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How We Are Different

Innovative – Rather than just writing down the ideas we’re offered by our clients, we dig in to find new and better ways to see those ideas and to present them to your audience. Most writers try to do a good job, but they don’t try to find newer and better ways to do it.

Knowledge-Based – We work from a strong base of knowledge in many fields and back it up with strong research. We like to know what we’re writing about. In our experience, most writers have a very poor understanding of business, science,  technology, and results-oriented communication. This isn’t Shakespeare, it’s business.

Traditional Excellence – The interactive age has seen diminishing standards of communication.  Poor spelling and syntax are only the two most obvious signs of an across-the-board decline. Good copywriters in the golden age of advertising held themselves to high standards of excellence in their work. We are committed to that standard. Except for the best work out there  today, that quality is almost gone.

Modern Methods – Along with the internet and social network marketing, new styles of communication are evolving that offer novel and often highly effective ways to communicate with your target audiences. We’re always eager to adapt those up-to-date methods to solving your problems. We synthesize traditional quality with the modern interactive approach.

Scientifically Informed – When possible we use scientifically confirmed methods to boost the persuasiveness of our copy. Like most experienced copy writers, we rely on our experience and our intuition that is shaped by that experience. But when possible, we also use the results of scientific discoveries in consumer behavior and motivation.

For example, when targeting a message to a particular target audience and shaping that message for maximum motivation, we use psychographic as well as demographic profiles of that audience. Where demographics describe the audience by age, sex, income, etc., psychographic by provides a more complete picture by considering also their values and lifestyles and how they influence their behavior.

Another source for communication tools that are highly effective are the modern fields of cognitive psychology and behavioral economics. These discoveries reveal the unsconscious motivations that are usually the dominant force in human decision making.

A Problem We Solve

Most people in most companies think in a narrow box. It’s an occupational hazard. When you’re an expert at something and focus on it intensely, it’s only natural for you to have a limited point of view in that field.  The problem is that when you hire someone to work with you and write about that field, most of the time they too climb into that box with you. This keeps them from having the fresh point of view that’s usually necessary for excellent communication with a general audience.

Smart companies run usability tests on their web site to make sure that using the site is clear to the non-experts who will use it and not just to the experts who created it. Market researchers when putting together people for focus groups and other consumer studies are very careful to hire people who are non-experts in the area.

The same requirements should apply to your copy writers. They need to know enough about your products and services to write about them knowledgably.  But through their diversified experience and education, they must have the ability to step back and view them through the eyes of the intended audience. Only then will clear and persuasive communication be possible.