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nDash Writer Profile for charles dyner



About Me

I believe most businesses have something unique about them. It may be buried or so obvious you cannot see it. Hiring a writer without locked-in perceptions of your business category can be a plus. Example: at a first meeting, an office wall photo piqued my interest. It turned into their key to growth. (Read “The owl that lifted a business off the ground” below.) If something unique doesn’t exist (it happens), I can create/write with an attitude that can elevate your brand and influence target audiences. I write in multiple media formats in multiple styles: informative, wry, upmarket, making technical understandable in B2C/B2B. I researched, scripted and co-produced a documentary - “NYC’s Hidden Histories: Battery Park”; and wrote articles bitingly humorous (“The Hampton’s Street Name Histories”) and straight-forward (“Did ‘Fake News’ begin with Trump?”). I’ve created/written for national brands working at large NYC ad agencies and regional brands in my own agency. Engaging and persuading people to act, to buy… this excites me. I look forward to bringing something unique to your project(s). And as my introduction to the nDash audience, please take 11% off listed prices.                   

How an owl lifted a business off the ground.

The Photography Market: Photo retailer ads sell “commodity” products (Nikon, Canon, Sony, etc.) using tiny product photos and prices; only the retailer’s names differ. None are unique in look or personality. 

M&M Photo Situation:1/“Lowest prices” strategy failing. Competitors B&H, Adorama, etc. are better known, deeper-pocketed. 2/ Photos on client’s office wall spark idea to differentiate M&M from competitors, align with key target audiences’ (affluent professionals and enthusiast amateurs) love of outdoor photography - the fastest growing market segment with the best ROI potential.

Implementation: “Let’s Do Lunch” ad features owl with a lizard in its beak. The story: pro photographer spots a burrowing owl’s hole in ground, sets up tripod and camera, waits 6 hours. Owl finally emerges, sees photographer, waddles up to him, photographer freezes, doesn’t want to spook the owl. Owl stops at photog's feet, spits the lizard out, turns and waddles away. Suddenly it stops, returns, spots lizard still on the ground, picks it up, turns and waddles away. Stops, comes back and spits the lizard at the photographer’s feet, again trying to share its' meal.

Results: 1/ Sales increase in first month of ad running. In 5 months, M&M hires more phone + fulfillment staff. Other pros see owl ad, grasp value of having their photo and business info in M&M ads. 2/ New “photo-story” ads run (e.g. "I Walk on Water!"). In 17 months, inventory triples. Now FedEx, UPS pick up packages several times daily. 3/ Higher sales volume increases M&M’s buying power, manufacturers/distributors provide better terms. 4/ Customers willingly pay 3-5% more than to competitors on many products. 5/ Competitors try to copy outdoor style.

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Category Experience: Airline/Travel; Automotive; Beer & Ale; Bridal; Direct Response; Entertainment; Art Frames; Foods; Hobbies; Appliances; Home Furnishings; Financial; Leather Goods; Liquors/Wines; Luggage; Medical; Drugs; Pets; Photography; Publications; Real Estate; Retail; Giftware; Technology. Results-oriented professional; multiple writing styles in multi-media: websites; ads; TV/radio; business letters; email; articles; videos.

Company: Charles Dyner - freelance writer

I worked there from 1/2021 until now


Created multimedia communications and marketing strategies for: Stern & Kennedy (NYSE specialists); Dynalite; Heliopan (professional photography products); Greenbaum Interiors (high-end home furnishings); Sports Orthopedics; Vernon Display Graphics (printer); New Jersey Frames.

Company: Kensing Lawson Advertising

I worked there from /2010 until /2021

Creative Director

Created branding concepts/communications for MCA Music; Holiday Inn Crown Plaza (NYC); Rimowa luggage; Minox and Rollei cameras: La Vosgienne and Flavigny candies; Major Grey chutney; M&M Photo (retail) and Unique Photo (retail) - not simultaneously; Washington Forge cutlery; Frankel & Co. (NYSE special trade executioners); Tri-Centennial (real estate).

Company: Dyner, Inc. Advertising

I worked there from /1998 until /2009


Worked on General Electric (home appliances); Pillsbury; Getty Oil; Utica Club Beer; New York Magazine; Volvo; Daily News; Drake's Cakes; Domecq Wines & Liquors; Loew's Hotels; U.S. Postal Service; Dodge; ADC Sound Shapers (electronics); Talon (zippers).

Company: BBDO; DKG; Scali McCabe Sloves; Needham, Harper, Steers; (all NYC)

I worked there from /1986 until /1998

Content I Write