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Hello and Welcome...

I hope this is the beginning of a long and beneficial journey together. You’ve requested this information because you’re in need of a freelance copywriter who understands, not only the food and restaurant industry, but what the business owners and suppliers endure in such a competitive environment. I’ve written for this industry and worked in restaurants for over half my life. Whether your target is the B2B or B2C markets, I’ve made a living addressing their needs and I can absolutely help your sales.

The beauty of writing is you can do it anywhere. I’m a screenwriter as well as a copywriter. My most recent produced credit was written on the east coast before I took any meetings in Los Angeles. I’ve always been accessible to clients and collaborators for meetings and projects no matter the proximity. I’d like to take this opportunity for you to get to know me and my process.   

You. The Restaurant Business. Copywriting. How does that add up?
I’ve been writing since I was a kid. What had been a hobby followed me into adulthood. I went to school in the pursuit of turning that passion into a career, first as an English Lit major at Rutgers University and then as a Communications major at Burlington County College (now Rowan.) My love of films influenced my storytelling and brought me to the inaugural screenwriting class at the University of the Arts in Philadelphia. While in high school I got into the restaurant business, and that stuck with me too. I’ve worked both sides of the house. I’ve been both an employee and an owner. Whichever hat I wore, I was always conscious of the razor thin profit margins that hamper this business. I studied copywriting at American Writers & Artists and learned directly under industry veterans Steven Slaunwhite and Joshua Boswell. It was there I became proficient in writing content for the food and restaurant industry.


So, what experience do you have in my field?
I spent over half my life in industrial kitchens. I worked in ones that ran like a symphony and ones that warbled along like a broken down player piano. You know which one you’re in as soon as things get busy. In December of 2000 my brother and I bought a bar/restaurant. I was working towards getting my writing career on its feet but jumped in to help out by setting up and running the kitchen. I immediately saw deficiencies in the function and fare. I revamped the menu and turned that kitchen into a money maker. I managed that by gauging our customer base, seeing how they can be better served, and then marketing to them. Little did I realize that it was on-the-job training for my future career in copywriting.

Ok, you’ve worked in the industry and can write, how can you help me?
The food service industry is an expensive endeavor. There’s the investment in fully equipping and maintaining a kitchen, and then the ongoing expense of product and spoilage. For your customers this is their day to day. Having been in their shoes I understand how to direct messaging to both grab their interest and meet their needs. My background in screenwriting has given me a skill set unique to this field, as I’m able to craft tight, visually expressive copy, and do so by way of an engaging narrative. Storytelling is a powerful tool. If your story is relevant to your customer, engrosses them, and threads a theme through both their business and personal lives, they’re going to be far more confident in working with you. Social media is a vital component to this approach. I can identify when a company is leaving money on the table strictly by their social media presence. I’d be happy to review your website and media and tell you if you’re one of those companies.

Oh, yeah? Well, what do others say about you?
Good stuff. Writing is a collaborative business, even the most introverted novelist eventually has to contend with an editor, and I fully embrace the process. I’m always eager to work with clients and collaborators to find the best, most creative solution to any problem. There are comments scattered around this site that attest to my creativity, collaborative energy, and work ethic.

I like the cut of your jib. What services do you offer?
I’m disciplined in many copywriting formats, and I love working with clients on projects large and small. A list of my services, and their investments, is located on this site. Be aware that what I have listed are the most popular and requested copywriting projects. If you have a campaign in mind that you don’t see listed please inquire, odds are I’m proficient in it.

To wrap things up…
My passion for writing and my pursuits in the field have blessed me with some of the most rewarding moments of my life. I’ve worked with some brilliant, creative people and I’ve thrived on the challenges that came with each new project. As both a creative and a business writer I’m able to execute copy that engrosses and resonates with the target audience. I bring focus, determination, and a unique skill set to every project. I’m eager to unleash my abilities on your marketing endeavors so they can work for your business too.

How do I contact you?
I can be reached by phone and email. Let’s get in touch and get something started.
(856) 266-1700

The (Copy) Writing Process


So, what can I expect working with you?
My process is designed so that your involvement and input is as frequent as you see fit. The first thing we’ll do is set up a phone or video consultation where I can learn about the project. This initial get-to-know usually runs 20 to 30 minutes. I’ll follow that up with a discovery document where you will express your goals for this campaign and provide me with the information you’d like conveyed in the copy (product descriptions, interview subject information, statistics, whatever.) Based on the size and complexity of the job I will get back to you (normally inside a business week) with a preliminary outline, time frame and projected cost. From there you will approve the proposed outline, or we will refine it as needed, thus giving you a roadmap as to how the finished copy will read.

