Portfolio

Portfolio

Case Studies and  Success Stories

Case Studies and Success Stories

Click an image on the left to enlarge it and scroll through success story and case study examples.

Case studies and success stories are extremely effective ways to show people how your product or service solves problems and delivers results. I’ll start by talking to your project lead about the problem the customer was having, the solution your product or service provided, and the results your customer is seeing, ideally with an impressive return on investment. If possible I’ll also interview your customer to get background information and quotes. Having the customer explain why they chose your product or service, and saying how happy they are with the results speaks volumes.

Brochures and Flyers

Brochures and Flyers

Click an image on the left to enlarge it and scroll through brochure and flyer examples.

Strong headlines, concise copy and a clear call to action are brochure and flyer essentials. As with all marketing, audience is everything. If you’re talking to consumers, I’ll use a different approach than talking to business users. I’ll need to know what you want people to do after reading your brochure. Visit your website? Call you? Sign up for something? Buy something? Is the brochure a leave-behind piece used by your sales force? Do you need different versions to serve different purposes? Whatever your needs, I can write effective copy that sends the right message to your target audience.

In addition to writing I can consult with graphic designers about layout, where to give emphasis, and selecting the best images to highlight key messages.

Websites

Websites

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Imagine that you could have your top salespeople giving their best pitches to your target customers 24 hours a day, 7 days a week. That’s what your website should do. Your home page needs to draw people in and make it easy for them to find whatever they’re looking for.

Website design is extremely flexible, but also needs to be managed to prevent visual clutter. I can provide a content document for your website that shows what needs emphasis on the home page, the text, the navigation, suggested sidebars, and more. This document makes it extremely easy for your web designer to streamline your site to meet your specific requirements.

I can work with any existing copy you have or start from scratch. Many salespeople are much more comfortable talking than writing. All you have to do is set up a face-to-face or virtual meeting to let them talk. I’ll ask questions, take notes and send you polished text.

You now have no excuse to leave pages under construction indefinitely!

E-Books and White Papers

E-Books and White Papers

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White papers are useful tools to explain new or complex technology to a non-technical audience. The benefits and opportunities are presented using plain language, and the opportunity for a return on investment is implied if not spelled out.

Companies usually issue white papers because they want to sell a solution that uses a particular technology (or methodology), and they need to explain that technology to potential clients. A well-written white paper needs to explain the technology without losing people, show the market opportunities, and position your company as a thought leader with the best product or solution to exploit the technology. Again, audience is everything.

The Mobile Application Strategy white paper example in my portfolio is from 2009, way back when apps were new, if you can even remember back that far! The BlackBerry® and other smartphones were just starting to gain traction. People who got in on mobile application technology early are now viewed as visionaries. We don’t need this white paper now because apps are common knowledge. It’s a good example to show how a white paper is used at the beginning of the adaptation of new technology.

My technical background, clear writing training and marketing experience make me an ideal writer for e-books and white papers. Contact me for help explaining new or complex technology to your market.

Newsletter and Trade Journal Articles

Newsletter and Trade Journal Articles

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Whether they're printed, sent as pdf files or available online, newsletters always need headlines and articles. I can help with creative brainstorming, editorial scheduling, and writing. I’ll conduct interviews and do research to write timely, interesting articles that meet your required word counts.

Are you missing opportunities to have articles about your technology, product, or service appear in trade journals? In-house technical experts don’t always have the time or desire to craft articles. Let me work as a ghostwriter with your in-house source. Sending professionally-written articles to trade journals increases the likelihood of an editor running your story.

Press Releases

Press Releases

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The trick with press releases is to feed the media a story they can pick up and use. The type of story will depend on your targeted media outlets. Local newspapers will play up the local angle, while an international trade magazine will require broader news to share with its audience. Are you launching a new product that introduces innovative technology to the market? Did your business break a record or perform a community service? Share the news. Let me write an attention-grabbing headline and craft your story to make editors take notice.

Catalogues

Catalogues

Click an image on the left to enlarge it and scroll through catalogue examples.

My first copywriting job was for a catalogue, and I’ve always enjoyed writing catalogue copy. The example on the left for Safety Equipment shows my early copywriting skills and my short-lived career as a hazardous waste handler model.

For technical catalogues I like to streamline table information to help specifiers easily narrow down the feature choices. I can also test your How to Order information to make sure it works with your “how to build a product number” instructions. I’ll make it easy to compare one product to the next by providing information in a consistent order and format.

For retail catalogues, the headlines do the heavy lifting. During the holidays, people are flooded with catalogues, so the promotion for your products needs to stand out. I can’t completely explain how I write headlines. It’s part perspiration, part inspiration. I keep paper with me all the time because I’ll often think of the perfect line when I’m taking a break.

Whether your catalogue is technical or consumer-focused, print or online, I can write headlines, copy, and specifications that make it easy for people to buy from you.

Promotional Material

Promotional Material

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Many promotional strategies use a variety of materials like posters, flyers, banners, and more. Whether you’re preparing for a trade show, annual conference, or the launch of a new program, I can craft each message for maximum effectiveness while maintaining overall consistency.

This portfolio example is from a study skills program that needed to reach the learners in need of help, and make it easy for instructors to encourage students to use the program.

Clear Writing

Clear Writing

Click an image on the left to enlarge it and scroll through a “before and after” clear writing example.

This portfolio “before and after” example of a pamphlet I revised shows the difference clear writing makes.

In the Before version, information is disorganized and difficult to understand.

In the After version, clear headlines and bulleted lists make it much easier to find information.

Corporate Profiles, Company Overviews, and About Us/Bio Pages

Corporate Profiles, Company Overviews, and About Us/Bio Pages

Click an image on the left to enlarge it and scroll through corporate profile, company overview, about us and bio examples.

What’s your story? How did your business get started? What interesting information don’t people know about you? We want to know who we’re working with and who we’re buying from. Your corporate profile/company overview or “about us” information needs to make people want to work with you.

User Guides and Training Manuals

User Guides and Training Manuals

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Do you promise a training manual or user guide with your product? Are you exceeding your customers’ expectations or are you patching together something that barely meets the requirement for documentation?

Professionally written user guides and training manuals inspire confidence in your products. They’re also of great value internally to help your customer service team and sales force learn how your products work without requiring assistance from busy engineers.

Installation Instructions

Installation Instructions

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It amazes me how often installation instructions present steps out of order.

1. Connect the black wire.

2. Before connecting any wires be sure the power is off.

Oops.

This often happens when several people contribute to a document. I can provide a fresh set of eyes, ask questions about missing steps and write the instructions in order. I’ll also provide recommendations about the images that should be included to illustrate the essential steps in the process.

Cause Marketing and Fundraising

Cause Marketing and Fundraising

Click an image on the left to enlarge it and scroll through cause marketing and fundraising examples.

Does your company actively support a non-profit, charity, or social cause? Do people know about it? Marketing your involvement with social causes is a win-win. People like to support companies that share their social agendas and environmental concerns. Successful fundraisers rely on a supporting public relations campaign. Whether you are on the corporate side or the charity side, I can help you craft effective messages to raise awareness and inspire people to support your company and your cause.

Recruiting Messages

Recruiting Messages

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Are you attracting the wrong applicants for the position you have available or to join your direct sales team? Wouldn’t you rather spend your time training someone who is excited and enthusiastic about doing that specific job day after day?

To attract the best candidates, it’s important to show people how the opportunity you’re offering fits the lifestyle they want to create. To entice the right people we’ll create profiles of your ideal recruits, and then tailor your recruiting messages to speak them.