Strategy-driven senior copywriter of breakthrough campaign ideas, engaging copy and content, and amusing poems; sometimes designer, photographer and artist; builder of communities and consensus; life-long learner and student of human behavior; enthusiast of making a real difference.
I write creative concepts for international conglomerates and startups across most every industry. What sets me apart as a copywriter is how I recognize and connect business differentiation with human motivation. I am both strategic and empathetic. Then I am consistent in expression of the brand’s message across all channels, yet tonally flexible for varying audiences and situations.
NHKA Racing Series
My work for the NHKA Racing Series shows the full breadth of my skill set and how I use it to get living, breathing, jumping for joy results.
Patheon
Working for this pharmaceutical manufacturer entailed so much science, I felt like I needed a dozen PhDs. So I got them.
Ask questions. Lots and lots of questions. I want to know the product or service I’m writing about inside and out to find that shiny pearl of true differentiation.
Ask a bunch more questions. But this time about the audience. If the goal is to write in a way that genuinely resonates, we need to be on a first name basis.
Build a bridge. Sometimes it’s made of paper, other times 1s and 0s, or a voice on the radio, or an experience at an event, or embroidered on a sweater worn by a rambunctious baby goat in a video. In every case, it’s a bridge paved with common sense that’s easy for the audience to follow to the purchase.
Prioritize Craft. Ultimately I make things, so how they’re made matters a lot to me. What’s more, I’m a self-starting pro who knows how to hit the ground running, gather input, coordinate resources and meet deadlines with words that work.
Print ads, billboards, websites, mailers, product names and taglines, SEO pages, product videos, posters, radio spots, email campaigns and landing pages, white mail, surveys, trade show booths, web content, videos, instruction manuals, packaging, catalogs, reviews, UX, articles and whitepapers, signage, sell sheets, telemarketing scripts, presentations, apparel, newspaper ads and point-of-sale displays. I’ve also named two human beings. Basically, whatever it is you need written, I’ve probably written it before.
Before Uber Eats, Takeout Taxi made deliveries for restaurants that didn't themselves. Lacking a clear identity of their own, we created a relatable family of characters to express the feelings behind every takeout order ever.
Before Uber Eats, Takeout Taxi made deliveries for restaurants that didn't themselves. Lacking a clear identity of their own, we created a relatable family of characters to express the feelings behind every takeout order ever.
Before Uber Eats, Takeout Taxi made deliveries for restaurants that didn't themselves. Lacking a clear identity of their own, we created a relatable family of characters to express the feelings behind every takeout order ever.
Before Uber Eats, Takeout Taxi made deliveries for restaurants that didn't themselves. Lacking a clear identity of their own, we created a relatable family of characters to express the feelings behind every takeout order ever.
Before Uber Eats, Takeout Taxi made deliveries for restaurants that didn't themselves. Lacking a clear identity of their own, we created a relatable family of characters to express the feelings behind every takeout order ever.
WPN (a consortium of lumber producers) wanted contractors to know that new building codes allowed more commercial projects to be framed with wood. The tone was guys talking to guys about reuniting with an old friend.
WPN (a consortium of lumber producers) wanted contractors to know that new building codes allowed more commercial projects to be framed with wood. The tone was guys talking to guys about reuniting with an old friend.
WPN (a consortium of lumber producers) wanted contractors to know that new building codes allowed more commercial projects to be framed with wood. The tone was guys talking to guys about reuniting with an old friend.
This poster reminded Philips employees that walls have ears and that they need to respect patient privacy and HIPPA laws.
Blue Cross Dental of Rhode Island was a major sponsor of the Providence Bruins. This efficient visual concept uses humor to connect with fans as an ad in the program book, online and as signage in the arena.
Health club members want pleasant experiences followed shortly by buff bodies. Club owners want to be wowed by engineering. We put the two together: Cybex biomechanics gives members natural, effective workouts that’ll keep them coming to your club.
Health club members want pleasant experiences followed shortly by buff bodies. Club owners want to be wowed by engineering. We put the two together: Cybex biomechanics gives members natural, effective workouts that’ll keep them coming to your club.
Health club members want pleasant experiences followed shortly by buff bodies. Club owners want to be wowed by engineering. We put the two together: Cybex biomechanics gives members natural, effective workouts that’ll keep them coming to your club.
Dr. Silverman is a therapist who works with people under pressure to deliver new ideas daily. Lacking a media budget, we created posters for ad agencies, tech firms, art schools, coffee shops – anywhere creative types mope around.
Dr. Silverman is a therapist who works with people under pressure to deliver new ideas daily. Lacking a media budget, we created posters for ad agencies, tech firms, art schools, coffee shops – anywhere creative types mope around.
Dr. Silverman is a therapist who works with people under pressure to deliver new ideas daily. Lacking a media budget, we created posters for ad agencies, tech firms, art schools, coffee shops – anywhere creative types mope around.
Fast Company was just catching fire. They wanted their national conference to seem unmissable. This 3D invite had a gilded, leather-bound book: "The Revised and Unabridged Rules of Business." The pages were blank. The response was overwhelming.
Fast Company was just catching fire. They wanted their national conference to seem unmissable. This 3D invite had a gilded, leather-bound book: "The Revised and Unabridged Rules of Business." The pages were blank. The response was overwhelming.
Fast Company was just catching fire. They wanted their national conference to seem unmissable. This 3D invite had a gilded, leather-bound book: "The Revised and Unabridged Rules of Business." The pages were blank. The response was overwhelming.
Locke-Ober was legendary. JFK used to bring Marilyn Monroe—so did DiMaggio. Decades later Lydia Shire brought back the polish, but not the customers. A generation was skipped. These ads reasserted its rightful claim to the power-dining throne.
Locke-Ober was legendary. JFK used to bring Marilyn Monroe—so did DiMaggio. Decades later Lydia Shire brought back the polish, but not the customers. A generation was skipped. These ads reasserted its rightful claim to the power-dining throne.
Locke-Ober was legendary. JFK used to bring Marilyn Monroe—so did DiMaggio. Decades later Lydia Shire brought back the polish, but not the customers. A generation was skipped. These ads reasserted its rightful claim to the power-dining throne.
Bank ads in a portfolio? Yes, a local bank selling equity loans. Fun, engaging ads for a snooze product. I thought you'd like to know I can do that.
Bank ads in a portfolio? Yes, a local bank selling equity loans. Fun, engaging ads for a snooze product. I thought you'd like to know I can do that.
Bank ads in a portfolio? Yes, a local bank selling equity loans. Fun, engaging ads for a snooze product. I thought you'd like to know I can do that.
I co-wrote this essay with the founder of a highly regarded industrial design firm. In addition to think pieces like this, I worked on their website and presentations, as well as packaging and product-naming projects for their clients.
These spots aimed to connect emotionally while communicating the breadth of flavors. These scripts are from an unsuccessful pitch where the client said they were sorry things didn't work out because they really wanted to run the spots.
Sadly, this venture capital firm’s brochure never saw ink. However the client felt the words—a plain-spoken explanation of their complex business—were an investment with lasting value, using what I wrote for years on their website.
Psst! Rollover images for a project description, click to read the copy.
