A WORD ABOUT COPYWRITING
THE TROUBLE WITH TITLES
Good copywriters know that like designers, illustrators, and similar folks, our titles are misleading. Writing is only part of the picture, and I’d argue that it’s secondary to things like researching, analyzing, distilling, and knowing when to extrapolate and when to take a sharp turn away from trends. It’s paying close attention to how people talk, live, work, and how they make decisions. And it’s a voodoo-like intuition for what gets a heart pumping with desire, happiness, curiosity, empathy, or even outrage. Yes, copywriters need a talent for writing, but more than that, a good copywriter has a talent for thinking, and for making fresh connections, applying ideas. At our best, we’re generators. Influencers. Ship captains, if you will.
OK, you’re right. Too much.
I produce stand-out copy for print + digital projects from the beautiful and burgeoning city of Reno, at the foot of the Sierra Nevada. I work with people from all over the U.S. and beyond.
ABOUT THE WORK
copy, content, concepts
I’ve worked with a lot of inspiring people and projects in my 20 years as a copywriter. There was the cheeky ad campaign for a new tourist railroad trying to lay track in a challenging region. There was the bullseye tagline for a medical finance company that ignited excitement company-wide. Ahh, and the endlessly fun but unique and evocative catalog copy for an upscale home movie theater product line, when I got to channel James Bond and Lauren Bacall.
You get the idea. Click the portfolio link below to take a look through my past work. A few favorites to get you started:
Items Of Questionable Relevance
If you, like me, can't pass advertisements like billboards or TV commercials or marketing messages of any kind without mentally dissecting them, you might enjoy reading my thoughts on good copy/bad copy via the link below.