Design isn't just pictures, and writing's not just words. Here are more than a dozen ways you can benefit by calling on a broadly experienced writer...
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Concepts and copywriting
All mediaAdvertising • consumer brochures • business brochures (product, services, capability, etc.) • sales leave-behinds • direct mail • dealer support and sales promotion • sales letters • Internet and intranet Web sites • other interactive media • advertorials • detailed product profiles • merchandising materials • catalogs • newsletters • FSIs • presentation kits • white papers • spec sheets • simple manuals • marketing and creative platforms • proposals • multimedia • television • radio • other media mentioned below
Strategic developmentI'm proud to have won an Effie, because it's given for marketing effectiveness. Having marketed a broad array of product and services over the years, I contribute experience, special perspective, and insights to help you maximize your market potential and examine all your options. My experience in this area includes building strategies from scratch as well as pulling together strategic input from multiple departments into a single coherent document.
Campaign development or extensionYou set the direction and do the glory work; I'll build from there. Maybe you already have one ad or commercial done already, and want me to do the others. Or, I'll take your concept into other media, being sure to take maximum advantage of each medium's special characteristics.
Creative reviewAre you using "copywriting best practices"? I offer a reduced-rate, comprehensive review of your ad, brochure, direct mail package, site or other creative project (as well as proposals, etc.) It's an economical way to get meaningful feedback from an uninvolved writer who sees the project with fresh eyes
PresentationsLive or on-screen. Any kind of screen -- laptop, video, slide module, or multimedia. It needs to be fresh and interesting, but the creativity should enhance or reinforce your message, not distract from it. The message itself needs to be clear, succinct and persuasive. Unlike a brochure or commercial, with a presentation you don't get a second chance. Also see my tips on proposals.
Copy/contact for agencies and mediaI've dealt directly with clients since the beginning of my career, and am experienced at fact-finding, determining goals, communicating strategies, etc., with or without your presence. This isn't my standard procedure (it's nice to have the full benefit of your account service personnel), but when you're short on time or people, it often helps.
PresentationsLive or on-screen. Any kind of screen -- laptop, video, slide module, or multimedia.
Information ArchitectureDid you know the term "information architecture" dates back to 1975? It's not just about Web sites, but also for presentations, proposals, strategies, business plans and other complex documents. A good writer tends to do this by nature.
By nature, I am a student of online usability in particular. See my (now ancient) article on "Writers and Web Sites" about why many copywriters are natural (and in my case, experienced) information architects.
Search Engine Optimization and Search Engine MarketingSee my article on "Copywriting and Search Engine Optimization" and my SEO Copywriter's Checklist. I specialize in what's called "organic" (or natural) search engine optimization, which means relying on the content and other visible and encoded text that should be on your website anyway. It's a natural outgrowth of copywriting. Intelligently incorporating keywords into your pages' copy and site description is something of an art. Different search engines and directories have different ways of looking at things what they look for on your page and throughout your site, what they value most in cataloguing and ranking, what can penalize you, how long a site description they'll allow.
You'll benefit from using a versatile interactive writer who can make your site look better to search engines without degrading its appeal to humans (your first priority, of course). Even if you just need to develop click-through-inducing site descriptions of various lengths, it helps to adapt them on a case-by-case basis ... not just chopping out some words, but using a writer with a good knowledge of your business and industry. Someone skilled at blending-in keywords, and with your larger business interests at heart.
Basic web site constructionIn addition to writing websites, I've created some from scratch, improved some, and administer several of them, including a couple of
Press releases and editorialI write newsletters, editorial articles and press releases from time to time, usually as part of a comprehensive overall advertising/promotional project.
Working the phoneNo, not sales calls. But I often use the phone to gather up the product story before writing begins. For example: canvassing retailers for testimonials. Or phoning district offices and their customers to nail down case history details.
Temporary replacementIf you're located in the New York City area, call when you're short-staffed. I've filled in at every level from creative director to junior copywriter. This helps you remain sane and fresh during peak periods, keeps you fully capable during vacation season, and lets you take all the time you need to find the right replacement for a departed staffer.
ProofreadingI'm not a "full-time proofreader," and for maximum peace of mind you should
AmericanizationIf your copy is intended for an American audience, but your writer or translator speaks British, don't go straight to print. The difference between British English and US English (even North American English) is more than a matter of words and spelling. It involves vernacular phrases, spotting regionalisms, changing hackneyed phrases, even differences in tone, and stuff you can't quite put your finger on. So ask me to put my fingers on it. I'm a genuine United States copywriter, it doesn't necessarily cost much to Americanize (if it needs nothing, I'll say so), and I've done this before.
RadioYes, I know radio is covered above, but I want to give it special attention -- something radio writing gets too little of. Earlier in my career, I wrote a few thousand commercials, but I don't get to do as many as I'd like these days.
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