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Los Alamos has a new acupuncturist

Mandy Marksteiner — Mon, 14 May 2012 04:27:19 GMT

I'm proud to introduce a new acupuncturist who is now serving Los Alamos. Dr. Seva Khalsa is moving his practice into the 919 Central Avenue.

Click here to see his brochure.

Thank you, Katharine Hansen, for helping me design this brochure.

Six Scientific Secrets to Becoming More Creative

Mandy Marksteiner — Tue, 06 Mar 2012 16:33:40 GMT

COPYWRITER'S ROUNDTABLE #557

March 6, 2012

By John Forde

"Inventions reached their limit long ago, and I see no hope for further development."

- Julius Frontinus,

writing in the 1st century A.D.

Oh ye who suffer the embarrassment of "non-creative-osis," fear not.

Because science may have your cure.

Six cures, in fact.

Or so says Professor Paul Thagard, author of the steamy-sounding book "Hot Thought."

Thagard wrote the book for scientists, to help them come up with better, bigger, more creative ideas.

But he makes the point in Psychology Today that pretty much anybody could "learn" to be more creative, using the same steps.

Let's take a look at them here, and I'll show you how they might apply to... oh, say, copywriting.

Ready?

(Keep in mind, these are Thagard's steps. I'm just

interpreting them. I want to be sure to give credit where it's due, right up front.)

BRAIN JOLTING STEP #1: Make New Connections.

This is an easy one. In fact, I'll always tell you up front. Creativity is rarely about actually "creating" anything out of whole cloth.

Rather, it's more often the artful connection of two things that already exist. Often, it's two things nobody thought to connect before.

You might, for instance, merge straight sales letter copy with magazine... dime novel... or basic video formatting... and end up with the magalog, bookalog, or video promo. Each happened, exactly that way. And each was a giant breakthrough.

This is why great copywriters and other marketers constantly keep an eye on other industries. It's why you want to read lots of clips and articles, both inside and outside your field. It's why you want to be a sponge for culture, trends, and little bits of conversation.

Because you never knew where that little something "new" will come along to form a groundbreaking bond with work you're already doing or ideas already taking shape in your mind.

MENTAL JUMPSTART STEP #2: Expect change.

Thagard says good scientists learn to spot their own mistakes, learn from failure, and learn to love the unexpected result.

And it's a good thing they do, or we'd never have things like penicillin, safety glass, or Teflon pans -- all discovered by mistake.

The biggest lesson for us? When your market tells you something's not working, let it go. No matter how much you love(d) the idea.

GENUIS JUICE STEP #3: Stick to it.

Focus, says Thagard. Follow a process that let's you focus hard on the problem you're trying to solve, soup to nuts.

And I promise you, any copywriter worth his or her salt couldn't agree more.

Frankly, in 20 years of doing this I've had many different "systems" for getting copy done. Or maybe I should say, I've had many variations on one system.

If I had to simplify, it's Gather, Steep, Write, Revise, Submit. As in, I spend the first stage gathering as much insight, input, and information on what I'm selling as I can. Then I soak in whatever I've found until I can't help but write it out in copy form. I fit this together, revise it, and then send it in. Usually more revision follows.

The longer version includes outline templates, specific sources I go back to often, questions I always ask in the early meetings, and so on.

Point is, even the most creative breakthroughs often spring from time-tested formulas. You need to have a way of working through a project that works for you. And you need to apply it faithfully, almost obsessively, until it no longer serves you.

MIND SPARKER STEP #4: Get Excited.

If you don't care, you can't create. Or so Thagard warns scientists. Passion matters, regardless of what problem you're trying to solve.

Way back when, one of my mentors told me the same.

"You can't sell stuff you don't find worth selling.

Not well, anyway." I've never been able to prove him wrong, and wouldn't want to.

But I'll go one step larger. I've never met anybody "creative" who isn't also intensely curious about something... or even everything.

If you want to be more creative, you've got to tap that desire for discovery.

BRAIN-QUAKE STEP #5: Get around.

