Observations and insights about content, copywriting and the French language
A friendly piece of advice: if the name of your business/brand/product is written in CAPITAL LETTERS, it’s okay to carry that decision over to your marketing and advertising materials. That said, it would be a major misstep to insist on the all-caps spelling in your press releases, articles, blog posts or branded content, purportedly to stay on brand.
The Antidote software does magical things. It’s a best friend to thousands of writers in Quebec and throughout the Francophonie. Hence, in addition to spotting typos and suggesting extremely accurate synonyms, its fantastic related functionalities would merit further exploration.
So long, press release? Au contraire. You can even make it the crux of your story, especially if its contents are specific, informative and compelling. As a freelance writer, I figure I’ve written, translated or improved close to 1,000 press releases, for a diverse range of agencies and businesses, from artisanal workshops to multinationals, and from government ministries to school boards.
Seeing your efforts rewarded is always a gratifying thing. In recent years, branded content has set itself apart and really taken off. Many clients and agencies have put their trust in me to craft content that’s adapted to their tone, in accordance with a host of variables and (often unforeseen) issues.
A rendez-vous with Phyllis Lambert at the Canadian Centre for Architecture (CCA) is both mythical and quasi mystical. Lambert is a remarkable woman. She has built a portion of the Montreal that is both immediately recognizable and permanent, but also the invisible Montreal—the one that never saw the light of day, thanks to numerous initiatives to safeguard its rich heritage.
Writing a short story inspired by real and personal events provides a fun playground for experimentation. Especially when the story homes in on a quest—in this case, for an admiral’s cap—with the intention to offer it as a gift to my grandfather Raoul. A path strewn with pitfalls, but also one happy memory.
As a writer, I’m inherently challenge-driven. Writing copy for large corporations, speeches for politicians, as well as web and exhibition content requires versatility, rigour and a willingness to listen. But it also calls for an open mind and a daily review of trends and current events. Applying those same principles to the work I do for budding businesses is a gift.