Jared Matthew Kessler's Blog

Of course, like you I’m beyond excited! Drained. And overwhelmed with amount of time and energy all of this took to pull off…

However, I’m proud to say that it’s finally here! Massive Action Copywriting is live. Completely new. And as I hope you’ll see, it really is unlike any other copywriting service you (or I) have seen.

Although, I talked much about this whole re-brand process the last few weeks, what I guess I’ve come to realize, is that it’s not so much of a “re-brand” as it is a reinvention.

So what happens to “The Kick Ass Copywriter?”

To be honest with you, as of the moment I’m not quite sure. However, what I will tell you, is that the newsletter, blogs, Facebook and Twitter account will all be coming to you from the brand new site. It will (most likely) not be coming from “The Kick Ass Copywriter” anymore.

When will this start?

Although there’s still a few little tweaks here and there, this should all take place fairly soon. In fact, over the next few days (or weeks).

As some of you have already seen, I have the new Facebook fan page set up (which I would love for you to “like”). The new Tumblr is here. Twitter is reformatted… and just about everything else I can think of was switched over to the new brand.

Why the change?

It’s pretty simple. “Massive Action Copywriting” is a lot more of an accurate representation of who I am today (not who I was yesterday).

An often difficult feat to achieve, it’s taken approximately 4-6 weeks of all of my time and energy for me and the SUPER TALENTED Art Director I partnered with to do this (not including all the previous failed attempts, the new business logo, a new eBook, setting up new business forms, state licensing, etc).

Regardless of all of that craziness, here’s some of the changes you’ll start to see within the new business AND blog:

The business drastically improves.

For the last two years, I’ve tried a lot of different things. Some were a success. Others, were a complete flop. So here’s just a handful of things that I’m looking to improve on and change (at least for now):

I wont be doing anymore “Simple Solutions” packs. In replace, I’m doing a 2hr power session. This will be two (highly focused) hours, one-on-one (over the phone or Skype), after which, you’ll get a recap of our call… as well as a specific set of recommendations and next-steps you’ll need to follow through with. Who it’s for? The person that can’t necessarily afford to hire me to do their entire site, but still needs to get some great results (for the money) with their business.
I’m encompassing a lot of “Creative Direction” beyond just providing copy. What you discover without having any creative direction – someone to help guide most of your creative work – most of everything you hire a Copywriter and a Graphic Designer for, tends to fall flat and…
For more of a detailed list of all the changes I’m doing with Massive Action Copywriting, you can read more about it here.


The blog becomes more of a community.

Incase you haven’t noticed, I love writing but…

To be completely honest with you, some of the participation on the previous blog, hasn’t been that great – most of which I take complete responsibility for. However, to stay relevant and to adapt to the ever changing demands of today’s world, what I’m trying to implement and change with the new blog is:

To not really make this a blog about me, but to make it more about you. And about, “Challenging the ordinary and building your brand.” For that, you’ll need to get more involved in a community like this. Running a debt-free business, I can only do so much. But together? I feel like we can accomplish a LOT! And just incase you don’t know, I’ve met some pretty amazing, people and businesses throughout this blog – which I hope you get a chance to meet as well (and hope they finally might come out of their shell – you know who you are).
To give more. And do better. You can visit the main blog here and see some recent posts that talk about this.
To open up the ability to comment on posts again. As a matter of fact (and tried this a while ago), I’d love to get your thoughts on exactly what it is you’re looking for in a blog like this. Trying this a while back, I found I answered a lot of people’s questions through posts… but I rarely heard back from them – which I’m hoping won’t be the case this time around (but that’s entirely up to you).
To make the blog more of a community, than just a website. As I’m trying to explain, I think we all have so much more in common, but feel as if we barely know you. 

And last but not least…

I wanted to let you know about a new eBook I wrote entitled, “Give More. Do Better. How To Stop Going Big And Start Going Massive.” It’s free (for subscribers to the new blog) and talks a lot about the philosophy of my new business and a TON of other things I learned these past few years – information that I thought was important to share with individuals like you.

