CL snapshot: brand strategist jean railla

jean

a flash interview with jean railla

brand strategist

three words that sum up your job:

impossible! what i say is that i am an observer and creator of culture.

[I’m a:]

published author

freelance copywriter, with an emphasis on digital and social tools

instructor on ‘brand writing’ and ‘copywriting for the web’

cultural producer for public radio’s word of mouth

food blogger mealbymeal.blogspot.com

passionate cook

the highlight of your career (so far!):Get Crafty

creating the online community getcrafty.com (no longer exists) and publishing Get Crafty: Hip Home Ec with Broadway Books (Random House)

working with Nike (at R/GA) on the launch of NIKEgoddess

rebranding PS3 with a team of fellow parents

teaching cooking to kindergartners…

the best advice you’ve ever been given:

don’t take it personally.

if you weren’t a creative, you’d be:

full-time blogger/writer

Hendricks Gincopy or campaigns you admire:

i love how seamless of a brand experience the Hendrick’s Gin has created.  I also admire how Starbuck’s has created a public space with their coffee houses.

best two reasons to attend your Copy Lab event:

i offer new ways of looking at interactive media.

gain a better understanding to how brands are allowing their consumers to shape what they do.

jean joins us tomorrow for a look at digital advertising and the disappearing line between brand and culture. sign up now!

from jean’s portfolio:

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email copy that equals stellar sales

need help connecting the dots between your email copy and its sales results? sophie donelson, editorial director of C. Wonder and Monika Chiang, presented pertinent tips on how to make your subject lines, headlines and subheads rock the analytic charts. here are a few quick tidbits from our charming guest speaker if you weren’t able to join us:

tap the inverted pyramid technique.the inverted pyramid
break out your notes from journalism class and use this article-writing tactic to prioritize your message. the premise is simple: the most important info goes at the top, followed by significant details, followed by the least newsworthy stuff.

grammar rules: bend (or break!) them.
emails should be evocative and stir feelings. do whatever you have to do to make them that way. have a field day playing with fragments, hyphens and weird punctuation as long as your message stays clear.

subject lines: don’t get in the way of what’s tried and true.

new arrivals
sale!
introducing [insert new product]

you might balk at these subject lines because they seem so… blah. but sometimes what seems boring is actually just a straightforward way to get results — according to sophie, the three lines above are almost fail-proof when it comes to scoring good open rates. want some extra oomph? sophie swears by an ellipsis to add intrigue and up your opens.

stay out of spam: avoid these words.
don’t use the words “free,” “help,” “reminder” or “percent off” (the symbol % is okay though) in the subject line and you’ll help keep the email from the junk folder.

think of the subject line as a promise.
then ensure your content fulfills that promise once the email is opened. sophie offered a tip she read at copyblogger.com, a writing resource she recommends: the best subject lines tell what’s inside, the worst sell what’s inside.

hop online to cwonder.com and monikachiang.com and sign up for their mailing list to check out some of these tips in action.

we’ll see you next month (tuesday, march 12th to be exact) when brand strategist jean railla discusses the digital frontier and the space where brands and culture collide. reserve now to save your spot!

–kelley granger