Need help finding the right way to describe something that's important to you?
I bring over 35 years of communication experience to your next writing project.
I’m a freelance writer and small business owner living in Toronto, Canada. Previously, I was the marketing manager and creative jack-of-all-trades for several small companies and charities, where my creative output included copywriting, web design, graphic design, product photography, and video filming & editing. Here's my LinkedIn profile.
Throughout my career, writing and teaching have always been my strongest skills. I was editor of my high school newspaper, I wrote about cell biology in university, I taught thousands of people how to do tai chi (in person and on TVOntario), and in the past 35+ years of my career, I’ve done extensive business writing, copywriting, and technical writing. I also have many years of marketing, promoting, and public speaking experience.
Merriam-Webster defines copy as "something considered printable or newsworthy" or "text especially of an advertisement" (source). My copywriting helps my clients to deliver their messages to their customers in three essential ways: clearly, convincingly, and credibly. Over the years, on their behalf, I've written copy for brochures, websites, video scripts, corporate profiles, mission statements, product sheets, news releases, case studies, newsletters, blog posts, ads, company slogans, direct mail, and even a promotional children’s book.
"Frank can explain the complex. He gets it."
I've often been told that I have a talent for making complex concepts easy to understand. When I write technical instructions and user documentation, I strive above all for clarity in the writing, and consistency in the style.
I always keep the reader in mind: do these instructions assume any prior knowledge? Are they as crystal clear and helpful as they could be? Will they frustrate readers in any way? If I were reading these instructions for the very first time, would I be able to follow them easily?
I also believe that marketing language and sales pitches have no place in technical documents, whose purpose is to explain and to help, not to convince. Presumably, by the time the customer is reading the documentation, the sales job has already been done, and additional pitching could risk annoying (or at least confusing) the reader.