In My Own Words. - A Note from Pica

​The Merriam-Webster dictionary defines Salesmanship as "the skill of persuading people to buy things, or to accept or to agree to something."  

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I particularly like this definition because it goes beyond the commonly held belief that salesmanship is just persuading people to spend money.  

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I also believe the above definition describes quite well where my professional trajectory begins and how it led me to the creation of Protos Copywriting.   

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My marketing career begins in late 1990's when I was hired as the Marketing Director of a shopping mall like no other. Designed by the renowned architect Cesar Pelli, The Commons Mall was a gift to the community and a favorite gathering place.  

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Marketing The Commons Mall until 2005 shaped and defined me as a marketing professional.  The experience provided me with the privileged opportunity of learning how to add compelling storytelling to good salesmanship. Learning to seamlessly blend both skills into one produced the one skill I have to offer, copywriting. 

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In his bestselling book How to Write Copy that Sells, renown copywriting teacher and author Ray Edwards defines copywriting as "the ability to write persuasive copy". 

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Throughout my career, whether I was marketing a shopping mall, an art gallery, designing annual campaigns for not-for-profits, writing copy for print, radio or online campaigns, I would always approach each project the same way and always applying the principles I learned during those early years.

I would listen well. I would learn as much as I could about identity, history, values, purpose and motivation. Lastly, pouring those unchangeable truths as foundation I would start building, creating, designing ways to tell a story and connect with the right audience. 

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It is on those very principles I intend to build Protos Copywriting.  

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Protos Copywriting is about you. Your purpose. Your inspiration. Your Mission. 

Your Message is Our Priority. 

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