Hi, I'm Jeff Williams, a copywriter, editor, and content marketer.
I've worked at or with a number of the region's flagship organizations (Microsoft, MSNBC.com, Expedia, Amazon, Holland America, Gates Foundation, etc.) as well as a host of startups and smaller professional-services businesses.
I'm in my happy place when I can combine strategic thinking with copywriting that drives action.
I can help you achieve your business goals.
Here are some recent highlights.
VMWare vCloud Air
Everything you love about Amazon, for your business.
Task: Write a video script for the site launch. I wrote them three.
Script 1: "Trust": You already trust Amazon every time you need to make a purchase. You know how to navigate the site, you know the shipping will be reliable, and you know you can find anything under the sun. ...
Script 2: "Deja Vu": How'd you like a happy jolt of deja vu every time you need to buy something for work? ...
Script 3: "Inflatable Palms": Tell me if this sounds familiar. It's Monday morning and you haven't even finished your second latte yet when your boss swings by your office and says the company is running low on toner cartridges. And mops. And about a hundred other things. ...
CAPELLI'S GENTLEMEN'S BARBERSHOP
Premium grooming for the modern man.
The brand promise is that Capelli's gets men back on their game so they can go do great things.
They asked for a demand-generation campaign on Facebook. Concepts included: "Look great when ... " "It's better when you Capelli's" and "Ahhhh."
HT is a superior option that outperforms traditional recruiting.
Concepts presented to client:
A ridiculously simple way to power your website using Google docs and sheets.
2 video concepts
You're a hotshot designer with some solid HTML chops but until now you've been stuck.
"Flower Shop" (for small-business owners)
Let's say you own a flower shop and the flowers are growing beautifully. But your business? Not so much.
Date like a grownup lead generation and product launch
Here are three sample Facebook ads we created to drive traffic to a lead-generation artifact (a mini-book to help women stop worrying about men who don't call back after promising first dates).
The ads led to an increase in the client's mailing list of about 1,500 at a cost of about $2 per lead.
My recent projects
Essentia Water. Packaging copy. In-store merchandising copy. Clinical-study revision. Quiz for social media.
Loft9 Consulting. White papers. Drip campaigns.
Hansell Tierney. Brand exercise. Website content. Case studies.
Trilogy Imaging Partners. Brand exercise. Website content. Sales sheet.
Amazon for Business. Demo video script.
Cloudward: Messaging. Site content. Demo video scripts. Auto-responders. Drip campaign. Retention content. Lead-gen artifact. PR. Launch plan.
Capelli's. Messaging. Site content. Press kit. Drip campaign. Auto-responders. Social media. Employee onboarding. Employee training. Manifesto. Demand-generation campaign (ads, manifesto, head-shot Tuesdays).
EveryMove. Site copy. White paper. Push-notification copy.
Date Like a Grownup Master Class Launch. Strategy. All launch content.
Themes i return to
Brand as mentor.
People don't care about you.
Copy is revealed more than created.
The "Made to Stick" principles are good ones: simple, unexpected, concrete, credible, emotional, story.
Joe Ranft (and improv). Howard Gossage. Seth Godin. Gary Bencivenga. Kevin Rogers. Hayao Miyazaki. Steven Pressfield. Mary Oliver. Roger Ebert.
QUESTIONS I ask
Who is the customer?
What problem do you solve or lessen for them?
What is their biggest source of pain? (What words do they use to express it?)
What are their greatest opportunities?
What does success look like?
How is it measured?
Why are they choosing you?
What objections do they have to your service?
How can you reassure them?
Do you know what your target audience ranks most importantly?
Do they shop for products like yours with price front of mind?