Q: Why and how did you become a brand-centric copywriter?
A: Being a copywriter these past twelve years has enabled me to tap both sides of my “split” Gemini personality. Being both highly analytical and extremely creative, it’s a strange life, so it feels good to be useful. Yes, that sounds corny, but it’s true. Also, the opportunity to immerse myself into a wide variety of businesses, to simultaneously teach and learn, and to infuse my work with humor whenever appropriate has proven to be a perfect fit for my talents and personality.
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Q: Why do companies and agencies often outsource their copywriting? Isn’t it a task best suited to those most familiar with the business itself?
A: One would think, but here’s the rub: as those closest to it, it’s often difficult to gain an objective perspective. It pays to have a fresh perspective supporting you because to effectively craft the sale, you can’t just think like the company. You’ve also got to think like the prospect. Of course, in matters of style, it also helps to have someone on call who can develop a selling concept, create an effective headline, turn a phrase or two and sprinkle body copy with engaging, motivating ideas.
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Q: We’ve tried other copywriters. Somehow, they never quite “got it.”
A: Wish I could say I’ve never heard that before, but I have, and all too often. Most times it’s because the people calling themselves copywriters were something more along the lines of reporter, editor or linguist – all totally valuable things to be, but your business needs more – an adjunct to the sales team who just happens to be a communications specialist. Rule of thumb: beware of most puns and any derivative of the “Got Milk?” campaign.
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Q: So, what’s the most important thing to look for in a copywriter?
A: In my opinion, looking for business acumen (a combination of experience and marketing savvy), will help you quickly whittle down the field. Remember, copywriting is salesmanship. Copywriting is prose or poetry with a specific purpose. The sale is made not just with the words, but with the power of the ideas behind them. The mark of an exceptional copywriter isn’t the ability to digest and regurgitate, though superior listening skills are invaluable. The results-oriented copywriter is distinguished by his or her ability to structure the sale in a way that hits home with targets. In my opinion, this doesn’t mean sacrificing great jaw-dropping, brand-building creative. It means holding the executions to an even higher strategic standard.
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Q: How do you measure results?
A: Sometimes, it’s easy: did the phone ring? What quality of lead was generated at the “big show?” Often, I just leave it to my clients to report back: did they see a difference in comparison to past projects? Almost without exception, my work has provided marketing directors and business owners more valuable insight and input, greater creativity and innovation, and more of an attention to detail, budgets and timelines than was ever achieved in-house or out-.
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Q: But you’re a Los Angeles copywriter and I’m in Hoboken. How are you able to pull that off?
A: These days, face-to-face meetings are just as unlikely were we to be in the same city. One successful assignment may lead to another or to multiple referrals, so I’m always motivated to exceed your expectations. Of course, I am available for on-site work in Los Angeles. Elsewhere, travel expenses and a per diem apply. But my experience and diligence enable me to serve as your Virtual Copywriter, providing both sides an economy of scale. Also, it bears noting: I am the least “Los Angeles” person you will ever meet. Do you know that expression, “The last person to get a cell phone…?” That was me. A Midwest transplant (Detroit), how can you beat a place that refers to any day that isn’t 72 degrees and sunny as “experiencing some weather?”
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Q: We’re an agency considering using you on a big pitch, but we don’t want to go too heavily out-of-pocket.
A: Depending on the agency, the nature of the client and pitch, I’m usually confident enough to split up-front risk in exchange for a defined, proportionate back-end. Gimme a call. Lemme know what’s up. And whether you needed it yesterday.
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Q: We’re a small business with an even smaller marketing budget. Can we afford you?
A: Yes. One of the most startling conclusions most small businesses come to after working with me is, when they add up all the time they used to spend trying to write their materials in-house, it actually costs less to procure a professionally written product. The principle of “measure twice, cut once” is very much at work here. And all of that’s before you even factor in the unique value of my getting to know you and contributing to the overall success of your business.
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Q: Nicely handled, but give it to me straight. What can we expect to pay?
A: Small projects can accommodate budgets of under $1000. Examples of these might include a one-sheet, copy for a trade show booth or a quick, single round tagline generation project. Larger projects cost more, all based upon my time involvement and the scope of my involvement. For brand strategy and business development consulting, I charge considerably more, but I have also created a sliding fee scale to make “big business” communications accessible to almost everyone.* Clearly, none of this amounts to chicken feed. I get that as I’m a relatively small business, too. But then, again, you’re not raising chickens – you’re growing a business. Or maybe you are raising chickens. If that’s the case, gimme a call. Sounds like a fun assignment. We’ll work something out.
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Q: How is payment handled?
A: PayPal provides clients a 100% secure environment and enables work to begin without delay. PayPal also lets you pay by credit card, should you so desire, providing for 30 day interest-free financing.
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Q: We’re a design shop who could use a steady and reliable copywriter to partner up with us on projects – are you amenable to such arrangements?
A: I absolutely love working with designers as there is a mutual appreciation and understanding that we are, at essence, business problem-solvers and opportunity-identifiers. Words and art are simply the tools we use to do our jobs. The best designers recognize how my work adds value to the process on behalf of their clients, as well as for agency growth.
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Q: What if we’re a private company who still wants to handle everything in-house, but feel like some time spent with you would help us sharpen our own abilities?
A: One thing you may want to consider is having me evaluate one of your existing pieces. A copy evaluation helps you highlight opportunities for improvement, prior to spending many thousands more in production costs.
I’ve also recently introduced a service I’m calling “In-house Copy Tutorials.” In this scenario, you’re spared the expense of a boring, theoretical seminar, as I work together with your Marketing Director or other responsible party as you develop your own piece. This way, you not only make practical progress on the important project of the day, but there is also the chance to improve your organization’s overall communications effectiveness.
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*Brand-cracking©, as I like to call it, is all about aligning who you are with where the revenues are. On the one hand, my approach represents cutting edge marketing savvy. On the other, it’s just Marketing 101 stuff applied through the lens of my experience, insight and creativity – and the business better engineered to meet marketplace needs, wants and “headspace opportunities” wins. Regardless of the unique and pivotal nature of my work, I try to keep fees in line with the size of the client, what’s at stake and the size of the opportunities at hand.
