Category Archives: copywriting

Copywriting

New Writer’s Handbook Reprints Chandler Copywriting Essay

The editors of the New Writer’s Handbook – a collection of essays by writers for writers – asked to include one of my Copywriter Underground blog pieces in their latest collection (Volume 2)

It’s always nice to receive recognition from your peers. Especially when you’re being recognized for the quality of your writing.

In this case, I spoke to the power of the parenthetical statement. English teachers largely hate it. But – used properly – it creates a sense of intimacy with the reader.

From my article:

In skilled hands, a parenthetical statement will help bridge the gap between writer and reader, puncturing the invisible barrier between the two. (See what I mean?)

They give you the ability to step out of the copy and into the reader’s space. You can even share what feels like a private joke (just don’t tell anyone else!), transforming your reader from skeptic to confidant.

Today’s marketing evironment demands more from a writer than an ability to neatly arrange vowels and consonants. Audiences are bombarded with messages, and marketing is fast becoming a game of engagement, not manipulation or interruption.

A copywriter capable of selling generates sales.

A copywriter capable of selling and engaging customers generates steady, long-term revenues.

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DPI Imaging Wanted a Web Site. They Got an Identity.

Several months ago I received a call from an interesting new client–a Georgia-based digital imaging company named Digital Printing, Inc.

DPI doesn’t play in just any sandbox; they’re a high-end company whose client list includes several Fortune 500 companies.

They’re smart. They’re innovative. And they like my work:

“Thank you Tom — your service to us has been invaluable. We appreciate all you do.”

DPI is a dream client. They’re not simply interested in growth. Instead, they’re willing to remain mid-sized in sales, but high-end in service.

So while they called about a Web site, they were open to other ideas. Ultimately, I wrote several projects for DPI, including a messaging foundation–a document that defines a firm’s marketing message and provides a basis for all its marketing.

Projects included:

  • A messaging foundation (the document that defines a firm’s marketing message)
  • Copy for their new Web site, including market-specific and product-specific pages (in-house design)
  • A series of short, hard-hitting customer success stories

DPI Web site header

A Sample?

While their Web site covers all facets of the company, the heart and soul of a Web site are the “Home” and “About” pages.

Here’s an excerpt for the “About” page:

We’re a digital printing & imaging company. But not just any digital printing and imaging company.

We were among the first to see the promise. One of the first to buy a digital press. One of the first to employ data-driven personalization of digitally imaged materials.

Now we’re one of the first to offer Purl/MindFire — a highly effective direct response technology that demolishes the boundaries between print and online marketing.

What’s different?

Our goal isn’t to ship paper and send invoices. It’s to create success for our customers.

That comes in many forms: higher response rates, better conversion, no inventory or spoilage costs, climbing sales figures, stronger branding and (ultimately) higher profits.

We view technology as a means to those ends.

We’re not one of the biggest digital imaging firms in the country. Nor are we interested in becoming one.

Instead, we choose to work with a blue-chip list of clients, who value our focus on their prosperity.

We’re focused. Service oriented. Tech savvy. And concerned with your bottom line as much as ours.

We’re Digital Printing & Imaging, Inc. And we’re about to become your competitive advantage.

DPI a Leader

DPI was not only a receptive client, but one that helped me remain current with the latest improvements in digital printing technology, online/offline direct response integration, and web-to-print.

It’s true that a good writer learns something from every client, and the better the client, the better the lesson.

I learned plenty from DPI.