How I Work

1. Consumer Critique

Every job begins with an interview where I start by asking questions about:

  • what do the consumers want
  • why would they take up your product or service
  • what other products or services are they considering
  • what are your consumer objectives
  • how is your message is distributed
  • what frame of mind the consumers are in before they consume your message

Even if you don't have those answers, some agreement must be established in that first meeting.

2. Information Architecture

Once the objectives, what we're communicating and how we're communicating are established, we need to determine the scope of work. This is the organisation of the vast amount of information a website or brochure must contain to:

  • create a smooth logical flow of communication for the readers
  • compose a reasonable way for them to navigate through the pages and to find what they want on their own
  • avoid confusing them

The first interview doesn't end without you and me and a big piece of paper with either a sitemap or a list of sections that go into the brochure drawn on it.

At this point, we'll also discuss the creatives in broad strokes in terms of mood, tone and perhaps even background colours so that certain general boundaries are established to manage expectations.

(In practice, the agreement on the IA also determines such nitty-gritties as the timeline, creative delivery date and job quotation.)

3. Creative Development

This is where I get down and start to read through the product material you provide or I develop information on my own to flesh out the communication.

The keywords for the executive summary that will go on the (website) home page or (brochure) first page are first determined because it sets the tone and emphasis for the rest of the copy.

From there, the information is carefully organised in the most logical order, with careful weightage given to the key messages and sensitivity to the length of copy.

4. Quality Review

After thorough copy-editing, I present the copy to you, giving you a break-down of the considerations I made while organising the information, the list of issues encountered while developing the copy and how I overcame them.

Your satisfaction is my guarantee.