Serving as lead copywriter on a project to create a series of brochures for APWU Health Plan each year allows me to play a key role in developing creative concepts and craft the words that inspire readers to take action.
Step 1: Develop creative concepts
I’m a word guy, so for me concepts are built on keywords and phrases, research and a deep knowledge of how the client’s products and services can improve the lives of prospective members. A detailed creative brief is vital.
Step 2: Write and design
After the client chooses a direction, I get to work crafting the words that bring our concepts to life. Good copy uses the active voice, conveys information in simple language and tells a story.
Step 3: Proofread
Before anything goes to print—and before the client signs off—I use my eagle eye to proofread all materials for grammar, style, typography, layout and design, color, accessibility, and more. Clients value my attention to detail.
As content manager for the APWU Health Plan website, I work with my team to make sure the digital version of this brochure complies with Web Content Accessibility Guidelines (WCAG).