I've worked as a creative problem solver my whole life, and this led me into Advertising as a profession, where I became a Copywriter in job description, but I've always believed that's inaccurate and misleading.
I don't copy anybody.
A web site will never be seen if it can't be found.
SEO is the acronym for Search Engine Optimization, but I know a lot more about SEO than just the lingo.
I personally learned all about SEO the hard way when my phone quit ringing.
Because SEO practitioners use Metatags and Keywords in their craft--they describe themselves as copywriters.
That put this real copywriter way, way, way down in the search rankings, like somewhere around 6000. That's when I learned SEO by necessity.
This type software is most-often used to study higher-ranking competitors and then duplicate their SEO strategy by "adopting" their "keywords" and other content that most-often shows up in web searches.
Anybody can make websites, but the ones I create actually work.
The best web sites are built with a strategy.
Advertising is where I developed marketing strategy to quickly capture an audience's attention.
My Print ads capture reader attention before they turn the page.
Viewers don't flip through my Television commercials.
Listeners always enjoy my Radio commercials.
With every ad, before I write anything, I first identify the marketing problem that needs a solution. Then I develop a strategy for communicating my client's solution to that problem.
Building web pages works the same way. It's just another medium, just far more precise, thanks to SEO and other tools.
I can work with any size budget because money isn't what's most important. Ideas are.
Look over some of my Print work.
Just click on any ad in the portfolio below.
Once the gallery opens up, click on the '+' sign to zoom in.
This outdoor board produced so many smiles, Orkin finally made humor in advertising more of a rule than an exception to the rule.
The “Windshield” outdoor led to Orkin’s first print campaign in decades and transformed The Exterminator into just a logo.
Once The Exterminator became just a logo, the ad space was freed up to say something fun, interesting, and engaging.
Orkin does the dirty work none of us like to do ourselves. Might as well make it fun.
Response to the Orkin Print was so strong, another Print campaign was produced for This Old House magazine.
The response to the termite ad led to another fact-based print ad in This Old House magazine.
Orkin’s cardinal rules: 1. No humor. 2. No print advertising. 3. Never, ever show a bug in an ad. Great ads break rules--and sales records.
Yeah, I can do coupon ads. And brochures. Newsletters. White Papers. Or anything else you need.
This ad wrote itself in about 2 minutes. Sea-Pak loved the ad and the coupon redemption rate.
Participation in Habitat builds reached an all-time high after this series was posted around the church.
More parishioners joined this Habitat build than ever before. Was it the commanding Scripture in the headline?
To really get people’s attention, use humor to disarm all sides of a controversy.
This concept was produced for a friend with a minimal budget.
Their competition was a neighborhood Waffle House.
Like many clients, this one also wanted the ad to do more than one thing.
The staples weren't in the telephone poles longer than an hour before the owner called and gave us the dog anyway.
Norfolk Southern does whatever it takes to deliver. So do I.
What an incredible example of customer service. Still, NS hesitated to run it, afraid every customer would demand the same.
This Norfolk Southern campaign made it to Archive magazine, and it’s also profiled in my Case Studies section.
There’s nothing more powerful than truth in advertising.
The strategy: Offer parents a pastoral alternative to Six Flags, Disney, and anything else manmade.
Unused frames outside every Georgia State University classroom were the perfect medium to place a simple message and generate a solution to a complicated problem.
The US Government's illegal ban on HBOT for brain injury.
Physicians have no answers, no solutions for cerebral palsy. This has put me in the habit of asking, seeking, and knocking--which always leads to the truth, the key to finding a cure for CP.
Hyperbaric Oxygen Therapy (HBOT) can't be proven effective with placebo-controlled studies because there's no placebo for Oxygen or pressure. Still, we went to court and proved HBOT works.
UCP keeps the palsy in United Cerebral Palsy.
UCP and the American Academy of Cerebral Palsy and Developmental Medicine (AACPDM) joined forces to disprove HBOT efficacy, and then I published the truth, forcing UCP to fire its national director. The dishonest UCP-AACPDM HBOT study immediately stopped.
Not a campaign. A movement.
My Internet activity led to traditional publishers hiring me to report on conferences and international symposiums, lighting fires of hope inside the hearts of parents and caregivers.
Reaching For The Stars believes Oxygen is optional.
RFTS, yet another parent-founded, we're-going-to-find-a-CP-cure organization, held their first conference in Atlanta, but removed the HBOT lecture from the agenda, ensuring no cure for CP.
HUD Letter better than HUD TV.
This letter made a greater impression than the TV campaign it introduced. I use words to nail it everytime.