Is your marketing helping, hurting, or making no difference?
Take our quiz and find out!
If I am writing copy for a client, I want them to look professional and knowledgeable. I want everything I write to answer, ‘Why should someone read this? Why should someone care?’
Once you accomplish your dream, where do you go from there? That’s what senior copywriter Matt Tungate had to decide after becoming editor of a daily newspaper at the ripe old age of 27.
“That’s all I’d wanted to do since I was 16 years old,” Matt said. “I wanted to be like Bob Woodward and Carl Bernstein from All the President’s Men and comfort the afflicted and afflict the comfortable.”
He pursued the goal doggedly, first becoming editor of his college paper (where he won the collegiate equivalent of the Pulitzer Prize for editorial writing), then at several non-daily newspapers before finally editing a daily fishwrap. But he found that summiting the mountain had cost him the opportunity to enjoy the climb.
So before he was 30, he had to try to reinvent himself and find a new dream to chase. Matt Tungate has worked at several more newspapers (including helping start one); a branding firm where he learned that visual cues can say as much as words; for a gubernatorial campaign as spokesman; and for the Commonwealth of Kentucky as a public information officer.
At heart, though, this award-winning writer and designer still considers himself a “word herder.”
“Things like unnecessary capitalization, misplaced modifiers, bad grammar, comma splices – those things drive me crazy,” Matt said. “If I am writing copy for a client, I want them to look professional and knowledgeable. I want everything I write to answer, ‘Why should someone read this? Why should someone care?’”
Matt Tungate strives for interesting copy that is technically perfect. To improve his inner writing voice, Matt has spent the last several years listening to audiobooks of the greatest novels of the 18th and 19th centuries whenever he drives. He’s unimpressed by Ulysses, thinks War and Peace could be condensed and prefers Hemingway to Faulkner (or anyone else).
To clear his mind when it becomes like a word scramble game, Matt Tungate likes to spend time playing chess and sports with his competitive son, Matthew Tungate Jr., and passing on unrequested wisdom to his artistic teenage daughter, Zoe.