I have written many pieces of copy over the years. I have also read a lot of copy, some good and some not-so-good (pretty bad, actually). I have been to many seminars that explain the dos and don'ts.

Copy writing is not brain surgery, but it does take some creative thought to make it individual to the client. In some cases a straight voice over will be what is necessary to sell the product or service, in contrast to the humorous or character spot.

I always try to stay away from the obvious crutches that you hear time and time again in copy written by amateurs. I have many pet peeves about that, but one of my biggest is what I call the 'place client name here' copy. "Visit Joe's Toothpicks, for all your toothpick needs". Oh, I have heard some really bad ones. For all your "flowering" needs is one that comes to mind.

Another crutch is asking a question to start a commercial. It opens the door for the wrong answer. "Do you want to make more money?" If the listener thinks "No, I make enough money", they will tune out the rest of your ad. It can say: "Everyone could stand to make more money" and go on from there.

I have many ideas and copy examples that can make your client stand out from the rest. I enlist the 'call to action' and repeat bullet points so customers will know what to do or what to get and when and where to get it. I guess you could say I have something for all your copy needs!!

I can usually turn around something creative quickly given the proper information and materials from the client.

Click below for one of my NAB award winning spots for Midtown Printing or contact me for more examples.