John believes that all writing must be IRI -- Interesting, Relevant and Informative -- whether it's a complex white paper or an email to your mother or a news release.
Good copy elicits the response the client wants and is a positive investment. Often it must be viewed as part of an overall campaign involving other creatives, plus lawyers, accountants and management. A good writer is a willing and integral contributor to the team.
And good marketing copy will have a powerful CTA -- call to action -- to generate the desired response.
John began his career with words in London transcribing comic books from "American" to "British." Thus "Holy mackerel!" became "Cor blimey!" for legions of young Brits.
Daily and weekly newspapers trained him that writing often involved slogging it out when the muse went absent. He took a job as the first curator of a floating fisheries museum. "How hard can it be?" he asked. After working 24/7 and losing 10 pounds in two weeks John had his answer.
Freelance magazine writing, starting and running a creative agency, creating documentaries and commentaries for public radio, writing (under various pen names) and publishing an inflight magazine, penning political speeches and industrial copy for government agencies honed his way with words.
Along the way John became an accomplished graphic artist and photographer. Both skills contribute to his writing. "I can see the project in its entirety and write copy that supports and enhances the visual elements."
Writing personal and family histories is one of his latest interests. In depth interviews are recorded and later edited, along with family photos and documents, into a full color coffee table book that can be passed on for generations.
From news articles to websites, speeches to blog content John writes interesting, relevant and informative copy for many different industries, government agencies and private clients. His words help bring the response clients want.
When can we start?
Advertising, Associations, Building Materials & Construction, Education, Fiction / Humor, Financial Services, Government & Public Sector, Hospitality & Tourism / Travel, Industrial & Manufacturing, Legal, Marketing, Medical & Dental, Personal & Corporate Histories, Real Estate & Development, Specialty Foods