Murray Johnston’s Biography
What's important to you? With very few exceptions, the adage that "Form follows Function" is true. Many of my professional copywriting contemporaries believe in the popular phrase, "Content is King" ... and they are misguided. That fact is,
"Content follows Brand."
Your "Brand" defines the heart and soul of your company. It reflects your culture and drives employee loyalty, consistent quality and pride in how they contribute. Brand is not a "Mission Statement" ... it is a strategic management tool that permeates the company and market. Thus the need for content that consistently supports "Brand Awareness" while highlighting features and benefits. I won't be part of a project that uses my time and talent if the market is going to respond with, "What a bunch of bullshit!" ... if your Brand is broken or nonexistent, then fix it.
In over 35 years of experience, including VP level responsibilities for Marketing, Product Management and Sales, I have personally written or edited all marketing collateral, press releases, tutorial materials, etc.. I also do the same for company business plans, job descriptions, and policy statements, as these documents reinforce Brand internally.
These are keys to my "bio" and the success I have had building long-term, profitable relationships.