WORDS ARE THE BONDS THAT INCREASE GOODWILL BOTH WAYS.

If you have a goal in mind, your ability to persuade others to see your point of view will determine whether they work with you, buy from you, or forget about you. There is no getting around this fact. If you have a message that tugs the right strings, you will attract the support of millions. If you have nothing to say, no amount of instagram filters will disguise it.

In other words, your business relies on positive customer perception and the way you speak influences just about every part of this relationship. The wrong turn of phrase could be the difference between appearing cold and distant, or in-tune and dynamic. Push it too far and you could end up looking like a try-hard. Like many a facebook relationship status – it’s complicated.

In the advertising game I grew up on a force-fed diet of writing briefs from a myriad of industries, sectors and target audiences. I’ve written highly-creative one-of-a-kind scripts for multi-million dollar TV commercials, but I’ve also churned out hundreds of quick turnaround scripts for retail. I wrote sales emailers for BMW until they were coming out of my ears. I wrote brochure copy for banks, sales aids for software developers and in-tavern promotional copy for beer brands. I’ve written countless PR opinion pieces; websites; AV scripts; radio spots; TVCs; direct mailers; emailers; brochures; billboards; sales aids and the list continues ad infinitum.

I learned the hard way that the craft of copy that sells is part art, part formula and part intuition. Great copy is authentic, uncontrived and every word needs to work hard to make an impression while expressing true value. And it must do so in a hostile environment.

The bottom line is that whatever you’re trying to accomplish, you need words to do it. If you want someone with over 20 years experience in crafting copy that cements goodwill and sells, I’m your go-to guy.