Services at-a-glance

I offer direct response and plain language writing and consulting services for financial, insurance and B2B companies and information marketers. Plus some helpful add-on services as well.

So you’re curious about my writing services... Excellent!

By the time you finish scrolling this page, you'll be crystal clear on whether or not I can help you.

So you know, I'm located near Toronto, Canada. But I've worked with clients all over. And no matter how we work together, I’ll deliver your copy in your unique voice. In a way that's simple, real – and human.

I offer two types of business writing and consulting services

Simplify and Sell

My direct response copywriting services speak to the mind, emotions and senses. The goal is to compel a prospect to take the next step in the sales process.

Just Simplify

My plain language writing services unravel legal or technical documents for Mere Mortals. The goal is to enhance comprehension and customer experience.

Direct response copywriting and consulting services

This is where I help you Simplify and Sell. I use proven direct response copywriting techniques to connect with your best custommers. And convince them to take the next step in your sales process. Click the green box to see what AWAI Verified means…

Copywriting for financial, insurance and B2B companies

Are you a pro digital or direct marketer? A business that relies on direct web site sales or signups? Are you seeking a copywriter who can up your conversions?

If you’re at the stage where you have a product or service to sell. A list that’s a fit. Or a control to challenge… I can help. An aside, I live near Toronto, Canada. But I've worked with customers all over.

Financial and insurance direct response copywriting

Yes please, measure me! My services include research and positioning. Plus writing the whole shebang from sign up to service:

  • Sales letters and web copy
  • Landing pages, squeeze pages
  • Order pages, order forms
  • Thank you pages
  • Special reports and "bait" pieces
  • Response cards, envelopes, lift notes, gates, buckslips
  • Follow up letters, email autoresponders and more.
Business-to-business (B2B) copywriting

B2B writing is less "salesy", but no less compelling. And it's well known for its technical products and long sales cycles. My services include evaluating how well you're connecting with your clients. Plus I can help you create:

  • White papers
  • Case studies
  • Newsletters
  • Presentations
  • Compelling sales letters and more.
Email marketing and autoresponders

Do you drop the ball on your follow-up? If so, you're leaving money on the table. I can help you create engaging, conversational emails that your best customers will look forward to.

  • Increase conversions from your landing or sales page
  • Rejuvenate sales in your existing list
  • Welcome and educate new customers and deepen relationships
  • Deliver a course by email and more.

What do you need?

I’m always learning. So if you don’t see what you need, please ask. It might be worth a chat... Contact me now

Copywriting and consulting services for information marketers

I’m a Dan Kennedy Certified Copywriter for Information Marketers. This means I can quickly get my head around your business, no matter how complex. And as Dan points out, the writing needs of information marketers are different...

If you're a serious information marketer, you sell multi-layered products and services. Some online, some offline.

A copywriter that works for you must "get" that your selling universe is inter-connected.

So you not only need to convince prospects to sign up. But to “ascend” to more expensive products and services over time. And do so in your established voice, of course…

Your product ascension might look something like this:
  • Sign up for a free newsletter
  • Buy a $19 book
  • Buy a $247 information product
  • Apply for a VIP strategy session
  • Join group coaching for $497 / month
  • Attend a $2,497 event
  • Join an exclusive $50,000 or $100,000 “platinum” coaching group
  • License a proprietary sales, investing or coaching approach, or
  • Buy a franchise.
Sound about right so far? Here's the secret...

Copy for information marketers must sell directly. But it must also be woven throughout your products like this big ol' magnetic net. Always guiding your dear customer to making a greater investment with you.

On a personal note, I just love information marketing. It’s one of those industries that's huge, but under the radar. I sure didn't learn about it in my MBA. And it’s brilliant.

If you aren't an information marketer (yet) but are intrigued by this business, I suggest reading Robert Skrob's book Official Get Rich Guide to Information Marketing. It's a solid place to start.

About my name-drop of Dan Kennedy

Yes, I'm a Dan Kennedy Certified Copywriter for Info-Marketers. But it would be crazy to think that Dan is responsible for my work. To (understandably) protect himself, Dan requires me to prominently publish the following:

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.


Plain language writing and consulting services

This is where I help you Just Simplify. But it’s more than just “an edit”. Plain language writing is a discipline that writes, organizes and presents documents in a way that increases clarity, comprehension – and user experience.

I’ve been a professional communication consultant since 1999. I’ve offered plain language writing and communication consulting services since 2006.

I’ve worked with some of the best in the business. I enjoy the work...

And the kind of plain language projects I have worked on are quite specific:

  • Statements – for investments, insurance and pensions
  • Forms – for insurance companies
  • Applications – for individual insurance (like...50 page applications!)
  • Illustrations – for universal life insurance, participating life, whole life and more exotic hybrids
  • Insurance and investment information packages – for life insurance beneficiaries or pension plan members
  • Plain language contracts – for insurance, benefits, financial services, mortgages and investments.

As you can imagine, this type of work is super detailed and exact

And to be candid, it's not always easy (though the results can be amazing).

I'm going to say something now that few consultants will say publicly.

Many companies may want their documents in plain language. But in many cases, there's a “we’ve done it this way forever” culture to overcome.

