Award-winning copywriting
A beat poet at heart, I’ve published poetry here and abroad, earned recognition in national writing contests, published and circulated my own zines but, more importantly, I’ve crafted award-winning copy in my time at agencies while taking on social, email, e-commerce and print campaigns.
Case study: Pivoting an under-performing campaign
Hurry! You only have a few weeks before your expo. Registrations are lagging way behind, and the event location moved hundreds of miles away. This was the problem facing our account reps and their client. So what’d we do?
As a team, we felt the current messaging was too vague and failed to connect with audiences. For inspiration, I drew from two ad-savvy yet completely disparate voices.
"Just because something is legible, doesn’t mean it communicates." — David Carson, The End of Print: Revised Edition
"Problem plus solution is the one-two punch of great copywriting." — Donald Miller, StoryBrand
I proposed a three-part plan to refresh creative, starting with simple changes (copy edits) and increasing to more complicated changes (animated ads).
We clarified headlines and I rewrote ad copy, introducing a benefit (i.e., problem/solution) statement based on client personas.
Our hypothesis was confirmed; ads written with a clear benefit and/or a solution to a problem drove higher CTRs. Across all platforms, registrations jumped 35% after the first two weeks of the refresh and 79% after the second two weeks. Additionally, while we started with less than a 1% CTR, after the refresh, we jumped to a 5% CTR.
