Adventures in Amazing Copywriting #4 – Variations on a Theme

eggspectation.jpgToday’s adventure comes to us from Eggspectation – a theme restaurant where the egg is front and center. Just look at their mission statement:

We are a company committed to innovation and eggcellence. Meeting your “eggspectations” is part of our everyday eggsperience, striving to surpass them is what makes us “eggstraordinary.” On this notion, we strive to achieve the best possible in food quality & service while maintaining an overall relaxed & pleasant atmosphere. Welcome to what we call “le cirque des oeufs” an all-day eggsperience.

Looking around at the eclectic decor you can see how the egg theme is all around you through sculptures, paintings & knick-knacks. Even the backs of the chairs bear a familiar oval shape.

The menu is chocked full of continued creative copy with items such as:

– Muffin Eggplosion

– Egg-Chilada

– Eggcitement (French Toast)

– Eggsuberant (Breakfast Combination Platter)

– Uneggspected (Steak & Eggs)

Why this works:

1. Consistency – Using the same word over and over and over again helps solidify your brand in the minds of your customer. Repetition leads to recognition which leads to referrals.

2. Creativity – Clever copy causes clients to stop and think (and maybe even chuckle). Using words in a new way is a great way to help you stand out from the crowd.

3. Capitalize – Creating your own words gives you terms that you can trademark.

How to Talk to Strangers: Finding the Right Tone for Social Network E-mails

One of the effects of social media is the ability to connect with so many people. We are able to reach out and form connections without regard to time or location. However, as in real life you never get a second chance to make a first impression.

Here are two examples of e-mails that were sent to me through my social networks:

Dear Ms. Andrea

It is a great pleasure to be on your friend list with such intellectual and varied expertise. I feel we need to be in touch if not daily basis but at least on weekly basis for enhancement of knowledge with the experiences. Can I look for interactions to share these thoughts?

Have a nice weekend and warm wishes.

OK. Let me get this straight. You noticed that I’m a marketing consultant and you want to pick my brain every week. What’s in it for me? How is this a mutual exchange of knowledge? Plus, I’m so flippin’ busy that I can barely talk to my parents every week. Why are you different? Why should I bother forming a relationship with you? Why, why, why, why, why?

Needless to say, this is an ineffective way to form a relationship. You can’t force it or put boundaries around a new relationship. You have to get me interested first and then if we have chemistry we can choose to meet every week. Baby steps.

Here’s another e-mail that was sent:

Hi Andrea,

I am a proposal manager with a small consulting firm. My clients have been offering me more work than I can handle. I work as part of a tight-night community of consultants, but our current consultants are contracted through August. I would like to expand my network of consultants and was intrigued by your bio. I would really like to talk with you to see if you would have any interest – or know of anyone with the skills and interest – to provide proposal writing services. The pay is exceptional and the work is very much in demand. In most cases, the work can be performed remotely/virtually.

If you are interested, or know someone else who might be, please call me at my home office or e-mail me.

Thank you!

WOW! Of course I’m going to call. The benefits are clearly outlined and there’s a reason I should call. It’s obvious that this person took time to read my profile. I feel special – and obviously will get in touch right away.

When sending e-mails through your social network, keep it:

1. Short – Get to the point of your message quickly so I can easily “get it” and make a decision.

2. Conversational – I don’t want to feel like I’m being “sold.” I want to feel like I’m making a new friend.

3. Beneficial – Focus on what’s in it for me, not what’s in it for you. Give me a reason to reply.

4. Personal – Read my profile and reference specific points to make me feel special.

5. Actionable – How do you want me to get back in touch? Call? E-mail? Here’s Why I’m Totally Addicted

I belong to a LOT of social networking sites and I love it. My latest craze is – a social networking site specifically for communicators (folks in Advertising/Marketing/PR, etc.)

What sets myragan apart from the gads of other networking sites I belong to?

1. Industry focus – Marketing folks seem to have their own crazy way of doing things (which is part of the reason why I find my job so fun.) It’s engaging to be plugged into a community that genuinely “gets” the way you operate.

2. Content Quality – Myragan is resource-rich and well organized. The forums are outstanding and the quality of the posts reflects the professionalism of the community. My favorite spot to visit is the funny pages – where I can find clips from youtube or other media to make me laugh.

3. Community Involvement – Most social networking sites are pretty laissez-faire when it comes to direct communication with users. Not so with myragan. They have a dedicated staff that reaches out and makes you feel at home – so if you’ve never ventured into the online community, this would be a great place to start.

4. Intuitive Navigation – The menu bar makes myragan easy to navigate and operate. This may sound simple and “duh”, but trust me – with lots of sites it feels like you need to learn a second language just to understand the navigation. Myragan’s simple design has me sold.

So, if you’re a member you can check out my profile. Feel free to send me a friend request if you’d like to network. Cheers!


Andrea Morris is the Chief Idea Officer of Write Ideas Marketing and specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit

Ideas on using for marketing

meetup.gifLast fall I stumbled upon a website called The concept is simple – a place for people with like-minded interests to organize events and meet in real life. To me, this site takes social networking and Web 2.0 to another level because of the healthy dose of reality. Users are no longer tied to their keyboards – which has some useful advantages for your marketing efforts.

