This page features descriptions and links to a few samples of my work.

 

American Heart Association (large file): This is a print ad I produced for the American Heart Association. I had three principle objectives with the piece. First, I wanted an image that would be eye-catching and compel the reader to study it more closely. In my experience, it's almost impossible not to read an opened fortune cookie! Second, I wanted a message that would make an emotional impact, and third, I wanted a strong call to action. I think the piece succeeds on all three counts.

 

 

Tri-Fold: This is a marketing brochure I wrote for a senior home care business. It's a good example of the importance of asking questions and understanding the product, market, and audience. My assumption going in was that the service would be marketed to senior citizens. After consulting at length with the client, however, it became clear that the actual customer was the senior citizen's son, daughter, or grandchild.

 

Direct-Mail Postcard: This was a turnkey job so I took care of everything, including concept, graphic design, copywriting, project management, and production. We printed in China and were able to get a four-color piece on premium glossy cardstock for less than my client was being quoted locally for bulk-mail stock. The control was shockingly generic, so I wanted to emphasize the sports imagery and language in the piece. The objective was to generate call-in sales leads.

 

Art Book: This is copy I wrote for the dust jacket of an art book based on a best-selling series of fantasy novels. The book is aimed at fans of the novels, so the jacket text was meant to evoke familiar characters, places, and stories from the work.

 

Preview Brochure: This piece is an informational preview for a game product based on the Dungeons & Dragons roleplaying game. The informational focus of the brochure was dictated by the publisher, but judged by the standards of good commercial writing, this is also its greatest weakness. It's all "feature" and no "benefit." Nevertheless, it stands as a good indication of my more...creative...writing abilities. In addition to writing the copy, I did the layout in Quark Xpress for this piece as well. Happily, the product was successful and has since been made into a two-hour television pilot.

                                                                                                                               

Sales Letter: This is the raw copy I wrote for a follow-up letter sent to prospective customers who visited an auto dealership. I won't publish my critical anaysis of the control letter, but I've included it here for the purposes of comparison. I think this is a good example of how a professional copywriter can improve your bottom-line results, even on a small project with a minimal investment.