Advertisers and HR/Recs who are unfamiliar with the craft cannot help but feel that a "copywriter" is at best a crass imitator and at worst an outright plagiarist.

Somebody else does the original thinking.  Copywriters just copy the same time-worn clichés and pet phrases as everyone else, right?  We're like human Xerox machines.  Interchangeable clones.  Copy is a commodity.

"What are your hourly rates? Really? Gee, that's more than..."

    Even among knowledgeable agency personnel managers, the classic concept of the Copywriter persists: an ink-stained wretch pecking out hortatory headlines and laudatory filler for print ads.  That the word "copywriter" derives from the Latin "copia," meaning " plenty" (cf "copious.") has been lost in the mists of time.  Maybe we need a new job title.

Introducing the 21st Century OriginalWriter.

    Today an originalwriter certainly has plenty of original thinking to do.  We assemble all sort of things besides clichés.

    We boil the raw findings of Consumer Research into Communications Strategies and Ideas that have a chance of actually producing results among consumers.  Originalwriters edit the image sequences, music, and SFX tracks of TV commercials; we know how to compress twenty minutes of customer gush into a minute of compelling testimonial radio.  We write long copy ads that divert readers from longer copy magazine articles.

    We write, design, and animate Power Point  presentations that keep you awake.  We  arrange hyperlink sequences, JavaScript arrays, and Flash files that keep your eyeballs Here, or send them There.

    We build orderly progressions from Google bars and Yahoo Directories to Search Results to landing pages to shopping carts.  We write ALT Tag, Meta Tag, and SEOP copy using the correct syntax, word count and keyword density to placate Inktomi spiders and entice impatient surfers.

    We translate your Engineering Department's excruciatingly detailed feature descriptions into pith that a disinterested stranger can understand and relate to.

    We write ten-minute Presidential speeches for Shareholders Meetings, ten-second product demos, and tenth of a second Outdoor Boards.

    The objective is always the same.  Figure out what you do that your prospects actually want.  Steal a few moments of their time.   Surprise them.  Enchant them. Tell them a story.  Make a sale.  Can your in-house human Xerox machines do that for $____ an hour?

Originalwriters select from a myriad of options those ideas, words, and pictures most likely to compel you or your prospects to do something useful.

Like pick up the phone.

(407) 895-3092.