What I Do

The project snapshots below give you an idea of the range of writing services that I offer my clients. Contact me to discuss your content needs and how I can help you meet them. Looking for support beyond writing, such as web design, a logo refresh, or media planning? Visit my agency site for our full-service story.

 

WEB CONTENT REFRESH

Wince no more. Upgrade your company’s web content so it gets your story right and stakes out a winning position for your products and services.

  • Home page – Smart, click-inducing content that projects your brand personality and showcases your offering.
  • About page – Your credentials served up in a way that engages prospects and sets you apart from the crowd.
  • Product/service pages – Headline, subheads, and copy that highlight the key benefits of your products and services.
  • FAQ page – Informative, easy-to-read Q&As that tell your story.
  • Testimonials page – Your clients sing your praises after I elicit short testimonials from them.
  • Why us page  – The three most compelling reasons to hire you.
  • Custom pages – Additional content? With your input, I’ll write crisp copy for any page you need.

 

BLOG & OP-ED CONTENT

Blog posts and Op-Ed pieces allow you to leverage your expertise to establish or reinforce a leadership position in your industry. Share your knowledge, state a point of view, provide useful information, or take a stand on an issue that’s important to you and your organization.

  • Topic strategy – I help you determine a subject matter that is timely, right in your wheelhouse, and likely to garner interest, comments, and shares.
  • 600-800 word column – Written to command attention and demonstrate authority.
  • Twitter – Multiple tweets that drive people to your content as it appears on your website and/or in third-party publications.
  • LinkedIn, Facebook, Twitter – Teaser blurbs that build interest prior to publication, plus an announcement and link when your column appears.

 

COMPANY/BRAND CONTENT

Get the must-haves for telling your company’s story to the world.

  • Tag line – Multiple options in seven words or less, including rationales for each and a recommendation on the line that works best.
  • Elevator pitch – A crisp 50-75 word summary that nails what makes your brand unique.
  • Web home page Smart, click-inducing content that projects your brand personality and showcases your offering.
  • About page – Your credentials served up in a way that engages prospects and makes you stand out from the crowd.
  • Ad copy – Three headline and copy executions that can be used in various media.
  • Literature – The content you need to tell a deeper story via e-book, PDF, web page, or traditional print collateral.

 

PRODUCT/SERVICE CONTENT

Stake out a winning position for your products and services, and communicate their key customer benefits.

  • Product or service name – Multiple options that reflect our naming best practices: describe what you do; communicate a benefit; project a winning position; and are easy to say and remember.
  • Elevator pitch – A crisp 50-75 word summary of why your product or service is awesome.
  • Web landing page – Headline, subheads, and copy highlighting the unique benefits of your product or service.
  • Email blast – Multiple subject line options, based on best practices; benefit-focused headline, subhead, and copy; clear call to action and offer.
  • Twitter – Multiple tweets that drive people to the corresponding web landing page for your product or service.
  • Ad copy – Three headline and copy executions that can be used in various media.
  • Literature – The content you need to tell a deeper story via e-book, PDF, web page, or traditional print collateral.

 

ANNUAL REPORT CONTENT

Connect with your company’s shareholders and stakeholders, while informing investment analysts, potential investors, and future customers. I have written more than 25 annual reports – for A.T. Cross, The Washington Trust Company, American Power Conversion, Delta Dental, and Schneider Electric, among others –  and have a proven formula for generating content that is strategic, informative, and engaging.

  • Preliminary input session – To discuss scope, expectations, process, and content.
  • Interview Q&As – Sent prior to a 60-90 minute interview with your CEO and/or other key content stakeholders and approvers.
  • Interview – Preferably in person, with your CEO and/or other key content stakeholders and approvers.
  • Theme development, if requested – Not all books have a title or theme, but when requested, the theme should track right out of the interview with the CEO/key content stakeholders; multiple options offered, with rationales for each.
  • Collaboration with designer – How your content looks is as important as what it says. So I’ll sit with your designer prior to writing the first draft to brainstorm ways to deliver your narrative with informative graphics, sidebars, spotlight stories, heroic quotes, etc. (Don’t have a designer? I’m happy to pull in my partner to help out.)
  • Content development – I deliver a first-draft Word doc to you and your team for review and edits.
  • Revision process – Typically, there are two rounds of revisions and fine-tuning before final approval.
  • File delivery – I provide your designer with a Word file of the final approved document.

 

YOUR CONTENT PLAYBOOK

Missing the mark when you tell your story in written words? Is your messaging dated or simply dull? If you ask five people in your organization to summarize your promise to prospects, do you get five different answers? If so, it’s time for a Content Playbook. Informed by your input and insights, I conduct a complete audit of your current communications assets and offer recommendations for refreshing them, based on current market dynamics and opportunities. It’s a great way to get your content on track and your team on the same page.

Your playbook will include the following elements:

  • Situation overview – The top challenges and opportunities that are driving your content needs.
  • Audiences / markets – Who you are trying to reach, and where you will find them.
  • Competitive landscape – Who the key players in your category are, and how your offer stacks up against theirs.
  • Brand equity – Where you are now.
  • Brand potential – Where you want to be.
  • Positioning – What the opportunity is, and how your offer aligns with the audience’s needs in a unique way.
  • Top-line messaging – The most compelling reasons for choosing you.
  • Elevator pitch – 30-45 seconds of sales poetry for each of your audiences – and a key reference for everyone on your team.
  • Tag line – Multiple options for articulating your winning position in seven words or less, plus my recommendation on the ones that work best and why.
  • Ad copy – Three headline and copy executions that can be used in various media.

 

CONTENT A LA CARTE

The easiest way to jump in the pool. Just ask me to develop or refresh content for you a la carte. Projects include, but are not limited to:

  • Web home page Smart, click-inducing content that projects your brand personality and showcases your offering.
  • About page – Your credentials served up in a way that engages prospects and sets you apart from the crowd.
  • Email blast – Multiple subject lines, headline, body copy, and a strong call to action.
  • Ad copy – Multiple headlines, body copy, and a strong call to action.
  • Tag line – Multiple options in seven words or less, including rationales for each and a recommendation on the line that works best.
  • Product or service name – Multiple options that reflect our naming best practices: describe what you do; communicate a benefit; stake out a winning position; be easy to say and remember.
  • Product or service content – Headline, subheads, and copy that highlight the key benefits of your products and services.
  • Radio and TV scripts – :30 and :60 spots, plus video pre-rolls.

 

CONTENT COACH ON CALL

Access copy support via phone and/or email whenever you need it – ideal for last-minute content needs, editing help, strategic advice, or anything to do with telling your company’s story.

 

Need more extensive communications support, such as web design, a logo refresh, or media planning? Visit my agency site for our full-service story.

 

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