PICTURES TELL.
WORDS SELL.
I came across this phrase in a weathered book at the library. It was inside a box labeled 'free books', and I was stalling on a high school project for my creative writing class. The oversized letters of the title beckoned: Ogilvy on Advertising. Thumbing through page after page of national print ads and storyboards of TV spots, I felt a rush of excitement at the behind-the-scenes peek into how advertising campaigns came to be. At the end of the school year, in the same creative writing class, I declared to my teacher and classmates that one day I would write ad copy for the biggest NYC agencies on Madison Ave.
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After college, I got my break at a big L.A. agency on Wilshire Blvd... but instead of shadowing copywriters in brainstorms for glossy prestige campaigns, I managed media planning for direct response accounts. Though my dream and reality were misaligned, I quickly grew an appreciation for the metrics that tracked the success of every TV, radio, print and banner ad at a level not done for brand campaigns.
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My passion for direct marketing was ignited. I stepped into the world of direct-to-consumer in every facet possible - DRTV sales models, marketing strategy, product positioning, product development, design and copy, infomercial and video production. The highlight has been working alongside and learning from the most talented and recognizable figures in the industry. I had the pleasure to call a few of them mentors.
I went on to produce the ad copy I declared to one day write. It's fueled by the strategic and creative insight gained as a result of a slight detour.
I am a sales writer trained to follow a proven, metrics-backed model that starts with 'you've got my attention' and ends with 'buy now'. Good copy isn't this blatant, of course, but it is measurable.
My forte is marketing to women, reaching and conversing with her about her health, beauty, fitness and home. Women rock - and drive about 83% of consumer spending. I write copy for cosmetics, skincare, weight-loss, fitness, nutritional supplements and healthy living.
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The FTC is clear in its regulation around health claims for dietary supplements, health programs, skincare and cosmetics, so I specialize in writing advertising and labeling copy that complies with regulatory guidelines.
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While my comfort zone lies within women's goods and services, I've written copy for other audiences, including men and seniors. (The packaging and microsite copy I crafted for a line of male stamina formulas may make you blush.) I get in the headspace of the reader - understanding pain points, connecting at a visceral level and offering solutions with sensitivity and excitement.
Brands
Simply Goodfats
Bosley Hair Restoration
Twinlab
Reserveage Nutrition
ResVitale
Wholemega
Medifast
ReBody
Empower Fitness
Relaxium
Irwin Naturals
Remington
Wahl
Winsor Pilates
Core Secrets
Proactiv
Web MD
Companies
Bosley
Naomi Whittle Brands
Twinlab Consolidated
Hawthorne Direct
Fox Interactive
Envision Response
Fitness EM
Guthy-Renker
I have a smooth, rhythmic copy style that I adapt to suit the personality of the brand and media outlet. Like you and me, brands are multi-layered with many moods and characteristics. My copy expresses those layers. Romantic and poetic. Friendly and accessible. Punchy and exciting. Inspirational and chills-worthy. And sometimes a little sassy.
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SEO keywords are apt to rebel. Despite their often-cumbersome nature, I've mastered the art of weaving the most challenging and grammatically incorrect search phrase comfortably into content to ensure it's optimized.
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L.A. sass with Boston brass, I'm a Cali girl at heart who operates from the east coast and welcomes frequent visits to her old stomping grounds.
I embody the demo I so often write for: a busy mom who scrapes glitter and purple slime from the floor, and blends cauliflower into boxed, organic mac and cheese to make it healthier. Living a healthy, fit lifestyle is my workplace research. My favorite fitness activities are HIIT training at the gym, extreme gardening, kayaking and mountain biking - the last three of which I do with El Jefe, my handsome lab mix, in tow.
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