What I Write

I write for companies that aren’t afraid to cut out jargon and be different.

Think brand and copywriting (websites and packaging), corporate communications (internal and external; proposals, investor and annual reports), and long-form writing such as special features, blogs, biographies, and research projects.

Sometimes entertaining, sometimes down-to-business, and always with your audience top-of-mind.

Why Me?

You’ll never hear me say that I know what’s best for your business. You live and breathe it every day, obsessing over its every murmur. But I do know business, having worked for many years with everyone from start-up brands to the Fortune 100.

It won’t take me long to understand who you are and where you fit and to distill that into copy that captures your target audience’s attention. I’ll work with you on brand or corporate messaging that meets your specifications, and I’ll also test your willingness to explore the edges. Because sometimes you need to abandon the beige middle to find exceptional or even be noticed in the first place.

So, if you’re open to an honest dialogue about the story you need to tell, your challenges, and what makes you different, I’ll help you find your voice — one that’s honest and concise, and that draws the right attention.

I make your brand stronger by getting to the point.

I empathize with the target audience, I do my homework, and, while writing to satisfy the brief, I also test some edges because sometimes going down the middle is a lousy way to get people off their asses.

Your trust matters and our work together is about you. About making you more credible. Better understood. More profitable. It’s not about me dazzling you with wordy brilliance.

But, for best results, you’ve gotta lock arms with me in an honest, screw-the-platitudes conversation about who you are and why people should care. If you do that, we’ll have fun creating crisp messaging that your audience will appreciate and respond to.

Anyone can put a bunch of jargon on a page. But you’re not just anyone — you have a story to tell, and together we’ll make it pop.

How I Write

It’s time to dispense with clichés and vacuous corporate jargon and instead respect your audience with honesty and clarity.

People — your customers, colleagues, shareholders, board of directors — are inundated with forgettable noise, from loudest-person-wins social-media babble to empty advertising promises to lifeless policy memos thanking them “in advance.”

People deserve transparent messaging that’s worthy of their time, and that offers something valuable, something different. And they deserve it in plain English.

Escaping the herd often begins with simply communicating from a place of humanity and committing to brevity and utility. Any topic can be approachable, regardless of your field, and keeping it simple doesn’t mean stripping it of depth or removing all insider code. Your writing project might demand a measure of industry vernacular or technical specificity, and we can do that.

But if your audience doesn't understand, trust, or know what to do with you, why should they respond?

No one deserves to be fed bullshit.

Yet people — the ones you want to reach — eat it all day long: Forty-page same-as-the-last-suit sales proposals. Jargon-soaked corporate reports. Websites crammed with page after cringeworthy page promising “optimization“ and “strategic transformation“ but offering little clue into what the company does or how they do it.

Everyone deserves good communication that gets to the point and is delivered in plain language.*

Want people to pay attention? Tell a simpler truth. Stop sounding like the rest of your industry. Be willing to alienate who you’re not for by pouring yourself into who you are for. Respect people’s time and don’t take them for suckers.

No topic is out of reach, and having a clearer message doesn’t mean that what’s under your hood isn’t batshit complex or that just anyone can do what you do.

But if people don’t get you, why should they buy you?

Clients & Contact

Here are some organizations I’ve worked with.
(Yes, I ended that sentence with a preposition. I’m not afraid to logically split an infinitive, either!)

Best Buy, Butt Wipes, Carter Hales Design Lab, Eos Lightmedia, Holy Cow! Foods, Hootsuite, Kamloops Stills Co., Korn Ferry International, LightArt (a 3form Company), Mountain Equipment Co-op (MEC™), SAP, Tinhouse Brewing, Upstart Co-Lab, and Vancouver Airport Authority (YVR).

Want to see a portfolio, or even talk Strava, Elmore Leonard novels, and where to find the best ramen? Just say hey!

writer@aaronbernardi.com
604.315.5286