Get to know me a little better.
I did an interview where I spoke about my copywriting process. It might give you some insight into what it would be like to work together.
What makes compelling copy in your mind?Compelling copy fits the context, entertains and has a clear call to action. When writing to product, I identify the feature, function and benefit—with the latter informing my storyline and key messaging.
It’s not the stainless steel pan, it’s the perfect pancake.
What brands do you think are producing and messaging awesome copy currently?While the Reformation copy team will always have my heart, I’m always looking to see what Moon Juice, Aritzia, Crown Affair, Our Place, Acid League and Fluff are up to. They know themselves, their audience and are having fun. I think that large, legacy brands can also learn a lot from the confidence that smaller players are displaying.
How do you think copy fits into storytelling opportunities?When it comes to storytelling, copy is just a piece of the puzzle. Good copy shares the heavy-lifting with design and photography—serving up the whole story, by saying as little as possible.
How do you incorporate data and research to drive your creative decision making?Data, segments and sneaky insights are my love languages. I begin by identifying what “benefit” would resonate with this audience, at this point in the journey, at this send time. Are they on the computer at work or scrolling before bed? If they’re engaged and likely follow you on social media or are a repeat customer, what might their gaps in product knowledge be? If a segment responds to newness, let’s lean into that. From subject line to CTA, the words should always lead back to the numbers.
What are your thoughts on AI and large language models replacing parts of the creative process?Honestly, I love it. I’m not sure that AI or LLMs are quite ready to replace designers and copywriters, but why not let it do some of the preliminary exploration and versioning? It cuts down on hours (a win for the client and agency) and can offer a simplified perspective that sometimes-complicated Creatives can leapfrog over. Whether it’s used as a sounding board, a way to interpret briefs, consolidate feedback, etc.—it’s a tool and can be super helpful when used as such.
One thing that I’m also interested in is training custom GPTs that can capture the essence of a brand. It provides a filter that can be used to create a cohesive voice when you have multiple teams working on the same brand. Feeding it segment insights is also a dream when outlining strategy and approach. As long as Creatives and brands are training closed models, there’s no losing.
All that to say, my main thought is that Creatives need to get on board with new ways of thinking because the ship isn’t turning around.