Guy Bommarito is an independent copywriter and creative director. Among his unique talents is his ability to take the most technical B2B products and make them easy to understand and fun to learn about. Highlights of his advertising career include his selection to Adweek magazine’s creative All-Star teams twice and judging CA magazine’s prestigious advertising annual — also twice. After spending the better part of a decade as executive creative director at GSD&M, Graphis magazine named it one of the ten most creative agencies in the world. Guy is responsible for much of the recognition that Tocquigny’s work received in its early years, and has continued to maintain a working relationship with Yvonne when called upon to provide his expertise for her client roster today.
Guy is married and pretends to be in charge of a household that includes three daughters and one English shepherd. He is also the author of a book about creativity: Creative Bones: How creativity works. No, really.
Use these steps to create a “message framework”, for consistent selling to customers, employee recruitment and communicating with the press and industry insiders.
B2B companies tend to all say the same things. They use a limited vocabulary of terms that end up sounding like what I call “marketing gobbledy-gook”.