Into the thick…
When our outline is complete we will set a project deadline and build in as many checkpoints as you deem appropriate so that you can remain confident that everything is proceeding to your satisfaction. I’ve worked with clients who like frequent updates and ones who like to see the copy once the first draft is complete. However you like to work I’ll be there with a status report.

…and onto the finish.
Once I’ve completed a first draft I will present it to you for your evaluation. If you are satisfied with the work, then I’ll pass it off to you to execute. If you’d like rewrites, we’ll work together on what you’d like remedied; then I will go back to the drawing (writing) board to incorporate the new material. My services include up to two rewrites on any project. After the copy has been rewritten, and you are wholly satisfied with the results, I’ll hand it to you to execute.

Services Investment? That’s pricing, right? What is the payment schedule?
Admittedly, investment is a cute way of saying pricing. I don’t like to think of myself as strictly a gun for hire. You’re making an investment in me and you want to see a return several times above that investment. I want to make sure the value of my work exceeds both the resources you’ve dedicated to the project and your expectations. As for the payment schedule, I keep it simple. Upon signing of the contract I’ll require 50% of the negotiated price and then once I deliver the final copy the remainder is due. Please note that special circumstances may affect pricing depending on factors like the size and scope of the campaign and accelerated deadlines.

One more thing about those rewrites…
As mentioned, two rewrites are included with each project. Sometimes they’re needed, sometimes not. They’re there to fine tune the copy, strengthen the impact of the message, and make it as lean as possible -- typical things you do with your second and third pass. However, if you decide that an entirely new direction is warranted upon receiving the first draft, then that additional work will no longer qualify as a “rewrite.” I work closely with my clients in crafting the initial outline so they know exactly how the campaign is going to be structured right from the beginning. A complete turnaround at the delivery stage is a rarity. If it should happen additional fees will apply and we will negotiate it at that time.

So, who owns the copy?
I will retain right of ownership to the copy being created during the writing process. Once I’ve completed the project to your satisfaction, and final payment is made, you fully own the completed works. I do reserve the right to use the copy as sample/promotional material unless I’m prohibited from doing so in writing within the initial contract.

History and Experience

Rutgers University
English Literature.

Burlington County College (Rowan)
Communications (Associates)

University of the Arts (Philadelphia)
Screenwriting program – Inaugural class.

Connecticut School of Broadcasting
All mediums of broadcasting & advertising.
American Writers & Artists Incorporated
B2B & B2C copywriting studies.

Waldorf Tavern
Bar & Grill established 1944

Woodstown Hotel & Tavern
Historical landmark featuring stove and spirits.

Garden State Park
Horse racing & entertainment venue.

Pennsauken Country Club
18 hole golf course with restaurant and banquet facilities.

Bassett’s Original Turkey
Regional restaurant chain.

Pizza Hut
National restaurant chain.

Thundersmoke Media
Film & television production company.

Eclectic Pictures
Film production company.

Futurist Ape Productions
Film production company

Blockbuster Video
National film & video game rental chain.

National video game & software chain.


“...completely real, yet totally unexpected…”
“Pete’s writing has heart and reflects humanity and our passions in a way that’s both completely real, yet totally unexpected.” ethic is impeccable…”
“Pete is extremely easy to work with and brings a fresh outlook to any project he’s involved with. His work ethic is impeccable.” 

“...level of perseverance that is unparalleled…”
“Pete is an excellent writer with a creative mind. He is very driven with a level of perseverance that is unparalleled.”  

“...pursuit of greatness for his clients…”
“It is rare to see someone with such palpable drive, and Pete exudes it not only in his personal endeavors, but in the pursuit of greatness for his clients.” 

“... always prepared…”
“Pete was always prepared with fresh ideas and new takes on a business that has seen and done it all.” 

“...continues to impress…”
“Pete continues to impress me with his imaginative writing and unique ability to effectively manage creative professionals in high stress situations.” 