I also wanted to take the time to personally thank each and everyone one of you who’s been a part of this crazy transformation and for all your hard work, support and for not quitting on me! There’s been a lot of times we all felt like quitting and throwing in the towel, but I can’t tell you how happy I am that you stepped up to the plate and came through!

Now if I can just get those new business cards, fixed… everything should be fine. LOL.

So that’s it, for now. Can you believe the new site is FINALLY here and we actually got through all of this?

 

October 29th was my 38th birthday (thanks everyone for those bday wishes)…

And although I’m just a few days away from launching the brand new site, I thought it would be appropriate to talk about the 38 things I learned this year – both the good and the bad.

After reading them through, I’d be interested to hear your comments, thoughts and whether you can add or relate to any of them (they’re in no particular order).

Ready?

Make a call instead of sending an email – a lot of times people will misinterpret what you say. Not only that, you can’t add a voice inflection over an email.
Not everyone will get your sense of humor.
Just because someone calls you and wants to do business, still doesn’t guarantee you’ll do business with them.
When someone sends you an email, return it.
It’s always better to tell someone the truth in business, but not everyone will appreciate it.
Meet and do business with someone face to face (Skype doesn’t count).
Talk. Don’t text.
You can accomplish far more in a year, if you actually take the time to stop and look back on it.
It’s really easy to gain 30 lbs.
You need people in your life you can trust.
Dogs don’t always listen as well as they should.
It’s really hard to find great people to work with. Someone who’s both professional and creative.
It’s really hard to be nice sometimes, when people aren’t nice back.
Instead of seeking revenge, know that what goes around comes around (it’s out of your hands).
The voice inside your head is really powerful. You have to tell it to shut up every once and a while.
Most of the thoughts inside your head, aren’t yours.
You’re worth more than you think you are.
Being patient isn’t all it’s cracked up to be.
Having high standards costs a lot more.
Some people misinterpret passion as anger.
It’s hard to tell who can take a joke (and who can’t).
Watch the Comedy Channel more often.
Pat yourself on the back at least once a day over something great you did (even if it’s not as “great” as you think).
Believe that everything’s going to be ok.
Don’t forget to breathe.
It’s ok to smile.
A great designer and someone who can implement great design into a web site are two completely different things.
Some people think they know you, but they never will take the time to.
Style is important (but not to everyone).
Nice clothes make you feel better than crappy ones.
You can be open to everyone, but be careful how “open” you are to others that don’t really know you.
You don’t need a lot to be happy.
Friends are just as important as family.
Aromatherapy (at least once a week) really helps.
Paying attention to the details is really important, but just getting something out there is probably more important (you can tweak things later).
I’m still amazed at how important having a great mentor is (and why more people don’t have one). Here’s a great place to start (it’s free).
Corgis are the best dog ever!
Being yourself always seems like the right thing to do, but it can also be hardest.

Anything I missed? Have something else you like to add? Comments are open.

Although I’ve entered, “The Bored Room” with my own particular brand over the last few months, I look back over this past year of my business when I started, “The Kick Ass Copywriter” (in July 2010) and can’t help but notice how much has changed. Looking forward to the brand new site and business that’s slated to go live come November 1, 2012 there’s a lot to look back on.

For one, I have a lot more experience working with major brands. Getting to work with a lot of recognized ad firms in Seattle, it’s been amazing getting the chance to collaborate with some very talented creative professionals. From having the chance to work with very well-respected designers, Art Directors, Creative Directors and more… it’s been really rewarding, but also quite a challenge because…

The quality of work expected, is high. The time to do it in, is short. And it seems like every particular firm I’ve been writing copy for, they’re always looking for faster and better. Yet at the same time, it’s always forced me to rise to the occasion. To not just come up with creative one-of-a-kind ideas and copy, but to be able to work with others in a professional manner too.

However, what makes me the proudest, is when a client doesn’t just like my work, they love it. Having it seen by millions of people around the world and translated into various other languages, it’s pretty amazing to see where I’ve been, and where I am now.

This very growth spurt, is what’s forced me to re-brand the entire business. My hopes? Turning the “The Bored Room” to the “I’m-so-excited-I-won’t-know-what-to-do-with-myself-room.”

