I never lose sight of your ultimate goal…
I love words. Just not for their own sake. Each must add something to the story you want to tell. Words that don't contribute have no place in effective communications.
This is particularly important when communicating with a busy business-to-business audience.
What's your tolerance for confusing or unclear?
How many times have you clicked away from a website you don't get... bypassed an ad that’s too creative for its own good…. given up on an email that doesn’t come right to the point… or trashed a newsletter that doesn’t add value to your day.
Pretty low, right?
When you’re multitasking and working at light speed (as many of us are these days), you haven’t got time to search for the hidden message.
Filtering out ambiguity
Everything I write must survive five, tough questions:
Is the essential message absolutely clear?
Do the heads and subheads grab attention and explain?
Is the writing informative, engaging, and (as much as possible) jargon-free?
Does it offer a solution to a real problem?
Is there a compelling call to action?
This filter is your assurance of copy that's clear, concise, and focused on achieving your objectives.
converting prospects & doubters into buyers & believers
Could I interest you in...
Website or Landing Page
Everyone’s in a hurry. Particularly online. To work, a website must be logical and easy to use. It must feature informative and compelling content, and have clear calls to action. By driving home the benefits of buying, joining and so forth, a strategically focused website plays a key role in positioning an organization.
A whitepaper must engage readers with copy that’s both interesting and informative. It has to be well-researched, and able to speak to your audience in language they understand. Along with blog posts, articles, webinars, podcasts and talks, whitepapers are an integral part of an effective thought leadership strategy.
Newsletter or Blog
Newsletters and blogs can be great relationship builders. From a messaging point of view, they must complement your website and other vehicles. And, most importantly, they must educate, inform, entertain, or in some other way justify the time people are asked to invest in them.
Brochure, Sell Sheet, or Other Collateral
Many other pieces can add value to your sales, marketing, and other communications efforts. My job is to ensure each delivers your message in a clear and appropriately creative way. This is an area in which I excel having created so many different pieces for my own and other businesses.
Why should I do what you want me to do, what’s in it for me?”
It's single biggest question that any marketer has to answer. It's a factor in every decision to buy, try, or join. It's even a factor in decisions to donate!
This question is all about value. If I buy your service – do what you are asking me to do – what value will you be providing in return for the money I spend or the action I take?
I've played a lead role in developing dozens of brand and corporate strategies. In every case, understanding what matters to the organization's customers — what they value — was a primary determinant of success.
I believe value should be at the heart of every conversation you have with members of your target audience. That’s why I make it my business to understand what’s important to your buyers, how they will benefit from what you're offering, and how to weave these answers into every writing project.
My process has evolved over hundreds of projects. IT WORKS!
We'll spend time at the outset getting to know each other. I’ll tell you a bit about my background and how I like to work with clients. You’ll be able to get what you need to make an informed decision. It will be our mutual goal to ensure I’m a good fit for the project you have in mind.
Once you give me the go-ahead, I'll ask you a bunch of questions about your market, business, competition, brand, audience, and what you expect the project to deliver. You’ll be able to provide some of this information online. We’ll meet by phone or Zoom to fill in any missing pieces.
Sometimes, it’s useful to speak with a few clients, members, or employees. This is an area in which I’ve got tons of experience having conducted more than 1,200 one-on-one interviews with C-level executives and managers as well as dozens of online surveys and focus groups
I will prepare a creative brief based on the information uncovered during the discovery and investigation phases. This brief will confirm my understanding of the project and what you want it to accomplish as well as the target audience, your organization’s brand personality, and creative considerations
I’ll provide a first draft for your comments. Often, two drafts are all it takes. For most projects, I will include a thumbnail layout that demonstrates how the copy and design could work together. And I’ll happily collaborate with your designer to ensure the final product is exactly what you are looking for.