Advertising Copy

In support of UPS’s multi-media “WE HEART LOGISTICS” campaign, to attract small business customers to its Global Trade suite of logistics services I wrote the content under the links, The New Logistics, Exporting/Global Trade, Supply Chain Technology/Innovation, Sustainability, Third-Party Logistics, Reverse Logistics. The advertisement was run over a six-week period in the upper right corner, 1st page of the Washington Post Business section.

http://www.washingtonpost.com/?test_ads=upshp2011

Web Copy

“Rules-based creativity” best describes the art and restrictions fundamental to writing effective web copy. Content must sync seamlessly with the site’s visual elements (graphics, animation, video, etc.) to engage a prospective customer in seconds with a very few persuasive words that address his/her specific needs.

For S4i Systems, an electronic-documents management (EDM) solutions provider for IBM iSeries server platforms, I developed and wrote the following “Industries for Document Automation” list in order to characterize the specific EDM challenges/solutions for each of the 9 industries that S4i targets.

http://www.s4isystems.com/solutions/index.html

Web Site Rewrites

For Web Espresso, a web site optimization service, I rewrote the entire site copy, which involved pruning out two-thirds of existing copy that was far too dense and often repetitive, obscuring the primary message: Let webespresso bring more clients to your website with affordably-priced search-engine optimization. Some of the more technical information was moved back to the third level of menus: http://www.webespresso.com/services.html. Another way of handling relevant but excessive information is to incorporate it into a free, downloadable white paper, thereby capturing prospect data.

http://www.webespresso.com