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.

Brave is an adjective I would not use to describe myself. I’ve recently planned a trip to California and though I look forward to the activities, I dread the flight. I also have an unhealthy fear of stink bugs and as they are quite prevalent in the PA area, I have resorted to duct tapping my window and door crevices as a means to keep the scary creatures out. But I’ve come to realize, maintaining these fears are a hindrance to me. If I don’t fly, I limit my exposure to exciting places and people. If I duck and cover every time a bug is in my general vicinity, I miss out on my surroundings, not to mention, look quite strange to passersby. So, my goal is to try and conquer my fears, and if not conquer them, try my hardest to confront them.

This ability to delve into areas I may not be comfortable with is necessary to achieve. As a creative copywriter that generates material for brochures, medical and corporate video scripts, and online optimized pages of content, you must never hesitate when delving into a subject matter or genre you aren’t exactly at ease with. One day I may be writing content for jewelry, the next on building envelopes, but though a topic may seem foreign, with the proper research and attention to fulfilling the needs of the client and the market, your efforts will surely be successful.

The same notion applies to all associates here at DDA. As Elizabeth has stated many a time, “There is no shallow end at DDA.” You must swim and continue to swim or you may quickly find yourself sinking to the bottom of the pool. So confront your fears and you most likely will emerge unscathed and glad of the challenge.