCOMES:
I want to be able to survive on my own.

SELLING FIRE TO AN INNOVATIVE CONSUMER

Luc is our innovative consumer. Luc is motivated by discovery, creativity, and curiosity. He appreciates marketing campaigns with cutting-edge ideas. Your features and benefits should highlight the product’s creative potential or ingenuity. Luc will like that fire enables users to be creative by lengthening the day’s working hours. Point out that fire creates heat, and that heat can be transferred, a handy benefit for someone inventive like Luc. Innovative consumers will buy in to a product if it appeals to their creative side.

FEATURES:
Heat
Light
Smoke

BENEFITS:
Creates heat which can power inventions/machines
Warms rocks, transferring sustained heat
Provides light so creators can work after night falls
Creates light which enables long-distance communication
Limitless applications

OUTCOMES:
I want to create something new.

UNDERSTANDING YOUR IDEAL CUSTOMER

It can be tricky to properly categorize your ideal consumer. If you need a little extra help, contact Targa Media. We specialize in targeted marketing campaigns that will help you build stronger relationships with your best clients.

What’s your consumer type? Comment below!