Thinking back to how I can help simplify so much of what I learned, into something as bite size as this blog, I keep coming back to one idea. In fact, just one word.

Standards.

Standards separates a Mercedes from a Kia. It separates Nordstrom from Walmart. It separates the mom-and-pop shops that are confounded with hardcore fans, and the mom-and-pop shops that might barely have even one fan.

It’s also something that I think we all have to look at in our own business because time and time again, it seems those with the highest standards, can get away with charging the most amount of money. It’s why I chose the designer I’m working with (over the hundreds I’ve seen over the years) and why I’m really working hard to make a copywriting website unlike any other I’ve seen – something that backs up the kind of service I would like to provide as a more boutique high-end type of service for established businesses looking to do what’s not being done.

Although we’re still a few more weeks away from our launch, I’m wondering what one particular word you feel has had a MASSIVE impact on your businesses and why?

Comments are open.

If you’ve been following my blog (or have been on my mailing) for the last few months, you’ve probably seen a lot about “branding” – a highly apparent yet somewhat invisible part of your business that attracts (or repels) the kinds of customers you’re looking to close the deal on.

On a bigger scale, you’ve witnessed a lot of rebranding out in the world these days from Old Spice, JCrew, Burberry, Harley Davidson, UPS, Microsoft and a number of years ago – before they blew up – Target went through the same exact thing (before you even thought of stepping foot inside there).

In short, when you “rebrand” a business, it’s all about changing a particular feeling and perception that everyone has about your products or services – taking a lot more work and research than most of the world may ever care to know.

The reason I’m talking about it in 3 parts? Their’s frankly a lot to say about this and…

I’ve personally entered “The Bored Room” with my own unique brand – coming to realize that it’s finally getting time to step into a more accurate representation of who I am today and the kind of direction I see myself going in the future (for real this time).

It’s an important change that’s already happened internally for a number of months. But now it’s time to start doing this externally using; new photos, a new business name and website, brand new business cards, color schemes and more.

Why is this important to mention or talk about?

Because businesses these days are forever changing and growing. They evolve. They look at where they were versus where they are now and say to themselves, “We’ve outgrown who we used to be and who we like to work with. Let’s look to the future and grow into everything we know we can be, instead of everything we used to be.”

ARE YOU STANDING OUT FROM THE NOISE OR JUST ADDING TO IT?  Increase your sales with words – helping you or your business go from copywrong to copywrite by getting inside tips, tricks and kicks delivered straight to your inbox. It’s free. Subscribe today (if you haven’t already done so) and receive one-of-a-kind access to any new products, services and more.

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).

It happens when you’re starting to outgrow your brand. Looking to evolve (not perish). And something you’re going to start to see, is going to change everything I’m about to do. And everything you’re about to see in the coming months…

Leaving “The Bored Room” with a deeper yearning of wanting to accurately represent who I am now, not who I was then.

Looking back on my second year in business, as a professional Copywriter, it’s something I’m proud to step into, but is also a bit scary – taking my business to the next level.

The first year I started (July of 2010) I was just trying figure out how to do what I do, as a business. I studied Copywriting for about 2 years prior. I applied what I did on my own. And for about another year, after seeing the reaction people had to what I did, I knew I was a great idea to pursue as a business (even despite the fact that just about every ad firm out there gave me the cold shoulder).

So what does this mean to you?

With practically no investment or advertising to start, I created a profitable business since day one practicing what I preach (without acquiring any debt). Meaning, I used my skills in Copywriting to get my work, Copywriting.

From that, I “grew my mailing list”  (which just sounds so inauthentically weird to me). Developed what I was great at. And learned how much different I was than any other individual that does what I do – one of the most important things you’ll need to figure out and learn, if nothing else.

From there, I did some work for a number of boutique ad firms in NY, Chicago and Seattle. Stepped up to write copy for bigger brands like; HP, Microsoft, T-Mobile and more! And find myself…

In “The Bored Room” again.

