While I make a living from writing, I’m not really a writer – I’m a thinker who writes. That’s why you’ll see diagrams, charts, and other visual content in the work I do for you – MBA’d-up methods and models that make your marketing more meaningful, using the trio of descriptive, predictive, and prescriptive analytics.
Don’t we all think? Yes – but the intellectual tools to integrate concepts, develop theories, and communicate truths aren’t innate to the human condition (sadly). These are learned skills. Just as an experienced handyman knows instinctively what’s wrong with your plumbing, I’ve developed the mental tools to answer your marketing challenges with both logic and creativity – going down-to-the-metal with a knowledge of metaphysics, epistemology*, and the macroeconomic and geopolitical landscape where innovation and enterprise happen. (Read my take on honing your intellect in How to do Life.)
Proof points? Markets I’ve modelled and concepts I’ve created have been adopted by MNCs at board level and used to set strategic goals; formats I’ve designed remain in use years after I wrote them. Most I can’t show in my portfolio; they’re trade secrets of my clients. But there is a way to see what I can do before you commit vast budgets – with my approach. Here’s how I work.
Before all else, we agree a format. White paper, video script, ebook, whatever. The size and shape of the document defines your project, by setting the edges of the jigsaw. (And a YouTube presentation is as much a document as an Annual Report.) Guiding the format is the £100,000 question: what does success look like?
Then comes a concept: a unifying idea that makes the parts of your document make sense as a whole. This may be an insight from data, a diagram that illustrates your worldview, or a statement that sums up what makes you different. Whatever it is, it’s the principle the piece stands on – and must be agreed before the writing starts.
Next you’ll see a plan. Think of it as your table of contents: sections with headlines and subheads, approximate wordcounts, and notes on what each page will contain. I’ll often supply this as a page-by-page mockup, complete with layout sketches for your graphics guys. Again, this skeleton needs approval before work continues.
After that comes the main show: execution. Based on what’s agreed, I’ll research, write, and create your content in the agreed format, to your brand guidelines and tone as needed. (Final design, of course, is in your hands, but I’ll happily guide you on artwork.) This leads to a draft for approval.
Of course, there’s usually a round of revisions once you’ve seen the content – your comments are expected, so I make time for them. If the brief and plan remain the same, there’s no extra cost for this round. (If the brief changes, that’s a different story.) I’ll also check over your final artwork to keep everything smooth.
So: a unifying concept, containing original insights, written to appeal to your market. Leading to a piece of content with far more value than a simple blog series or email campaign. If that intrigues you, contact me.
* And no, you won’t see words like “metaphysics” or “epistemology” in your creative work. Promise.