The proof of the writer is in the reading.
From the time I was 10 years old, I knew what I wanted to do. No, my vocabulary didn't yet contain the words "marketing copywriter." But while other kids were playing cops and robbers
or pretending to be firemen, I imagined myself a dynamic businessman, battling it out with rival corporations in epic showdowns to the bitter end. It won't surprise you to know that I wrote
my company's own ads (often in colored chalk on a giant green chalkboard).
Following are a few pieces I've written for other peoples' companies over the past 17 years.
Click the images below to see a larger version.
Catalog
Above: The inside front spread of The Artful Home's spring 2007 catalog. In the letter at left, I tried to capture the founder's warm personality in a message that invited readers to delve inside and explore the works of the nation's finest artists. The story behind "Pear Coffee Table" (right page) is interesting because the artist actually called to chastise the copywriter (that would be me), saying the description "diminished" his work and simply would not sell any tables. That stung at the time, but my work was vindicated when we sold not one, but two of these $6,500 tables within the first week of the catalog's drop.
Above: These samples play like a "greatest hits" of my catalog copy for The Artful Home and Lab Safety Supply's Safety & Industrial Supplies catalogs. Looking back, I was probably too young to know what I was doing when I wrote the LSS copy, but boy, did I have fun!
Print advertising
Direct mail
Left: This lead-generation letter, a two-page testimonial I wrote after interviewing a real-life teacher, beat the company's control package by a whopping two to one.
Above, right: Another control-busting lead-gen letter. This one earned me the marketing department's coveted "control freak" award.
E-mail
Ride-alongs
Newsletter articles
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