Scott Paton

In the world of baseball, the cleanup hitter is the slugger who bats fourth in the line-up. But for Ernie Moore, the term “cleanup hitter” is a whole other ...

This was a radio industry trade ad for an eight-hour radio broadcast I wrote, produced and co-hosted with Smokey Robinson. I wrote the copy and dummied-up t...

The Wealth Management Institute's chief goal for their web presence was establishing an aura of trustworthiness and conveying the successful straddling of co...

Website copy for a husband and wife dental practice that, unfortunately, closed when the couple split. Word has it that they fough tooth and nail. But seri...

Website copy for a conference center that was situated on an historic, 82-acre property. Sadly defunct now as the land value ultimately was of greater value...

"Green" is golden these days as the promise of that first Earth Day, 45 years ago, is finally starting to resonate with manufacturers, retailers and consumer...

St. Casimir's Bank of Baltimore is a wonderful throwback to what a local community bank was in an earlier, more simple time. I've never had a client entity ...

One of the biggest challenges for a marketing copywriter is taking a product or service that is highly technical by nature, and then translating its story fo...

It never hurts to ask. With some Detroit roots of my own, I'm a devout Motown fan and, over the course of my broadcasting career, I had the opportunity to i...

One of the challenges of developing a brand or messaging for a client firm is when the enterprise makes decisions by committee. The bigger the committee, th...

If you happen to look at the attached copydeck instead of the client's website, your reaction will be, "Wow, that's a lot of content." It is. The nature of...

WebGenX proved to be one of the most nimble clients I ever had the pleasure to work with. As you will see from the attached copy deck, their chief product, ...

Isn't it great fun leafing through decades-old magazines and reading what predictions were then being made for the future? It's often quaint and occasional...

During more fallow periods of my bouts with freelance writing, I've occasionally hung out a shingle and worked as a resume writer-for-hire. Based on my expe...

Columbia National Real Estate Financing is where the stratosphere of banking and the ionosphere of real estate collide. Substantial eight-figure deals are t...

In its first two decades, People Magazine was often an interesting read, cover-to-cover. But once the scourge of tabloid journalism infected the mainstream ...

Landing Pages are a great tool to grab some extra turf on the Web. They can be used to focus on one particular aspect of a company's products and services o...

Copy that was multi-purposed for online landing pages as well as Direct Mail postcards for a Phoenix/Baltimore-based mortgage finance company, circa 2004. I...

Another chapter article for the Smithsonian & National Academies of Sciences' curriculum publications. (Also see "The Dreaded Shipworm")

My writing career has been divided, roughly, into two equal parts: entertainment-oriented and business marketing & advertising. But like most individual...