Content is King.

“People don’t read anymore” is a fiction perpetuated by ad agencies and marketers who can’t find any talented copywriters. Everyone — from Millennials to aging Boomers —  read:  Blogs, social media, gossip magazines, electronic media, actual books (whose sales are again going up!).

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Some of us are insatiable consumers of data, whether we get it through print or electronic sources.  We can’t learn enough about things in which we’re interested…and/or we want to sound like the most knowledgeable person in the room on that subject. This audience exists for every product category. People with this mindset tend to be “opinion leaders” in the sense that others are influenced by their preferences.

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Interactive web sites are tailor-made for this sort of person. Through links or “read more”s, they can dig as far as they want into a subject without alienating the more casual reader. Sadly, many web sites fail to deliver sufficient factual detail, denying opinion leaders the chance to learn about a product.

 

Information can sell stuff.

Early in in my career, I embraced the concept that “advertising is salesmanship in print”. Print may be a diminishing segment of the advertising mix, but I firmly believe that salesmanship through factual information is still our best tool for persuasion, regardless of the media.

Salesmanship can be the breathless, detailed long-copy ads that I am notorious for. Or it can be a simple, stunning image and a logo. I have done both kinds of communication, though I am most known for wordiness, probably because I began as a copywriter.

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I am also a typographic technician.

I am old enough to have intersected with the last of professional typesetters — artisans at what is now a do-it-yourself (and often sloppy) hobby. These experts taught me enough of their art to ensure that my communications — be it a web page or an owner’s manual — are inviting and easy-to-read.

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My work gets results.

Virtually every company I have worked for has shown significant sales gains during my time with them.I don’t take all the credit for that: I have chosen good products to represent and have worked for some of the best execs and sales managers in the business. But in general, money invested in my talents have paid off in sales gains sooner than later.