The worst job I ever had was as a cashier at a supermarket. The monotony of standing on the rubber mat, scanning can after can, waiting for the next person to arrive, was not for me. I am a person that cannot stand still and who needs to be occupied at all times.

Which makes DDA a good fit for me. Though you can argue that I spend a large part of my day in front of a computer, I can assure it is never just staring at the screen. There is rarely a dull moment and I certainly never have to wait for the people to arrive.

At the moment, I have a handful of requests from existing clients, for whom I act as Project Coordinator, involving flash programming, search engine optimization, traditional programming, and web work. I have two websites that are just beginning — one will be highly search engine optimized and is in the keyword research phase and another is at the design level — and a highly-involved ordering system that is on its way to completion, with proofing that needs to be arranged.

I have a few inquiries that I am trying to arrange either an estimate or  conference call for, a quote that needs to go out, two conference calls, and several follow-up e-mails that need to be sent out. That is in addition to the requests for work that will come in throughout the day either by e-mail or phone.

I also have proofing to do, a direct-mail piece that needs to be written, and an outline that needs to be prepared.  It’s a hectic day, as always. And I am not alone. I am in good company with my fellow three writers, as well as everyone else — the graphic designers, programmers, web developers, videographers, animators, and search engine marketing and optimization teams. Just another day in the life of DDA.

And I most certainly am not complaining.  I like the fast-paced atmosphere and a job that constantly challenges me. It’s a far cry from the rubber mat I once stood on scanning frozen peas, but I’m OK with that.

Some projects are clear cut, others are not.

As a full-service company, we see a lot of versatility in the work we do — video production, animation, website development, illustration, brochures, catalogs. I could go on but I think my point is clear.

There’s one constant variable throughout it all — the client steers the project. Our ability to provide any service needed, from programming to copywriting services, means that we can go in any direction a client wants.

If they call about a website and through discussion decide a video would also be appropriate, we can do it.  If they want to add a certification or training component to a CD-ROM, we can do it. Tracking usage, logo design, tradeshow banner, video script — we can do all of that too.

A prime example of our ability to meet just about any need, is a client we are currently working with on a variety of projects. They began wanting marketing and branding, and from there it’s mushroomed. We have gone from logo design to video to website development and back to video again. This client’s business is growing rapidly and as his needs and focus shift, we shift with him, providing exactly what is needed to meet his vision.

Not all projects are like this. Some are straight forward.

But regardless of the size or scope, through our vast ability and focus on customization we are establishing relationships, not just providing services.

Whether it’s a DVD or a little bit of everything, our clients are getting a partner not just a vendor.

We won’t tell you what you want to hear.

But that doesn’t mean that you’re not going to like what we say.

It’s common practice in the world of business to say whatever you need to to turn that prospect into a customer or client. Unfortunately this holds true with some marketing and advertising and website development companies — specifically the latter, as I have seen the victims firsthand.

At DDA, there is none of that. I am involved in a lot of conferences as part of New Business Development and if a project is not the right fit for us, we can’t meet a deadline, or if we feel the client is making a bad move, David will tell them.

And no one has complained as of yet. We are upfront with every project we undertake, whether it’s video production, animation, website design and development or illustration. We never try to add on services or additional work unless we feel that it truly needed to help that particular business or client succeed.

As someone who is in the process of buying a car and who has dealt with one too many people promising a whole lot and giving very little, it’s refreshing to know that there is a company that will give it to you straight.

I am by nature long winded. What takes others four words to say, probably takes me 25, and I will repeat myself. As a writer though, redundancy and wordiness need to be left behind.

At DDA, writing copy, specifically for websites, oftentimes means writing search engine optimized content. As I know my fellow writers have already covered, SEO content requires a lot more than just punching in keywords here and there. We need to create upwards of 30 to 40 professional and knowledgeable pages — and on a few occasions a lot more — of content targeting specific keywords, written specifically to the intended audience, with accompanying paragraphs and additional optimized content.

As with anything else, you need to be as concise as possible. People have short attention spans and regardless if they’re reading a brochure, watching a video, or looking at a tradeshow banner, the message has to be clear and to the point.

