in order to develop a truly solid creative idea wayne the writer brainstorms not just one, not just two… but as many hard-hitting concepts as he can. he then refines each and every one, carefully sorting the wheat from the chaff, to make sure his clients get to choose from, and work with, only the cream of the crop.
take this b2b direct mail project for example. wayne began by examining all the previous mailings that advance inheritance had done. he analyzed and reported on what he considered the strength and weakness of each piece – as well as those of the client’s competitors. he interviewed the client personally to get a good sense of the lawyer's character and speaking voice. then he sat down to brainstorm, and came up with 3 “best-in-class” concepts for the client to choose from.
so, whenever you’re looking for a top-notch copywriter who’ll do everything possible to make sure your response-driven message is fresh, creative, relevant, and clear, remember – wayne the writer truly delivers.
