As a creative person, I naturally want to write clever copy and produce fancy promotions. But as a professional, my obligation to my clients is to increase sales at the lowest possible cost. My goal is not to be liked, to entertain, or to win awards; it is to sell products. From my education and experience I have learned to express myself in clear, simple English, to write words that inform, and maybe even words that amuse or entertain.
Biggest challenge for any copywriter is, writing words that convince the reader to buy your product. I take up the challenge. Whether it may be a Sales letter, Brochure, Direct mail, News paper Ad, Magazine Ad, Radio jingle or TVC, I know how to pick the right words for the situation and arrange them in ways that resonate.