“now that I’ve had French pastry, I can face the world”

Breakfast in the Alphabet: Apple Toast from St. Honoré Boulangerie

Breakfast in the Alphabet: Apple Toast from St. Honoré Boulangerie (photo credit: yours truly)

Unlike all the other posts at my portfolio, this one isn’t a real ad (sigh!) although it certainly could be.

Ah, the good ol’ days of creativity in advertising!

banner waves

From the department of Recent Work: banner ads for a retailer of floor lamps & outdoor light strands.

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from Peachtree to Portland

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.

Peachtree Hills interiors

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).

Peachtree subheader
gorge on understatement
Peachtree Hills interiors 2

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Soaking in it

All done with taxes? Here’s what might relax us!

my Tub World intro

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.

classic clawfoots

my tub world copy

my exquisite copy for Tub Temptations

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a carnival of sultry style…

sultry Speaking of the ones that got away, here’s the never-used fantastic headline I still dream about on parched, moon-lit nights in Marfa or Sedona.

Look at her. Look at that dress.

Can’t you feel — or even see — the humidity, the heat, the torpor?

I did, and I think the art director did, too. This was for a summertime spread, images to be used with email messaging, and in picture after picture the A.D. posed models in front of amusement park rides, circus tents, locales reminiscent of small-town carnivals or county fairs, deep in the dusty tracks and country lanes of Red States USA… somewhere far, far below the Mason-Dixon.

“A Carnival of Sultry Style” seemed like a natural to me for a headline to match the above imagery. I Googled the phrase first. No one had ever used it before. And I thought — an email subject line like that, from a women’s apparel retailer, would surely inspire a runaway carousel’s worth of clicks!

The client, however, didn’t want anything “too sexy.” And so my sinfully good headline found itself on the Island of Lost Copy. We’ll never know what impact it might have had.

Radiance, again

As spring yields to summer, vibrant necklaceit’s time for tropical-inspired jewelry, as in this Indonesian necklace from Sundance, a set of five “islands” in peridot and garnet. I wrote the header and sub-header for the retailer’s email marketing campaign.

digital headlines—short & sweet

Hiroshima headlines

Today’s object lesson in the art of micro-copywriting revolves around that timeless adage, “less is more.”

Word counts in e-tail copy are shorter than ever; what to do then, when faced with a count of a mere 20 characters (including spaces)? How to bring out the maximum bling without resort to Barnum & Bailey theatrics?

As an editor for a major travel e-commerce company last year, I was asked to revise web content for hotels all around the globe. The screenshots on this page each have 3 copy blocks that highlight pertinent details about Location, Hotel Features, and Guestrooms. Often, the teaser headlines for these sections were exactly that: all utility, no imagination.

So what I did was to pinpoint keywords or phrases about the locale, the property itself, and the rooms within…phrases that appeal to the consumer’s need for luxury, for something outside ordinary, everyday experience. Reeling them in with more seductive phrasing, such as “Oceanfront dining” or “Museum next door,” the copy I wrote enticed the traveler to take a closer look…

Phoenix preview

Even a modest lodging can be an occasion for wit and creativity. An inn in Kenilworth, New Jersey boasts proximity to both the Hartshorn Arboretum (home to a nearly 17-acre bird sanctuary) as well as Baltusrol Golf Club, yielding this immortal headline: Birding & birdies.

HMC headlines

Want to see even more samples? Just ask.

charmed, I’m sure

Unable to resist sneaking in a song title, my original headline was, “This is Always: Charms for Love & Life,” a nod to the romantic Harry Warren/Mack Gordon tune. Even without my musical preface, this landing page copy lends these trinkets an extracurricular elegance—wouldn’t you agree?

charms 2