This holds true for content development for highly optimized websites that we are designing and developing.  While we target literally hundreds of keywords, the writers go to great pains to guarantee that every single one of those keywords is integrated correctly and concisely just as we would for any other content we are writing.

By keeping it concise and to the point, we are engaging visitors and keeping them interested, while at the same time achieving optimal search engine rankings.

It’s a Thursday, which for me means wrap-up day. All of the tasks that we have been working on for the week, or proposals that need to be sent out, inquiry e-mails that have follow-up questions, or any other general loose ends that need some tying have to be complete, addressed, or otherwise handled.

As a writer at DDA, a large portion of my job is in communicating with clients, prospective or existing, as I know I have mentioned so many times before. This holds true in project coordination, New Business Development, or in my writing tasks. What this ultimately means is that it is my responsibility, as it is for the three other degreed writers on-staff, to make sure that each client is fully aware of what’s going with his or her project or inquiry at all times.

We take this very seriously. We try not to have too much time lapse between an e-mail or phone call sent and our response. This often means running (in my case sometimes literally) around to get the answers I need from those assigned to the project — animators, videographers, graphic designers, programmers, etc. That’s one of the coolest things about this company — the fact that we are full service and do offer everything needed for a marketing and advertising campaign under roof, so oftentimes there are multiple people involved one project, bridging the gap between departments — programming, design, video, websites, search engine marketing and optimization.

It’s not always keeping track of everyone and everything. People make fun of my handwritten list which I tape to my monitor. It might look a little archaic in this age of spreadsheets, software to keep you organized, and Blackberrys. But it works for me.

Like right now I am looking at the list of nearly 20 items, with only four crossed out, and I am thinking it’s time to get a move on on wrapping it all up.

Back in the day, when someone asked what I did for a living, well, it was an easy answer, reporter.

Since joining Dynamic Digital Advertising (DDA), however, it’s not so easy. To say that I am a writer doesn’t exactly encompass everything I do and to say that I work for a digital advertising agency doesn’t either.

The truth is DDA isn’t that easy to explain in just a few words. I can describe us as a web development company, a video production studio, graphic design, programming, illustration, you name it. If it relates to anything design, digital, or technical, chances are, we can probably claim that name as well.

And then you have to consider our approach to projects. It’s not typically what you think of when you hear the words advertising or marketing. We take an entirely different approach than any other agency, or search engine marketing company, or marketing firm out there.

Ours is a holistic approach, a full-bodied solution in an age where our industry still remains so fragmented. A look at our Executive Summary gives a glimpse at what makes us different but it’s our work that speaks volumes. In all that we do, whether it’s website design and development, integrated video, search engine optimization, or even copywriting, DDA strives to bring innovative and unique solutions to fully meet the needs of our clients.

As expected, when you work for a company that is on the cutting-edge, your job is going to be a bit different as well. Working with so many services under one roof, I am constantly learning about different mediums and technologies and learning how to explain and describe those to my clients.

But perhaps my favorite part is in New Business Development where I get to see the ideas for this innovation just starting to form.

There’s a lot of complexities to DDA and in my job, but that’s OK. Now, I’ve learned that answering the “What do you do for a living?” question will require four more words than before, “Well, let me tell you.”

It’s been said before. Ugh.

Funny, how when trying to write a post about not using cliches in writing, the only opener I can come up with is, well a cliche.

But it happens. As a writer, I try to steer clear from those well-worn phrases, the ones that have been around the block a few times. Dang, did it again.

Every time I embark on a writing project, regardless of the medium — video script, website content, brochure, and so on — I really try to go about it from a fresh perspective, look at it from an angle that, possibly, others haven’t before.

It’s easy to churn out canned phrases and wording, to repeat what has been said before, but to do that would be doing our clients a disservice. Myself and the other writers here at DDA, really work hard to create engaging copy that attracts attention and will draw the reader in.

With clients from so many different industries and as a full-service company with projects from programming to graphic design, we need to switch it up a lot, writing to physicians one day writing to the buyers of alloy plate products the next. And naturally it’s tempting to plop down whatever trite phrases, or overused cliches may relate to that particular field. But we don’t.

As professional writers, we know what good writing is, and it’s not a cliche.  Now that you can take to the bank. Dang it.

Over the last few weeks, I have become a bit of a conference call connoisseur and thanks to our live video feed, I’ve also been sharpening my on-camera skills.

