Defining company's brand ID

"It takes research, time and experience to produce well-written copy that caters to the needs of your customers and produces results," said Melanie Rembrandt, chief executive of Rembrandt Communications in Redondo Beach. "While you concentrate on core business activities, a professional copywriter can create the specific copy and online architecture necessary to obtain new customers, optimize conversion rates, build awareness and reach your other, targeted business goals."

You can get referrals to copywriters from associates and trade groups such as the Direct Marketing Assn., at www.the-dma.org/index.php.

Check references and review work samples from potential candidates. "Discuss specific deadlines, goals and fees upfront, to avoid negative surprises later," Rembrandt said.

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