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COPYWRITING & CONTENT STRATEGY
Tom Grasse
THE GREATEST VOYAGE IN NATURAL HISTORY
How do you capture viewers' attention, define your purpose, and inspire them to consider the inconceivable? For fifteen years I handled every aspect of marketing and communications for the world leader in nature travel - International Expeditions. To achieve its largest success to-date, I introduced ship-based travel in the remote upper Amazon river basin with the theme The Greatest Voyage in Natural History.
DIGITAL ADVERTISING
Early in my career I worked for McCann-Erickson. Since its inception, the venerable agency has carried the motto Truth Well Told. Writing about the best travel programs to Cuba, I elevated the rhetoric in true dictator fashion. But the truth can, and in some cases should, sound bombastic. The hugely effective campaign was simply themed Nobody Does It Better.
STORYTELLING CREATES DESIRE
It's a challenge to get readers to consider doing something new, to invest their time and money in taking what they perceive as a risk, like a trip to the equatorial rainforest. As a writer, I encourage readers' adventurous spirit, a virtue they may not recognize within themselves. Humans are curious creatures, but our survival instinct can make us cautious of the unknown. Great life experiences can be missed by giving in to irrational fears.
IT'S ABOUT TO MAKE WAVES
As its CMO, I assisted a bold new start-up in the cruise industry. I led the brand development and pre-launch marketing. I wrote the press releases, the B2B emails, social posts, and the new venture's pitch deck. To create interest and excitement among target audiences I created the brand's micro-site with the powerful theme It's About to Make Waves.
CRAFTING PRESS RELEASES
When you're working for outstanding brands there are always compelling stories to tell. But even the most newsworthy facts can fall flat if the magic of great writing and the principles of press release composition are not effectively applied. In PR, as in most writing disciplines, the words must inspire.
SCRIPTWRITING
I've scripted and directed inspiring videos for travel companies drawing from personal experiences. I follow formal methodologies in preparing scripts and storyboards. Doing it right ensures cost efficient production, constructive collaboration, and positive results.
YOUR BODY KNOWS THE DIFFERENCE
Way back when Atlanta-based Fountainhead entered the burgeoning spring water market, I was put to task on differentiating water from water. Admit it, when it comes to water, taste and appearance really don't vary that much. So how do you get a message of superior purity heard loud and clear? Fountainhead loved this tagline and ran with it. Your Body Knows the Difference.
CATALOG WRITING
I've always found the job of writing for catalogs uniquely rewarding. Fitting the perfect mix of elements into a defined pagination is to solve a complex puzzle. Appealing to multiple audiences; round-after-round of edits and version management; sidebars, call-outs, columns, captions, gutters, spines... These and other considerations make catalog writing a fun challenge.
PROJECT MANAGEMENT
Switching an application from client server-based to web-based can be an enormous task, as it was with Norwegian Cruise Line's development of Seaweb, its new enterprise-wide, web-based reservations system. Serving as Project Manager for this multi-million dollar IT initiative was a significant accomplishment and the result was a bona fide success.
BLOG WRITING
A site's blogs may have a common purpose; the stories may need stylistic consistencies and a common "voice" that speaks to the target audience and a brand's valued identity. Like any digital content, blogs must take into account SEO best practices, too.
STORIES ARE BETTER THAN SNAP SHOTS
We live at a time when significant episodes in our lives are captured primarily in digital snapshots stacked alongside a plethora of other thumbnails crowding our smartphones. But images, video clips and IG posts fall short of conveying meaningful experiences. I craft stories to preserve powerful moments in my life.
MIAMI'S INSPIRING CALLE OCHO FESTIVAL
South Florida is a beautiful melting pot. Our Latino culture is a melange of spirited, freedom loving people from throughout the Caribbean, Central and South America. Each year Latin-Americans host the most authentic nitty-gritty street party in the USA - Calle Ocho.
SELF PUBLISHING
I've become familiar with Kindle Direct Publishing, blurb.com, and other self publishing platforms. I've compiled some of my creative writing along with some of my art in a book entitled Life Story. I can convert it to an e-book or order bound, printed editions. Self publishing enables writers to share or sell their work on the open market.
DISCOVER YOUR TRUE NATURE
Rebranding a 40 year-old company is a challenge. Inspiring new nature travelers while reinforcing trust with loyal customers is tricky. I recruited a great digital agency to handle the job of redesigning everything from the logo to the website, while I defined the theme and tagline. The final product won approval from target audiences and top executives at Tui Travel. Discover Your True Nature.
ENGAGING EMAIL
It's a challenge to break through the clutter. I've been coordinating direct marketing strategies for a long time. Email that gets noticed, opened and acted upon starts with reaching an audience that will find your message relevant. Then, a solid subject line and brief, motivating content with prominent calls-to-action completes the formula for success.
POETRY. IT'S GOOD PRACTICE
My 12th grade English teacher fueled my fascination for poetry. As a teenager, I became a big fan of Lord Byron. Eventually I discovered Richard Brautigan and after that I started penning my own poetry. I love the challenge of writing in verse. And, poetry is a good way to sharpen one's writing skills.
A WRITER'S NOT A WRITER UNTIL THEY WRITE A BOOK
Growing up Catholic can mess with your mind. As a believer, I struggle with the mysteries inherent to faith. A savior is coming back. I accept that. Holy Roy tells the story of an average guy who realizes he's the chosen one.
GET GREAT
CONTENT
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