Here are some ways I’ve seen used first-hand for marketing purposes.

1. Promote Your Product – I belong to a meetup called the Reston Pug Club. Pug owners get together once a month at a local dog park to hang out. One week a savvy bakery showed up with their pug and enough homemade dog treats for the entire pack. The free samples were a big hit and the enterprising baker walked away with lots of new business.

2. Focus Groups – Another Meetup I frequent is called Ultimate Success. The group organizer, Ayda, wanted some feedback on a program she is creating to help people achieve their goals. Using she was able to bring together a focus group to try out the program and give honest and objective opinions.

3. Networking – My friend (who I met through meetup) Dean Hua is a master at using to promote networking events for entrepreneurs in the DC metro area.

4. Sponsorship – Could you provide an existing meetup with funds to pay for the site fee ($15 per month) or a convenient place to meet in exchange for mention on the meetup site?


Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit

Calling all interesting business websites

For my column in Smart Business Ideas Magazine I’m on the hunt for interesting websites business owners can use.

I am NOT interested in anything related to “make money now.” Instead, these are resources or new technology.

Examples I’ve already published:

Why Link Love is Bad for Your Blog

Fresh out of college I worked selling ad space for a regional lifestyle magazine. It was a tough sell because the magazine was about 80% advertising and 20% editorial – and people caught on. The lack of original content was ultimately what caused the magazine’s demise.

Similarly, I can predict the same fate for blogs who evangelize link love strategies. Simply creating a list of other blogs or writing a post to the effect of “Read this blog – it’s good” is an ineffective long term strategy for building a quality blog.

If you look at some of the best blogs out there – blogs like ProBlogger, Seth Godin, Copyblogger, or How to Change the World, you’ll notice they never re-hash other people’s ideas. If they do link to another blog it’s with a purpose. If they reference an article they state their opinion. If they use a “tactic” it’s subtle and buffered with mounds of original content.

Unsure you have what it takes to come up with original content on a regular basis? Maybe you shouldn’t be blogging in the first place.


Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit

Effective Marketing with

myspace-log.gifToday while checking my account I found the following message from author Paco Ahlgren. On my profile, I list my interest in Taoism and quantum physics – so when I received this message I was glad because his book pertains to my interests.

The message is easy to read. It’s not salesy. It’s conversational style lets me make up my own mind.


My first novel, Discipline, will be published July 2, 2007 by Greenleaf Book Group Press — a small independent house in Austin, Texas.

The book is a philosophical, psychological thriller exploring the connections between eastern philosophies and modern philosophies of science — focusing on Taoism and quantum physics.

“For two nights in a row, I stayed up past 3AM reading Discipline… In the hands of a lesser talent, the treatment of so many deep topics could easily turn superficial or stupefyingly dull. But throughout this exciting white-knuckle metaphysical adventure story, Ahlgren maintains a surprisingly light touch…expect to learn some edge physics, to peek into the details of exotic financial transactions, and perhaps to gain new insight about what it might really feel like to be an enlightened being.”– Nick Herbert, Ph.D., author of Quantum Reality, Faster Than Light, and Elemental Mind

Please add me to your friends list with the button below. I’m always looking for comments and criticism for all my work, and I would love to have your thoughts.

Pre-order your copy of the Discipline hardcover at now for $16.47 — 34% off the regular cover price.Pre-order your copy of the Discipline hardcover at now for $16.47 -- 34% off the regular cover price.
You can read the Discipline sample chapters at

“Science, politics, economics and spirituality fuse explosively in this visionary thriller. In some far future–or is it past?–Philip K. Dick nods with satisfaction.”–Jeffrey Satinover, physicist and psychiatrist, author of The Quantum Brain.

Douglas Cole is being hunted—and protected—but he doesn’t know it. His life has been shattered by inexplicable tragedy, his mind haunted by ominous visions, and yet the more he questions the horrifying events plaguing him, the more elusive the answers become. Pushed to the brink of insanity, Douglas begins a desperate psychological battle with an enemy he can’t see and doesn’t understand, the outcome of which will determine the fate of humanity.Discipline dissects our assumptions about the limits of perception in a way that will terrify you as much as it enlightens you, weaving blunt, gritty realism with spectacular scope into an intricate thrill-ride that will drive you to turn each page as quickly as possible, while at once demanding that you slow down enough to absorb every critical detail.No matter how much you prepare yourself, the revelation at the end is going to blindside you, leaving you questioning reality in a way you never would have believed possible. And yet, once you recover, you’ll find yourself back on page one right away—looking for answers to questions you didn’t even know to ask the first time around.

“Ahlgren deftly melds the intimacy of one man’s personal journey of self-discovery with cosmic, mind-expanding concepts of quantum physics, time travel, and multiple universes. This stunning and skillfully constructed story is a page-turner that haunts you long after you’ve closed the book. Discipline is a masterful first novel that rivals the works of many more mature authors with dozens of books to their credit. I look forward with delicious anticipation to everything Ahlgren writes in the future.”– Marie D. Jones, author of PSIence: How New Discoveries in Quantum Physics and New Science May Explain the Existence of Paranormal Phenomena.