"We’ve genetically engineered this blog post to be discovered by you."
"What Writers do"
get five stars
other RECENT PROJECTS
Essentia Water. Packaging copy. In-store merchandising copy. Clinical-study revision. Quiz for social media.
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.
HOME PAGE AND WEBSITE COPY
Cloudward: Build your business on Google Cloud without an uber-geek.
Arrow Jet: Your edge in air travel -- for business, for leisure, for life.
EveryMove: Good things come to those who sweat.
Beaker Media's Clear Timer: Make every minute count.
Scrubly: Clean and update your contacts.
One-Minute Habit: Build a habit in 30 days for free.
Beaker Media: "10 Ways to Live Better, Dieter Rams-Style, aka: My Role Model is a Calculator"; and more.
MSNBC.com Travel: "Why I hate the Fourth of July"; and more.
Personal: "In my family, there was no clear line between religion and track and field"; and more.
E-MAIL DRIP CAMPAIGN
Cloudward: "Here's your Superhero Guide -- we wrote it to help save you money on therapy"; and more
Expedia: "Opening Remarks, World Travel and Tourism Conference."
Amazon Business, "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.
Cloudward, "Flower Shop": Let's say you own a flower shop and the flowers are growing beautifully. But your business? Not so much.
Cloudward, "Kettlebells": You just heard about Cloudward. And you found out that Cloudward helps you seize business by the kettlebells.
Get Five Stars, "B-and-B Owner": People think your B-and-B is transcendent. But how do you generate more reviews?
CRUISE DESTINATION CONTENT
Holland America Line: "But there is perhaps a less-recognized genius in the way the city embraces the sensual side of life, as if to acknowledge there's no eternity like the present."
Expedia: "When we got the three rolls of pictures back from our trip to Switzerland, one was all blank, one was accidentally shot in black and white, and one consisted almost entirely of closeup photos of our 10-month-old daughter."
BUSINESS DEVELOPMENT PLANS
Capelli's, Scrubly, Cloudward, Beaker Media, KSER (Everett community radio)
WEBSITE CONTENT STRATEGY
Arrow Jet, Capelli's, Cloudward, Beaker Media, Scrubly, Seattle Arts and Lectures, Microsoft Virtual Earth, Microsoft Business Intelligence, Microsoft Vista, Microsoft Open Source, Microsoft Windows Academic Program, Expedia.com, XM for Business, Farwest Steel
Content PROJECTS (Expedia)
Created company's first library of customer service content. Created breaking news policies and procedures. Overhauled and managed Expedia's 400+ e-mail templates. Revamped Expedia's 100+ FAQ pages. Edited and maintained library of nearly 100 airport guides. Wrote approximately 2,000 travel alert articles over five-year period. Wrote and edited monthly agent newsletter. Upgrade to Expedia's agent-facing knowledge base. Manager communications toolkit. Drove partnership with news-content provider. Expedia's 10th anniversary commemorative book.
International standards and global trade. Delivered by ISO Secretary-General Lawrence Eicher. Singapore trade summit. 1989. | World Travel and Tourism Conference: Opening Remarks. Delivered by Expedia President Paul Brown at the State Department. World Travel and Tourism Conference. 2006. | Society of American Travel Writers Conference: Breakfast Address. Delivered by Expedia Vice President of Communications Wendy Grover. SATW conference. Santiago, Chile. 2006. | An Introduction to the World Heritage Alliance. Delivered by Expedia Director of Community Relations Laura Pinones. Expedia, Inc. media lunch. New York. 2006. | World Heritage Alliance Partner Briefing. Delivered by Expedia President Paul Brown. PhoCusWright travel conference. Los Angeles. 2006. | Expedia 10th anniversary: Opening Remarks. Delivered by Expedia CEO Dara Khosrowshahi. Expedia 10th anniversary and annual company meeting. 2006. | Expedia 10th anniversary: Closing Remarks. Delivered by Expedia CEO Dara Khosrowshahi. Expedia 10th anniversary and annual company meeting. 2006. | Expedia 10th anniversary: Introduction of Company Values. Delivered by Expedia CEO Dara Khosrowshahi and Expedia EVP of Human Resources Kathy Dellplain. Expedia 10th anniversary and annual company meeting. 2006. | Expedia 10th anniversary: 1996 vs. 2006. Delivered by Expedia SVP of Corporate Development Dhiren Fonseca. Expedia 10th anniversary and annual company meeting. 2006.
EXPEDIA MARCOM CONTENT
Value Proposition Kit inserts: Why Expedia, Airlines, Hotels, Cars, Cruises, Expedia Connect and Expedia Quick Connect, Advance Deposit, Partner Merchandising, Private Label, Specialty Lodging, Vacation Packages, and World Heritage Alliance. | Advertising Copy for "Celebrating 10 Years of Growing Together" Campaign: Continental Airlines, Hawaiian Airlines, Hertz Corp., Highgate Holdings, ResortQuest Hawaii, and UN Foundation (World Heritage Alliance). | Expedia 10th Anniversary Booklet (Traveling in Good Company: A Message from the CEO; Expedia timeline; Mini-profiles of veteran employees; Values anecdotes; General travel quotes; General travel timeline) | Mission statement and company values | World Heritage Alliance Calendar Captions | Video script: An Introduction to the World Heritage Alliance | "Living the Retail Mission" Executive Communications (Progress on the retail vision, senior vice president of retail operations; Experiences by Expedia, vice president of packages; Technology road map, SVP of product management; Strategy road map, SVP of strategy and business development; Role of Marketing, SVP of marketing; Business Operations, SVP of business operations; Destination Services, VP of destination services; Building a culture of performance and innovation, president of Expedia; Partner Services Group, president of partner services group; Partner Marketing and Integration, VP of partner marketing and integration; Living the brand, president of Expedia) | Other communications from executives (monthly e-mails from CEO; monthly e-mails from president; numerous one-off communications from vice presidents; monthly customer service newsletter)
EXPEDIA.COM CUSTOMER SERVICE CONTENT
External: "Travel Alerts" page | travel alerts (wrote and edited approximately 2,000 over 5-year period) | airport guides (edited and maintained approximately 100) | customer service main page (wrote, designed) | FAQ pages (edited and maintained approximately 100)
Internal: "Editorial policies and processes" page | "Re-Source" (agent-facing knowledge base)
ARTICLES AND ESSAYS
MSNBC.com: The magic of family travel | When two people click: falling in love online | Menorah stories to light dark days | One nation under poetry | A fisheries scientist pursues his art | Old glory makes new waves | Travel, dogs, and the laws of gravity | Beyond the usual choices for president
MSNBC.com Travel Blog Selections: The places where the Divine seeps through | Look for me in Radiator Springs | British food or medical condition? | Traveling without traveling | In praise of those old destinations
MICROSOFT TRIP PLANNER -- NATIONAL PARK ARTICLES
Arches | Bryce | Canyonlands | Capitol Reef | Carlsbad Caverns | Channel Islands | Dry Tortugas | Kluane | Kouchibouguac | Saguaro | Zion
Pictures from Switzerland
Children's books (Ooh Odd Zoo | Scar and the Wolf | The Man Who Walked in Salt | Moldylocks and the Bear); ebooks (One-Minute Habit | Habits of Genius | The Ultimate Super Hero Guide to Cross-Browser Design)
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? (And 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?