Here's my reply …

During the process of developing The Write Idea's business logo, I had a thought in mind that my writing—my philosophy—my style—differs from those of most freelance writers I've seen marketing their services.

“But how so,” I wondered? And how could I clearly communicate that difference to you, my potential client? I wanted my logo to stand out from the crowd…as I believe my writing does. And I'd never be able to do that using a pen, pencil or light bulb. Take a look around…almost every writer uses those images.

Which is precisely why I refused to!

I'm also a science fiction lover. Not the fantasy stuff, but hard, realistic sci-fi by authors like Asimov and Bova. Well during this time, I happened to be reading a novel and came across a scene where one of the characters discussed the workings of a laser. And how laser light differs from a light bulb's light.

Laser light is coherent light, I read. It's extremely orderly. In laser light, all the photons move in synchronicity—like soldiers on a march. Laser light is also monochromatic, meaning that all the light is one wavelength…one color. It's directional, too, and may be focused precisely in a tight, strong and concentrated beam.

Light from a light bulb is different. When you turn on a light, light from the bulb is released willy nilly in various directions. It scatters. It's diffuse. It's weak. And its energy is released randomly instead of coherently.

And then I saw the difference.

First, light bulbs are ubiquitous. Everyone uses them. I must have like 20 of them in my house, and a supply of extras in the garage. Second, all writers…check that…I mean any person who can write a sentence...even you, is capable of sending light (your message) out like a light bulb does. In a weak, diffuse, non-cohesive way.

That doesn't mean it's bad light. Or even a bad message. After all, how would we see if we didn't have light bulbs? Light bulb writing is good for general purposes. You can use it to write to your Aunt El in New Jersey . Or to your grandma in Michigan. And even to jot down little handwritten notes to your customers. But because the light bulb is common, because everyone uses them, anyone with a pen, pencil or keyboard can compose a light-bulb type message.

A laser, on the other hand, is a specialized piece of equipment used for specialized purposes. And not everyone knows how they work, or how to use them. How many people do you know who have a bunch of extra lasers tucked away in their garages?

Also, if you did happen to have a laser lying around, you wouldn't whip it out for any old lighting project. You'd have to be doing something pretty special to make you pull out the big gun—the laser.

Your marketing collateral is pretty special, wouldn't you say?

It also takes special skills and knowledge to send out light (your message) like a laser does. In a tight, organized, precision-targeted way. And you'd only whip out the laser when you really need to focus sharply on something…such as in your marketing collateral. After all, there's no need for laser-like writing when you're composing a letter to grandma. But when you're trying to sell your products or services? You better believe it!

Laser-like writing zeros in on exactly what your target audience wants and needs from your product and service…and then tightly focuses (directs) the message in such a way that it sets your product or service up as the solution or satisfaction.

So that's where the laser beams on my site and in my logo came from. And that's why The Write Idea's copywriting service is different from that of other writers out there. My writing is strong and clear instead of weak and unorganized. It's targeted instead of diffuse. And it's not meant for writing letters to grandma. Its purpose is to help you meet your marketing and communication objectives.

Want precision-targeted copy for your marketing collateral? Click here now for a complimentary consultation and quote.