Copywriting & Content Strategy

Copywriting & Content Strategy:

Like every form of writing at its core, good copywriting is about storytelling. It is evocative. It is engaging. It makes us feel something. As study after study continues to show, consumer behavior is primarily driven by emotion, not reason. Stories move us, they speak to us, and they compel a reaction. When I approach a project, I begin by analyzing what specific reaction I am trying to generate. Sometimes, the goal is to drive purchases. Sometimes, a brand simply is seeking to reassure current customers about their decision. Other times, the goal may simply be to raise brand awareness. Each requires a different strategy and approach.

Tell Your Story… Not Someone Else’s:

Success comes from standing out, not fitting in.” – Don Draper

I believe that my extensive experience in multiple different professional writing mediums has enabled me to approach projects in a unique, interdisciplinary manner, giving me a leg up on the competition. With a broader perspective, I am able to take different aspects of my work and apply them when needed. My screenwriting career, both in film and television, has refined my storytelling, ability to engineer emotion, and understanding of tone (something quite essential for speaking in different brand “voices”). My poetry work has made me more skillful in approaching projects that require brevity and wit. Finally, my academic writing and journalism has enhanced my ability to convey information in a neutral and objective way.

My objective is to help you generate the exact emotional reaction you are looking for, to be able to meet your specific project goals. I work closely with my clients to ensure that they are satisfied with the story I am telling on their behalf. A partnership is about trust and that is why I believe in clear, concise, and expressive communication, just as I believe in clear, concise, and expressive copy. Every brand, every client, and every project has a story to tell. While some may attempt to simply mimic a more successful competitor’s approach, I believe that the best solutions for a client are found through identifying and channeling the authentic inner voice of their brand.

Copy Services – Areas of Expertise:

ADVERTISING

Effective advertising is about forging an emotional-connection with your audience. Studies show that consumer decision-making behavior is driven primarily feeling & sentiment, not information & reason. As such, quality copy is designed to evoke a powerful feeling from your audience. That is why I begin every project by determining the exact affectual response for each individual brand.

SOCIAL MEDIA

From Social Media display advertisements to account & timeline management, I have experience in originating unique copy for brands and products to more effectively engage their target audience. Each Social Media platform requires a different approach and tone, giving an advantage to writers who have worked in many different storytelling mediums. I strive to create quality copy that captures attention, sparks interest, and drives customer engagement.

BRAND IDENTITY

A company’s brand identity is the foundation of a business. It is an incredibly unique opportunity to tell your story and convey to the world who you are on your own terms. Company biographies, slogans, blurbs, and other forms of identity-based communication must express the complexity of your business in a clear and digestible manner. My core endeavor is to write copy that imparts a tangible and material impression of your business and its core offerings.

WEB COPY

A website is one of the most crucial interaction points with potential customers. If well-executed, it can form a large part of your overall marketing strategy, however, if unclear, confusing, or vague, a website will likely drive customers away. At its core, a website is simply another communication method. As such, every effectual website begins with clear, concise, & informative copy. When creating web copy, I remain highly-focused on each client’s core value proposition, distilling essential information into its simplest form.

INTERNAL CORPORATE DOCUMENTS

When it comes to internal company handbooks, policy & procedures, reseller agreements, privacy policies, terms & conditions, and other corporate documents, clarity and precision is absolutely essential. Unlike other forms of copy which require more “flair,” corporate documents must be unambiguous in their language and written in a more universally accessible manner. I strive to generate copy that is distinct and straight-forward to avoid potential misinterpretation.

PRESS RELEASE & PRODUCT INFORMATION

Every form of copy has a distinct and important purpose, whether the intention is to create an impression to drive sales or to provide employees with a set of internal expectations. For informative communications aimed towards consumers, this is especially true. Press releases, informational brochures, and other factual publications require a very different tone than a sales or marketing document. I compose explanatory content with a focus on leaving your audience fully-informed.

Full-Portfolio Gallery:

For select client works, refer to the gallery on the right (and slideshow below). For a full overview of each client and project-related goals, see the portfolio slide deck (linked here in PDF form).