WE HAVE A FIENDISH INTEREST
IN OTHER PEOPLE'S BUSINESS!

Business-to-business advertising requires special, even supernatural attention. Unlike consumer advertising – where happy elfin copywriters sprinkle familiar products with bright cheery descriptors like “real fruit flavor” and “super absorbency” – B2B advertising is a shadowy landscape of niche products and perverse obsessions with paranormal phenomena like “return on investment,” and “supply chain efficiency.” This is a netherworld of copywriting fiends with an undying (should I say, undead?) interest in other people’s business … fiends with an unquenchable lust for information on how your business works and how your customers think ... fiends who will stop at NOTHING to achieve their ultimate goal: a zombie-like state in which every detail of YOUR business becomes THEIR business!  I know these fiends. I have walked among them; alas, I am become one! So it is my doom to wander all my copywriting days in search of another and yet another person’s business to mind. But there is a bright side: This bottoms-up, strategic approach to creative development serves clients very well, whether B2B or not.