It wasn’t until I sat down with my good friend and mentor (whom I haven’t seen in about 5 years now) that he said something that made all the sense in the world, but just didn’t click until now. Having built a number of million dollar businesses over the last thirty years, he looked at me and said that he couldn’t send any business my way.

I thought, “What?”

He said, “Well yeah. You have ‘ass’ in your name.”

Thinking back to my earlier days (although it’s really not that long ago), I remember this really unique philosophy I adopted from a lot of other people I didn’t personally know, that talked all about the people you choose to work with by how you communicate what you’re about. Looking back, I experienced turning people off to my business just because of the name I chose to represent it (not just from my own mentor) but looking back over the past year, I would say at least a dozen other people who told me they couldn’t refer anyone to me, or did, but were a bit “scared” to work with me.

It was then that I realized I had probably lost tens of thousands of dollars in business before even having a chance to even talk to anyone about what it is I can do for them and…

I guess I came to the conclusion that I’m not willing to lose that kind of business anymore (part 2 coming soon).

ARE YOU STANDING OUT FROM THE NOISE OR JUST ADDING TO IT?  Increase your sales with words – and lose the greasy sales pitch. Help you or your business go from copywrong to copywrite by getting inside tips, tricks and kicks delivered straight to your inbox. It’s free. Cancel anytime you like. Subscribe today (if you haven’t already done so) and receive one-of-a-kind access to any new products, services and more.

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).

Need a website written that you’ve been putting off? Maybe one you can’t seem to figure out what or how to write – generating the kind of business you’re looking for using just the written word (without the greasy sales pitch)?

From now until Saturday July 28, 2012 (midnight) I’ll give you 50% off my entire website copywriting service to save you the time, money and frustration of having to figure it all on your own or giving it to someone else to do, that you don’t quite know or trust.

“Jared is a charming, clever and detail oriented writer–who always puts his best voice forward. Known for thinking outside the box, Jared was always my go to guy for quick and dirty copy solutions. He was always willing, whether he was on my project or not. I’d recommend Jared for any position needing a fresh approach. If you get the chance to work with him, don’t hesitate!”

-Lee Shaw, The Garrigan Lyman Group, Freelance Graphic/Web Designer

How it works it pretty easy:

In just 2-3 weeks from now, I’ll deliver to you (or your designer) completely new & original website copy – something that actually works to bring you business. Generate additional income. And talks to your customers in a language they understand and can easily act on (that’s also in alignment with you and your brand WITHOUT “the greasy sales pitch” most don’t know how to avoid).

With this offer you’ll receive:

A Business Diagnostic Questionnaire that let’s both you and I know everything we need to know about what makes you different. Unique. And comfortable, having someone like me write your copy in a way that’s in alignment with you (and your brand).
A copywriter with over 5 years experience who’s helped to generate millions of dollars (see samples below) for some of the biggest and smallest brands in the world.
A creative yet professional individual who very much values results, trust, and doing what hasn’t been done.

So what makes me so great?

For more than 5 years now I’ve taken on a wide variety of copywriting projects that encompass just about everything in my field.

This includes all written ad copy from conception to completion of worldwide ad campaigns, video scripts, marketing collateral, web copy, banner ads, company wide newsletters and more. From hundreds of blogs to national publicity, I’ve put on live workshops and have taken on outside client work from just about every field of business out there (around the globe).

Some recent clients include; Hewlett Packard (HP)/DraftFCB. T-Mobile/The Garrigan Lyman Group (GLG). Acer Computers/Radarworks…

And more!

From Fortune 500 brands to small businesses and ad firms you’ve yet to even hear about, I’ve written simple, effective copy for financial coaches, lawyers, consultants and just about any business (with a budget) under the sun.

“Jared has an amazing way of cutting right through all of the noise and zeroing in on EXACTLY what needs to be said. After very little time, he completely nailed my personality and branding, and wrote me a very simple website that started to get results IMMEDIATELY. With a lot less writing than I see other sites using, he communicated a LOT more and made something very complicated seem very simple.“

-Mindy Crary, Creative Money, Founder/CEO

Here’s just a handful of website’s that I’ve recently written the copy for and seems to be generating some amazing results:

https://lifeline.t-mobile.com/

https://purchasedgereseller.com/

http://galaxy-s.t-mobile.com/samsung-galaxy-s3 (click on “watch overview” – I wrote the 1:57 copy for the video)

So what happens now? What does my website copywriting service include? And how much should I expect to pay?

