When prospects can’t tell your firm from the next, shortlisting boils down to price.
Your content should fix that.
Long story
short…
Most professional services firms put out remarkably similar content. Even down to the same angles and the same topics. Another “what these changes mean for you”. Another backward-looking outlook for the future.
Though firms may seem alike, many have more going for them than their content lets on.
I work with you to sidestep the sameness problem, helping with the upfront thinking, then interviewing your experts. I turn their insights – the ones no one else talks about – into content that earns attention.
Start with strategy, not a blank page
Well before a first draft, you need to be absolutely clear on who you’re talking to, what their concerns are and why they should pick your firm. That’s why, if needed, I start with fine-tuning your positioning.
Then, with your experts, I develop angles that show your firm understands what business leaders worry about. Those worries aren’t only industry changes, but how to stay ahead.
So, instead of “Here’s what’s on the horizon,” you’re saying, “Here’s what you should think about, and why”.
Dwight easily teases out the details needed to add the angle and focus clients want to hear. He is really experienced at producing articles from interviews. And we’ve found his approach reduces the demands on our lawyers’ time.
Senior Marketing & Business Development Adviser, Top 10 law firm
Dwight gets to the heart of a story or message and builds it out without fluff. He is an outstanding copywriter and editor. He creates clear copy that sparkles and helps us tighten copy originated elsewhere.
Katryna Turner, Director, SE5 Marketing
Writing built on your experts’ know-how
Research and interviews come before drafts. My questions unpack insights from your people – what they’re seeing in the market, the issues they’re solving – and tie those insights to what your audience cares about most.
After that, it’s detailed outlines. Taking in feedback here means fewer revisions later, and working this way means minimal back-and-forths. You get writing grounded in hands-on experience, not desk research.
Three ways to work together
Just the thinking: you can bring me in to tighten your positioning and spot angles other firms haven’t covered. You handle the writing.
Just the writing: brief me on articles, awards submissions, case studies, reports and more. I’ll interview your experts, then write and polish.
Or both: content strategy and writing.
Let’s talk about your next project or campaign.
Experience across sectors and services
I take on campaigns across law, finance, business and consulting, projects like articles, reports and thought pieces, where you need to put across what’s different and special about your firm.
Topics have ranged from antitrust to self-driving cars – cartels, class actions, M&A, employment, private wealth, private equity, white-collar investigations, you name it. Plus, I’ve handled firm-wide websites covering over 40 practices.
The common thread: projects where sounding like everyone else is a no-no.