Humans have the attention span of goldfish. You have 7 seconds to explain yourself, or bye. Some goldfish grow into content-hungry beasts that must be fed on-demand. Too often, they get generic stuff from content mills that pay $0.03 per word, about $19 a page. Ack. Happy reading.
I'm a former agency executive, a refugee from Arnold, MullenLowe, Isobar. My clients were also big-time: HBO, Reebok, LendingTree, BNY Mellon, American Express, the US Army, Pillsbury, you get the idea. I'm now a free agent copywriter, doing everything from TV to digital to ghostwriter thought leadership.
Explain your pain points to me. I'll explain how I might help and send you relevant examples of my work. If you decide to work with me, you'll find I'm an always-on iPhone addict who uses Google docs, Hangouts, Skype, screen shares, everything that connects us and makes it easy.
Google's advice? Write like an expert-level human being that wants to be understood, to be helpful. Don't go over the reader's head, but be someone who could. If your content is obviously written by a novice copywriter, it will never be considered quality.
Focus on a great reader experience. And for this advice, we can go back to Strunk & White's "The Elements of Style," first published in 1918. Be clear and considerate of the reader, who doesn't know what you do. "[B]reak through the barriers that separate you from other minds, other hearts — which is, of course, the purpose of writing."
The Industrial Revolution pulled people out of their homes to work. Will the digital revolution let us all go back? Stanford found remote workers put in the equivalent of an extra day of work each week. They focused better, took fewer breaks. Attrition was cut in half. Companies saved an average of $2,000 per person on office space, which they can pass on to customers.
Today, a suite of work-anywhere, collaborative tools make virtual feel close. Distributed teams and digital nomads are the future. Start.
Nicholas Bloom is the William Eberle Professor of Economics at Stanford University, and a Co-Director of the Productivity, Innovation and Entrepreneurship program at the National Bureau of Economic Research.
Are you kidding me?