Copywriting for print
In the dark ages before the Internet, I wrote a lot of brochures as a freelance copywriter. I was also creative director on most of these projects.
Now I'm offering my skills to the Web.
My strengths are:
Specializing in readability.
Customers can't respond to an advertising offer unless they read it. Ad agencies are accustomed to writing headlines. I specialize in writing ad copy that people actually read.
I do it by making it worthwhile for them to read it. I find a starting place and leave a trail of words that anybody can follow.
People care a lot about facts. Instead of spinning copy up out of nothing, I study the product, handle it, use it, see it produced, learn what is unique about it, and then present the facts in persuasive, effective copy.
Communicate the client's passion for the product.
Abex Aerospace couldn't ignite their own passion in their ad agency. Abex makes hydraulic actuators and servomotors that aim and control the giant thrusters of the Space Shuttle during blastoff, devices that channel energy equivalent to the blast at Hiroshima. They needed an ad for a new, smaller servomotor to be used in helicopters. "What this client doesn't understand," the account executive told me on the way to my first meeting with the client, "is that their product is BORING."
When the Santa Barbara Zoo hired me to write a fundraiser brochure, they didn't know exactly what they wanted. I toured the zoo daily for a week and interviewed people from the director and his staff down to the train drivers and the animal feeders. Each of them had an idea of what kind of zoo the place should be. I synthesized their dreams into a single voice and wrote a brochure about the zoo that could be.
My most successful brochures (and ads) have been the ones in which I analyzed the company/product and then arranged the information in sequences and gave the art director thumbnails of what should go where, what attributes should be illustrated, etc. I give the art director a strong foundation to build onÑand the result is that my art directors have won a lot of awards.