Carleton spent 25 years of his career working for global advertising agencies as a copywriter and creative director. He has created print ads and radio and television commercials for dozens of clients, including some of the most prestigious in the world in such areas as consumer electronics, high technology, packaged goods, aerospace, and financial services.
Carleton has written annual reports both as an agency writer and as a consultant. He was chosen for these assignments because of his ability to tell a broad corporate story that would communicate to the public, to shareholders, and to the financial industry, and to address intricate financial detail in a way that was technically accurate and legally compliant, but also clear, straightforward, and understandable. He has written such annual reports for various high- technology companies, software companies, and for financial institutions and banks.
Carleton has written articles in industry and trade publications about specialized topics in finance, insurance, risk management, and mortgage banking, and has had several articles published in business magazines on topics for a broader business audience.
Carleton has published two novels, both mysteries, one called CENOTE and other PRIMROSE, which are available on Amazon, and is in the middle of writing a third. He has also pitched several non-fiction book proposals to various clients to ghost-write books to serve as corporate-positioning tools or meta-PR vehicles, one of which is actively under consideration and will address the topic of genius both in our culture in general and in the world of business in particular.
Carleton has written brochures for a wide range of clients targeted to a broad range of audiences. Some were corporate-overview brochures that served to position the company within the market place and to differentiate it from its competitors. Others were product brochures that conveyed specific information on a particular product or service, often with some technical specifications or feature details, so that the reader could clearly understand what the product or service was, how it worked, and why it mattered. Still others were sales or presentation brochures that a sales person could use to walk a prospect through a pitch with the goal of closing the deal at the end.
Carleton has been a copywriter his whole career. He began as a junior copywriter at one of the largest ad agencies in the world, and eventually became a group creative director, then eventually moved to two other global agencies in similar executive creative roles. But even as a consultant, despite all the other communications disciplines within which he has worked over all these years, he remains at heart a copywriter, writing headlines and body copy for ads.
Much of Carleton's career as a writer has been in the high-technology arena, and datasheets are the lifeblood of that industry. He has written datasheets for hardware and systems companies, for software and applications companies, and even for companies that manufacture semiconductors and companies that manufacture the equipment that manufacturers the semiconductors.
At one time during his advertising career, Carleton was named creative director of the direct-response division of his ad agency. The founder of the division felt that Carleton had a "natural direct-mail writing style" that lent itself well to the discipline. Carleton wrote hundreds of direct-marketing vehicles, including direct-mail packages, direct-response ads, direct-response television commercials, and even direct-sales telephone scripts. As a consultant, Carleton has continued in this specialized area, having written direct-marketing programs for banks, healthcare organizations, non-profit groups, public utilities, and consumer-product companies.
Carleton has written newsletters often as part of integrated-communications programs in which the client needs to establish an additional, longer, more "personal" channel of communication to aid awareness, strengthen the relationship, and provide useful news and information.
Carleton has written and produced presentations for a wide variety of applications, from one-on-one sales calls to 1000-person executive meetings. He has worked with sales, marketing, and executive staffs in developing these presentations, and has employed PowerPoint, Persuasion, and other programs to display the content. He has also written executive speeches that were supported by corporate films, which he also wrote, that were presented over a several-day period to achieve integrated communications goals repositioning the company, presenting a new identity, and launching a new global advertising and marketing effort.
Carleton has the ability to write in whatever style is appropriate to the application. So he can write awareness-building ad copy, sales-driving direct-response pieces, and motivation-creating presentations, but also information-giving public-relations releases. He has done this for a wide range of clients, from financial institutions to high-technology companies to non-profit organizations.
Carleton has written and produced hundreds of radio commercials over his career and as a consultant, everything from highly promotional price-driven retail spots to evocative brand-building corporate spots.
Carleton has written and produced films and video projects for a variety of clients in a range of applications. He's developed corporate films that were used in sales meetings and trade shows, high-energy motivational films to launch new products, movingly persuasive films to raise funds for non-profits, documentary films that celebrate the careers of long-term employees, and even "video annual reports" that tell both a financial story and a business story via interviews with key executives and department leaders.
Carleton has worked closely with senior corporate executives to write speeches addressed to a variety of audiences, including senior staff, sales executives, employees, and shareholders. Some of these speeches were informational, but most were designed to motivate the audience to achieve new goals or undertake new initiatives or respond to new challenges or seize new opportunities. He has also written such speeches for leaders of non-profit organizations often speaking to civic or political groups or in public forums. The challenge of writing speeches like this is always to write in the speaker's voice and to understand the content and the intended audience well enough to make the speech credible, relevant, and professional. Carleton has been acknowledged by his clients to be particularly adept at this skill.
Carleton has created or contributed to websites and web pages for financial institutions, technology companies, and non-profit organizations.
Carleton's ability to understand, internalize, interpret, and communicate about complex subjects to a sophisticated and informed professional audience has led him to a number of assignments writing white papers for his clients. Sometimes these are published as PDFs and made available on client websites, and other times they have been designed and printed as hard-copy documents that have been mailed to clients, the press, and interested parties. As it is with writing executive speeches, the challenge of these communications is to be able to "absorb" the content and to understand the audience so as to be able to write a paper that is intelligent, original, cohesive, compelling, and technically rigorous. Carleton has the ability, experience, and discipline to execute these difficult projects successfully.
Carleton has written articles that have been published in industry journals that addressed often complex or advanced topics relevant to a professional audience. These topics included financial services, mortgage banking, real estate, risk management, insurance, and accounting.