Hi, I'm Ben Thorkelson
BT Creative Services is my freelance agency.
I'm not a typical copywriter/designer.
Before focusing on copywriting, I worked in factories and bars and
spent 6 years as a radio/radar operator on the Distant Early Warning
Line in the Arctic.
I began working in the graphic arts industry as a production artist
in 1989. Over the next three and a half decades, I worked in small print
shops, a major software corporation's marketing department, a design
agency, and commercial printers. Along the way, I was also a licensed
realtor and an insurance broker.
For 11 years I led an art and prepress department. We were
responsible for design, proofreading, and ensuring over 2000 jobs per
year were technically correct for production. Every job was on a
deadline.
In 2004, I joined Toastmasters to build the communication skills I
knew I was lacking — how to organize ideas clearly, deliver a message
that lands, and connect with an audience. It also introduced me to an
international community willing to listen to my ideas and give me honest
feedback.
Now I focus on helping small businesses by bringing the same attention to detail to every project.
How is all this experience relevant to being a writer?
I started helping clients with their messages early in my career.
Often, clients wanted printed material but didn't know what to say. We
had to figure it out for them. This led me to study copywriting and
communication. I've always been fascinated by how messages affect the
success of campaigns.
As I worked through the Toastmasters program, I noticed parallels between public speaking, design, and copywriting. The principles of effective communication apply everywhere. In 2014, I was certified as a World Class Speaking Coach.
Around the same time, I began to seriously study direct response and
content marketing. Both have their place. I am an AWAI Certified Direct
Response Copywriter. What I learned reinforced the idea that universal
principles guide effective communication.
My varied experience makes me an unusual writer — and a useful one.
How is this important to you as a client?
I understand many industries from the inside. Printing is custom
manufacturing on an extreme scale while serving a wide variety of
clients. I may not be an expert in your field today, but my background
will help me get up to speed quickly.
I'm a survivor of the digital revolution in print — a period that
reshaped the entire industry and eliminated many who couldn't adapt.
I became frustrated. I felt the rapid changes were hampering my
creativity. I expressed this to my father, Bert, a past president of the
Winnipeg House of Printing Craftsmen. Dad's entire career was in
the graphic arts industry. He said to me:
"It's not about your favourite tools or techniques.
It's not about trying to be cleverly creative.
What we do is about helping the client deliver their message."
Albert Thorkelson, circa 1992
Dad's words became part of my core philosophy about my work. They helped me survive an era of constant turmoil.
As a speaking coach, I am trained to help people understand how the principles work and how to apply them.
I understand managing a workflow while surviving change. Effective
internal communication is essential. I can help you document purpose and
systems that guide you through change.
Every business is unique. Getting to know you and your business is
where we start. From there, I adapt my process to fit your situation. You
can see how that works on my Services page.