Imagine brochures, websites, newsletters, white papers and press releases that embody your brand's most powerful attributes. That's my specialty--collateral that transforms your marketing from the deadweight of lead into the gold of revenue.
Why me? Because, unlike most copywriters, I am a strategy, branding and communications consultant. I've also been a senior marketing executive, a software engineer and a university-level lecturer in computer science. Currently, I teach in the writing program (grammar & editing) at Berkeley Extension.
Some copywriters trumpet credentials in English or journalism. But just because these people can discourse on Derrida's deconstructionism, Hamlet's angst, Chaucer's tales and Nietzsche's ubermensch doesn't mean they have a clue about marketing.
The truth is that great copywriting isn't about grammar and usage (this from a person who teaches them!) Years ago, Winston cigarettes became famous--and infamous—-for the slogan, "Winston tastes good like a cigarette should." If Winston’s ad had intoned the grammatically correct, "Winston tastes good as a cigarette should," there probably would be fewer cases of lung cancer today.
Nor is copywriting about art. Van Gogh made a total of $50 from his paintings.
No wonder most copy is less a product's advertisement than its death warrant.
My clients range from start-ups doing launches to IBM (white papers, script for a worldwide corporate video, branding guidelines). I can tailor your collateral---print and on-line---to motivate academic, business or consumer audiences to act.
How? Because I don't speak my language or your language. Neither of us is your customer.
Instead, I speak your audience's language, whether they're consumers, venture capitalists, small businesses, Fortune 500 execs, software engineers, lawyers or doctors. Or anyone else.
The unique characteristics of your audience are what determine voice, style, vocabulary, whether to use colloquialisms, whether to be witty or serious and whether to be haughty or plainspoken.
This is what copywriting that works is all about.
Whether you need words, ideas, taglines or manifestos to compel your audience to act, call me at 650-776-7968.
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