Descriptive copy, whether in an advertisement, catalog, Website, blog or a book, engages and captivates its readers. I would hazard to guess that products sell better and customers stay loyal to a company which commits to producing quality marketing materials which creatively describe the benefits and the satisfaction of owning their products rather than a company which just lists features. Top companies know this, and use creatively descriptive words and text to build their brands.
Here are four writers and editors which help their clients improve their marketing communications with well written and edited copy, each with a unique style and expertise. See how their styles might match up with what you need for marketing your products or services.
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“When Performance Counts” by Stuart Rockett
How do you make an investment company attractive to investors and stay within the constraints of the law? Stuart Rockett has been doing this for twenty years, and shows his deft skill in this advertising piece for a local investment firm. He starts by bringing up the biggest concern of investors (retaining their wealth), and transitions quickly into how his client is different. He knows his copy can’t pass the legal scrutiny of the compliance officer if he promises high returns, so he describes instead how his client is different in its approach to charging the investor for its services.
Choosing the direction you take with your investments is among the most important decisions you’ll ever make. That’s because where you invest, when, and how all affect your quality of life today, and for the future. The strategies you use to grow and protect your wealth, whether it’s smooth sailing or battling through stormy markets, are just as critical to your success. So how do you measure your progress once you’re underway? Dunham Funds measures progress by performance. Yours and ours. Everything we do is built on our belief that the compensation of fund investment managers should be tied to the performance of the funds in which you invest, regardless of market conditions. It’s an approach we’ve taken for more than 20 years and today, the Dunham Funds are among only a handful that operate 100 percent on performance-based fees. It’s not what most other mutual funds do. Common industry practice is to charge management fees regardless of whether performance is up, down or flat. Dunham Funds work on performance-based fees because we believe this provides investors with an element of inherent fairness. We strive for achievement beyond the commonplace and welcome you to discover our difference.
Stuart Rockett’s email: sar@sar.cts.com
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Men in Green Faces (A Novel) by Betty Abell Jurus
Betty Jurus sets the scene foreshadowing a dramatic encounter in the first chapter of this thriller about war in Vietnam. Putting in just enough descriptive detail to make the reader feel the suspense that the characters are experiencing is the writer’s task. Betty does that well in the first chapter of Men in Green Faces:
The deadliest men in Vietnam’s Mekong Delta were operating deep inside the triple-canopied jungle. Brian, at point, held up a clenched fist. The silent stop-look-listen signal passed from point, down the line to Gene, and back to Doc, in the rear. The seven SEALs froze, ten feet apart, seeing what wasn’t supposed to be there. What wasn’t on any map. Gene, his M-60 aimed wherever he looked, smelled death, looked at death. His chest and throat tightened, adrenaline pumping. One step forward out of the jungle, where he stood invisible in the green shadow, and he’d be in there. The 60 moved very slowly, poised like a cobra.
Men in Green Faces at Amazon.com
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“Friends with Structure” by Mary Beth Ellis
Mary Beth Ellis is a writer for a variety of clients including msnbc.com and Air & Space. She blogs at BlondeChampagne.com. Dish Pronto asked her to provide content for its television column, The Side Dish. The subjects of her writing range may from thoroughbred horse racing to NASA, but her writing is best known for its personal, observational essays marked with transitions from surprising insight to sharp humor. She even has a book out titled Drink To the Lasses. I like the way Mary Beth puts you directly in the story from the first words in her column, and never lets you go. You might even relate to suddenly being without “structure.” Check her out on her blog, and maybe leave her bartender a nice tip via PayPal. (Nice touch, Mary Beth.)
“This is about structure,” the therapist said. I’m sitting across from her because my husband found me sobbing into the carpet of my home office, again, some more. She’s sitting there because I’ve reached the point, now, where I need to pay people to listen to me.
“I thought this was about huge, huge amounts of anti-depressants.”
“No. For the first time in your life, you don’t have outside structure dictating your every move. And it is affecting your writing, and you are very angry.”
“Even though I hate structure.”
“Even though you hate structure.”
I sat for $7.28 worth of silence. Then: “Well, how do I fix it?”
Mary Beth Ellis’ email: marybeth@morningworksmedia.com
Mary Beth Ellis’ blog: blondechampagne.com
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“When Your Future is On The Line” by Adrienne Moch
Adrienne Moch is a San Diego editor who keeps her clients up to speed with the finer points of grammar and editing with her newsletter, The Write Stuff. You can ask her to be put on her mailing list to get editing tips, or to keep up with her activities as president of the San Diego chapter of National Association of Women Business Owners. I am sure all of her correspondence is letter-perfect.
When your future is on the line, you need the finest legal representation in your corner. That’s Puckett & Faraj. Our firm has nearly 50 years of combined experience defending members of the military and those accused of federal crimes. Our record of success is unparalleled, because we focus on one goal: winning. Our knowledge of the military justice and federal court systems is second-to-none. Add to that our vast legal expertise, and you have the formula for a successful resolution…and a bright future. Please contact us to schedule a free consultation on your case.
Adrienne Moch’s email (subscribe to her newsletter): adrienne@adriennemoch.com
