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Here is a list of many traditional marketing and advertising projects that I write. Every copywriting project involves a combination of several tasks that may include research, interviews, outlining, draft composition, editing and delivery. Contact me for more information on rates and scheduling. If you don’t see your project described below, don’t hesitate to contact me! I’d love to discuss your unique project and work with you to see it completed and successful!
Print Ad – long copy
A long copy print ad is dominated by written content, often set in three or four columns. Long copy ads build emotion or interest in the reader. The copy in long copy ads must be interesting, easy to read, and must build to a specific call to action.
Print Ad – short copy
A short copy ad is either a small ad or an ad dominated by large images. The copy in short copy ads should be creative, memorable, inspiring and pointed.
Sales letter
A sales letter can range from one to six pages in length, or more. Sales letters are popular because they can be relatively inexpensive when the marketer is mailing them to lists of hundreds or thousands. Sales letters can also be targeted to a very specific audience and their success is easily measurable.
Direct mail package
A direct mail package is different from a sales letter in that several items are sent in a single envelope. These items may be letters, brochures, postcards, and even product samples. Many direct mail packages include a response card and a postage-paid return envelope. Direct mail packages are usually designed by graphic artists and mailed to very large mailing lists.
Postcard/Double Postcard
Postcards are an inexpensive way of getting out brief but important information to a large audience. Examples may include announcements for grand openings, upcoming events or public service information. Postcards can be very effective when beautifully designed. And, a simple, inexpensive black and white postcard can be appropriate for some messages.
Trifold
Trifold brochures (8.5" x 11") can be produced very inexpensively and can provide great exposure for your business or cause.
Brochure/Booklet
A brochure or booklet can focus on a single message or combine several messages in a single project. They can contain large, high-quality images and still have room for all the copy your message requires. Brochures and booklets are easily mailed.
Catalog
Multiple products per page with separate copy for each item. Certain ads or inserts are essentially single-page catalogs.
Newsletter/eNewsletter
Newsletters usually contain 3 or more articles of varying lengths, often requiring some research. eNewsletters sent via HTML email can be beautiful, inexpensive and effective.
Press Release
Content for press releases is usually provided by the client. Press releases can generate interest from media professionals and result in feature stories. Well-written, interesting press releases may also be published for the public.
Radio Spot
Generally a creative concept is agreed upon for a multi-spot campaign, and 30- or 60-second scripts written for the talent to record. Often, stations bundle multiple spots with on-air mentions and even on-site remote broadcasts. A radio spot script can also include cues for music and sound effects.
TV/Multimedia script
Similar to a radio spot, but may contain visual cues if necessary.
Email – teaser/lead generation
Teaser or lead generation emails are usually attention-getting, concise and clear about their call to action.
Email – long copy
Similar to a sales letter.
Email – campaign (lead + 2-3 follow ups)
A long copy email and several follow up emails written in concert to promote a single product or message to your audience.
Web landing page
Sometimes viewed as a “single page website,” landing pages are similar in scope to long copy ads or sales letters and are usually used to promote a single product or message.
Simple Home page
A homepage focused on a single business, product or message. Content is usually not more than 300 words. Search engine optimization techniques are important so that visitors may find your page by searching specific keywords.
Complex Home page
A homepage that highlights several products or messages – sometimes organized in a tabloid layout.
Standard Web Page
Pages with titles like, “About,” “Services” “History,” “Directions,” etc. Also, individual product or service pages fall into this category.
Website package
Home page + up to 5 standard pages
Online ad/banner
Proven effective advertising. Often, banners lead the reader to a landing page.
Copy Critique
A copy critique provides you with an objective review of a website, an ad, a sales letter, a brochure or any other type of writing project. The critique can be over an existing piece or a draft of copy in the production stages. A critique covers copy, design, strategy and the offer. It also includes specific suggestions for revisions – all in a written report.
