If the steaks stakes are high, don’t settle for average mediocre copy. Whether for a book or a website, it pays to craft the right words that convince, touch or provoke a particular type of human. I start with understanding the human who will be reading the words and what we want them to know or what action we want them to take. I then strive for nothing less than excellence for each writing project I take on. Let’s fix up those words of yours!
Yes. Let me share some examples with you, fine reader.
In this case, the ‘product’ was an art installation, which, naturally, has deep thought and meaning hidden beneath the surface. The writing assignment was for the artist’s ‘coffee table book’ . I wasn’t writing to convert to a sale, I was writing to trigger a feeling.
“APRONS, 2013
A poetic piece about what fabric says about its purpose, the person who wore it and the zeitgeist from whence it came. Consider the apron, a utilitarian garment with more to it than meets the eye. In the past, it was handmade by the person who wore it; often with ingenuity, creativity and craftsmanship. Today, more often than not, it is manufactured in an overseas factory. Aprons was inspired by Charlotte’s experience of sorting through the belongings of relatives who had passed on. She fixated on the various aprons (evidence of Charlotte’s obsession with fabrics) found in the belongings left behind. Hung intimately together, the aprons form a family emblem representing three generations of women. The apron was a constant in her great grandmother’s and grandmother’s day, but worn far less by her and her daughter (and worn more frequently by the men in her life). The various aprons spoke through their distinct wear patterns; imprints of the personality, nature of work and the role of women in the home. A deeply personal project that would completely lack meaning had the aprons been bought from a store.”
The protagonist in this story is the electronic equivalent of a paper 50/50 raffle. Technically complex, expensive and tricky to implement, the communication objective here was to speak to the aspirations of the reader (executives and fundraising VPs at sports clubs) while giving them some proof that the return was worth the investment. I did my best to craft a story with emotional impact AND hard data.
EXAMPLE 1: Case Study: Moose Jaw Warriors
EXAMPLE 2: Case Study: Hockey Canada
EXAMPLE 2: Case Study: Cincinnati Reds
Third-party logistics provider Evolution Fulfillment had alternative model for brands to distribute within North America. One that was better in every way than the old methods. The big challenge: explaining it to the marketplace. How do you plant a whole new model of distribution into the minds of brand executives? You coin a new term (thereby defining the subcategory) and then tell them a story with some nice, clear infographics.
Click to read 3,000+ glorious words with strategically placed SEO links. Smart, right?
