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MY  WORK

THE  PROOF  OF  THE  WRITER  IS  IN  THE  READING.


My book is voluminous. Below are just a few samples of my work as both an in-house and agency writer. Let me know if you would like to see more.

Click the images below to see larger versions.

DIRECT  MAIL

As a direct response copywriter, my job is to get people to raise their hands. Over the years, I have learned the tried-and-true techniques that drive readership and response, and I put them to use in every piece I write.
Digital direct marketing copywriter

LIFE'S  A  TRIP

Here's a bright, sunny piece that sells travel insurance using travel as a metaphor for life.
Freelance digital direct marketing copywriter

THINK  INSIDE  THE  BOX

This Amazon Business postcard speaks clearly and directly to new business owners.
Freelance digital direct marketing copywriter

SECURITY  ALERT

A successful letter package for Symantec selling Norton Core to LifeLock customers.

DIGITAL /  CONTENT  MARKETING  BLOG  POSTS

Freelance digital direct marketing copywriter

VROOM,  VROOM!

Propelled by social media advertising, this blog post drew 20,000 visitors. The client raved, "This is everything we've always wanted in a blog post about motorcycle insurance products."
Freelance digital direct marketing copywriter

A  KEYWORD  SMASH

This blog post, based on the keyword phrase "competency-based education," drew more than 4,000 visitors through organic search alone.
Freelance digital direct marketing copywriter

THE  CRANKY  CREATIVE

The Cranky Creative is my own blog, started in July 2018 to help my fellow copywriters and graphic designers find comfort and community when work gets us down.

DIGITAL /  WEB  PAGES

Freelance digital direct marketing copywriter

UW  FLEXIBLE  OPTION

When the outside agency stumbled, I came to the rescue with branding and website copy for a new, high-profile program.
Freelance digital direct marketing copywriter

ONLINE  SUSTAINABILITY  DEGREE

Another long-scrolling, mobile-friendly home page that gives prospects reason upon reason to convert.
Freelance digital direct marketing copywriter

UNIVERSITY  LEARNING  STORE

I wrote this home page and an entire website promoting this new way to earn a University of Wisconsin credential.

DIGITAL  /  DISPLAY ADVERTISING

Freelance digital direct marketing copywriter

TOP  DOG

This animated GIF ad got a lot of bites.
Freelance digital direct marketing copywriter

UNIVERSITY OF WISCONSIN

Simple. Sustainable. Successful.
Freelance digital direct marketing copywriter
Picture

RIDE  WITH  MARKEL

Part of a multi-channel campaign for Markel motorcycle insurance.

DIGITAL /  CONVERSION-FOCUSED  LANDING  PAGES

Freelance digital direct marketing copywriter

CALLING  ALL  NURSES

Again: Simple and clear wins the day.
Freelance digital direct marketing copywriter

BANK  ON  DIGITAL  MARKETING

Another clinic in landing-page best practices.
Freelance digital direct marketing copywriter

PROMOTING  AN  EVENT

I wrote, designed, and built this landing page myself.

EMAIL  (SOME  ATYPICAL  EXAMPLES)

What makes a great email? A short, snappy subject line that captures interest. A headline that communicates the offer. And taut, concise body copy that delivers the details quickly. That's easy. What's not so easy is crafting compelling messages to affluent art lovers who expect more than just a straight sell. These people don't want to be peddled to--they want to be moved. Or at least swept away for a brief moment to an artfully inspired place in the imagination.

​Below are some of my favorite emails I wrote for The Artful Home, a direct marketer of fine-art furnishings and home decor.
Freelance digital direct marketing copywriter

ALTERNATE  REALITIES

"Turn any wall into a window to the imagination."
Freelance digital direct marketing copywriter

LIVE  ARTFULLY

"Life feels sweeter when you live with art you love."
Freelance digital direct marketing copywriter

CAPTURE  THE  MAGIC

"Join these skilled artisans and travel back in time--minus the skinned knees and sunburns."

BROADCAST / VIDEO

FLEX  YOUR  POTENTIAL

I wrote and helped direct the visuals for this video, which ran as both a YouTube pre-roll ad and a TV commercial on Charter Cable.

DATA  SCIENCE

I wrote and hired the voice talent for this 15-second spot.

ONLINE  LEARNING

I wrote five different versions of this video, each promoting a different online program.

BROADCAST / RADIO

THE  SEXIEST  JOB

I just love this saucy little number.

FLEX  RADIO  AD

With a lead that nicely riffs on the "Flexible Option" name.

WPS  PATIENT  CHOICE

60-sec. radio spot promoting health plans for employers.

CATALOG

I cut my teeth as a catalog copywriter. Why is that important? Because catalog copywriting taught me to write lean. You only have so much space to pique the reader's interest, sell features and benefits, overcome objections, and close the sale. The product manager's square-inch report doesn't lie--you know whether you are winning or losing. That's why I make every word work hard. My copy won't waste your prospect's time. Or yours.
Freelance digital direct marketing copywriter

THE  LUXURY  OF  ORIGINAL  ARTWORK

The opening spread to the summer 2007 Artful Home catalog.
Freelance digital direct marketing copywriter

INVITE  SOME  NEW  FRIENDS  TO  DINNER

Who wouldn't want to dine with these charming guests?
Freelance digital direct marketing copywriter

BEST  SUPPORTING  ROLE

These side tables nearly stole the show.
​Below: These samples play like a "greatest hits" of my catalog copy for The Artful Home and Lab Safety Supply's Safety & Industrial Supplies catalogs. I was awfully green when I wrote the industrial supplies copy, but as you can see, I was having too much fun to care.
Freelance digital direct marketing copywriter

THE  ART  OF  GREAT  COPY

Two parts inspiration; three parts blood, sweat, and hot, salty tears.
Freelance digital direct marketing copywriter

INDUSTRIAL  SUPPLIES

Who says work gloves and window squeegees have to be boring?

NEWSLETTERS

Admittedly, these don't look like much. The lighting article in particular is ancient (I can tell because the byline credits "Bob" instead of "Rob"). But no matter. I have included these pieces because they show that good content--and good writing--stand the test of time.
Freelance digital direct marketing copywriter

POETRY  IN  MOTION

Writing for fine art really stretched me as a writer. This is one of my favorite examples.
Freelance digital direct marketing copywriter

A  BRIGHT  IDEA

Circa 1992, an article I wrote on energy-efficient lighting for Tech Briefs, an in-house technical newsletter.

NOW,  WHAT  CAN  I  DO  FOR  YOU?

Drop me a line and let's find out!
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