That is, per Thagard, be sociable. Good scientists seek out other good scientists. They talk, they share, and they study each other's success.

Much as writing seems like a lone venture, sometimes the opposite is true.

To get inspired faster, shape bigger ideas, and write better... get out and circulate with the other makers and shakers in your industry.

Get on copywriting forums and talk to each other. Go to events where other copywriters hang. And don't skimp on the social time, because you'll be surprised sometimes at how much it can matter.

Before you start writing alone, work with a choice team -- maybe with members you hand pick for their powers of input -- to better gel your message.

Not only will you get others to do a lot of key ground work for you... you'll build consensus and support for your writing project early, too.

CEREBELLUM STORMING STEP #6: Use your world.

For a lot of scientists, the world is their laboratory. In marketing, we talk a lot about our "universe" too.

A copywriters' "universe" is the whole of his target audience. And it pays, in that context, to know as much about that universe as possible.

For instance, what other products do they buy? What do they care about? What do they do for fun and what keeps them up at night? What are they scared of, passionate about, or hungry for?

For some "creatives" it sounds counter-intuitive to look outside of themselves for the best ideas. Yet, that's often exactly where you'll find inspiration just laying around, waiting to be found.

So how about it?

Does Thagard's steps at least get you thinking?

Let's hope so.

***********
Special thanks to John for this article. Visit John Forde's website, www.copywritersroundtable.com to get $78 worth of free gifts.

Call for Artists

Mandy Marksteiner — Wed, 22 Feb 2012 20:41:38 GMT

The Los Alamos County Art in Public Places Board is requesting proposals for artwork for the recently constructed Animal Shelter in Los Alamos.

See the Call For Artists Here.

Art on the Hill - Upcoming arts events in Los Alamos

Mandy Marksteiner — Sat, 11 Feb 2012 16:20:11 GMT

Click here to read issue 10.

Art on the Hill - Building Community

Mandy Marksteiner — Wed, 01 Feb 2012 14:56:38 GMT

Art has a way of bringing people together: Katie Brousseau's new store, Warm Hearts Yarn, gives people a chance to get together in person and share skills, watercolorist Allen Brown invites painters to skip the pitfalls of getting started, and the Los Alamos Deep Democracy Open Forum is finding ways to use art to heal wounds from the past.

Thanks for checking out issue #9!

Read it here.

Art on The Hill - Make this a creative new year

Mandy Marksteiner — Sat, 14 Jan 2012 06:07:57 GMT

Last fall I decided to make a rag rug. It's a project that I've wanted to do ever since I was five, and I spent my afternoons with my grandma learning how to crochet and sew.

As my first rug took shape I was so pleased to make something with my own hands.

Nicole Dunn, owner of Dunn Quilting, loves to help her customers get started with their own creative projects, and finish them. Her store (in the Hilltop Complex) is a wonderful place to get inspired.

Wishing you a creative new year!

Thanks for checking out the eighth issue of Art on the Hill: Read it here.

I wish I knew this BEFORE Thanksgiving

Mandy Marksteiner — Tue, 29 Nov 2011 18:43:36 GMT

Yesterday Katharine Hansen (the graphic designer for Art on the Hill) and I stopped by Dunn Quilting to show Nicole her in-progress website.

The most rewarding (and challenging) part about creating a website for Nicole Dunn is trying to capture the scope of her services. She is an over-the-top creative fiber artist who does original art quilts, baby quilts, and custom quilts. She also offers machine quilting services, as well as binding and finishing. Her work is so beautiful, so we want to include as many pictures as possible. At the same time we want the site to be as user-friendly as possible, so that visitors can know about all the services that she offers.

The thing is, I'm always surprised by what she can do. Browsing through the store we saw little handmade purses that would make excellent Christmas gifts, a handmade raincoat, and card tables that have been covered with waterproof oilcloth.

The tables caught my eye because I have been trying to throw away our card table for months because the table top peeled off. I can't figure out how to reattach it and over Thanksgiving I had to keep it covered with a tablecloth while entertaining hoards of in-laws. Nicole was able to take the table and cover it with the fabric of my choice. If only I knew about that last week!

