FAQ / Frequently Asked Questions, and My Answers
What does a writer do?
A writer, writes. A good writer does much more than that. I view the Client Brief as a starting point. I dissect it and question everything. I interview key stakeholders and customers/clients for insights that bring the a-HA! epiphanies. I don't necessarily want or need to read all of your marketing materials from the past, as I want a clean, clear perspective, right from the start.
I like to work with one person, client-side whose role is to champion the project to completion. I'll write a rough first draft, and bounce it off them, with the caveat that it's likely full of flaws and glitches. What's important is brand language and voice. Have I captured those properly? Then we can move on from there.
And, I love to collaborate. The more we collaborate, the better the final results will be. Note: critique isn’t collaboration. As Jaimie Turkington, Chief Revenue Officer of Petcurean Pet Nutrition so eloquently put it:
"Pete works best when collaborating with his clients so be prepared to roll up your sleeves (and have some fun in the process)! He’s a real pro and will find the perfect path to bring your authentic and differentiated brand voice to life."
If you don't yet have a brand language or voice, I can create those for you. If you want a refresh, I'll bring the paint and glitter. I'll also create a Guide to Writing in the Brand Voice, that everyone in your organization can follow.
Why do I need a writer?
You need a writer, you need ME, simply because you are NOT a writer yourself, not with my skillset and experience, anyway. And don't get me started on generative AI. People connect with people. AI-generated copy has no heart or soul, and your consumer will sense that. And no, sorry, I will not rewrite copy you've already prepared using generative AI. I'm happy to write what's needed from scratch, though!
Do you have an in-house team? Odds are they don't have nearly the experience I do. I can spot rocky paths and bad roads and call them out before we venture too far down them. I can mentor your more-junior writers, too.
What services do you provide?
I freelance for and contract with agencies, creative shops, designers and directly with businesses and organizations on all things strategic and creative; from name generation for a new product or service, through to creative direction and copywriting materials for all stages of a brand's development, growth and success.
I conduct: Interviews & Focus Groups • Brand Development Workshops • Competitive & Comparative Analyses • Brand Audits • Analysis for Key Insights and Opportunities
I develop: Brand Positioning • Brand Attributes • Brand Personality • Brand Voice and Tone • Naming & Positioning • Brand Voice Guidelines • Key Brand Messaging • In-House Creative Teams Training
I write: Social Campaigns • Website Content • Packaging Copy • Brand Videos & Films • Digital Ad Campaigns • Print, Television, Radio and Out of Home Advertising • Trade Campaigns • Point-of-Sale Materials • Experiential Displays • Collateral Materials• Annual Reports & Corporate Communications
Who have you written for, and what sector-specific experience do you have?
Over the years, I've had the pleasure of creating effective brand platforms and campaigns for clients as diversified as:
Ad Agencies & Production Companies: Scholar (Los Angeles), Cossette, DDB, Strategies 360 (Washington), 123West, Will Creative
Tech & SaaS: TransUnion/iovation, LAM LHA Security Innovation (Paris), Curie Technologies/petiteC (Paris), sgsco, Modern Health (USA), RIM (Research in Motion), Kardium, OptiSolve
Healthcare: Health Canada, Modern Health (USA), Canadian Public Health Association, Surrey Hospitals Foundation, Vancouver Spine Surgery Institute, Strata Health, Canadian Celiac Association, Canadian AIDS Society, Kardium
Education: Beedie School of Business at Simon Fraser University, University of British Columbia, Keyano College, OSPI Core Plus (Washington State)
Government: Government of Canada, Health Canada, Industry Canada, Canada Food Inspection Agency
Events: VANOC (Vancouver Olympic Organizing Committee),
Consumer Packaged Goods: Kimberly- Clark, Petcurean Pet Nutrition, Huggies, EFFEM Inc., MARS Brands, RC Pet Products, Open Farm, Breyers Ice Cream, Kraft Foods, Nabob Coffee Co., Swiss Water Decaf, Lamb Weston, Levi’s, Carhartt, GWG, Lee Jeans
Tourism: Canadian Tourism Commission, Destination Vancouver
Hospitality: McDonald's Restaurants of Canada, Earls, Hy's Restaurants, 7Eleven
Public Service/Not-for-Profit: Belonging Network, First Nations Health Directors Association, Association for Energy Affordability (NYC), Plastic Bank, Pacific Salmon Foundation, Bering Straits Native Corporation, Bristol Bay Native Corporation
Energy: BC Hydro, Canadian Nuclear Association, Association for Energy Affordability (NYC), SaskPower, Teck Cominco, Bow Valley Offshore Drilling, Global Sepsis Alliance (Berlin)
Financial: Vancity Savings, Assiniboine Credit Union, Steinbach Credit Union, Canada Deposit Insurance Corporation
