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.
LIFE'S A TRIP
Here's a bright, sunny piece that sells travel insurance using travel as a metaphor for life.
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THINK INSIDE THE BOXThis Amazon Business postcard speaks clearly and directly to new business owners.
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SECURITY ALERTA successful letter package for Symantec selling Norton Core to LifeLock customers.
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DIGITAL / CONTENT MARKETING BLOG POSTS
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."
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A KEYWORD SMASHThis blog post, based on the keyword phrase "competency-based education," drew more than 4,000 visitors through organic search alone.
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THE CRANKY CREATIVEThe 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.
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DIGITAL / WEB PAGES
UW FLEXIBLE OPTIONWhen the outside agency stumbled, I came to the rescue with branding and website copy for a new, high-profile program.
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ONLINE SUSTAINABILITY DEGREEAnother long-scrolling, mobile-friendly home page that gives prospects reason upon reason to convert.
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UNIVERSITY LEARNING STOREI wrote this home page and an entire website promoting this new way to earn a University of Wisconsin credential.
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DIGITAL / DISPLAY ADVERTISING
TOP DOGThis animated GIF ad got a lot of bites.
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UNIVERSITY OF WISCONSIN
Simple. Sustainable. Successful.
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RIDE WITH MARKELPart of a multi-channel campaign for Markel motorcycle insurance.
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DIGITAL / CONVERSION-FOCUSED LANDING PAGES
CALLING ALL NURSES
Again: Simple and clear wins the day.
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BANK ON DIGITAL MARKETING
Another clinic in landing-page best practices.
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PROMOTING AN EVENTI wrote, designed, and built this landing page myself.
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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.
Below are some of my favorite emails I wrote for The Artful Home, a direct marketer of fine-art furnishings and home decor.
ALTERNATE REALITIES
"Turn any wall into a window to the imagination."
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LIVE ARTFULLY
"Life feels sweeter when you live with art you love."
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CAPTURE THE MAGIC
"Join these skilled artisans and travel back in time--minus the skinned knees and sunburns."
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BROADCAST / VIDEO
FLEX YOUR POTENTIALI 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.
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DATA SCIENCEI wrote and hired the voice talent for this 15-second spot.
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ONLINE LEARNINGI wrote five different versions of this video, each promoting a different online program.
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BROADCAST / RADIO
THE SEXIEST JOBI just love this saucy little number.
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FLEX RADIO ADWith a lead that nicely riffs on the "Flexible Option" name.
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WPS PATIENT CHOICE
60-sec. radio spot promoting health plans for employers.
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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.
THE LUXURY OF ORIGINAL ARTWORKThe opening spread to the summer 2007 Artful Home catalog.
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INVITE SOME NEW FRIENDS TO DINNER
Who wouldn't want to dine with these charming guests?
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BEST SUPPORTING ROLEThese side tables nearly stole the show.
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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.
THE ART OF GREAT COPY
Two parts inspiration; three parts blood, sweat, and hot, salty tears.
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INDUSTRIAL SUPPLIESWho says work gloves and window squeegees have to be boring?
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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.
POETRY IN MOTION
Writing for fine art really stretched me as a writer. This is one of my favorite examples.
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A BRIGHT IDEA
Circa 1992, an article I wrote on energy-efficient lighting for Tech Briefs, an in-house technical newsletter.
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