Tag Archive for: creative talent

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Your Brand Narrative Is What Strangers Can Repeat

Before we match a writer to a company, I do something that sounds almost too simple to bill for. I ask three people at that company — usually the founder, the head of sales, and whoever runs marketing — to tell me what the company does and…
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SEO Copywriting Services: Why Ranking Is the Cheap Part

SEO copywriting services promise rankings. After twenty years placing writers, I can tell you ranking is the cheap part. Persuasion is what you're buying.
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What a Copywriting Agency Actually Sells (It Isn’t Writing)

After 20 years running a copywriting agency, I can tell you the product isn’t writers. It’s judgement — and the shortlist of one.
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The Copy Brief That Was Really a Brand Strategy Problem

After 20 years placing senior copywriters, here’s how a simple copy brief exposes a brand strategy problem — and what to fix before you brief a writer.
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Transcreation: Why Great Campaigns Die at the Border

Every few weeks an email lands that I've come to think of as the most expensive kind I receive. A marketing director — smart, experienced, fresh off a campaign that worked — writes: "Can you get this translated into German? Nothing fancy,…
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How to Interview a Copywriter (When You’re Not One)

How to interview a copywriter: after 20 years placing writers and hearing how every hire turned out, here's what actually predicts great work.

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