If you can’t write, you call a copywriter.

But if all you get are vowels, consonants and the odd bit of punctuation, you’re getting less than you deserve.

What I’ve Learned

After 25 years as a copywriter, I know how to write winning copy. I also know words are simply the final step in the process.

Without a message, you’re lost. Without a solid, realistic marketing plan, you’re lost in the dark.

And without the basic building blocks of good marketing (benefits, drama & response), you’re never going to find your way home.

Fortunately, help is at hand.

Experience Pays

Over the last 2.5 decades, I’ve written everything from national ad campaigns to tiny bits od social media copy.

In other words, I haven’t done it all, but I’ve done a lot of it.

And while I’m fond of pointing out that marketing has changed dramatically the last few years, it’s also true the copywriter’s art really hasn’t.

It’s still all about communicating benefits, solving problems, appealing to vanity, telling compelling stories, knowing thy audience, AIDA and a few other goodies.

In other words, the media channels have changed, but how the successful copywriter talks to people hasn’t.