Posts by Adam

Fleshing It Out

Fleshing out: a demonstrative, phrasal verb that I had never heard before becoming a web content writer.

In the web content business, fleshing out a pitch is an integral part of the pre-writing process between the initial idea and actual content writing. Once the client expresses interest in a proposed idea, it’s time for that concept to hit the gym.

We here at GlobalWrites are thorough. We not only add meat to the scrawny bones of the pitch, but we consider page layout, click paths, and style guides. This is often done using wire frames—a webpage blueprint, with shapes, lines, figures, and text on a page to represent the final copy layout.

When we turn in the formal proposal (the “fleshed out” pitch), the client knows exactly what their new copy will look like, and how it will fit into their site.

Fleshing out the pitch helps the client plan their website additions and changes far in advance, whilst keeping the copywriter focused from the start. Just like an architect designing a skyscraper, the masterpiece must be theoretically understood before being built.

H-E-B Sundae Toppings Web Content

Ice cream cravings come and go, but they seem to come more often in the summertime–especially in the Texas heat. Writing about ice cream sundaes for H-E-B was a win-win situation for me. The research was delicious, and the result was getting Texas families to mix it up a bit after dinner this summer.

I can be a traditionalist when it comes to ice cream, but the old-fashioned hot fudge sundae is the perfect dessert. Hot, cold, creamy, and crunchy all in my dish just can’t be wrong.

H-E-B Burger Toppings Web Content

As far as dream jobs are concerned, there is nothing better than writing about making a burger. I literally salivated both before and during this project and I sweetly relished the opportunity to do what I love while helping others to eat outside the box.

Uncovering the various burger topping options H-E-B had to offer was a task I took very seriously. They had to be something that not only I enjoyed, but that would also appeal to readers.

My favorite burger is the one with the fried egg atop. There is just something other-worldly about streams of golden yolk combining with meat juices and cascading down a crunchy bun, your fingertips and your wrists.