And some people are even threatened by the idea of plain language. As if it'll dumb down the message somehow. If you work for a big company, you know what I mean...

Long way of saying.

Yes, I do offer freelance plain language writing services. Absolutely. But mostly my clients these days are consulting firms.

Why? Because with most plain language projects, it's best to have more than one set of eyes.

So! If you're a busy consultant who uses freelancers...

I’d love to help. I cut my teeth in the consulting trenches, so I know your world. You can plug me in anywhere, from RFP to first draft to final review.

And – if you’re not a consultant but like my style...

And you have a Monster of a document you need to tame for Mere Mortals, reach out. If I can help, I will. Or, I'll refer you to someone who can.

Who knows? Maybe I'll end up as one member of your plain language team...


Marketing consulting services that support the writing

When you work with a freelance writer, you don’t just call them up and say “go write”.

That’s a recipe for disaster.

That’s why I always require a dash of consulting with my writing services.

"Discovery" consulting services

This is an essential step that I’ll build into your writing quote.

It's a way to get to know one another, yes.

It's a low cost way for you to limit your risk with me, absolutely. If we're not a fit, you can walk...

But it also makes sure we get going on the right foot. So that working together is seamless. And I create exactly what you need.

I offer flat-fee "Discovery" sessions with each project

During our session, I might ask you about:

  • Your short and long-term goals and objectives (and where your project fits in)
  • Your competition, and how you’re different
  • Where you're getting your leads, conversion rates, what's working, what's not
  • Your current writing style, and how your voice is working for you (or not)
  • What you know about the people on your list, or lists you'll be using
  • Your customer experience and sales process, from first sign up to sale
  • Your current clients and your dream bullseye client, or
  • Your challenges, how you're planning to fix them.

Of course, I’ll only ask questions that make sense for you. They'll vary depending on the type of writing you want. And there may be more or less than above.

"Deep dive” strategic consulting services

This is where you’re not sure what you need next.

Or you know that it’s time to step back, get a fresh eye. See where your copy “gaps” are. Prioritize and plan.

For those who don’t know me, I don't just write.

  • I have an MBA
  • I come from a professional consulting background
  • My first full-time communication consulting gig was in 1999
  • The last consulting firm I worked for full-time charged me out at $320 an hour. You can read my history at LinkedIn.

When you hire me for strategic communication consulting, we’ll take a look at your big picture. Where you are today and where you want to go. The best practices in online selling that could get you there.

I'll help you put together a step-by-step plan to increase your signups and sales.

And attract more of your best customers.

Three peculiar things about me

1. I’m a recovering perfectionist. 2. I like unraveling complexity, and 3. If I can’t do a great job for you, I’ll turn down the work. So don’t wonder. If you sincerely like what I’m doing here, but aren’t sure… just ask.


Helpful add-on services

When you hire me for writing or consulting services, there are other things I can help you with too. Here’s a peek.

SEO writing and optimization

Need some keyword research or SEO optimization? Need some SEO writing that doesn’t sound like a repetitious fool wrote it? I can get it done. I’ve had two SEO-optimized web sites myself and have attracted more than 5,000 subscribers in a small, obscure market. Without paying one red cent for advertising. Should more of your customers be finding you online? You tell me…

HTML friendly

I’m not an HTML expert, but I know just enough to be dangerous (and make changes to your pages without mucking up the code). I also work with a trusted web programmer who is an expert. And can deliver your copy ready to go in .html. Tickety boo.

Work with your designer

I’ve been involved in every area of communications work, so I can take your copy as far as you want me to go. If you want me to hand off your copy, and you run with it - fab. And if you want me to work with your designers and make sure it’s laid out (in web or print) for the best possible response. Proofed and ready to flip the switch – I can get it done.

Direct response design

Want me to take care of the design as well? I will happily work with your designer to layout your copy, in your existing sales page templates. Or, I can coordinate with a trusted designer to your copy out using the proven principles of direct response design. Note that I’m not an expert in DM design – but I get the basics. With your past projects to study and some direction – I’m good.

“Kitchen sink” help for ongoing clients only

Over the years, I’ve managed communication projects with many moving parts. I’ve slaved over RFPs. Created $100K quotes on spreadsheets. I’ve done project management. I’ve shown up in person at printer to check proofs in the middle of the night. Good times. However, I’ve gotta be honest. My love is for the writing and consulting. But if I can offer relief to a favourite, overwhelmed client by taking the reigns (for a time), I’m happy to do so.


So you know, I don’t write for the following:

  • Consumer goods, beauty, celebrity, health and fitness, or multi-level-marketing (MLM) copy
  • Branding copy, tag lines, marketing copy that doesn't sell directly
  • Traditional “here’s who we are and what we do” brochures that don't sell directly
  • Super duper technical writing, such as equipment manuals or software instructions
  • Corporate communications, investor relations, press releases
  • Blog articles, magazine articles, newsletters, content marketing (unless part of a larger project, then maybe)
  • Anything that’s “grey or black hat” – you know who you are.

Not ready to reach out? I get it.

Consider signing up at my home page. That way, I won't fall off your radar. And you'll be politely notified when I have more to share.