You need a creative writer, and here’s why:
Your sales people need to be able to comprehend the language of your subject experts. You need relatable, high-interest copy that draws new clients. Data should never just be a bunch of numbers. If you want people to remember and repeat your stats, you need to place them inside a human story. Same thing for your decks — when you tell a story, information becomes a bite-sized movie, the message hits its mark, and the only thing missing is the popcorn!
I've spent years learning the best practices for explaining domain-specific jargon so people get it -- and like it. Listening is key. Asking the right questions helps me know what people want to say, and then I help them say it better.
When it comes to content strategy, it’s essential to know who your audience is, where to find them, and how to bring them surprise and delight. I tailor your social media to fit the platform, and above all, I make sure it’s social. Your content is a reflection of your brand, and you want it to play well with others.
Assignments
The Little Soup Kitchen That Could.
CHIPS, a Brooklyn soup kitchen and unique residence for homeless mothers, was about to shut down after serving the community for 40 years. I signed on to help rebrand and redesign the organization. I collaborated with designers to layout a new website, brainstormed fundraising ideas with the staff and board, wrote letters, fundraising pitch scripts, blog posts, feature narratives, and profiles of staff and residents. It was so exciting to watch the successful results of our work unfold almost instantly, with volunteers, donations, and grants pouring in. There is no other organization like CHIPS in New York City, and it has become a thriving and significant lifeline to many of the city's neediest residents.
Silicon Valley Real Estate
Michael Dreyfus, owner of The Dreyfus Group for Golden Gate Sotheby's International Realty in Woodside, was looking for a writer to tell stories about his one-of-a-kind, historic properties. Real estate writing is notoriously cookie-cutter, but Michael had a vision of creating narratives that matched the singularity of his listings. The assignment called upon my journalism and advertising background as well as my literary chops, and I've written an array of marketing materials and four gorgeous books for him so far.
Keeping Water Healthy
The mission of CUSH, Inc. (Clean Up Sound and Harbors) is to clean up and protect Fishers Island Sound and its coves, inlets, bays, rivers and harbors. CUSH pursues this mission through sustained water quality monitoring and by promoting good environmental stewardship through public education. I was hired to redesign their website and work with their subject-matter experts to create content that lay people could understand. I kept it simple, used a problem and solution format, reframed existing photographs and videos, and together we came up with an informative, user-friendly design that was easy to maintain.