means making
words work
I’m Alan Morrow, the owner and founder of QuoteUnquote. I cut my commercial teeth as a trainee advertising executive with Thompson Regional Newspapers. It was there I learned that the purpose of good copy is “…to attract and hold the attention of maximum economic number of the right audience while a selling story is told and the desired action or reaction is induced.” In other words, know who you’re talking to, grab their attention, then persuade them to take the action you want.
This principle reminds me that my primary purpose is to generate results for my clients and I apply it to every piece of commercial copy that I write.
Sell the warmth,not the blanket
Here are some of the tactics I employ to make your words work:
-Use headlines and subheads to grab attention
-Write in a tone that is appropriate for your audience: light and conversational for some; formal and business-like for others
-Keep the message clear and simple, use plain English and avoid jargon.
-Highlight what’s special about your business and promote how this benefit your customers
-Include a strong call to action
My career encompasses many areas of marketing. This means that with QuoteUnquote on your team, you’re not just getting an accomplished and award-winning commercial copywriter. It means you can draw on my deep knowledge of advertising strategies, planning and budgeting; maximising publicity through potent PR; creating memorable and attention-grabbing Social Media content; training and developing highly effective field sales representatives and telesales units; and, generating impactful corporate display and managing successful events.
In other words, I bring a wealth of knowledge and experience to add to your overall commercial success.