seeing the light!

Pear Champagne chandelier

No swinging from the chandeliers allowed! Instead, savor the copy I wrote for a Seattle-based lighting & home décor company. Continue reading

“this…timeless watch”

Sea HunterThere’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.)

Seiko Women's Camel Leather Watch screenshot

smartly pairs gray monochromes with luminous yellow accents Invicta Leviathan screenshot

pair with winter whites or vibrant summer colors…a ladylike quarter-moon…covering nearly a fortnightSeiko Women's Mother of Pearl screenshot

Cool shades of blue add an irresistible elan…   Continue reading

from Bali to Basha

Basha baby shoe charms

Our catalog copywriter (that’s me!) was recently hired to write descriptions for an online jewelry retailer. Click the screenshots above and below for a closer read of my evocative, ebullient copy.

JH overview

Discover even more gems: Follow the jump! Continue reading

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.

snapshots from the N.Y.G.F.

Event copy I wrote for the 2014 New York Guitar Festival. Click the pictures for a closer read…

Toubab 4Alt-Guitar Summit Motian
Silent Films Live GuitarsPepe Romero 2014

notes from the island of lost copy…

Sometimes, brilliant copy—no matter how fun & compelling—never arrives at its intended destination. Here are 2 short & perky specimens from… the Island of Lost Copy! Orange chair

Perfect for a pod house or your post-modern patio, the Flux Designer Chair effortlessly adds to the contemporary élan of your home flow. This award-winning Dutch design features a vented scoop seat above an eye-catching angular base.

At once elegant and practical, this 36-inch Granite Fire Pit brings rustic allure to your backyard sanctuary. 90 pieces of lighter and darker-hued granite may be assembled in either a round or square shape. Roast marshmallows or simply bask bgranite fire roundy the firelight!

Continue reading

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

Fall catalog

textures & tones
My initial, eco-chic concept for the above catalog page was something like, “Layer sustainably. Reclaim your style in {Brand X} active wear.”

Yet the notion that this model would need to reclaim anything is slightly absurd, no? And so the copy evolved: “Versatile textures & tones spark a sense of fun, outdoors or indoors.”

Absolument!

Fall booties…MY headline!

A recent landing page. Once again, I had such great imagery to work with that the headline simply fell into place…Fall Re-Boot

Wistful…

Summer chemise with a necklace to match. I wrote the headline and sub-header for a catalog retailer’s email messaging.

wistful moods