Copy moves products because it moves souls. It's brief, but intuitive. Subtle, yet makes a connection. It speaks to you but doesn't yell--surely as a sign of respect.
Writing for the readers. I write with a purpose and my purpose is to have a connection with buyers: to captivate, move and motivate them with words and visuals. My approach? I slide my heels into their shoes so I can understand the needs, the challenges and the apprehensions they're facing. Once I've discovered which challenge the product can help overcome, I know exactly what and to whom the copy ought to speak.
Working for the work. My philosophy is this: Write in the best interest of the client and the product. Not what's best for your travel log and portfolio. Big difference in mindset and a big impact on resulting sales.
Matching the message to the medium. It's one of the most important rules in advertising and it's one I embrace. Consumers who catch a TV spot or scan a website have double the attention span of radio listeners, and they have a nominal fraction of the attention span of those browsing brochures. So in all of the communications I write, I follow the rules set by the consumer, matching the copy's length and purpose to the medium in which it lives.
Putting my philosophies to work. Follow the Portfolio link to check out TV, Radio, Print and Web from a variety of clients. Then check out award-winning work for writing that earned one of my clients some big-time pull on the job market.
