Clear, clean copywriting – with a message, uniquely yours.

What are you offering that makes you different from the rest? Why should your desired audience choose you? Why would they want to work with you over your competition? How do you make their lives better? Where is the heart of what you do? Can you touch it on your own? Can you express what you do? Do you dare to share the real deal so you can actually make money with it?

Do you know how to write well and convincingly? Many people are venturing off to do their own copywriting and well, you can tell. Most are too close to their work. They need someone to extract the information necessary in order to create an image that people will understand, respect and be loyal to.

What I do well is working with you, writing and conveying your message.

First off, I get to know you and your business. It would be an insult to write for you without taking time to get to know you. I can wing it, but you deserve more. I work on the heart of what you do –the message – the core of who you are to make you stand out from the enormous sea of people that are posing to be as good as you naturally are. Stay true to your dream – let me help you express the heart and you will attract your desired audience once they recognize your true voice. Like attracts like, its an old and simple law of the Universe.

Getting to know you and your market – looking at how everything works together is a very important step to take before anything is ever written to represent you. By maintaining a consistent message and identity in all communications, your image (brand) is always conveyed in its true integrity. You have my word.

What I do not do and rely on other outsourced professionals to shine in.

I rely on those who specialize in the production details (my people or yours if you have them already), so that I may focus on your messaging.

I do not do:

• HTML Programming

• Enews Template Design/Building

• SEO, Stat Counter Data Collection

• Graphic Design Production

• Print Production

See links and samples of copywriting and creative direction below.

• Websites
• Brochures
• Press Releases

“In dreams begin our possibilities.”
- William Shakespear

Websites: 

I was designing and copywriting websites for some of the most progressive agencies long before many began offering online marketing. Your website is your window to the world, make it clean, clear and inviting, make it make sense.

Here are a few examples of my website work:

• southcone.com (co-wrote, co-designed, directed)

• ecozoo.org (wrote, concepted with Tim Bannister/his design still in progress)

• larganeoil.com (wrote, co-designed, directed)
• piedmontenvironmental.com (wrote, co-designed, directed)
• hawrivertrail.org (wrote, co-designed, directed)

• indtoolinc.com (edited existing copy, added new copy)

• spcintranet.com (edited existing copy, added new copy)

Brochures:
It's an easy and fun task for me to edit a website down to a simple brochure that you can use for direct mail and tradeshow handouts. We still live in a tangible world. Give your clients something they can hold on to so they remember to go to your website . . .  Here are a few examples of my brochure work:

Sustainability is Second Nature (wrote, co-designed, directed)
copy sample: Your future and ours depends upon the Earth's resources being available to us. If we come together and work in a more sustainable manner, we all win. Together we grow a sustainable environment with socially correct practices that create a better balance for the economy and everyone involved. After all, work should be fun and something we are all proud of... 

Please see full copy on printed brochure PDF on homepage (top left icon).

The World’s First Tea Espresso, Red Espresso (wrote, co-designed, directed)
copy sample: Today’s “healthnuts” have a new attitude. You live life to the fullest with your own individual style. Intelligent and open to change with a flexible outlook for your many varied interests. You like having and making choices...

Please see full copy on printed brochure PDF on homepage (top right icon).

The most precious oil in the world (wrote, co-designed, directed)
copy sample: L’argane argan oil comes from the nuts of the argan tree – argania spinosa. It is found in only one place in the world, Southwestern Morocco, where it is also called the Tree Of Life. It helps to make life possible in the semi-arid desert, by providing shade, food, and wood...

Please see full copy on printed brochure PDF on homepage (second left icon).

Piedmont Environmental Alliance (designed, directed, co-wrote)
copy sample: Connecting people to preserve our planet. Together we can work toward the common commitment of building an environmentally sustainable community…

Please see full copy on printed brochure PDF on homepage (bottom right icon).

Press Releases (scroll to read full press releases below):

How your image is conveyed to the press could never be more important than today. People are hungry for news and space is tight, you have to have something read-worthy. If it doesn't get the attention of the press, your potential audience will never see it either. Press Releases are not advertisements.

Here are a few examples of my press release work:

10/30/08 New Green Business Partner Savings Program will connect community members with “green” businesses and organizations by offering discounts on eco-friendly products and services...see full story below.

10/23/08 New Green Business Partner Savings Program: Piedmont Environmental Alliance Gears Up for Oct. 23, 2008 Launch…explained that the program is designed to help consumers save money while saving the planet…see full story below.