I would love to give you a link to her website, but it's not done yet. In the meantime, stop by her store to see her selection of fabrics, sewing supplies, pillows and quilts.

Dunn Quilting and Chairworks

3801 Arkansas, Suite A

Los Alamos, NM 87544

505-690-6539

Art on the Hill - Home for the Holidays

Mandy Marksteiner — Sun, 27 Nov 2011 14:13:19 GMT

Have you ever found the perfect gift for someone only to be crushed when you look at the price tag?

At Fuller Lodge Art Center's Affordable Arts you'll be able to turn the tag with the confidence of someone who can afford it.

Special thanks to Fuller Lodge Art Center for sponsoring this issue of Art on the Hill.

Read it here.

Art on the Hill delivered to your door (or inbox)

Mandy Marksteiner — Mon, 21 Nov 2011 16:48:49 GMT

Find out what’s going on in the Los Alamos arts community by subscribing to Art on the Hill.

Every two weeks you can get your own copy delivered right to your door, or if you prefer, your inbox. Plus, you will be treated with exclusive surprise offers and discounts from local businesses.

Hard copy subscriptions are $35 per year, $18.50 for six months and $5 for three trial issues.

Lifetime email subscriptions are $10.

Send a check written out to Mandy Marksteiner, LLC with your address or email address to P.O. Box 1463, Los Alamos, NM 87544. Be sure to write "Art on the Hill Subscription" on the check and I will put you on the list.

What art collectors want to hear before they buy

Mandy Marksteiner — Tue, 15 Nov 2011 23:26:18 GMT

Last weekend I walked into a gallery on Canyon Road, just as a couple finalized their purchase. As the sales manager printed out their invoice, she mentioned that she would send them an article about the artist. The wife lit up and said, "That would make this so much more special!"

I was just browsing, and I asked the wife which one she bought. She pointed to a vase that was about a foot tall with a pearly glaze and a price tag of $2,500.

As I admired it she asked me if I had met the owner of the gallery. I hadn't, and so she told me how charming he was. She circled around her new vase, still prominently displayed in the middle of the room, and said, "The funny thing is that this artist actually makes a lot of mistakes. See here? The glaze spread down over here and fanned up over here."

It was obvious that she didn't consider the artist's "mistake" to be a flaw, but a thing of beauty. I could imagine her bringing her piece home (it was an anniversary gift) and telling her friends about the mistakes that the artist makes. It is an interesting story, and by telling the story she will be able to look interesting too.

That's why it so important for artists to share stories about creating art. Of course collectors want to buy something that will look good in their home. But they also want to have something to talk about.

My suggestion for artists is to keep a notebook of specific stories from the creative trenches. Stories about working with the materials you have chosen, stories about how you came up with your ideas, even glazing bloopers. When you're ready to display your work and create marketing materials, use these stories to give potential buyers something to hold on to in their imagination.

Four ways to collect testimonials that will build your music studio

Mandy Marksteiner — Fri, 11 Nov 2011 05:42:13 GMT

Nothing can build your reputation as a music teacher faster than having a student say that you’re a great teacher. Using testimonials in your website, on your fliers and in all of your marketing materials is a good way to show how professional and trustworthy you are. But how do you get them in writing?

Save thank you notes and emails

When you receive thank you notes and emails, save them and ask the person who sent it if you may use it as a testimonial for advertising.

Using feedback questionnaires

Soliciting words of praise can be awkward, especially if your students want to give you a mixed review. Instead of asking for a big thank you note, ask your students and their parents to fill out a feedback questionnaire at the end of a ten-week cycle. Give students opportunities to grade you as a teacher, let you know what’s their favorite and least favorite part of lessons, and provide space for criticism as well as praise. You can learn a lot from using this form, solve problems that may arise between you and your student and also get some specific quotes that show your best qualities as a teacher.