Since I love making things, super simple for clients. Stress free. And as useful as possible, from now through July 28, 2012 instead of paying $3,995 to $6,000 for a brand new 5-8 page website…

You’ll get the same exact copywriting service for 50% off – paying just $1,997.50 for an entire custom-copywritten website.

What if you need more than just website copy? Have a website that is longer than 8 pages? And have additional questions about how I work and more?

Let’s talk!

I’ll make sure we figure something out and set up a call to answer any/all of your questions, so you feel 100% comfortable with moving forward with your project. Ok?

I’d love the chance to work together to get business BOOMING for you (or even someone you know)!

Just fill out my online form here or send me a direct email here at jared@thekickasscopywriter.com letting me know you’ve seen this offer and would like to work together on your website copy (or another project).

“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

A good friend of mine said it to me this way, “Not working together will cost you more in lost sales than just paying someone to bring in those sales.” Seriously?

As I look back on those people who wanted to use my service and didn’t, I’ve seen that they’ve cost themselves thousands dollars more in lost sales and time (trying to do what I do) and/or “waiting for the right time” because…

Let’s be honest, it’ll take you a really long time just to try and figure out how to do this all on your own (and most of the time it ends up not doing much of anything, because you’ve spent a lot more time away from doing things outside of what you’re great at) so…

Please don’t make this mistake! Do what you do best and leave the rest to someone else.

From now through July 28, 2012 instead of paying $3,995-$6,000 for a brand new 5-8 page website… I’m only going to charge you ½ (which roughly comes out to $1,997.50) for a completely new, much more effective, original and one-of-a-kind website copy that you’ll be proud to share, promote and talk about (not embarrassed – like most).

It’s simple. Get a working (or re-working) website with original, custom copy you can give to any web designer within just 2-3 weeks – or shorter.

Just fill out my online form here or just send me a direct email here at jared@thekickasscopywriter.com letting me know that you’ve seen this and would like to work together. That’s it!

“Kick Ass, indeed. Jared is a bubbling cauldron of positive energy and enthusiasm. He brainstorms brilliant concepts and then figures the best strategy to implement them into action. He’s a straight shooter who gets things done on-time and correctly. Jared is motivated to help his clients succeed. He’s a great advocate to have on your side when you are looking to take your brand to the stratosphere. Highly recommended.”

-Dave Waite, Zookeeper.com, Founder/CEO

I’m really look forward to having the chance to FINALLY work together. Excited?!

*Jared

From smaller businesses just starting out to larger 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).

“The Big Idea” is the one thing just about every single ad firm around the world searches for to help nail down a messaging campaign for their client. It’s something that’s unique to a particular brand – big or small – and something that (for the most part) hasn’t been done, yet.

But at the same time…

It’s something that communicates as much as it can about a particular brand, in the fewest words possible. Something simple. Unique. And something that can be communicated across multiple platforms (TV, radio, print, web) to where you – as a client – get to communicate to your audience exactly who you are and who you’re not.

It’s the one idea you can sink your teeth into, that hits your target audience in a way that doesn’t have you standing on the street with some funky sign pointing and shaking it every which way to just get someone into your store (if you even have one) to buy whatever it is you’re selling – with words.

So what is it about you or your company that separates itself from the competition? And how can your copy illustrate this in as few words as possible – while communicating the type of feeling and emotion you want others to experience?

For me, after all the data, research and understanding of a particular brand and its competition comes into play, it always starts with the big idea. It’s the trunk of the tree – to where the branches off of it, become the rest of your marketing.

It’s in who you are (and who you’re not). You decide that. But your audience often dictates it – by what they buy and don’t buy, always nudging you to pay attention to what works and what doesn’t work to where…

You must decide when the right time is to go another direction (or keep doing exactly what you’re doing – because your brilliant ideas are working).

