slide into the voice

‘Twas exactly a year ago almost – late June 2016 – I began writing for my biggest brand to date – which was also my first venture into describing sporty apparel. I thrived on the challenge of inhabiting a new voice… while infusing my own soft-sell esprit into the equation. {Right-click the above and below screenshots for a closer read.}

crop-hoodie

From time to time in my peregrinations about Portland, Oregon, I’ll spot a woman – at an art exhibit reception or pushing a stroller on a neighborhood sidewalk — clad in an adidas/Brazilian FARM collaboration track jacket or hoodie. I want to tell her, “I sold you that!” (And yet, like a true gentleman, I curb this impulse… remaining forever an anonymous yet influential scribe.)

View other scintillating samples of my product copy & taglines here…. http://cargocollective.com/thompsoncopywriter/adidas-Originals

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a copywriter’s summer on island time

meander collection

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.”

carnelian with citrines

And that wonderful phrase crops up again and again in these screen captures.

warm wedges
cognac earrings

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.

mosaique collection Continue reading

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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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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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

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!

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