Client Support Services: Company & Organization Materials Production
Over 25 Years
This page is: Copywriter, Copywriting, Freelance Writer
- Serving the U.S. -
Located NE Ohio
On choosing writers and copywriters, from the master...
"Hire people who are
better than you are (at writing and creating), then leave them to get on with it. Look for people
who will aim for the remarkable, who will not settle for the routine."
The Rationale for Professional Copywriting
from Creative Business
Brochure sample, click to see larger image; hit your back button to return
From a quill pen to a sophisticated word processor, things have changed, but it's not about technology...
COPYWRITER: Freelance writer and copywriter services for diverse copywriting tasks
See the list on the home page...
"Ultimately, every single element matters in writing. However, it's not so much about the words themselves, but what they do, the impact that they have on the reader. What matters is what the words set the stage for, the call to a specific action, and the actions that result. And it's not so much about the images, but what they convey along with the words, the picture that they paint, the mood, the feel, the direction toward action. So it's not even about the total package that displays them all, the paper or ink or the pixels of the electronics, but how well that package delivers on specific objectives that the client wants to meet. Whether an objective is sales, to convince someone to join something, to participate, or to understand a process or product or service, the particular objective should be absolutely paramount, ruler and king.
As important as the words and images and the package are, nothing should ever distract the reader; the reader should hardly even notice them except in passing. The reader should only see and respond and react to the message.
In this sense, and even paradoxically, everything matters
in this process. It's not about memory or cleverness, not about recall
of a specific ad or brochure or commercial or website. These should be
seamless and forgotten, merged into the background of everyday life, of
sense or perception and buried in the subconscious. Never should a
person consciously remember the fantastic commercial or ad, but forget
the product or service the ad was promoting - this happens far too
often. When the reader or viewer takes specific actions that are
desirable and intended to happen as a result, those should be the focus,
as in the reader bought the ideas, whatever they may be."
"Vigorous writing is concise. A sentence should contain no unnecessary
words for the same reason that a machine should have no unnecessary
I provide services in any of these three levels:
Freelance writer? Meaning what?
Copywriting services for pay...
An independent writer unattached to any other company or organization who writes for pay, but not as an employee, clearly sums it up. Freelance? Writer? In olden days a freelance, or a "free lance," was a soldier with a lance and weapons who sold his services to those willing to pay for his lance, his fighting ability, with no long term commitment to those employing him. The free did not mean without payment, but speaks to the relationship. I am a freelance writer or copywriter, and I work to the advantage and benefit of those who wish me to write and create with them. I am an independent.
Copyright? See All About Copyright
"Right" copywriter hard to find?
Causes of copywriter - copywriting problems
Really good copywriting can be more complex than meets the eye. Getting the style, the voice, and the copy just right for the right audience can be challenging. What experience does the copywriter have, what skills, and what maturity level? After all it's a relationship with communication at its heart, sometimes assumptions are made on both parts, and various elements of "Murphy's Laws" come charging in to screw up the mix. Questions, doubts, fears? Get these out on the table. Communicate.
Explore copywriting requirements, expectations, objectives
Solutions? Both parties must fully explore most all aspects that will
come into play before the work begins. Not every copywriting job is
right for a particular copywriter, and not every copywriter is wise
enough to pass on jobs that are not a good fit with them. Clients must
keep this in mind as well, and not assume that because a person has
writing ability, that they can write for any and every project (I guarantee that they
can't). Communicate. Communicate. Communicate.
"He (Don Calderwood) is creative, quickly understands
what must be done, generates fresh ideas, offers good suggestions, and is very
you. Your advice in every area we've discussed, even though you are not
an expert in our segment of the business, has been right on target. In
fact, your creativity is evident in everything you've done, from logos
Copywriter, BROCHURES: Copywriting and designing brochures, multiple types
Copywriting must be short, effective
Brochures demand copywriting that communicates a large amount of information in a very short space, assuming the brochure is not huge. Writing "short" is indeed demanding, and that is exactly what is called for, whether it is a brochure for membership, for sales, a general company capabilities brochure, an informational brochure, or a service or product brochure. Copywriting with images is a distillation of overall picture, clearly targeted at the objective. What must be understood are the critical copywriting parts of a brochure or risk failure of meeting the objectives. Far too many brochures miss the target as the medium is not understood.
A brochure starts with
objectives - it's not an end in itself. What do you want to accomplish?
A well done brochure can be a veritable workhorse, helping you to
accomplish your mission, objectives, and goals, by communicating through
text and images, colors and paper. Tangibly, it delivers a "feel."
A brochure can work hard for you and over a relatively long period,
delivering on your objectives if it is done well. However, this
ONLY happens when a brochure is done well.
You must avoid negatives in writing or designing a brochure. The negatives are when a brochure:
To avoid these negatives and the negative consequences that result, hire a professional to write, edit, and produce a quality brochure.
SAMPLES: CLICK THE PHOTO IMAGES at left for a larger image and detail - hit your BACK BUTTON TO RETURN.
OBJECTIVES: Examples of objectives below might be for a sales company, so apply the ideas creatively to your organization if it is not. An effective brochure helps you to meet objectives in myriad ways. What are the objectives?
SAMPLES: CLICK THE PHOTO IMAGES at left for a larger image and detail- hit your BACK BUTTON TO RETURN.
Copywriter, NEWSLETTERS: Copywriting for organizations
Newsletter Copywriter? Skill necessary...
COPYWRITER, and freelance writer and producers of customer newsletters, company newsletters, organization, and association newsletters.
VERY Important Note:
I do NOT provide "s t o c k" or
Go: newsletter copywriter objectives
SEO Copywriter, WEBSITES: "Search Engine Optimization"
Copywriting with the purpose of optimizing a page and a website for search engines can be difficult. It is completely unnatural to begin to write material, with the goal before you even start, to take a variety of keywords and phrases and blend them a set number of times (frequency) into the message. The smart money focuses on copywriting to meet the optimization objectives by skillfully blending keywords throughout the copy so they're not even noticed, and making the copy flow naturally to deliver the important information that should appear in terms of real content. When you've read copywriting on a website and it is stiff, super repetitive with the same words appearing over and over and over ad nauseum, almost nonsensical and even boring, you have witnessed an SEO copywriting failure. As an experienced and practiced SEO copywriter, I get good results, and have done so since my first website training by AT&T in 1999. (more - click on the more recent SEO Certificate for a larger size and details)
Copywriter for ads, tag lines, flyers...
I offer experienced advertising creation and support services for small to medium-sized businesses and organizations, including some public relations elements. I create advertising forms and vehicles, from ads to flyers to complete collaterals, as well as press releases, backgrounders, press kits, etc.
► Advertising in all sizes, design through final output, print or electronic.
► Logos, tag lines, market positioning,
► Advertising and communications planning and plans, with specific promotions
► Press releases, backgrounders, product or service descriptions, company or organizational histories, press kits, etc.
► Corporate or organizational identities, concept through management on an ongoing basis
About Editing and Proofreading within Copywriting
There are different types...
If you write your own material, and you want to make sure that the grammar is right, that it has the right tone, feel, or style, that it packs the punch that you are trying to achieve, contact me. Whether your form is a sales letter or a website or a brochure, contact me for assistance. Error-free copy, the best word choice, editing at this level, all can improve your written material and your results.
Really effective communications demand high level writing
You know good writing when you see it...
You can almost feel it. Get your communications looking sharp and producing the kind of response you'd like see. Use a professional
freelance writer and graphic designer for your applications. From plan to execution, we are
an alternative to traditional, large, and expensive agencies.
For more INFORMATION please inquire: Thank you.
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