This is a guest post from Julie Roads,, a good friend and very talented copywriter.

Channel the Saran Wrap

The only problem with it, is that it’s not environmentally friendly, so don’t channel that part of the Saran Wrap™, but grab hold of everything else and apply it to your writing, online, blogging and social media efforts.
Saran Wrap™ is:
1. Transparent. If you aren’t transparent, you’re hiding something, which makes you untrustworthy…people want to connect with people, not businesses, NOT smoke screens.Transparency is about being really genuine – don’t just be a car salesman, be a car salesman who loves sandwiches, tennis, his kids and the novel you’ve been writing for the last year.
2. Clear. Be clear about your mission, your goals, your industry, your philosophy, your blog topic, the scope of what you do. Clarity is about your own personal understanding and connection to your professional life and plan. If you aren’t clear, you’re confused, disorganized and ineffective – things that will negatively effect your productivity, overall business, relationships, etc.
3. Sticky. If folks just breeze on through your blog, website, store – you haven’t really gotten anywhere. You want to stick to them, you want them to stick to you, you want them to subscribe, bookmark, buy, sign-up, return, remember you. The point is to build a long relationship and have it expand over time.
4. Connected. Ever notice how it’s very difficult to get just a little bit of Saran Wrap™ off the roll? The wrap is so connected to itself, like brothers in arms, a VERY tight network. Use this in two ways: 1) build your own network via your blog and your social networks and, 2) encourage this network to tell their own networks about you as well.
5. ‘The’ word to the extent that people think your name represents the entire industry – think Kleenex™ here. Saran Wrap™ is a registered trademark brand name, the product is actually plastic wrap. Word of mouth and a good product has made them the industry leader, standard and mascot.
6. A Tool. One box, all you need. Saran Wrap™ has the container, the wrap, the cardboard tube that keeps the wrap in check, the metal teeth to cut the wrap. Have all of the tools people need at the ready. Make it easy for them to contact you, purchase your product or service, use your product or service, tell their friends about their contact or service, etc.
Cross-posted on the Writing Roads Blog (

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