Bring a video camera to recitals

Videotape the recital, and afterwards interview the students about their performance and their experience preparing for it. No matter what they say their excitement and enthusiasm will shine through. Put the video on your website so people can check out your “success stories.”

Publicize your students’ accomplishments

You may have advanced degrees in music and have won national awards, but as a teacher it’s more important to show what your students have accomplished. Create a page on your website where you post a news blurb every time one of your students wins a competition, plays a solo in public, earns a scholarship, or makes it into all-state. Over time, these stories will add up, your students will be motivated to do something to get onto the page, and it will make a strong statement to anyone who looks at your site.

A generous artistic community - Art on the Hill #6

Mandy Marksteiner — Fri, 11 Nov 2011 00:02:08 GMT

We just finished the 6th issue of Art on the Hill. It's all about the spirit of giving with New Mexico Dance Theater's upcoming production of A Christmas Carol, information about the gift that the Los Alamos Art in Public Places Board presented to Santa Fe, and the beefy scholarship that the Los Alamos Community Winds is planning to give to one music student. The print version will be available next week. If you can't wait... Read it here.

What my three-year-old's tantrum taught me about copywriting

Mandy Marksteiner — Tue, 01 Nov 2011 15:48:48 GMT

Last weekend my family went to the circus. For the first ten minutes everything was awesome. The music was loud. Trapeze artists were flipping through the air and two clowns fought over a balloon on a twenty foot swinging ladder. My kids eyes were huge. My husband and I felt like awesome parents.

Then the clowns came out with bundles of neon green pirate swords. My son saw them and immediately yelled over the noise, "I want a sword!" We didn't hear him. He was so overcome with imagining the exhilaration he would feel as soon as he had a sword to swing, that he skipped over asking for it nicely and saying please, and went straight to crying and screaming, "I want a sword! I want a sword!"

My husband had to drag him out to the car, and we left early.

The situation reminded me of how people buy things based on emotions, and not logic. My son didn't think, "Is this sword worth $9? Will it last? How does it compare to all the other swords I have at home?" Of course not, he's three! He was just hyper, and wanted to move around. When he didn't get what he wanted he lost it.

Adults buy things based on emotion all the time. Motorcycles, makeup, shoes, frequent flyer programs and magazines. These products all fulfill an emotional need, but when an adult buys, they usually need to back up the emotional reason for buying with a solid sales argument and guarantee.

Words that seduce....

Mandy Marksteiner — Sun, 30 Oct 2011 23:16:09 GMT

I am giving a guest lecture on Tuesday about how to write persuasively.

Here is the flyer.

Art on the Hill - With Los Alamos Little Theater

Mandy Marksteiner — Sun, 30 Oct 2011 17:59:14 GMT

The paper copy of Art on the Hill will come out later this week, but you can check it out right now.

Read the issue here.

How to advertise on Art on the Hill

Mandy Marksteiner — Thu, 27 Oct 2011 14:04:58 GMT

We are now accepting ads in Art on the Hill. By buying an ad you can get your advertising message out to a sophisticated audience of local art enthusiasts and visitors who are looking for things to do in Los Alamos.

Please print out the form and send it to P.O. Box 1463, Los Alamos, NM 87544, along with your payment.

Click here to fill out the form.

Art on the Hill - With concert and art reviews

Mandy Marksteiner — Fri, 14 Oct 2011 21:48:54 GMT

The fourth issue of Art on the Hill has arrived. I will be distributing them in the next day or two. Read it here.

Art on the Hill - Featuring the Community Winds

Mandy Marksteiner — Tue, 27 Sep 2011 17:14:36 GMT

View the third issue of Art on the Hill

Second issue of Art on the Hill

Mandy Marksteiner — Fri, 16 Sep 2011 14:12:41 GMT

The second issue of Art on the Hill just came out. I'll be bringing it to businesses in Los Alamos today, but you can click on the link below.

See it here.

Art on the Hill

Mandy Marksteiner — Wed, 31 Aug 2011 23:36:46 GMT

I just published the first issue of my newsletter Art on the Hill. It covers the arts scene in Los Alamos, NM.

View it here