Promotional / Sales, Creative,
Technical & Instructional / Educational Copy
Understanding the Brand Before “Putting Pen to Paper”
Before starting any writing assignment, Scott takes the steps needed to gain a deep understanding of the subject matter. While the majority of this information (mission statement, rough ideas, inspiration, business goals, etc.) will probably come from you, Scott also “digs deeper” to learn about the environment in which the finalized message is being broadcast.
He does his research to really “get to know” you, your company, and your product or service:
- Market Analysis/Research (understanding the critical market factors)
- Competitive Landscape (who you are up against)
- Positioning Evaluation (ideas and strategy to make your brand truly stand out)
Researching the market, its dynamics, competitive landscape (strengths/weaknesses), evaluating the positioning strategy, among other factors, must be undertaken in order to create the most compelling story.
The goal is to truly understand the brand and what it stands for, and how it is perceived by customers, and even competitors. Effective copy writing must ALWAYS support the brand and what the brand represents, constantly adding value to increase “brand equity.”
Keep in mind … a great copywriter MUST understand all that makes up the brand AND the critical role that well-written copy plays in supporting it, in order to craft an impactful message for your target audience.
Copy
People love to read a good story and Scott is able to craft written content that will help your target audience fall in love with your brand and your message, both intellectually AND emotionally. From his years working with complex medical devices, not only does Scott have to “understand how it operates” … he also has to know how to teach users to “learn how to operate it”. Good copy writing requires careful attention to detail and should keep the audience completely focused and “fully engaged”, from start to finish!
Editing
Many find it challenging to effectively communicate what they are trying to say to their target audience. Perhaps they are simply “too close” to their brand, or just immersed in their intense passion for what they are trying to achieve. Or, maybe for a number of other reasons, they struggle with how to make sure their message is clear and effectively conveyed.
Sometimes, a simple copy tweak or a re-write of specific sections of copy will do the trick. When editing, Scott always thinks of the useful phrase “another pair of eyes”. It can be invaluable when making sure your message is communicated effectively, and heard loud and clear. For your message to resonate with your audience, it is a MUST to carefully choose the proper words and phraseology.