I’m obsessed with the goal of compressing information to make it fast and easy for humans to understand it.
I know how to separate out the boilerplate and chaff from a company’s literature and pare it down to the red meat of their story.
I look at the websites of technical and industrial companies and see they are not explaining themselves well. Companies that have a market advantage that their marketing campaign is not making clear. Companies that have a new product that they want to distinguish from what the competition is offering. New companies with a breakthrough product.
They’re using technical writing in their marketing campaigns, instead of technical copywriting.
I’ve been studying science and technology all my life. I’m an adbiz guy, but my grasp of scientific and technological terminology and vocabulary lets me talk to engineers and translate their achievements into text that anybody can understand.
I create a plain explanation to give potential customers a clear view of what you are offering in concrete terms, in active language, in context with the onrush of technology in your field.
My father was a prominent font designer and I grew up immersed in text, fontography, and graphics. When I was ten years old I won a VFW Buddy Poppy poster contest. The prize was two weeks in summer camp. I studied chemical engineering in college but abandoned that to become a copywriter at Sears.
Early in my career I wrote articles about research at UC Santa Barbara when I was associate editor at Santa Barbara Magazine. This led to writing a recruitment brochure for the UCSB Electrical Engineering department, plus brochures for the Alumni Association.
As a Senior Copywriter for BBDO Detroit, I wrote radio, TV, newspaper, and magazine ads for Dodge and Dodge Truck. Then I returned to Santa Barbara to become a freelance copywriter.
My career veered away from copywriting with the onset of the Macintosh revolution. I was an early adopter and was the first kid on my block with a laser printer. I moved to Silicon Valley in the 1990s and became a Quark/Photoshop/Illustrator contractor.. Then I became webmaster at a Silicon Valley electronic tool manufacturer in the home improvement sector.
I learned HTML and CSS and Adobe Creative Suite CC, but saw that the front of the field had raced away from me. I learned Flash, and Flash died.
I returned to copywriting to write product descriptions remotely for Walmart.com while continuing to create and maintain a few small-business sites.
Now here I am semi-retired in Santa Barbara eager to help tech companies make a clear presentation of their achievements.