Posts by Craig

As a 4-year copywriting veteran and a 2-year StoryBrand Guide, I’ve been around the writing project block a few times and experienced many different client situations. I’ve learned some tough lessons over the years. So, I think it’s time I informed potential clients about what to expect when they hire me to write their next…

Copywriting Has Become My Art Form of Choice! Before I became a copywriter, I founded and managed a gourmet foods brokerage company. I worked with a team of 5 sales reps and employed a full-time office manager to assist us. Our company, called Evergreen Fancy Foods, Inc., represented over 60 product lines, and we serviced…

People who sell stuff get a bad rap. Nobody likes a pushy salesperson. I should know. Before becoming a copywriter, I had my own sales business, selling specialty food products mostly face-to-face to retailers throughout the N.W. states. And yes, I’ve had a few doors slammed in my face! But sales are the lifeblood of…

Are you happy with your company’s Careers web page? Many companies seem to create this vital page as an afterthought. It sometimes looks like a college summer intern wrote it just to have a place to post jobs for the company. There may be a few sentences about the company’s mission and how much they…

Are your company’s job descriptions more boring than reading your local phone book out loud (remember phone books?)? Or do they read like desperate pleas for help? The challenge with many job descriptions is that they focus primarily on the company hiring, and very little on what job candidates want or need. If you want…

As a business owner or marketing manager, I’m sure you know that incorporating images into your content and sales copy adds value to the piece you’re writing. Having all text with no images to break up the text makes any blog post, content piece, or even a long email more difficult to read. And more…

A lot of B2B and B2C writing involves interviewing your client and then using this material in your content or sales copy. But how do you access all the excellent information your interviewee tells you? In the old days, there was no other choice except to take accurate and fast notes during your interview. But…

All businesses depend on increasing their sales to grow their companies. The best way to do this is to have a steady flow of consumers (for B2C) or other companies (for B2B) that are interested in your products or services. These are commonly known as sales leads. Sales departments depend on these leads to make…

What is Sales Enablement all about? Here’s a good definition: A part of Sales Enablement (SE) content is known as Sales Enablement Copywriting. This consists of content and copy written specifically to help sales departments save time and easily close sales. These writing projects include cold prospecting email templates, follow-up email templates, battle cards, sales…