drive, he said

2015 Challenger vertical

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.

2014 Jeep Wrangler

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.

Alfa Romeo full page

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where one relaxes…

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.

4-piece set

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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

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Cubist charm that lets you be you

It’s always a pleasure to write Amazon copy for Vanessa Mooney’s designs.

Feel the summer warmth get a little bit warmer with the Vanessa Mooney Short Safari Necklace on Black Thread. Gold-tinted brass nuggets (10 in all) alternate with nine pieces of Ethiopian silver on an ebony cotton chain that clasps with a golden brass hook. While the nuggets have a certain Cubist charm, the oblong silver pieces suggest the handiwork of East African deities. Wear this one to a jazz club by night or at the botanical gardens by day. This handmade accessory is 18 inches long — its multiple ornamentation measures 1 inch in height and 1/2 inch in width.

Check out the merger of text + image here!

stroll through the “Enchanted Garden”

kate spade logo    Short & savory copy for kate spade @ Amazon…

Ten pairs of glossy, warm pink baubles enwreathe crystal-accented, sparkling white stones in the kate spade new york “Enchanted Garden” bracelet. This 7-inch, 12k gold-plated wrist adornment ushers in a feeling of spring with its vibrant combination of rosy enamel and interlocking gold underpinnings. It’s like a corsage that will never wilt! A box clasp snaps your garland of floral pink “blossoms” securely in place.