What exactly do you write?
Website copy • Blogs and articles • White papers • Technical papers • Books and eBooks • Ghost writing • Social media content • Product marketing content • Scripts • Speeches • Presentations • Corporate communication • PR
How long have you been doing this?
Technically, about ten years but not as an "official" copywriter. Every job I've had since then required me to write whether it be for blogs, social networks, white papers, website copy, published articles, or books. Copywriting is a marketing function. I’ve been at it for over 10 years in many different industries.
So what makes you unique or different?
Part of it is living at the nexus of technology, marketing, and business strategy. And the ensuing ability to bridge technology, business, and consumer spheres. Technical people don't typically communicate very effectively. I'm a
multi-dimensional UFO in that respect.
Do you specialize in consumer or business writing?
I've done both and enjoy them equally. I do like the B2B niche because it gives me an unfair advantage thanks to my technical and business background. But I also write a lot for the luxury industry.
How do you define quality?
In this business, the client and her customers define what quality means. I can claim a piece of copy is "quality", but until my client says so, and until her customers click on the Buy button, It's just my subjective opinion.
Can you do independent research?
My hybrid engineering and business background have trained me well in the science of research - even in pre-Google days. If you can't research a market, an audience, or a product, you cannot write about a topic. Great writers write, but superstars listen, observe, and analyze. That's the difference.
What do you need to get started?
I typically ask a lot of questions - many from this list. A creative brief is always a good idea. Starting with a conversation is always a good idea. I want to know my client and her customers. Understand her market, operating environment, and deadlines. The idea is to define a reasonable strategy to drive a set of well-defined end goals for the assignment.
My product/concept is really hard to explain. How would you simplify it?
That's where the rubber meets the road isn't it? There are many techniques to do this: analogy, cross-pollination, comparison, and of course tone and language. Too many times, people try to explain technical aspects versus benefits of the product. An executive or a six-year-old will understand benefits. Technology not so much. That doesn't mean the copy should be shallow - quite the contrary.
Do you have a resume?
Why yes. I do have an old-fashioned PDF resume. So very glad you asked!