What I’ve learned more than anything, is that the majority of projects — regardless if it’s video,website, animation or illustration — all begin in similar ways, an idea, a need, a void to be filled. Once that is discovered, it’s flushed out, mulled over, and eventually a way to fix, enhance, or fill it is discovered.

But what’s next? You have a project that you’re ready to take to the next level. Which steps will best help you go from concept to reality?

There’s a number of factors to consider — budget, timeframe, what you’re looking to achieve, the audience you are attempting to reach, the multiple options that exist within the medium you chose. It’s not an easy task and one that calls for significant consideration. Because what you are looking for and what you put as your top priorities will determine the company you choose.

At DDA, we get a lot of inquiries, some we know aren’t the right match for us from the beginning, others take a conference call or further e-mails to figure out. But that’s exactly what it is when you are looking for any kind of company, whether it’s full-service like ourselves, marketing or advertising agencies, or web development and design companies — a match.

During our initial conference call, we walk through the details of the project. If it’s video we discuss length, actors needed, animation, editing, etc. Brochures or other print work we go through dimensions, specs, illustrations, and so on. If a project is not right for us or vice versa, David will let the prospective client know.

So make sure when you are ready to take get your project started that you not only know what you would like to do –3D Modeling, Search Engine Optimization, Webcasting — but what it is you want to accomplish. Determine your goals, what’s of the utmost importance to you, whether you’re money, timeline, or detail driven and that will lead you to the company that’s best for you.

Today officially marks one year that I have been at Dynamic Digital Advertising.  It’s hard to believe. Looking at my bulging file cabinet, however, it seems a little more believable.

As a writer, working at a full-service company like DDA has expanded my knowledge on so many different topics and mediums. Like the  three fellow professional writers who also act as Project Coordinators and in New Business Development, I am constantly running back and forth between departments, which often means some quick education.

Admittedly, I did not know much about programming. But with a team of highly-experienced programmers, I always have back up.  Thanks to our transfer to a new and advanced server system, I got a quick lesson in domain names, DNS, and hosting overall. I now have a working knowledge and can answer questions if needed. Who would’ve thought.

I also got to know more about Video Production by assisting with  development of the DDA Video Actors’ Network.

I tweaked scripts, prepared them for teleprompter, and gave brief overviews to the actors coming in. With so much video integration that we do for website development, I also got a lot of experience in video shoots, helping clients to find the right talent, working with our Casting Director to schedule and order necessary props and clothing, and making sure everything was running smoothly.

Then there’s website development in general, learning the mechanics of development and the techniques unique to DDA.

I know I have written it before, but I am always amazed by the talent that exists under one roof — the illustrators, graphic designers, animators, programmers, videographers, website developers, and, maybe I am a bit biased, most notably, my fellow writers.

I can recall in my last days in college, way back when, thanking the stars above that soon I would say adieu to the formidable research paper and all tasks like it, the most hated by me being the position paper.

How naive I was. Within just a few days of my internship at an arts and entertainment newspaper, it became quite clear that I was no where near done with the research — one of the most critical aspects  of good writing.

Now at DDA, those handy research skills are still put to good use. In writing for websites, video scripts, brochures, etc., I am continuously switching topics and audiences.  The only way to make my writing as effective as possible, is to know my topic and my audience.

Big words, flowery descriptions, and lots of professional jargon is not going to impress the real client or consumer. Attention spans are short these days, and if you don’t have the exact information they are looking for written clearly and concisely, regardless if they are reading it on your website or at your tradeshow booth, they are going to move on.

So as a writer, that means a little bit of research and orientation to familiarize myself. Luckily, my reporting skills allow me to do this in the quickest, most efficient way possible.

I am constantly impressed on  a daily basis what the writing department is capable of. After receiving a request mid afternoon for editing and expanding upon copy on a very complicated medical condition and treatment for an interactive CD, Laura, the Head Writer, had the text complete within two hours. Not only complete, but well written, professional, and knowledgeable.

Taking just a small amount of time to take a step back and really think about to whom you are writing and what they would be most interested in hearing, and really knowing what it is you are writing on, is what allows us to switch gears and produce high-quality copy as quickly as we do.