All Posts by John Flynn

John Flynn

With more than a decade of agency experience, John leads the writing effort at VantagePoint for the company’s full roster of clients. As senior copywriter and content developer, he’s also involved in the concepting process, working with the creative team to bring new ideas to life. A proud Virginia native and Furman University graduate, John originally hails from Richmond, where he developed a love for writing early on — as well as a pseudo-obsession with NASCAR.

A Delicious Reminder About the Importance of Research

Research is certainly critical for copywriting, just as in life. Here’s a lesson on utilizing all four “dimensions” of research — and tips for trying a new cuisine.

The Language of Food: Consumers Want to Hear the Hits

Lately I’ve been considering some of the advertising language that flies past our ears every day — especially when it comes to describing and marketing food. At any given time, there seems to be a list of hits that consumers want to hear over and over again.

Technology Will Be Key to Solving Industry Challenges in 2019

Technology will play a key role in helping leading brands tackle their biggest obstacles to growth while staying relevant to their customers. This trend is particularly relevant to the foodservice industry and may determine which brands move forward or fall behind.

Alphabet Soup: Why Language Is Always a Key Ingredient

If there’s one thing we can count on as the year draws to a close, it’s the inevitable wave of “Trends to Watch” in 2019. In the world of foodservice, it’s not hard to find countless predictions about next year’s hottest menu trends. At the root of all this speculation is language.

Why It’s More Critical Than Ever to Know Your Audience

While certain words can drive different results from market to market, there’s something even more fundamental at play, and foodservice marketing is no exception — namely, not “what” but “who.” Targeting the right audience in the first place is the foundation of any successful messaging strategy.

Creating Direct Marketing That Really Hauls the Mail

Recent industry statistics have shown that as much as 70 percent of us have made a purchase based on direct mail. From my perspective on the writing side, here are a few approaches that have yielded successful direct mail campaigns in the past:

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