Services and Investment

Email (Short Copy)                              $250 - $2,000
Email (Long Copy)                              $750 - $3,500
Landing Page                                       $1,000 - $3,000
Video Sales Letter                               $500 - $2,500
Long Copy Sales Letter                       $2,500 - $4,000
Brochure$750 - $1,500/page
Newsletter                                            $500 - $1,500/page
Article or Advertorial                          $1 - $1.50/word
Press Release (1 – 2 pages)                 $500 - $1,000
Website (Home Page)                          $1,500 - $3,500
Website (Other Pages)$750 - $1,250/page
E-Zine Ad                                            $250 - $1,000
PPC Ads                                               $100 - $350/ad
Blog Post                                             $100 - $800/post (Per Length)
Postcard or Double Postcard                $750 - $1,500

I Also Provide...

Services Investment
Case Study                                            $1,200 - $2,000
White Paper                                          $2,000 - $7,500 
Copy Critique                                       $400 - $1,200
Fundraising/Sales Letter                       $1,500 - $4,000
Telemarketing Script                                                   $500 - $2,500

Get to Know Pete...

There it was. The moment Pete had been agonizingly awaiting had come… and he was terrified. What was about to happen next was life or death.
“I remember standing there, just staring at this thing,” Pete recalled. “I was feeling it in the pit of my stomach, contrasting emotions of unbridled excitement and bone numbing dread.”   

Nevertheless, he had to step up and accept fate. With a tense exhale Pete picked it up. It was a white, business-sized, high-thread count envelope and in the corner was emblazoned -- 

SUBWAY Corporate Headquarters.     

He opened it… 

and euphoria hit. Unbridled excitement would have its day. Pete and his team were deep into pre-production on an independent film he’d co-written and was going to direct. They’d gone as far as they could and their start up funds were just about dried up.   

“We were out of money and had already held a few casting sessions. I had approached Subway months before for product placement opportunities in the film. That letter was to inform me that they had agreed to our conditions to showcase their sandwiches and were going to cut a pretty hefty check,” Pete said. “Subway got that movie made.” 

The news was huge. The only people more shocked than Pete were his two producers. When he initially told them about his campaign to fund the film through paid product placement they balked.   

“Oh, yeah. They had no faith,” Pete laughed. “They kept telling me ‘we have no track record, no notable talent, no distribution. Nobody is gonna buy in.’”    

Pete knew it was going to be a battle of David and Goliath proportions. But, he did what he always did; buckled down, committed to the research, found the contacts and made a compelling case to every company he could as to why Pete’s film and their product were a perfect fit.   

“Looking back on it I realize there is a parallel to what I do now,” Pete said. “I offered them an opportunity to increase their business through our product. In the end not only did Subway join the production, but we received sponsorship agreements from Yuengling beer, Mad Katz - a video game accessories company that hit square in our demographic, and MAC Cosmetics who donated all the make up and supplies for the show, which saved us a lot of money. ”  

Creativity along with perseverance were traits Pete fostered from a young age. “I’ve loved writing since I was a kid. When I got too old for toys, getting lost in the characters I created was my playtime.” Pete said. “I wrote in my free time. As I got older and responsibilities bought up that free time, I found the time. I stuck with it and here I am.”

“I’m constantly realizing how lucky I am to do what I love for a living.” Pete said. “Whether I’m with a client tweaking a copywriting project or with a director developing a script I’m fully committed heart and soul. They may require different styles and tools but for me it’s all the same rush.”   

Creativity + Community


About a year after Pete and his brother invested in their second bar/restaurant he was exploring ways to increase business. “The place was doing well but there was room for improvement,” Pete recalled. However, there was a unique set of challenges there. “This location was much different than our first,” Pete explained. “Our crowd was a tightly-knit clique wary of change and suspicious of new faces.”  

So, how does he draw a larger, younger crowd without alienating a baseline of regulars? There was a balancing act ahead to be sure.
“You learn fast in a creative field that inspiration doesn’t schedule.” Pete said. “I had been thinking on a way to open the business to a wider clientele and then one night it literally came at me with an ax.”   

A band was playing at the restaurant and between sets Pete chatted up the bass player. Pete discovered that this man was a musician at night, but a fireman day to day. “No matter what job he was at,” Pete joked, “the man carried an ax.”   

The fireman/musician told Pete he wanted to host a fundraiser for the local fire academy, which trained all firemen in the surrounding counties. He was having a hard time finding a reasonably priced venue that didn’t require them to use the location’s catering service. “I immediately saw the potential,” Pete said. “Not only could we help out real heroes, but this could introduce our place to exactly the crowd I had been searching for. I offered him use of the restaurant right then and there at no charge.”   

