Q&A with Barbara Esposito
Copy Chief
How long have you been a copywriter?
I’ve been a “professional” copywriter for about 25 years, but I’ve been a “writer” for as long as I can remember. I started writing stories when I was a kid, entered every essay contest in elementary school (and won quite a few!), then went on to become editor of my high school paper and a reporter on my college paper.
How would you describe your writing style?
Damn good. Seriously, I don’t think a good copywriter has a “style” like a journalist or an author. I change it up for each assignment to reflect the client and who they’re targeting. You wouldn’t use the same style, for example, to communicate with an internist as you would an interior designer.
Do you prefer writing ads, TV spots or websites?
No preference. And that’s what I really enjoy about my job – the diversity and variety. I can be writing an in-depth article on small business financing strategies one minute, then switch gears and shoot out an email for college transfer students the next.
What’s your favorite ad campaign out there right now?
I’m still a sucker for the old Hallmark spots.
Describe your signature dish.
It’s actually a dessert. Among our family and friends, I’m famous for my brownies and wouldn’t dare enter a party or barbecue without a batch. Fortunately, my daughter likes to bake them, too, and hers are almost as good as mine.
Tell us about your favorite “getaway” spot.
It’s our family lake house, hands down. There’s no TV, no computer, no video games, no motor boats. When it’s warm, we spend our time fishing, hiking, swimming and boating; in the winter, we ski, ice skate and sled. It’s a great place to reconnect with my family (and myself). I can actually feel the stress leaving my body as we drive upstate.
