There are a lot of similarities in writing requirements across many mediums. It has to be accurate. It must have focus. It better engage a specific audience. However, there are slight differences, as well. Having written both print, spoken, and online copy, I understand some of the variation that is [...]

Newsletters are a fantastic way to showcase new products and capabilities, as well as stay in close communication with your top customers. However, there are two areas in which these can fail. If the material isn’t interesting, it won’t be read. And, if it’s not truly informative, it will be perceived as [...]

Letters can be made to be graphically appealing, informative, and highly persuasive. While mail merge letters or business letters serve a purpose, there is nothing wrong with doing letters that have advertising “splash,” but without expensive graphic design and printing.

Another potential use of sales letters is to differentiate yourself from competitors. First, the letter is proactive measure. Second, it can be targeted to a specific audience better than large-scale ads. Finally, it allows you to explain how your product is different than it may be perceived, allowing your reader a second [...]

Again, contact databases provide fertile marketing ground, IF you use it! This is another sales letter, but this one is centered on introducing a new product to potential customers. It takes understanding of product features and converts that to benefits understood by a particular vertical market, in this case trucking. Does your [...]

Have a customer list? Then you need to be in touch! People who have spent money with you before are many times more likely to spend money with you again than converting a new prospect into a customer. This letter body was created to merge with a contact database to remind them [...]

This is an ad for the backpage of a multi-page ad mailer. Being limited in words, I needed to quickly establish a theme with the ad, tying people’s emotional connection they have with their own home with trust for someone to take care of it and them. I also created a basic layout [...]

The client for this radio spot wanted a “fact-based” ad, getting away from the screaming, hype, and “freebies” associated with most of the competitors in their marketplace. The ad has a “newsy” feel, offering the customer information that implies an action. I provided the voice-over, even while suffering from a cold at the [...]