first, catch your client
Pitching for the business is often the first step. As part of your team, I can help interpret the client’s brief, brainstorm ideas and communicate the proposed approach in a persuasive, well-written treatment. |
| |
detective work
You can only get to the core of a story by asking the right questions. I’m known for my thorough research, often in sensitive situations. I’ve interviewed scientists, managers, prostitutes, doctors, chambermaids, teachers, politicians, children with disabilities, chefs and CEOs. |
| |
| |
|
|
| |
the heart of the matter
What’s the single most important message that the viewer or reader needs to come away with? At the outset, I always probe for information about the target audience’s profile, perceptions and needs. This helps not only to define and refine the key messages, but also to communicate them in the right tone of voice. |
|
the mind’s eye
My clients think of me as a writer who’s able to think in pictures. I’ve written enough scripts to have a feel for the visual flow of a programme, what will and won’t work on the screen. When it comes to web, I envisage the site in terms of its usability and impact. |
|
cut!
There are times when the client has already written a draft and a helping hand is needed to make it more readable. I enjoy copy-doctoring. I particularly like getting out the shears and snip snip snipping, so that the end result is clean, concise and attention-grabbing.
|
|
|
it was a dark and stormy night…
You use a writer because you want to tell a story. I bring even dry and complex subjects to life by distilling their essence and creating a clear and interesting structure. |
| |
don’t repurpose my scalable paradigm or I’ll synergistically leverage you out of my front-end loop
You can rely on me to write plain English and translate jargon into language that's easy to understand. Simple, succinct sentences have far more impact, whether they're voiceover commentary or text on screen. |
| |
| |
|
