Why Content Has Achieved Royal Status: Because we live in a society of self-education, endless choice and emotional reactions. We must be brief, tell a story, provide relevance and be gone, (which does not necessarily include our own sales pitch!) empowering the customer to choose for themselves.

But the real marketing trick is to reverse our old habits. For years, most businesses acquired clients  first and developed relationships second. That’s over now. Joe Pulizzi, co-author of the best-selling book Get Content, Get Customers, talks about email marketing: “To get attention, marketers must develop valuable, relevant, compelling content, without selling, so that prospects actually ‘opt-in’.

What He’s Really Saying: Nobody cares how much you know until they know how much you care. (Leo Buscaglia, Circa 1991, Student Council Camp) Engage, converse, get honest, get vulnerable and connect. FIRST (or simultaneously). Then worry about the pitch.

Why I Can Help: As a copywriter, I’ve had to build genuine, long-term relationships BEFORE the sale since the very beginning, so I’m already sort of a pro at this–in person, on paper and online. And now that online went ahead and nominated itself the queen, well, here we are.

So, relevant is a gimme. It’s a no-brainer and it’s easier to figure out. But what makes content remarkable?  If I had to sum it up in three words:
Pithy: With so many messages, a consumers job is to discriminate. So make it snappy.
Conversational: People want a discussion, not a lecture.
Clear: Um, be clear. No clearer. This is tricky. I can help.

Clients Who Can Talk Me Up: BloomingdalesAlpine AccessChipotleBoston MarketTama Kieves, Horizon Interactive, Xcel Energy,  Great-West Healthcare & CIGNA, Dex, Planned Parenthood of the Rocky Mountains, Hunter Douglas and many more. . .