t WordPlay, we have fun with words. No doubt about it. But while we’re playing around with rhythm and flow, metaphor and meaning, every single one of the words we choose when writing a website, brochure or email has a very big job to do: win customers.

Content that works this hard, in turn, requires a lot of work upfront. Not only does WordPlay take the time to learn about the business we’re marketing, but we also dig into that business’s competition and, even more importantly, get to know its prospective customers. By understanding those customers’ wants and needs, struggles and aspirations, we can turn the empty features touted by most companies into powerful benefits that engage customers, forge connections with them, and motivate them to action.