Below are samples of some of my writing projects. This page is under construction and my portfolio is always growing as I send projects out into the world. Check back for updates!
Website Copy: Pixie Creative
The Objective: Write website copy for the sophisticated rebrand of a vibrant, talented brand designer’s freelance business. Appeal to both established businesses and new entrepreneurs who want their brand identity to look professional and polished, unique and memorable. Keep the tone friendly and approachable, but attractive to clients who want an elevated, personalized brand that will appeal to their target audience.
My Strategy: Study the portfolio to understand the client’s breadth of experience and ability to capture the uniqueness of brands both high end and just starting out. Listen to the language she uses to describe her approach to understanding her client and achieving an aesthetic that connects with their audience. Research the impact of brand designers on their clients’ outcomes and ensure the copy makes the benefits to the consumer clear and the calls to action easy to follow.
Email Ad: Macy's Fall Men's Sweater Event (spec piece)
The objective: Convince men on the Macy’s mailing list to visit their local Macy’s store during the Macy’s Men’s Fall Sweater Event.
My strategy: Use imagery, imminent cooler temperatures and a reminder of last year’s winter wardrobe to get men thinking about who they want to be and how to put their best foot forward in the coming season. Highlight 40% off early in the text and put the Call to Action in the subhead in case they don’t read the whole email.
Banner Ad: San Francisco Bay Coffee OneCUP Pods (spec piece)
The objective: Create a 3 frame banner ad that will prompt the target audience to click on the CTA link to learn more. Write compelling, succinct copy that will entice viewers to look away from the webpage they’re reading and find the ad copy compelling enough to click.
My strategy: Hit on 3 different deep benefits the company highlights on their website that make them different from other coffee brands and more aligned with consumers’ values. Appeal to readers who love great coffee, who want their buying choices to support small farmers, and who care about their impact on the environment but still want single-cup convenience. Use short phrases separated by periods for easy readability, and leave plenty of space between for the ad design to help draw the target audience’s eye so the copy can do its job.
Sales Letter: Shelter Insurance
The objective: Contact current customers who haven’t been in to review their coverage in over a year. Convince them to contact the agent and set up a time to come in for an Annual Policy Review.
My strategy: Lead with the incentive - free gift - in the subject line to encourage them to open the email. Use the body copy to highlight reasons coverage needs and wants change over time, the benefit of ensuring their coverage matches their priorities, and how quickly the annual review can be completed. Keep the copy concise and easy to catch the main message if skimming. Add urgency with a deadline to receive the free gift.
Full-Page Newspaper Ad: Glory Days Senior Center (spec piece)
The objective: Announce the Grand Opening of the senior center and highlight some of its features and benefits. Convince seniors to come for the Open House to enjoy a free meal and tour the facility.
My strategy: Address needs and wants that many seniors have in common, and the ways in which the new senior center is a solution for them. Highlight benefits such as free meals, companionship, and easy transportation that will help them take advantage of the center’s offerings. Use upscale word choice to promote the center as an exciting new venue and not a charitable handout.
Website Copy: The Nerdy Quill
The objective: Craft compelling website copy for a digital marketing solopreneur who wanted the tone to be friendly, fun, and “nerdy” with plenty of pop culture references.
My strategy: Showcase the client’s robust qualifications and expertise while also highlighting her warm, welcoming personality and her “nerdy” side through direct and indirect references to her hobbies, interests, and a wide range of characters and popular culture influences.
Content Writing: News Article - The Witness
The objective: Highlight a church’s service project and the way in which it partnered with two other area parishes to meet increased demand among the needy. Inspire other parishes in the Archdiocese to undertake similar service projects and partner in social justice initiatives recommended by the Archbishop.
My approach: Portray the project as a direct and swift response to a call for help. Emphasize participation, teamwork and community within the participating parishes. Use quotes to highlight how individuals stepping up enabled a monumental result.
