ADVERTISING

It's one thing to express a customer benefit. It's quite another to express it with attitude. Nobody is out there waiting for your ad. You have to grab their attention, throw a brick through their window. And that brick needs to be very short and very sweet. Short without sweet is boring. Sweet without short is ignored.

MARKETING COMMUNICATIONS

The name says it all—it has to market, it has to communicate. You can't just spend a fortune on design and leave the writing to an intern. Do you need a brochure? A website? An email campaign? An e-book? How about case studies, bios, practice descriptions? In any media, in any category, words matter. Make them count.

PROFESSIONAL SERVICE FIRMS

How do you make a law firm sound exciting? Aren't all accounting firms the same? Does your heart beat faster at the thought of financial services, commercial real estate, or any of a dozen other service industries? If it doesn't, that's no excuse. You still have to market. You still have to communicate. Not to worry. Together, we'll find the poetry. I promise.

BUSINESS-TO-BUSINESS (B2B)

In B2B categories, the products are more complex, the audiences more intelligent. Faking it is not an option—if you blow smoke, you blow the deal. Some writers can grasp the material. Others can bring style and flair to it. Very few can do both. But both is what you need. Insist on it.

VIDEO

Don't be fooled by flashy production values. A video is only as good as its writing. You need a solid concept and a script that makes it sing. You need someone who knows how to conduct an on-camera interview for maximum effect. Yes, shooting, editing, and post-production are all important. But if the writing isn't good, nobody looks good.