0%
Office Depot
+
Office Depot
/
Sandals
+
Sandals
/
Beaches
+
Beaches
/
FRÏS Vodka
+
FRÏS Vodka
/
Cleveland Clinic
+
Cleveland Clinic
/
ShopKo
+
ShopKo
/
Forest Trace
+
Forest Trace
/
WMF
+
WMF
/
Calico Corners
+
Calico Corners
/
Baptist Health South Florida
+
Baptist Health South Florida
/
Vitamin Shoppe
+
Vitamin Shoppe
/
Miami Dolphins
+
Miami Dolphins
/
NISI Yachts
+
NISI Yachts
/
Uno Chicago Grill
+
Uno Chicago Grill
/
ATCi Communications
+
ATCi Communications
/
Jewish Family Service of Broward
+
Jewish Family Service of Broward
/
Great HealthWorks
+
Great HealthWorks
/
Gross & Telisman Attorneys
+
Gross & Telisman Attorneys
/

Consumers of today have changed dramatically, impacting what it now takes for brands to win.
As any marketer knows, consumers now see and hear more than 4,000 brand messages per day,
far too many for their brains to handle. They filter out the irrelevant advertising, the screaming
ads, and gravitate only to those brands that capture their minds and their hearts.

No matter if it’s direct response copywriting, jewelry copywriting, or persuasive online
copywriting, any copywriting ad agency must recognize that consumers are constantly
distracted—talking, texting, working, searching, walking, driving, clicking and button
pushing—rarely doing one thing at a time. They explore rationally, but engage emotionally with
brands they trust and believe in. The best freelance writing services, including business
copywriting services and every professional copywriter, realize that an ad must be endearing in
some way. It may create a laugh. It may create a smile or a tear. It may provide information that
wouldn’t have come any other way, but there’s some element, something emotional, that makes
people like the advertising.

Today, more than ever, copywriting services such as mine must embrace a more human side to
advertising. In fact, findings from a Nielsen Consumer Neuroscience study of 100 ads across 25
brands in the consumer goods market revealed that ads with the best emotional response, those
that humanize their brands, generated a 23% lift in sales, meaning that emotional marketing is
not merely effective as an engagement vehicle but also as a true business driver.
I am a true believer in the power of humanizing brands and the long-standing tradition of
leveraging human truths and insights to define what a brand stands for. A professional
copywriter must be able to help brands clearly articulate why consumers should care—to know
them better than others, to select them above others, and to talk about them more than others.
That is called a competitive advantage in the market. It’s the reason I started my freelance writing
services. I love big, bold creative ideas that make a human connection, building brands in the
long term and driving sales in the short term.

Stuart Dornfield

Email: stuart@stuartdornfield.com
Phone: 305.496.7864