Highlights from this page:
In less than 7 years, I grew a small community newspaper that served Spanish-speakers of the Greater Charleston, SC area into a regional Spanish-language entertainment publication that boasted a circulation of 250,000 throughout 12 metro markets in 3 states. In this role, I served as Editor-in-Chief, Director of Marketing, and Staff Writer.
I’ve written a wide range of standalone assets, from a prospectus in English for a non-profit that was actively seeking donors, to technical guides in Spanish for niche tech companies.
If the projects I’ve showcased on the above pages don’t convince you to take the plunge and contact me, please read on to better understand my value as a business copywriter. 🙂
Copywriting: a “Supplementary” Marketing Publication
The distinction between business copywriting and business content writing is often debated, but, in the context of marketing, the primary difference between the two can be thought of in simplistic terms: Business copywriting is any kind of business writing that reinforces the value propositions an organization makes through its content writing.
Using this definition, business copywriting can include any “supplementary” marketing publication: a blog post, a PowerPoint presentation, a case study, a one-sheet, a video script, a feature article, an editorial, ad copy, and more. In fact, in the context of marketing, business copywriting can include any business writing apart from content writing.
Don’t let the word “supplementary” fool you. If content writing is Popeye (the cartoon character, not the Colombian sicario), then copywriting is his spinach.
In the examples of my marketing content writing projects, I showed some examples of copywriting that reinforced the value propositions I made through my content writing. I showcased these examples as part of their parent content writing projects because they served as “supplementary” publications.
But don’t let the word “supplementary” fool you: Copywriting was integral to the overall successes of those content writing projects like spinach is a source of Popeye’s strength.
For example, the NYC financial vertical one-sheet I created for the international tech support company has been remarkably effective at generating sales: It’s helped close 3 large deals in a matter of months.
Likewise, the media kit from my Spanish-language newspaper was an essential marketing document. Apart from the marketing content writing for the website, it was the business’ most effective marketing asset…it’s the document that people downloaded from the landing pages I created for Vida Latina’s Google Ads campaigns. (Yeah, I was managing Google “AdWords” campaigns before it was “cool”.)
What’s more, the prospectus I wrote for Solidus.Center was integral to the nonprofit’s fundraising, and the editorial I wrote for the Charleston Regional Business Journal was an important part of my campaign to promote my copywriting services to local business owners. (You can enjoy reading the prospectus and the editorial on this page. Seriously, they’re good. 😁)
About that “Spanish-language newspaper”…
Vida Latina was a multi-market Spanish-language entertainment publication that served the Spanish-speaking communities of the Carolinas and Georgia. The montón of copywriting I did for that business–which I founded as a community newspaper for Hispanics in the greater Charleston, SC area–served various functions:
1) To generate advertising sales (i.e. the media kit).
2) To generate revenue as paid writing (i.e. the interview with the Director of ESPN Deportes).
3) To generate a loyal readership (i.e. the numerous feature articles I wrote in English and Spanish).
But the Vida Latina story is far more interesting than a bunch of copywriting that I’ve organized into 3 categories…you have to read it for yourself.
Most of my business copywriting serves as marketing assets. Some of it, however, is created to serve the public.
While most of my business copywriting compels readers to spend, some if it serves to inform. (Much of my financial copywriting informs readers and compels them to spend…just sayin’.)
Apart from the commercial writing I did for Vida Latina, much of my Spanish writing has helped Spanish-speaking immigrants adapt to life in the U.S. I’ve worked with immigrants from Latin America during much of my career, and I’m an American immigrant living in Latin America…I can empathize.
To help Spanish-speaking immigrants in the U.S. make the linguistic and cultural adjustment, I’ve translated a variety of “guides” into Spanish, from immigration documents to instruction manuals for tech products. (Anyone who can read this 100+ page instruction manual without losing their mind has the patience of a Spanish-speaking Cleveland Browns fan.)
I’ve also written some “how-to” Spanish documents from scratch…the Charleston Metro Chamber of Commerce hires me each year to write their annual college and careers guide for Spanish-speaking students.
The exact purpose of my business copywriting may vary from project to project, but the R.O.I. for my customers is consistently high.
There’s little doubt as to the R.O.I. of the examples of copywriting that have “supplemented” the content writing projects I’ve showcased on this site. (The aforementioned one-sheet for the tech support company has helped close 3 large deals in a matter of months.)
The R.O.I. of the examples of copywriting that have served to inform is less obvious. Perhaps the best measurement of their returns is the fact that the customers keep contacting me whenever they need quality business copywriting.
