MANIFESTO, of sortscopywriter toronto


Writing is what writers do.

We don't tweak.
We don't polish.
We don't look it over.
We don't work our magic.  (What IS this?  We're supposed to work for an adjective?)

We especially don't take a peek.
Taking a peek is when you uncover your eyes and blink at something.  It's not writing.
(Try that on your mechanic sometime:   "Just take a peek at the transmission, willya?")  

Sounds like it shouldn't take long or cost much, doesn't it?

We write.  You can ask for any of the above tweaks and peeks, what you're going to get is writing—strategy, vocabulary, usage, structure, style, tone, picky-poo proofing, and something called judgement.  All of which takes time and the bank insists I charge for it or they accuse me of not really trying.

Writers wonder why our conscientious—and frequently life-changing or career-changing—work is described in lint-flicking terms.  Any ideas, supple reader?

And don't think I'm being cold here, cuz I love ya and you know it.

If you want to discuss this for sport, please contact me

I'm happy to explain with as much charm as necessary.



When life hands you lemons, whip up a little hollandaise.

Invite someone interesting.



Next steps:

Easy briefing questions 1 2 3 4 5...

1    Whom are you talking to?
How much do you know about your target?— their values, their needs, their fears, their perceptions.

2   What do you want them to know about you?
When you're finished speaking to them, what do you want them to remember about you?

3   What do you want them to think about you?
How do you want to be perceived, and what values do you want between the lines?

4   What do you want them to do?
Pick up the phone?  Make a note?  Talk to a colleague?  Remember a name?  Drive across town to talk to you?

5  What are you offering in return for the action you want?
Experience?  Service?  Respect?  Quality?  Price?  Candor? 
Loyalty?  Locations?  Ambience?