I'm an industrial copywriter and write sales copy and marketing content for B2B industrial manufacturing companies. Why that field and industry? Well, I have 30 years of experience in the … This Is Who I Am
The Porridge Was Just Right – Goldilocks
How's that for a testimonial? I hope you'll cut me a little slack here. After all, I'm not just a B2B copywriter. I'm a grandpa … with twin granddaughters! They're not quite a year old and not too picky about what I read to them. They grin no matter what I say. I could read The Wall Street Journal to them and they'd be happy as little meadowlarks. But their big sister, the Bug, is different. If she's heard a bedtime story before, I'd better read it right! For example, if I pull Goldilocks and the Three Bears off the shelf, she'll … [Read more...]
I Read Your Web Copy … I Have NO Idea What You Do!
Compare these two web copy samples. Example #1 When constructing advertorial messaging for business-to-business clientele, both for the printed medium and the widely accessible digital forum of the internet, I have found it expedient and obligatory (to wit, more operative) to craft verbal rhetoric that elicits an emotive response, buttressed by the explanatory rationale, which, by its inclusion, allows the corporate purchaser to justify the procurement of said items to the powers that be. Furthermore, the verbiage employed should coincide … [Read more...]
Sometimes, loving relationships must end
And you have no other option but to break the ties that bind and move on. Sad, isn't it. Sniff, sniff. But before you get all teary-eyed and think I'm leaving my wife Mary, I should probably explain. (I'd be a dang fool to do that, anyway.) What I'm talking about are the connections that link your social media networks. And don't fret ... the separation is only temporary. Now, it's not that I'm lazy ... But I like to do things once and let technology carry on from there. I'm a copywriter by profession. And I work the social … [Read more...]
To the Brave Men and Women Who Made My American Dream Possible …
Core Benefits: Why I REALLY Buy LEDs
It's not the energy savings. Not even a consideration. Think about it. I buy a $22 LED flood lamp and save almost two dollars per year in energy costs. Let's see. Hmm. That means I'll break even in about 10 years. But, if I buy two of them, I'll save FOUR DOLLARS! Oh, wait … that's going to cost me $44 for those lamps. It's the same result. Don't get me wrong. I'm all for saving energy. But selling me on the dwindling energy costs alone isn't going to cut it. Just doesn't compute. So, the energy savings isn't really a benefit. … [Read more...]
Window Washing and Pro B2B Copywriting
Yeah, I know. Pairing window washing and professional B2B writing seems odd. But bear with me for a few minutes and you'll find that the story behind that pairing could save you a ton of time, money and … aggravation. I'm a professional industrial B2B copywriter. But in my youth - well, when I was in my early- to mid-twenties - I washed store windows for a living. You'll soon find that what happened back then is important to you when hiring a copywriter. I'll finish with some tips on hiring a copywriter for your … [Read more...]
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