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Hi, I'm Keith.As a B2B copywriter, my job is to help you market products and services to businesses who need them.
But that won't happen if your message misses its mark. Words matter. Let me help you connect. |
Why Hire Me?During my 30 years in law enforcement, I learned 3 valuable lessons about working with people.
They are: 1. Have an outward mindset. 2. Build relationships. 3. Earn trust by delivering on promises. It doesn't matter who you are, or what you do. These principles apply. Effective Copy Your website (and your other marketing materials) can only deliver a message to someone who's willing to receive it. So, it doesn't matter how cool the packaging is...if Billy doesn't smoke, he's not going to buy cigarettes. And, even if you target the right audience, your message has to be right. Your sales depend on whether your prospect can see the benefits of using your product or service. For example, if you're selling cordless drills to Calvin the Contractor, he may not care whether your product is 20 percent faster than his current model. Or that the battery lasts 40 percent longer. But when encouraged to picture himself finishing his project in time to see his son's baseball game (thanks to a drill that works faster, and requires fewer battery changes) he will jump at the chance to buy it. Useful Content Now, more than ever, your prospects are sophisticated. They will compare your product against the competition. They will read reviews and testimonials. And they will demand value. While they are mulling over their purchase, you may be able to gain an advantage. By creating a relationship. Increasingly, your prospects want to know you understand them. That you care. That you "get" them. That's where content comes in. Blogs, newsletters, articles, product reviews, links to other websites... All of these things show you are interested in them. Long term. And you're willing to give them something up front. Free. And, if your content is good, it draws them back. It builds a relationship. They'll visit again, and again. And, when they're ready to buy or upgrade, they'll think of you. And buy. Again and again. Create a Targeted Message With all of this in mind, your marketing must: 1. Have an outward mindset. 2. Build relationships. 3. Earn trust by delivering on promises. Why wait? Let me help. Book a discovery call today! 
I didn't have time to write a short letter, so I wrote a long one instead." 
Promote Your Brand.
Connect With Customers. Grow Your Business. 
The difference between the right word and the almost right word is the difference between lightning and the lightning bug." 
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My Story
More than 30 years ago, I left Oregon State University with a Bachelor’s Degree in English, and only a vague idea about what I was going to do next.
I figured I would be a writer. Or a teacher. But life had something else in mind. In 1989, I began working for the Oregon Department of Corrections (DOC). My first job was as a temporary Human Resources Assistant. This position didn't involve the sort of duties you would typically expect. There was no drafting position descriptions, advertising, dealing with employee concerns, etc.... Instead, I was assigned to the Indigent Crisis Project. My job was help probation officers find housing and transitional resources for their clients. And, I had to do it without spending money. It seems crazy now. But back then, the department had almost no money for reentry services. So,my boss and I had to tap into community resource agencies and convince them to help a state agency working with convicted felons. Believe me, it wasn't easy. But I challenged myself, worked hard, got better, and learned some important lessons. For example, I learned the value of communicating effectively, building relationships, and following through on promises. We had good days and bad days. One victory I remember was when I convinced a local dental school to donate a full set of dentures to a client who had lost all his teeth in prison. He cried when he showed them to me. My job as a Human Resource Assistant was a temporary position. And I wanted a career. So, I applied for a probation officer job--and got hired. Shortly thereafter, I got another break: a probation officer job with the United States Probation Office. In February 1991, I began working as a Federal Probation Officer. Although the job was different, the lessons and the mindset I had learned from the Indigent Crisis project remained helpful. As a "Fed," my first duties were as a presentence officer. My main activity was investigating defendants who were facing sentencing and summarizing what I found in a report. To do this, I weeded through boxes of reports and evidence known as discovery. I interviewed numerous people (law enforcement, attorneys, family members, ex-wives), studied statutes, guidelines and case law, and wrote the judge a report which summarized the defendant's crime, prior convictions, personal history, the judge's sentencing options, and my recommendations. And, although I didn't realize it then, I had become a writer. In 1997, I was promoted to a specialist position. I worked as the lead writer for Oregon Probation, until I was promoted again to a supervisory position in 2001. As a supervisor, my job changed again. I did less writing, but now I did more coaching and teaching. I worked with directly with my officers and with individuals on post-conviction supervision. We supervised felons convicted of serious, violent, sexual or drug-related crimes, and we treated every one of them with dignity and respect. We communicated effectively, built relationships and delivered on promises. These values tied into our mission of: 1) protecting the public; 2) enforcing court-ordered conditions; and 3) providing our clients with meaningful opportunities to change. That same year, my role as a teacher was reinforced and expanded. My reach extended beyond Oregon when I began working as an adjunct instructor for the Federal Judicial Center. This involved travelling around the country (to more than 40 cities) and teaching courses such as writing skills, team building, testifying skills, and critical thinking. My students were typically other probation officers and assorted judiciary staff. I retired from federal service in April 2018. Looking back now, it's easy to see that I ultimately became both a writer, and a teacher. 
I first tried copywriting more than 35 years ago.
In 1981, when I was fifteen years old, I decided to run for class president. I wanted to get to know people. Although I considered myself a long-shot to win, I had a plan about how to stand out from the crowd. Each candidate was allowed to hang 5 posters at the school. I purposely hung all of mine crookedly, or even upside down. The headlines read: “Posters don’t matter—People do.” Some people laughed, but not everyone. Three weeks later, my marketing experiment was over. I won the election by a landslide. Looking back, I realize that it wasn’t my posters, or even my messaging that won that election. It was the way my own words had motivated me. With a clear call to action, I started taking chances. I met with classmates as they got off the bus. I set up a table in the lunchroom with a sign that said, “I’m running for Class President. Let’s talk.” I even spent time with the “rough kids” out in the smoking area. Standing out from the crowd, believing in my brand, and connecting with my target audience. It worked for me then, and it can work for us now. Let’s reach your audience today! 
In addition to copywriting, I'm a part-time instructor at the Oregon Public Safety Academy. I teach coursework related to professional standards and training for new law enforcement personnel. My current courses include ethics, report writing, communication concepts and testifying skills. In addition to classroom activities, I evaluate and provide feedback for students participating in realistic "field" scenarios in the Academy's Scenario Village.
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Pictured above is Kingsley, one of three Standard Poodles my wife Elisa and I proudly cater to.
I live in the Portland, Oregon, area with my wife and 3 Standard Poodles.
By car, it takes an hour to reach the Pacific Ocean, and less than two hour to summit the passes of the Cascade mountain range. |
Write something worth reading, or do something worth writing." 
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