But here’s the thing. You’re either going to go all in with your big idea or just dip your toe into it. Sometimes it’ll work. And sometimes it wont.

For some this is scary. For others, not much is on the line other than being scared to fully embrace who you are in what you do. It’s a coming out party you’ve yet to have with yourself, because of how you feel others might perceive you but…

What’s “the big idea” if don’t have the audacity to share it?

ARE YOU STANDING OUT FROM THE NOISE OR JUST ADDING TO IT? Increase your sales with words – and lose the greasy sales pitch. Help you or your business go from copywrong to copywrite by getting inside tips, tricks and kicks delivered straight to your inbox. It’s free. Cancel anytime you’re bored. Subscribe today (if you haven’t already done so) and receive one-of-a-kind access to any new products, services and more.

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).

The single most important first-step in getting your prospect to read what you wrote is to Marry the Bacon. In other words, finding some sort of way to get your customer’s attention.

Without it, no ad, campaign or message will ever be heard.

The problem lies, though, in the attention seekers – the people who just want attention, just for the sake of needing attention (without it really going anywhere) because…

People could take it the wrong way and you could lose your shirt because of something your audience misinterpreted. But don’t, and you could slowly lose your business in dull, bland, invisible messaging and ads that do nothing but cost you time and money on words and marketing that may sound great, but no one ever takes the time to even read.

This is why I call it, “Marrying The Bacon.” Meaning, you must get someone’s attention, but also make it relevant to your audience – have it make your point not so much in the beginning, but in the end of your copy to have both your brand, marry your copy. And your copy marry your brand.

Inspired by this great Jack In The Box ad where they have some random guy marry bacon, it illustrates exactly what I’m talking about. In fact, most of the Jack In The Box commercials do.

Why?

Besides having a great ad firm manage their account that employs award-winning Creative Directors and Copywriters that pitch varying ideas and concepts to the client (who also knows how to execute them)… they know the importance of getting a customer’s attention, then directing it toward their client’s product or service.

Reverse it, and tell someone about your product first (without any attention or even rapport for that matter) and…

What happens?

No one even knows it exists – especially with how crowded today’s marketplace is.

So marry the bacon! Take a chance. Get someone’s attention, but do it right.

ARE YOU STANDING OUT FROM THE NOISE OR JUST ADDING TO IT? Increase your sales with words – and lose the greasy sales pitch (without losing your shirt). Help you or your business go from copywrong to copywrite by getting inside tips, tricks and kicks delivered straight to your inbox. It’s free. Cancel anytime. Subscribe today (if you haven’t already done so) and receive one-of-a-kind access to any new products, services and more.

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).

I know it’s a bit counterintuitive. After all, we all start off with an idea to make millions – striving to be the next Facebook, secretly hoping to conquer the world from our tiny little bedroom (so we can later brag about it on Facebook) that we’re “secretly conquering the world in our bedroom.”

But what if you could do much better with less? With small. With something that’s a lot less stressful. And let’s you feed a lot less mouths – having more than most people might even dream of?

Welcome “Crumble & Flake Patisserie” to the neighborhood.

The interesting thing about it?

They sell out of pastries every single day they’re open. And fast! Not only that…

After they sell out. They close.

Why?

Why wouldn’t they (after doing the math – keeping in mind I don’t know anything about their business, the owners or their pastries)…

Here’s why.

Start with the big idea. Open a bakery, but keep it small (thinking they make about 500 pastries at $2 a pop). Have a handful of people run it and bring home $5,000/wk. $20,000/mo. $240,000/yr.

Baking.

Close around noon (when they usually sell out) and have people read a sign to please come back the next day because you sold out. The lesson?

Start big. Go small. Shhhhhhhhhh.

SHARE YOUR THOUGHTS. KICK SOME ASS. 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? Share your thoughts. Kick some ass.

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).

Sundays are great. To me they’re a mixture of doing laundry, eating breakfast at Oddfellows (here in Seattle), and spending quality time with my girlfriend Kelly and our laugh-out-loud corgi Bailey when…

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).

 

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