About Myself
My name is Francis Ardi.
I’ve been pursuing my career as a copywriter since 2006.
Prior to that, I’ve worked in the medical field, done some direct sales, computer aided drafting and started a CAD programming business which I no longer operate.
I don’t remember exactly how I found my way to learning about AWAI, the premier online learning system for copywriter.
Since I always loved to write and English was one of my better subjects in High School, I decided to give it a shot. I’ve written several landing pages for information marketers.
I later learned about white papers and enrolled in this online program for writing white papers. The instructors were the well-known masters of white paper writing, including Michael Stelzner, Robert Bly, Gordon Graham and Steve Slaunwhite.
I find white papers to be the copywriting specialty I most enjoy. For one, I’ve always had a tendency to write in a technical, educational style.
I found writing white papers comes more natural to me than writing consumer sales copy. For this reason I have decided to specialize in writing white papers.
My first specimen white paper was on learning the Esperanto language. This was my sample I used to demonstrate how a white paper is written. You can download a copy from the Samples page on this site.
About My Writing Style
The most important thing I learned in my copywriter training is to write in a conversational style. In other words, write like you talk. Describe in writing the way you would tell it to a friend sitting across the table from you.
Though company department heads are more sophisticated than typical consumers, they are still human beings. Instead of writing too much in a technical or scientific style I would do my best to use ordinary language. I would keep the use of the technical terms in the industry to a minimum.
Even when explaining the science behind the solution, I strive to make the paper easy to read. A white paper that’s easy to read is more likely to be read to the end. The reader will more likely respond to the call to action.