Not every copywriter, branding consultant or company naming agency will focus this intensely on your business development fundamentals.

And that’s my point, exactly.

Sure, sometimes your deadline is looming and your budget is tight. You need an experienced copywriter who has enough familiarity with all manner of copy assignments to quickly dig in and make you sound polished, professional and personable. I still fill this gap for people everyday. And, of course, I’m fortunate to have this much experience creating high-impact marketing and advertising. And, yeah, a quick wit and a conversational style, well, those have certainly come in handy. (For examples of short, snappy, often humorous copywriter samples, please see advertising copywriter portfolio.)

But let’s not kid ourselves into thinking these creative executions, this tactical work… even when it spikes sales, wins awards and opens up new pathways of thinking… can even come close to what you can accomplish when we focus our attention on something much more critical to scalable, sustainable success: how we’re going to build what we know about customer creation into our very foundations.

As a copywriter, the focus is on how to say it best. But as a branding, positioning and messaging consultant, my focus is on accelerating strategic growth, pure and simple.

Even slight adjustments to how you are capturing your company’s core value can exert a profound influence on your ability to captivate and resonate with your most important prospects. A few years ago, I sorta coined the term “telescopic clicks” because what may seem to like nuance and hair-splitting to the uninitiated actually has the capacity to change your field of vision… and the game. When you need someone to creative interpret and breathe life into your extant brief, that’s the copywriting side of me. When you want a fresh, objective perspective on business development – from how you are defining the market opportunity to how to render your vision in a more target-centric way, and from the operations side of your pillars to whether adequate, relevant differentiation has been built into your model, you want to be talking to the one guy who has set himself apart by making branding make business sense…. even for the smaller business.

The Harvard and Wharton grads have their tools and methodologies. I use branding and brand discovery to provide a framework for business development because it’s a brilliant opportunity to kill multiple birds.

You wouldn’t think someone who operates in these disciplines would be engineered for efficiency and results, but, for me, saving companies marketplace time is the holy grail of strategic accomplishments. There’s just no sense in building brands that haven’t been engineered to forge real connections and real results. There’s just no sense in hiring consultant after consultant only to realize later that a holistic approach is far better, both financially and psychologically, than a series of half-answers. When your company is in a position to nurture a longstanding relationship with a copywriter, by all means, grab it! You’ll experience a cumulative benefit to the copywriter’s increasing understanding of your unique business and your environment. But when what you really want is business growth and a galvanizing brand, you need far more than a wordsmith. Count on the one brand consultant who brings clarity and focus first and foremost to your business development strategy and then, of course, to your communications.