AASA, The School Superintendents Association, provided this research and consulting firm with a page of advertising copy space in their magazine. After reviewing the opportunity, the firm opted to highlight their data dashboard service area in the advertisement. Because I was their go-to person for copywriting, I worked with the firm to draft this advertorial for them.
Deeper Understanding through Copywriting
Before I wrote the piece, I conducted a review of pre-existing research regarding superintendents’ (i.e., the target audience’s) perceptions of their priorities. Consequently, the review identified the theme of ‘transparency’ as one of superintendents’ largest concerns. This finding guided my approach to copywriting the piece.
While I drafted the piece, I worked closely with the firm’s chief information officer, Ali Taylan. Through this collaboration, I sought to appropriately represent their service and to expand his thinking about how to represent it. Later, he provided the following feedback regarding my copywriting and other services:
“Regardless of how technical content may be, Brandon grasps it … He has a strong ability to simplify complex thoughts and sentences into easily digestible messages.”
Mr. Taylan’s feedback points at one of the core elements of my approach to copywriting and related services. When drafting copy, my goal is not only to generate more leads for my client (this particular ad increased inbounds leads regarding the dashboard service by 200% for the firm), but I also seek to create deeper understanding for and between my client and the target audience. I view the process of writing anything as an invitation to learn. And one of the most enjoyable parts of the collaborative process for me is extending that invitation to my client.
So I invite you to learn more about my copywriting by reading the full advertorial. Or you can click on the following button and tell me about your copywriting needs so that we can begin to learn from each other.