Chris Clarke here; I’ve been a freelance commercial copy writer for more than twenty years, creating effective communications for companies large and small. My perspective on writing derives from the teaching of William Zinsser (Wikipedia). One of Zinsser’s keenest insights is that good writing includes four essential elements:
I create copy for clients in a variety of settings: business-to-business, business-to-consumer, internal communications and public relations. I was here when print and direct mail were the main modes of direct marketing. When the world moved online, I helped lead the way, assisting numerous companies with the transition to the Web, and helping to coordinate marketing and communications efforts across media.
Every business benefits from clear, effective writing – content that moves people. Simple, right? Yes, but not so easy to achieve. Too often, an important message disappears under jargon, inept phrasing or clumsy construction. It takes skill to bring fresh expression to familiar ideas. I produce writing that grabs the intended audience, that’s clear, compact and persuasive – writing that gets your message across with style.
Analytics will help you find Redundant, Outdated or Trivial content in your sites, and good writing will help keep it from creeping back. I can help you move from ROT to ROI.
My writing experience spans a broad spectrum of topics, types and audiences: business to business; business to consumer; science and research; health care; software and IT and more. Whatever the subject, I can help to give your communications the polish and appeal you need to attract and engage your audience.
Ever since communication went digital, the one thing you can count on is change. Does anyone still use WinAMP for music, or Alta Vista for searches? Tastes, trends and user behavior will always evolve. Engagement is the one ingredient that builds loyalty, excellent content is the one way to earn it, and traffic is the only proof.
Social Media is the most disruptive development in communications since the printing press. You can’t just talk at your audience today because they can talk back to you, and they will talk about you. I can help tune your social media language to connect with people, to build confidence and to inspire loyalty.
How did I get into this business? Originally trained in English Literature, I worked in retail logistics for many years. In the mid-eighties, I initiated a bi-weekly local newspaper column on real estate, using a Radio Shack word processor that was built into its own desk. Later, I worked as a writer for a company that marketed legal, scientific, technical and medical reference books, and soon began writing descriptive and promotional copy for the publishers directly. Bob Bly’s book Secrets of a Freelance Commercial Copywriter opened my eyes, and my talent, to a broader market. As card decks and paper catalogs evolved into web sites, email marketing and social media, I helped several businesses create their first web sites and online marketing campaigns. From groundbreaking sales campaigns for book pubishers, to editor and marketing manager positions at Songs.com and Bed and Breakfast Inns Online. I've worked with clients in industries from publishing to health care, from music to theater – an always expanding list of companies and campaigns.
My writing has benefited a variety of businesses large and small. Listed below are just a few of the companies with whom I've worked: