My Creative Philosophy
Copywriting & Marketing Concepts Executed to Drive Business Goals, Not Win Awards.
Print or digital, I always write for the person reading it… because they’re a person. This is where organizations that are used to developing buyer personas have an advantage. As an operator, stakeholder, or business owner, you already know what you do best and what message you need to extend to your customers.
Getting your customers to understand that message, translated to how they think and feel, and having that copy accomplish your tangible business goals is the difficult part.
In the digital world, best practices of SEO, getting good positions on SERPs, and having valuable content available that satisfy EAT (Expertise, Authoritativeness, Trustworthiness) are all moving toward the same goal— making the reader experience better.
What does that mean?
My philosophy is to approach every project with the end-user experience in mind first. In print or digital (or audio), the objective is always to provide the audience with the information they need, want, or will find valuable in an interesting way.
Marketers want to build emotional connections, have readers find messages relatable, and build enough trust with a brand that they’re encouraged to seek their services.
Understanding a current working knowledge of the tools and landscape of digital marketing is critical, but it’s penultimate to how that content is consumed. The old adage that copywriters are salespeople behind a typewriter still rings true… albeit now we’re on laptops, tablets, phones, and voice.
No Fluff… unless it’s on a sandwich
I feel written word should be just enough to get the point across, and help the reader feel what you want them to… and not a character longer.
Winning ad industry awards and accolades is great! I’m proud of the work I’ve done that has received such praise… but that is never my goal.
Vanity metrics and vague performance indicators should be avoided, instead focusing on visible ROI. That’s why I approach new marketing endeavors by reverse engineering real business goals.
