More than writing, I often present new ideas to my clients. Ideas that make your project even more effective. So you’re also getting marketing and communications expertise.

Here are a few examples of my strategic thinking:
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For a series of case studies that Assante financial advisors show clients:
My task was to position insurance as a comprehensive program, not just a couple of products you choose here and there. So I applied the concept of an investment portfolio to insurance. Instead of categories of asset classes, there are components of insurance protection. Now, products become a program.

 

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For the launch of a newsletter for the Crohn’s and Colitis Foundation of Canada:
I recommended changes and additions to the original article topics, giving the newsletter regular departments that remain standard from issue to issue.

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For a complex financial services product normally marketed by Sentry Investments only to advisors:
I suggested a brochure for investors explaining flow-through limited partnerships in plain language, and after six months it went into a second printing.
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For a recruitment brochure that Sunnybrook Health Sciences Centre used successfully in the U.S.:
In addition to describing the hospital and the highly specialized positions, I recommended a page devoted to the benefits of living in Canada and top 10 reasons to live in Toronto.
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For marketing material promoting the Detroit Salt Company:
I redirected the marketing approach away from the salt mine operation and positioned it – more competitively – on service. I developed the slogan “We deliver five star service”, referencing the delivery of rock salt and the stars in the company logo.
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Of course, for many projects you’re looking only for writing, not new strategies. That’s okay. I’m perfectly happy working on straightforward writing projects!