An avid angler, Kim Smith likens her copywriting skills to her favorite pastime. Carefully reaching into her tackle box, Kim exuberantly selects the exact lure that reaches the precise fish you seek. You might say that Kim knows her spoons from her spinners. Sounds easy. It isn't. Where do they live? What do they prefer? Who else is trying to reach them? At what depths must I retrieve? What colors do they respond to? What do they like? What makes them tick? What's the temperature? Prevailing wind? Barometric pressure? Kim stays in the current and patiently modifies her presentation. Timing is everything.
Kim knows that writing copy, managing client social media initiatives, creating Web content, crafting direct marketing offers and authoring the "corporate voice" has little to do with poetry and everything to do with probative questions, analytics and experience. Although poetry has its place, speaking directly to our client's customer with resonating rhetoric and persuasive platforms is where Kim lives. She varies her depth, untangles bird nests, alters her retrieve, responds to a nibble and sets the hook like any great bass master. Appearing relaxed, Kim is poised to instantly change voice, tonality, rhythm and cadence to attract the lunker every client seeks.
Will she select the "Royal Coachman" and dance on the surface or the Daredevil® that deeply swirls and eddys with alluring subtlety? Knee deep in amazing tackle, trust that her choice will attract your audience. You might not respond to her well-timed cast but your customer will. Catching you is not her objective.
The winds shift suddenly in a brisk market and nuance often makes the difference. Slow down the retrieve. Modify the presentation. Change the color. Let Kim choose. You steer the boat. Let Kim do the casting. She knows your audience and always limits out.