Updated on April 26, 2017
Breaking the 100 Word Rule
Everyone knows the proper length for copy is like the same as a skirt. “Short enough to be interesting, long enough to cover the subject.” In general, that means a maximum of 100 words, unless…
You have an entire laundry list of features (hint: bullet points with benefits).
Your comparative ad requires multiple layers of facts/data (hint: logical flow).
You’re writing a first person narrative and the language is absolutely riveting (hint: it better be).
Final hint: when you must use more than 100 words – treat it like a Hershey’s chocolate bar – and break it into manageable chunks.
Posted on April 21, 2017
The 100 Word Rule
One of my cardinal rules for print advertising (full-page or spread) is to keep the copy under 100 words. Preferably 80 words, but no more than 100 words. Why? Two reasons: attention and retention. In today’s time-crunched world, no one wants to invest more than 30 seconds reading an ad, no matter how provocative the headline or salient the benefit. Second, keeping the copy short forces you to focus on a single message with a singular benefit, which increases the likelihood that it will be remembered — and acted upon. See my print samples to see how the 100 word rule works. BTW – you will see exceptions, which will be covered in part 2 of this post.
Updated on April 13, 2017
Brand. New. ID.
Branding isn’t just for corporations or products. Your personal brand matters every bit as much, and maybe even more. This is my brand new brand ID, developed by John Hynes of Little Ant.
Posted on April 12, 2017
Technical Jargon To Talking Points
The key to successful content development for B2B clients is knowing how to translate complex technology into customer-focused benefits – in language that doesn’t leave the reader “blinded by science.” This case study from the Telene web site that we developed for ZEON Chemicals shows how eliminating “engineering-speak” makes a more accessible and compelling story.
Updated on April 6, 2017
Deja Vu All Over Again – Counterfeit Parts Campaign
I am currently working on a project for Cummins addressing the problems associated with knock-off, non-genuine and counterfeit parts. Early in my career, I was doing the same thing for General Motors Parts. The more things change, the more they stay the same. 
See “Taiwan Tin” in my Success Stories for a look at the tv commercials that went with this campaign.
Updated on April 6, 2017
It’s All About Results!
Hi there!
You’re here because you either know me – or need me!
If you’re looking for a skilled writer/producer to handle a project, I suggest checking out Success Stories first.
If you’re looking for my work background and expertise in a specific industry, check out my Clients from Cadillac to Cummins.
Interested in a specific type of content? My Samples include everything from television commercials to collateral, song lyrics to websites.
If you’re a friend, make yourself at home and browse a bit. Glad you came by for a visit!
If there’s something more that you’d like to see on this website – leave me a note and I’ll get right back to you!
Updated on April 1, 2017
My 5 Most Memorable Shoot Locations
1. Indianapolis Motor Speedway (Cummins On-Highway Video)
2. Copper Mines in Chile (Cummins Mining Video)
3. Oil Sands in Canada (Cummins Mining Video)
4. Wind Tunnel in Texas (International Trucks)
5. Arnold Palmer’s Country Club in Florida (Cadillac)
Posted on March 22, 2017
Soon To Be Free Agent
I now know what a baseball manager feels like when he’s given notice that his contract is not going to be renewed at the end of the season. It takes a lot of discipline to focus on the job at hand and give it 100%. Good training for the next chapter in my career!