Hardwood or Laminated Floors – Which Ones Are Better?
The carpentry skills of a craftsperson really shine during restoration work, which requires meticulous attention to detail. Advanced search in highland regions of Southeast Asia, most men learn the carpentry skills to build their own homes of wood or other plant materials. Carpenters in highland villages generally work with hand tools, using no electricity.
The advent of modern machinery and changing building techniques has meant that traditional carpentry skills are becoming increasingly rare. Formed in 1872, our Angus firm is still owned by the Sturrock family and holds traditional carpentry skills in high regard as well as demonstrating a mastery of the latest technology. We have unrivaled experience of working with wood for more than 130 years and passing on the carpentry skills learned in that time.
Carpentry in Bedfordshire, Buckinghamshire, Hertfordshire
Of course my advice to business people who want to write their own ads should be, don't - use a pro writer like me. (We're really good and we've got mouths to feed.) But when you want or need to write ads or promotional text yourself, here are some tips that will help you come up with a message and concept that work.
To keep this simple we'll use Joe the carpenter as our metaphor. I know carpentry doesn't have a lot in common with major business corporations. But the principles of how to approach promotional writing are identical, whatever the subject matter.
So what have we got, with no frills?
Joe the carpenter is really good at making things out of wood
We'll get a lot more done a lot faster if we forget that and instead focus on what we want to achieve.
Joe wants to increase and consolidate his business as a carpenter specializing in woodwork for people's homes in this area.
Now we need to figure out the best way for him to do this. In the advertising world this would be handled by the planners/account team etc., not the copywriter. But we're talking DIY here. So first step is, take a closer look at Joe's target audience. Who are they, and what do they want from carpentry?
Joe the carpenter's potential customers are well-heeled local home owners who are prepared to pay well, but only for high quality work and service they can depend on
What do we deduce from this? Obviously, a low-price story won't impress them. In fact if anything it will put them off Joe.
What is likely to work is a quality story. Also, we notice an element of insecurity here too, which we can use to help establish Joe's reliability. More of that later.
Because you really care about the quality of everything in your home, only Joe is good enough to do your carpentry.
That's lumpy, so let's develop a concept that says it in a shorter but sharper way. (Concepts are prettied-up versions of the message, on which you then base your final headlines and copy.)
Only you value the quality of new woodwork in your home as much as Joe the carpenter does.
I like that as a concept, but it might be seen as not hard enough, even for this end of the market. What about a concept that touches on the insecurity issue (mentioned above) as well...
The dependable handcrafted carpentry service your home deserves... now available from XXXtown's leading expert Joe the carpenter
Or this, making even more of that insecurity...
Chances are, most carpenters could do a good job on the woodwork in your home.
If you don't want to leave it to chance, call Joe the carpenter.
All this is the approach I use when writing ad or promotional copy. Other pro writers will use a slightly different approach. But there will be many common denominators, because the basic method works.
If I had to pick one single element from this as the most important of all, I'd say remember my cute little phrase: features smell, benefits sell. If everything you write for this purpose is benefits led, you won't ever go far wrong.
"Powerwriting" by Suzan St Maur (Prentice Hall Business / FT Management 2002)
This article first appeared on the US website, MarketingProfs.com
The Work of a Carpenter
Carpentry is hard work. I don't know this from experience, but from observation. My husband, who is not a carpenter by trade, occasionally builds things - something to make our lives easier. Sometimes I hang around just in case I'm needed and learn a lot from watching him work.
Carpentry has to be precise. If things don't fit together the way they are supposed to, modifications have to be made and that is even more work. Unfortunately, you can't count on every piece of lumber being exactly the size you expected or that it will be perfectly straight. Some are bowed or have knots in them or some other imperfection that results in adjustments having to be made down the line. One place where I may help is at the lumber yard. I try to point out pieces of lumber that are bowed. I know that it is best to leave those behind.
The finished product for carpenters is a nice piece of furniture, cabinetry, or an addition on a house or maybe a house itself. Sometimes the object is simple. Sometimes it is ornate. Every object that a carpenter makes, however, can bring him pride because he knows the time and effort that he put into it.
The finished product for the carpenter Jesus is a person who can glorify Him. Only He knows how much love, time and effort He put into working out the knots in our lives so that we might become someone He will be proud of.
"Is this not the carpenter, the Son of Mary, and brother of James, Joses, Judas and Simon?" (Mark 6:3).