Things came together quickly. A date was chosen and word spread to all the firehouses in the surrounding counties that the restaurant would be holding a fundraiser for the academy. But, this couldn’t be just any fundraiser. “If it was going to make a mark,” Pete explained, “it had to be an event. The occasion needed to be branded.”   

And so The Fire Ball was born.   

“It was a cool title,” Pete remembered. “And the firemen thought it was hilarious.”   

To start building awareness flyers were posted across town that coyly teased “Are you ready for the Fire Ball?” and “Where will you be when The Fire Ball hits?” And it worked. “The regulars were talking, and locals, some who had never been to the place, came in to see what we were plotting.” Pete said. “I also approached local businesses for sponsorship and almost all of them signed on. We saw new faces mixed into the lunch crowd who had heard about us because their office was now a sponsor.” Things were already paying off. 
The night of the Ball firemen from multiple stations, their wives, girlfriends, and pals stormed the place. A large crowd joined them to lend their support to the cause. The bartenders created cool “fire themed” drinks and Pete put out a finger foods spread that featured classic hors d’oeuvres and some miniaturized version of the restaurant’s popular items – another opportunity to stand out to potential new customers. 

“The night was dedicated to a worthwhile cause but it was also an opportunity to advertise,” Pete said. “T shirts were printed and all advertising prominently noted our name and location. Gift baskets were created for a silent raffle, and each included a business card for the restaurant and a “ticking clock” gift certificate that discounted a portion of the guest’s check if they returned within two weeks,” Pete said. “With the party still buzzing in their heads I wanted to see them back sooner rather than later.”

As the evening went on many firemen came up to Pete to give variations of the same story – “The food was awesome,” or “The drinks were on point.” But, most satisfying to the host -- “We’ll be back.”   

While cleaning up that night Pete realized, ironically enough, that the crowd they had more than likely exceeded the room’s maximum capacity as determined by – the local fire department. “I mentioned that to my bass-playing/fireman friend and he let out this explosive laugh,” Pete recalled with a smile.        

In the weeks that followed the restaurant saw an increase in business. Many guests who attended The Fire Ball came back with others in tow. As for the restaurant’s cadre of surly and dismissive regulars, this new crowd won them over from the start. “The firefighters -- these heroes, scored instant credibility with them and were welcomed wholeheartedly,” Pete happily reported. “Plus, locals who had never solicited the place came in and realized that they knew a lot of the regulars. So, that worked out great.”  

Pete reflected on the Fire Ball with a lot of pride. “It was a great night, we helped raise a lot of money and it really put the business over,” he said. “I solved a problem of bringing in the new without alienating the old by applying tenets I had cultivated since I was a kid -- determination and creativity. There’s a lot of validation in that for me,” he continued. “The Fire Ball expanded our business and I’m happy to report it’s still paying off to this day.”    

Sample Copy

Sample #1


It’s frustrating when your project proposal gets passed on, isn’t it? Rejection costs your company time, money, and not to mention morale. Each time you’re left wondering – What did us in? Was it our approach? Was it our price quote? Unfortunately that mystery seldom gets solved.
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Sample #2


Sick of your sales team getting the run-around from CEOs? They’re elusive for good reason. Inundated every minute with the business’s operation means they’re only going to take sales calls that target their company’s top priorities. How do you break through? How do you prove you’re worth their time? How do you get them to say “YES?”
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Sample #3


It takes a strong stomach to survive the restaurant business. Not only are the hours long, and costs high, but chain restaurants have all the advantage with brand recognition and corporate backing. But, you don’t want to be stifled by a menu devised in a boardroom. That’s why you’re an independent. You want your dishes to spring from inspiration. You want to do what the chains aren’t. That requires a kitchen as versatile as your ingredients. And that comes at a stiff price.
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Sample #4


Recently my wife was marveling over a friend’s phenomenal kitchen remodel. She suggested our kitchen could use an update and that we should hire the same contractor. “What’s his name? We’ll Google him,” I said. She explained this contractor has a full time job and does remodeling projects on the side. “He works strictly off recommendations,” I was told.
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Sample #5

For a sales team one of the costliest and most time consuming parts of the job is identifying who it is at a prospective company they need to sell to. Many times there isn’t an obvious title and the corporate chain and its members’ responsibilities vary from place to place. 
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Phone: (856) 266-1700