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.