Portfolio
Below are projects and spec pieces showcasing how my strategy and copywriting tactics can help you grow your business.
Product Description
Project Overview: This client needed a few product descriptions updated for their online store to convert more site visitors to actual sales. I translated the features of each product into benefits the consumer cares about, while optimizing each for search engine results.
Challenge: The product descriptions were focused on features, which did not resonate with consumers visiting the site.
Solution: I brainstormed all possible benefits for each solution and then collaborated with the client to determine the strongest ones to add to the description. I ensured the descriptions were short but powerful to balance short attention spans and valuable benefits while maintaining brand voice.
Click the image to view the copy I wrote for this project.
Sell Sheet - B2B
Project Overview: This project required a one page sell sheet showcasing a new appellation in Argentina, what makes it unique, and which wines in the portfolio come from it. It was intended for wine industry professionals familiar with some technical verbiage. I translated the extremely technical information I researched about the region into easier to understand wine lingo.
Challenge: The most challenging part of this project was the amount of space I had for the copy, which ended up being about 1/3 of the page to allow for a map and product images. It was also tough to decide just how technical to make the language because even though this was intended for industry sales partners, not all have completed wine education, so it needed to be not overly technical, while still sounding professional and informative. Another challenge was fitting both the map and wine bottle images on the page and keeping them legible. The map was necessary because most sales partners are not as familiar with international wine regions as they are with California regions.
Solution: There were many ways to present the information, and without knowing the exact target audience, I decided to use words that are familiar to most wine professionals without being overly technical. I began with a brief history about the winery and the owner's connection to the Alto Agrelo region. Then I made a clear section dedicated to the region itself, how it differs from the broader region it is located in, and how those differences affect the flavors in the wine; the basic information a sales person would need to talk about the wine during a pitch. I broke up the Alto Agrelo section with line breaks so it did not seem like an overwhelming amount of words to read and for quick skimming (I spent 5 years in sales and know how much a sales person likes to skim!). I also made the text a different color to show up more clearly against the light blue sky of the background image. I provided a link to more details about Alto Agrelo for those who wanted to learn more.
Click the image to view the copy I wrote for this project in detail.
SPEC: Dynamic Banner Ad
Project Overview: This project is for a dynamic banner ad for a fictional company, ABC Toys. The goal is to get parents (age 25-35 with children under 4 years old) shopping for toys to click the link to the website. They always ensure their children get opportunities to develop their minds and keep them intellectually engaged. The deliverable is a dynamic banner ad with 3 frames that loop. The tone is friendly, fun and promotional.
Challenge: The biggest challenge with this project is the very small size of the banner ad (250x300 px) which needs to fit the copy as well as a button leading to the website.
Solution: As a mom who always goes for educational toys, I thought of the messaging that would entice me to click the ad. I wrote it in as many words as I needed to get the correct feel and then began cutting it down. I chose words that were meaningful and approachable to keep the friendly, yet promotional, tone. I focused on three main messages: a fact about how children learn, a note about how the parent can help them learn in the most effective way, and why it matters. I kept the copy on the button the same on each frame so it doesn't distract the reader from the headlines.
Click the image to view this project in more detail.
Project Overview: The goal of this project was to create an RFP to send out to potential new print and premium vendors. It needed to include what the company was and was not looking for, with requests from both the sales and marketing teams. Since this was just a word document, I did not include a photo.
Challenge: There were a lot of features the company was requesting and they were on a tight budget, so the challenge was making sure everything they wanted was represented in the RFP without it being too lengthy. I also needed to research their current production, which proved to be more challenging than expected because I had to sift through multiple reports.
Solution: I began with the current system the company was using and their annual production numbers to ensure the potential new vendors understood the quantities they would likely be working with. Then, I summarized the goal of working with a new vendor and the challenges the current system presented. There was a lot of feedback from both the sales and marketing teams about why their current system did not work, so I made a list and then looked for similar complaints to craft succinct bullet points. I ended with a summary of what features were needed to ensure the recipients were clear about what was and was not needed, as some vendors have a huge list of services that this company did not need.
Click the heading "Request For Proposal - B2B" to view the copy I wrote for this project in detail.
