To Put It Briefly...
I'm Good At Putting Things Briefly.​​​​
From my work in pharma to my social media content and artistic endeavors, here are a few consistent best practices that prove that WRITING is WRITING is WRITING.
Though asset ownership may vary, all images below contain copy of which I am the sole or primary author.
CONSUMER
Get Site-Specific
A good website becomes the heart of a healthy organization, pumping vital, consistent messaging through the arteries of a brand to ensure that even the most far-reaching assets adhere to a clear core philosophy.
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Nail your site, and the rest will fall into place.
Feelings Are Facts
Having hard facts on your side is a must, but those facts mean nothing if people aren't emotionally invested. Great copy weaves between the logical and emotional to make something that is the natural combination of both: Human.
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Tell Their Story
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​Synthesizing a wealth of raw data into a potent, focused asset is one of the great joys of copywriting. Whether that data is a confidential scientific source or a series of first-hand testimonials, the process remains the same.
Tell Their Story
​Synthesizing a wealth of raw data into a potent, focused asset is one of the great joys of copywriting. Whether that data is a confidential scientific source or a series of first-hand testimonials, the process remains the same.
Stay In Touch
Creating carefully curated email campaigns can be as fulfilling as writing a short novel. From testimonial campaigns to discount awareness funnels to post-signup introduction flows, these campaigns can generate a delicate web of information and value for customers at all points on their journey if done right.
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HEALTHCARE
Make Them Want To Know
When it comes to subject matter as complex as chronic disease treatment, it's a writer's job to understand the full iceberg in order to craft the perfect tip.
Whether you're working in healthcare or entertainment, there will always be too much information to simply tell the audience. The solution? Get them to seek it out themselves.
The job isn't to overwhelm, but to point the audience in the right direction. ​
Compel & Comply
The little-known fact of the matter is that generating interesting copy isn't the tricky part.
It's playing by the rules that forces your work to get that much more creative.
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Whether I'm upholding my commitment to crafting responsible copy for pharmaceutical products, or navigating the ever-changing content guidelines of various social media platforms, I always welcome the challenge that comes with generating compelling creative within strict guardrails.
Know Where Your Message Starts
The more complicated the topic, the better you need to understand your core message.
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Working across multiple indications for the DUPIXENT brand has provided a wonderful masterclass in parsing through dense sources of data to produce clear and streamlined messaging for highly specified audiences.
No matter how complicated the mechanism of action or how obscure the disease state, knowing your message will allow you to speak clearly and honestly to those who need to hear you.
Make Them Want To Know
When it comes to subject matter as complex as chronic disease treatment, it's a writer's job to understand the full iceberg in order to craft the perfect tip.
Whether you're working in healthcare or entertainment, there will always be too much information to simply tell the audience. The solution? Get them to seek it out themselves.
The job isn't to overwhelm, but to point the audience in the right direction. ​
CASE STUDY
HCP Website & Activation Campaign
Role: Lead Copywriter | Client: Sanofi + Regeneron
Don't Just Know Your Audience.
Create it.
Always remember -- you're talking to a person. When we talk to people, we don't bombard them with contextless facts, out-of-the-blue proposals, or random slogans. Instead, we meet them where they are.
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Case In Point: much of my time at Havas Lynx was spent devising "Variable Emails" -- dense correspondences that allowed the sender to adapt a core message fora particular reader at a specific moment in the sales funnel. A variable approach allows for a piece to be tailored to a more specific audience, accounting for the different contexts different people may bring with them.
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Using software such as MailChimp and Drip, I'm able to go beyond writing the right email to instead immerse audiences in a new world.
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For manuscripts and work samples of variable emails... Just ask!
FUNDRAISING
Prove Your Concept
A joy of my career has been working with passionate artists of various mediums to create decks, portfolios, and pitch materials to showcase their work/ideas. Whether the purpose is to raise funds or awareness, these projects always excite me, allowing me to collaborate with and uplift underrecognized talent.
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Make Work That Makes Money
Through my career, I have developed a number of pitch decks, Kickstarter campaigns, and investor materials for various creative projects.
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Generating interest and capital for creative projects is a prime example of drumming up various CTAs for one single message. Your "how' has to change based on your audience and goals - onboarding collaborators, securing equipment, negotiating distribution, acquiring capital - but you "what" and "why" have to remain rock solid.
CASE STUDY
"Movin' On Up" Fundraising
Role: Writer, Concept Originator| Client: Grapevine Films
Personal Projects
Narrative Work
Writers write. As a writer, in my free time from writing, I write.
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As has been a passion of mine for as long as I've been an autonomous human being, I've been crafting scripts for theatre and film projects of all genres, subjects, and scales. In more recent years, people have actually been making them with me!
I view my artistic and commercial work as intrinsically and necessarily linked. The hard-learned lessons I've gained from working in theatre and film, be they related to collaboration, creativity, understanding an audience, or otherwise, have translated invaluably into my understanding of content and copywriting.
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If you want to know more about my artistic endeavors, my content writing, my past work, or my future work... Just ask!