10/30/08 New Green Business Partner Savings program
Winston-Salem, NC, October 30, 2008. On Thursday, October 23 Piedmont Environmental Alliance (PEA) announced the new PEA Partner Savings Program and its 20 founding Partners to approximately 50 people at the PEA annual meeting and exchange presentation. PEA is a pioneering non-profit that supports local environmental groups and green businesses by promoting their work, products, and services, and by facilitating networking opportunities across the Piedmont Triad of North Carolina.

Amy Lindsey, Committee Chair of the PEA Partners Savings Program explained that the program is designed to help consumers save money while saving the planet. The PEA Partner Savings Program endorsement informs consumers that when they frequent Partner businesses in the Program, they are supporting merchants who exercise responsible stewardship of the environment. In this way, the Program helps consumers make choices that benefit both the community and the planet. Lindsey emphasized that “…if we want environmental sustainability to grow, we need to fully support these partners.” For a full list of PEA Partners and the discounts offered, go to peaNC.org.

Also at the meeting, Homes by Hamrick was recognized as PEA Green Business of the Year, and Jenna Dutrow was voted PEA Volunteer of the Year. The PEA Board’s Partner Savings Program committee members were all recognized in appreciation as well. The event sponsors included Graphic Printing Services (printing), Xpedx (100% recycled paper), and Kirschner Agency (design/PR and marketing consultation).

The event was held at Forsyth County’s first LEED (Leadership in Energy and Environmental Design) certified green building ­at Family Services, Inc., located at 1200 S. Broad St. in Winston-Salem, NC.  Contact Mike Turner at 722-8173 for tours.

PEA’s Fourth Annual Piedmont Earth Day Fair will be held on April 18, 2009 at Wake Forest University. There will be 100+ PEA Member booths featuring a wide range of environmental topics, sustainable solutions, and local initiatives along with eco-talks, entertainment and sustainable fare. More than 7,500 people are expected to attend.

10/23/08 New Green Business Partner Savings Program: Piedmont Environmental Alliance Gears Up for Oct. 23, 2008 Launch

Piedmont Environmental Alliance Gears Up for Oct. 23, 2008 Launch
Winston-Salem, NC, Oct. 10, 2008. Piedmont Environmental Alliance (PEA), a pioneering non-profit that is creating environmental sustainability awareness across the Piedmont Triad of North Carolina, announces the launch of the PEA Partner Savings Program today. Everyone is welcome to attend the kick-off at the PEA annual meeting on Oct. 23, 2008, from 6:30-9:00pm.

The PEA Partner Savings Program will connect community members with “green” businesses and organizations by offering discounts on eco-friendly products and services. Individuals who are PEA members can show their membership card at participating PEA Partner businesses to enjoy discounts and special offers. Specifics of the discounts will be detailed on PEA’s on-line Eco-Directory. PEA will promote the program via their website, through The PEA Pod (e-newsletter), at the Piedmont Earth Day Fair, and through other publicity channels.

Several PEA sponsors have donated time and resources to help promote this exciting opportunity. These sponsors include: Graphic Printing Services (printing), Xpedx (100% recycled paper), and Kirschner Agency (design/PR and marketing consultation).

Terri LeGrand, PEA Executive Director said: “In offering the PEA Partner Savings Program, we hope to increase awareness for local green businesses and encourage the public to consider the environment when they make purchasing decisions.”

The savings program will be launched at the PEA annual meeting on Oct. 23, 2008 starting at 6:30. This event will be held at the new "green" Family Services building, 1200 S. Broad St. in Winston-Salem. The annual meeting’s topic of interest is “Sustainable Eating” and will showcase delicious complimentary samples from local restaurants. The keynote speaker, Jennifer Curtis of NC Choices, will explain how making choices about what we eat not only affects our personal health, but also the health of the planet.  

In looking ahead, plan to attend PEA’s Fourth Annual Piedmont Earth Day Fair on April 18, 2009 at Wake Forest University. Attendance is expected to exceed more than 7,500 people of all ages. There will be 100+ PEA Member booths featuring a wide range of environmental topics, sustainable solutions, and local initiatives along with eco-talks, entertainment and great food.

Rader rants:

Making a myriad of advertising vehicles make sense.

"Good advertising is not just about pretty pictures and flowing in text. It is about rolling up our sleeves and digging into the heart of what you do. Then comes the work of chewing it up and processing it so the creative that represents it, sings! Each and every time! In learning about your business – your goals, your strengths, we can amplify what works to make your message matter. To make sense for you and your audience regardless of the media vehicle, consistent to your brand on all counts. Otherwise, while it may look like its doing its job on the surface – a poorly designed and/or wriiten website is just "sucking" space in every sense of the word."

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