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Thomas Grizzard

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Introduction: The easy solutions—the standard tropes and formats, the popular styles and voicings—you can get by with those, but to the discerning audience they don’t signal that you really have something meaningful to say. For each project I start with the client’s objective and their audience. An early mentor advised me to always follow this sequence: AUDIENCE first, then OFFER, then CREATIVE. Too many creative vendors work in reverse, front-loading the style, which runs the risk of short-changing the people to whom you’re trying to deliver meaning. Learning about people and ideas that I otherwise would not have been exposed to. Working with diverse clients gives you a chance to expand your own horizons…and share that learning with audiences who may benefit from it. Writers value story-telling, but telling good stories is only part of the job: you also have to answer the user’s question, What’s in this for me? I like to work with clients who have identified their customers’ problems; then, together, we can suggest solutions to those. And this process involves thoughtful structure, a basis in fact, and clear writing that points readers in directions that are new and useful.
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