Copywriting
Everything you say (and do) as a company tells your story. I help companies define their brand values and personality then bring it to life with words. I’ve had the pleasure of working with brands like KitchenAid, Beautyrest, Serta, Whirlpool, Canadian Tire, Unity Wellness CBD drink, Flow Water, Creemore Springs, Joe Boxer, and more.
I can help you find the right words for:
Websites + Blogs | Video + Radio Scripts | Packaging | Print | Environmental + Billboards | Name + Tagline Generation | Corporate Manifestos |Social Media | More
Websites
& Blogs
BEAUTYREST, ASUS + MORE
With the world at our fingertips, websites matter. If you’ve broken through the clutter and earned a site visit, you’re already winning. But you can quickly lose that position if you can’t keep them there. Most visitors won’t spend more than 15 seconds on a site.
The click-through gets customers to your house. Great content invites them in to stay awhile. The goal of any good host is to show them a good enough time that they want to visit again - with friends.
I help companies bring their brand story to life online. For many of my clients, this starts with a simple shift: it’s not about you. It’s about your customer.
This is basic human stuff. People want to feel valued, heard, and supported. You can’t create that feeling if it’s all about you.
More Examples:
www.airmatrix.io
www.sertasimmons.ca
www.womeninpayments.org
Beautyrest Canada was tired of talking about what every other mattress brand was talking about - great sleep. We wanted to tell the story of what great sleep actually means. A great night leads to a great day. Beautyrest helps you wake up more awake, so you can live your best life.
Services: Content Strategy, Website Architecture, Copywriting, Blog Articles, Creative Direction
Creative Agency: Mass Minority
Videos
CHARM DIAMOND CENTRES, KITCHENAID + MORE
Brands can’t ignore video. HubSpot reports that 85% of consumers want to see more video content from brands.
78% of people watch online videos every week, and 55% view online videos every day. Videos also seem to help with retention. Insivia says that viewers retain 95% of a message in video, compared to 10% in text.
But people won’t just watch anything. They get annoyed by pop-ups and will most often hit ‘skip ad’ at the first opportunity.
I help brands create video content that helps them break through the clutter and reach their desired audience.
Working with Mass Minority, we uncovered an untapped insight: real everyday Janes and Joes don’t buy into the romantic hype portrayed by most jewellers. We created a campaign that invites Canadians to “keep love real”.
The results? 4.26% CTR (400% better than the industry average), 890k customers added to the retargeting funnel, and 57% more online sales than the previous year.
Services: Campaign Ideation, Copywriting
Packaging
JOE BOXER, UNITY WELLNESS + MORE
Think of the last time you bought a new craft beer. Was it the brewery’s reputation that caught your attention? The IBU content? The country of origin? Those may have influenced your decision, but I’ll bet the packaging had a lot to do with it.
Packaging is just as much of the product as the product itself. The design catches your eye, the copy tells its story.
In a retail environment with busy shelves, your brand needs to stand out. Today it also needs to look great in social feeds. Most importantly, it needs to reflect the image and values your customers identify with.
I help brands tell their story with compelling packaging copy. It doesn’t take a lot of copy to say a lot.
As the Bay moved from a department store to a premium destination, it was re-evaluating the brands they carried.
In the underwear aisle, premium brands like Diesel, Armani and Hugo Boss were more fitting for the Bay’s new image. Joe Boxer was on the cutting block.
The competitors all portrayed “the perfect man” with a six-pack – not real life. It just wasn’t relatable for most guys. We re-designed packaging with design and headlines that invited men to celebrate who they really are - it’s not about 6-packs. “It’s what’s underneath.”
The Results? The Bay decided to keep Joe Boxer on its shelves and this led to a 47% unit sales increase in the first three months of the re-launch. We won a Bronze Cassie for this campaign.
Services: Campaign Ideation, Packaging Copywriting
SOUND COMMUNICATION, SHANGRI-LA + MORE
I’ve heard that print ads represent advertising in their purest form. You have one static page to communicate a campaign idea and win the customer. The most effective ones are interactive in some way - something with an "aha moment” the reader gets credit for.
For Sound Communication, this came in the form of copy that had to be read out loud to be understood. I used word play to visually show what it feels like to be hearing impaired. This print ad I wrote won ADCC Gold for copywriting.
This print ad for Sound Communication earned me an ADCC Gold for copywriting.
Environmental +Billboards
THE BEER STORE, UWATERLOO + MORE
Copywriting for uWaterloo Food Services working with The Build
Copywriting for The Beer Store working with The Build
We’ve heard that retail is dead. I don’t buy that. As much as everything’s moving online, people still want experiences. Retail today is less about commodity and more about experience. You can buy anything online - so retail can’t win with convenience. The in-store experience needs to provide something of more value.
When I was a Brand Experience Strategist at Jackman, I helped brands weave their story through the lived experience. It wasn’t enough to explain the brand. You have to live it. We brought brands to life through store flow, environment design, staff engagement, and just about any other touch point you can think of.
I carry this experience into all copywriting I do for on-premise ads and signage. Context matters. If someone’s on a bus, they’re willing to read more copy. If they’re walking by, the message needs to be short and sweet. If they’re in a store, they’re looking for guidance and flow.