Writing for luxury markets requires an understanding of behavior, a knowledge of the possibilities, and the skill to engage intelligent readers through clever, interesting, helpful messages. Simple command of grammar and spelling won't do. Even the most skilled writers, without a luxury background, struggle to convert high net worth customers.
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Dovetailing six years in journalism with a decade in advertising and a dozen years as a freelance writer, I bring a range of effective strategies to the luxury table. I've written about water, wine,...
Feb 27, 2015|Article Writing|Private|Working
Feb 17, 2015|Article Writing|Private|Completed
Feb 4, 2015|Article Writing|Private|Completed
Feb 2, 2015|Article Writing|Private|Working
The word "elegant" translates from classical Latin as "tastefully refined" or "carefully chosen." Further defined by science, mathematics, and engineering, an "elegant" solution is one arriving at the most effective result through the most efficient means.
Luxury, on the other hand, implies excess beyond necessity. Derived from 13th Century French, the word once meant something very different. It has lost its perjorative nuance over centuries of use, but is still often misplaced in modern headlines and ad copy. The term remains relevant as the wealthiest inhabitants of the planet collect and curate excesses beyond the imagination for those of more moderate means.
At first glance, one might expect the union between luxury and elegance to show a Venn diagram void. Looking more closely, the intersection comes into view with sustainability as the focus.
Maintaining a luxurious lifestyle, and perhaps continuing to build wealth, suggests curated consumer behavior. From a marketing standpoint, that sends a message: just because they can, does not mean they will. It is the task of the marketing team to encourage buying decisions. The words they use can be very important.
If you have a luxury market product or service requiring words that work, especially for a luxury or sustainability product or service, it would be both pleasure and privilege to write for you. Equipped with the right tools for the task, I'm ready when you are.
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Wood River Journal/Lee Enterprises
2003 - 2007
Reported on city and county government, schools, events, and general news in the Sun Valley, ID area.