It’s a fact that great About pages are first about the reader.
But sometimes, you just want to know who it is you’re dealing with.
I wasn’t always a conversion copywriter.
After ten years in PR and management consulting, in 2014 I went freelance. Started with content marketing and social media.
It was a crazy move given the job I had, the pension, the track record in my field.
But I needed to create something new. To define the terms and make an impact, without a chain of approval folders between my work and the light of day.
The moment I discovered conversion copywriting I was sitting at my desk the year we lived in the hinterlands of the Sunshine Coast. Joanna Wiebe of Copyhackers was pitching the e-books that started it all.
The theory behind conversion-focused copy just clicked.
Everything I’d learned about surveying, interviewing, customer-focused communications… it all came together.
It was the answer to the question, “How do we really know these words change anything?”
Conversion copywriting became my one thing. And I ended up getting hired to do it for Copyhackers, among other stellar clients.
But the question that haunted me? It’s the same one most of my clients struggle with.
How could I offer something obviously different and better?
Every single conversion copywriting project we take on starts with this same question: why should the perfect customer choose you over everyone else?
In the process of answering that question for clients, I realized something.
My zone of genius is in taking brand messaging that’s unclear, limp, or company-centric… and optimizing it to convert.
That “DNA” of your brand becomes the playbook for writing copy that converts across sales pages, landing pages, emails, ads, and everywhere you sell.
In the realm of conversion copywriters, it’s what I’m known for.
If you’re nodding along saying “yes, we need a brand that sells all day long“, then put your name on the list.
I’m especially interested in working with premium B2C e-commerce brands.
- Marketing luxury with a conscience?
- Selling functional superiority at a higher price?
- Making beautiful products that last?
You’ve got my attention.
p.s. In the category of Things No One Wonders…
Best books I read in 2021: A Time of Gifts by Patrick Leigh Fermor | Ada or Ardor by Vladimir Nabokov | The Lying Life of Adults by Elena Ferrante
Fave shows: Fleabag, Better Call Saul, Derry Girls
Pet peeve: Single-use kitchen gadgets
Politics: Unrepentantly progressive
Family life: I have one. The little people are little. The big person is a commercial litigator.
Fun facts: I’ve lived on an island north of Auckland with a population of less than 1k, studied and waitressed in Prague, traveled by Trans-Siberian Railway from Vladivostok to Moscow.
Current location: Non-nomadic, largely reclusive, living in ye Olde Oakville, west of Toronto.
Siren call: Writing brand messaging and conversion copy for the sharing economy, the arts, and local experiences. Simplify. Enrich. Live lighter on the earth.
Thoughts on peplum: Ambivalent. (Thoughts on positioning: opinionated.)