Frequently Asked Questions
On your home page, you say you've helped clients define and tell the stories that give their communications power. Why "stories?"
Because I'm convinced that strong narrative gives copywriting a way to sing. And that's what good business writing is all about. Having been a novelist and screenwriter, and having taught both disciplines at advanced levels, I'm well-equipped to find a compelling narrative pattern in even the driest business communication.
Can't we get by with just communicating our strengths or assets?
Not to my way of thinking. Marketing copy in particular is dead in the water if it doesn't in some way find and tell that story. Whatevert the form – speech, brochure, product announcement, direct mailing piece, corporate video – it's the copywriter's job to find that story.
Don't clients come to you with their story already well thought out?
Rarely. They're well aware of product capabilities and benefits, but often they don't see the need to apply narrative thinking to the way they market an industrial polymer, a web-based CMS, or a new line of nano-switches.
But the logic is inescapable: even industry colleagues will zone out if your brochure simply brags or presents the product in a dry, overcomplicated language.
What's your approach?
I look for a way to pull the mountain of disparate information together – the research, capability sheets, early drafts, if any – so gells into a significant pattern. To discover this pattern is to really communicate. It has a powerful effect on everything it touches – like a magic wand – and suddenly all that dense information is the beginning of beginning of a successful piece of copy.
Your web promo says you do "everything." What does that mean, specifically?
I'm comfortable with just about any form of commercial writing, and the thinking behind it. That means scripts for audio and video productions (including documentary or "reality"), annual reports and brochures, sales letters (consumer and B2B), marketing communications of all kinds (including concept and theme development), print ads, radio ads, television ads, press releases, and speeches. And of course, there's growing demand for pursuasive website copywriting – that's a particular enthusiasm of mine.
Is there one quality that sets you apart from other professional copywriters?
Yes, my varied background. In some professions, I might be pressed to justifying a crazy-quilt personal history that includes poetry, filmmaking, acting, screenwriting, music, fiction, college teaching, and comedy improvisation. But all these interests have equipped me to serve clients with more fluency and confidence. I can write a better script because I've actually produced videos. I can write "big moments" because I've actually created those moments in film, video, and music. I'm adept with dialogue because I've actually been on the other end, as an actor.
But what if a prospective client says, "You're not an expert in my field."
I would answer: "You should thank your stars." Experts rarely turn out good marketing prose. They're locked into their professional jargon and it's hard for them to write fresh and inviting copy. For clients in science and engineering, this is a particular challenge, and it's understandable. These folks have done important work, published it in journals, and read it at professional meetings. They think they've found the most precise way to communicate that work to their peers. The problem is that, when you venture into marketing territory, you are no longer talking to your peers. You're talking to a wider audience and trying to spark the kind of interest that leads to sales. A new approach to language becomes necessary. It's the non-expert who is now "the expert."
How do you work with clients?
I'm flexible. If we're in the same geographical locale, on-site meetings are certainly the way to go. But I also have a long history of working effectively by phone, fax, and email. I'm located in the Research Triangle area of North Carolina, but recently I've worked long-distance with clients in Boston, New York, and Paris, France.
Many copywriters specialize. Do you have a specialty?
As this point, no. The world is too big and life is too short. I have a wide range of skills, and this equips me to serve clients in any number of ways. If I do have a specialty, I'd say it's freelancing itself, in the broadest sense – meaning I'm adept at switching forms, and qualified by experience to advise clients on a wide array of communications options.
Can you help us with design?
Conceptually, yes. I can suggest various concepts to get you started. I have a good eye, I understand design, and I work well with designers. But I'm not in any way a trained designer. If the project seems to be going in that direction, I have design associates, both for print and web graphics, who are terrific.
What about "Search Engine Optimization." Can you improve our visibility in Google, Yahoo, MSN searches?
The short answer is, yes. I believe any web copywriter should be equipped to write search-engine-friendly text and advise clients on how to improve their pagerank. But here's the tough part: SEO is not about "secrets" and "tricks." It's a daily discipline. It requires consistency of effort by the client to implement a plan over time. It will produce results, not instantly (as clients sometimes hope), but 3 to 6 months down the road.
Can't put the inevitable question off any longer. What do you charge?
My rates are professional - with some variation. I may charge a corporation more than I charge a non-profit, but I'd be doing harm to my family if I let my rates go unprofessionally low.
Can you be specific? What is "professional" pay for your services?
I charge anywhere from $75 to $150 per hour." That said, I prefer to arrive at a single figure for the job. I rely on my clients to be upfront with me about the true size of the copywriting line in their budget, and if that figure is acceptable, I'll go with it.