If there’s any phrase a B2C copywriter likes nearly as much as “SOLD OUT!” (on e-com pages displaying his or her prose alongside exotic gems), it has got to be: “Only 1 left in stock.”
And that wonderful phrase crops up again and again in these screen captures.
Earlier this summer, a jewelry designer on the East Coast hired me to pen evocative ledes setting the stage for seven new collections of hers, followed by individual write-ups of 30 or so designs within.
Historically, this event had always been held in winter – until 2016. I wrote a brief announcement for the Festival homepage to herald the change of seasons. Since this may be the only occasion in which my prose accompanies an image of The Boss (!), I’m including it above. Click to view in a new tab.
Once again, I was asked to write marketing copy for an NYC-based music festival. First comes a press release, and then a series of digital newsletters for email subscribers. We were delighted by the 42% open rate on Letter 1, and readers told my client they loved the writing. You will, too. Just right-click screenshots into a new tab, enlarge, and voila!
A clever ending caps the first 2016 newsletter. Short, sweet, ever so slightly commercial. My background in fashion writing certainly came in handy here.
The next newsletter…
From the department of Recent Work: banner ads for a retailer of floor lamps & outdoor light strands. I wrote the headlines & body copy for the top 2; just the body copy for the latter 2.
In today’s post, here’s a deeper glance within the home décor wing of my portfolio. If you adore sea foam throw pillows on neutral linens, make yourself comfy and read on.
A well-known furniture & design portal asked me to curate a living room “ideabook,” and I leapt at the chance to showcase the aesthetic of Peachtree Hills – a favorite neighborhood in Atlanta.
The challenge was to evoke the work of several designers and antique collectors, without actually alighting on any of them by name. And the neighborhood – home to ADAC and the Galleries of Peachtree Hills – nearly overflows with gorgeous showrooms. Among these, I’m especially partial to Max & Company and to the extraordinary collection of 19th-century Swedish clocks at Tyner Antiques. On with my scintillating copy samples, however: click the screenshots for a closer look.
I christened this concept “Peachtree Hills Fantasy,” and my subtitle for it appears in our next screenshot. Below that are the copy blocks and featured images for the two sections arranged before and after “Toward the Sea” (which, by the way, I named for a marvelous piece of music by Takemitsu).
All done with taxes? Here’s what might relax us!
In the soak or be soaked world of marketplace Internet retail, one must gallantly strive to pen transcendent Copy that an upscale consumer’s senses positively cry out for.
Let them know the good news: Hot baths in deep soaking tubs can calm your mind, stimulate your collagen, and make that humblest of havens – the lavatory – into a showplace!
Here, I created the concept; curated products; and wrote pithy headlines as well as those sublimely sophisticated copy blocks.
Transform your lav into an in-home Spa: Click the pretty pictures for a closer read.
After having diligently marketed my intimate, soft-sell, evocative approach to lifestyle branding in jewelry, watches, and home décor, it may or may not lift an eyebrow or two to learn that I also write copy for such testosterone-forward items as Jeeps, muscle cars, and sporty automotives along the Alfa Romeo line.
And yet, it’s true.
A good copywriter has the dexterity to tackle almost any topic and inhabit the realm of your target consumer.
Once upon a time, however, a creative director in Portland (or was he merely a content manager?) said to me: You write about fashion; you couldn’t possibly understand how to relate to high-tech products. Au contraire. There’s a lot more method acting involved in copywriting than anyone realizes. I’ve haven’t driven any of these cars, I haven’t gone mud-bogging in a Wrangler, and I haven’t worn kate spade jewelry either.
Research, imagination, empathy: along with impeccable grammar, these are an effective copywriter’s stock-in-trade. Writing words that sell isn’t about belonging to a particular demographic, as so many hiring managers wrongly assume. One needn’t be a fashionista or a tech nerd or an off-road, high-octane enthusiast in order to write believably about products that appeal to each and every specialized niche.
I expressed as much to my “friend.” But poor Briggsy, he just didn’t… get it.
Another Black Friday has come and gone (so has Cyber Monday for that matter), yet the glories of e-commerce burn brightly all through our wintry season — perhaps especially in copy I devised for an e-tailer of outdoor/indoor lighting fixtures.
Devoted readers of this portfolio blog, you know the drill, don’t you?
Add just the right dash of ambience to the long, dark winter nights with these strands (and click the pictures for a closer read).
Scrolling down the product page, one finds the selling points rather romantically reinforced.
Or go solar. Here’s alternative energy made easy!
Also solar, but with a bit more joie de vivre:
Season’s greetings, shoppers. And to all… a good night.
No jewelry this time. Just sharing some recent work… Click the pictures for a closer read of my scintillating copy.
Above, copy I wrote for a watch designer in Europe. Below, a pair of cushy category descriptions for an Australian retailer of fine linens and other at-home necessities.
I also collaborated with the entrepreneur of an all-organic skin care label. I re-booted existing product copy, writing new sections to emphasize the “bling” while at the same time underscoring the products’ benefits for the consumer, for the co-ops who harvest the all-natural ingredients, and for our planet, too. Several of these new descriptions are making the rounds via social media…
Getting the signage treatment!
And on the main retail site.
Bringing home the bling, I recently wrote creative copy for a patio furniture e-tailer. I’m pleased to showcase a few screenshots from my expanding dossier of décor bon-bons.
No swinging from the chandeliers allowed! Instead, savor the copy I wrote for a Seattle-based lighting & home décor company. Continue reading
There’s something hypnotic about reading watch descriptions. Or, at the very least, there’s something hypnotic about reading my watch descriptions. A new client hired me to describe one of his designs, and so back I went… through the treasure trove of copy I wrote for that certain major online retailer, not so many years ago.
Best advice I was given back in the day? Never, ever, describe a watch as being “timeless.” (Although that doesn’t appear to have stopped Gucci!)
Reacquainting myself with the rigors inherent to writing about watches — the blending of pinpoint accuracy & dreamy sales narrative — I rediscovered any number of well-spun phrases I loved: dazzles the eye with rainbow hues of blue and rose; pineapple-textured 18k gold; display window bubbles up at the three o’clock; and uninterrupted gold flows into…a textured center that mimics the rays of the sun.
Yes, indeed, it can be poetry.
And so I’ve gathered a few samples here for our collective pleasure. Click the screenshots for a closer read. (Magnifying glass optional.)
smartly pairs gray monochromes with luminous yellow accents
pair with winter whites or vibrant summer colors…a ladylike quarter-moon…covering nearly a fortnight
Cool shades of blue add an irresistible elan… Continue reading