It's about looking at the big picture, relentless application and out-and-out objectivity
You’ve kicked the tyres a thousand times and look under the bonnet on a daily basis. All that can be said and written, has been said and written. And anyway, an 'outside' writer probably wouldn’t get it. End of story.
The way I approach writing financial copy guarantees—and I mean guarantees—that I’ll find something you’ve missed or you're underplaying. It might be a point you've failed to make, a different slant on something or even a new and fundamental proposition.Focus, discipline, devil’s advocacy.
Is your writing as persuasive as you are? Or does your prose fall short of the mark? I’m not referring to punctuation, grammar, composition or plain English: the issues I have in mind, are more fundamental than that.
- Focus entirely on the reader’s interests and needs?
- Have the time, tenacity and patience to make all the points that need making?
- Create clear and unequivocal propositions?
- Leave out words that people ignore?
- Present thoughts, points and benefits in the correct order?
- Ruthlessly self critical?
The written word is seldom as effective (in sales terms) as the spoken word: it would be naive to claim otherwise. But when so much of your communication is in the form of the unspoken word, doesn't your copy deserve your best shots? Otherwise you risk doing your product—and your brand—a disservice. My job is to take the 'slog' out of your written communication. I’ll assemble your words, thoughts and points in a way that you've not seen, or considered, before.
That’s what I do, that you can’t.