“The role of a writer is not to say what we all can say, but what we are unable to say.”
—Anaïs Nin
“When something can be read without effort, great effort has gone into its writing.”
—Enrique Jardiel Poncela
“Words are sacred. They deserve respect. If you get the right ones, in the right order,
you can nudge the world a little.”
—Tom Stoppard
“The secret of all effective advertising is not the creation of new and tricky words and pictures,
but one of putting familiar words and pictures into new relationships.”
—Leo Burnett
“One must be drenched in words, literally soaked in them, to have the right ones form themselves
into the proper patterns at the right moment.”
—Hart Crane,
American Poet (1899-1932)
“You can't wait for inspiration, you have to go after it with a club.”
—Jack London
Telling the Story
Whether it’s a press release, a few succinct web pages, or a comprehensive brochure, an effective marketing piece tells a good story. The kind of story that inspires action or new thinking. The kind that gets a reader involved.
Good visuals are important, but words make all the difference. Original words. Persuasive words. Words that set you apart from the millions of others in the media universe. Which is why the copywriter is so important to your marketing efforts. A talented copywriter will find your unique qualities, and tell your story convincingly. You’re not like everyone else, so why should you sound like everyone else? The more distinctive your voice, the better you can position yourself, and the better your customer will respond. But discovering this voice takes experience.
For more than twenty years I’ve been finding the essential story for my clients, in a range of businesses that have produced a colorful portfolio for my bookshelf.
And while the diversity has been more fun than I should admit to, it’s also given me a remarkable range. I’ve written multi-media presentations for corporate seminars, and two page handouts for small, prestige wine labels. I’ve created press releases for major fashion houses, elaborate identity pieces for Hollywood studios, and business-to-business brochures for local manufacturers. Along the way, I’ve written many happy endings.
The marketing world changes at a breathtaking pace, and it’s a challenge for companies to stay current. Website copy is driven by SEO’s, Twittering is a new language, and the next breakthrough is days, if not minutes, away. But none of these applications and advances changes the basic challenge of the copywriter: to tell the kind of story people want to hear.
So, if you’d like a fresh approach to telling your own story, let’s talk.