From product descriptions and catchy CTAs to in-depth articles and branding statements, I’ve written in just about every format ecommerce has to throw at you, and done so with a humanity and ease that makes my writing much more than functional filler.
Articles
Ballpoint vs Rollerball – What’s the difference?
An SEO-friendly piece, this article has reliably driven the greatest volume of unique visitors and also converted to thousands of dollars in sales each month for over a year now since I re-wrote it.
How To Make The Perfect Pourover
Something of a pet project, I wrote this guide from scratch after being converted to the ritual charm of pourover in the first lockdown. Designed to invite people in and introduce them to a personal passion, this article also helped highlight an under-promoted aspect of our business, and continues to contribute to strong growth for Kinto.
Design Brief: Delfonics’ Rollbahn notebook
A branding exercise disguised as a product close-up, the loving tone of this piece is very genuine (Rollbahn notebooks are great!), but it’s purpose is to enhance the perception of Milligram as a premium brand populated by folks who know what they’re talking about. The fact that it still helps drive notebook sales to this day is a very welcome bonus.
Product descriptions
Orbitkey Desk Mat
A product that left lots of folks in the office wondering what it actually DID, the Desk Mat required some explanation to convert curious shoppers. The intro paragraph is my most sales-forward structure: opens with a verb, then directly ties the product to a problem it solves within the first sentence. Following paragraphs add a bit more romance to the product, it finishes with a subtle reiteration of the opening paragraph’s establishing need to close the loop.
Kinto Water Bottle 950ml
A far more simple, visual product, the Kinto Water Bottle demands much less explaining, so we skip straight to the romance, focusing on the design quality and the brand’s Japanese roots before peppering in a few practical details, then inviting the reader to imagine themselves picking up this gorgeous bottle as they go about their day.
Planet Finska Premium Boules Set
A prime example of selling the outcome rather than the product, this Set invites customers to imagine a fun afternoon spent with family, everything glowing warmly in the late-afternoon sun, then connects that desire to this product. Understanding the underlying promise of any product is key to good copywriting.
Branding
As of October 2022, the branding work I have done was for brands that did not go to market, or (more recently) for a brand that will come to market in early 2023, so none of this information is available publicly. In the document below, though, you can get a sample of the brand identity/story/values I created for one brand that sadly did not materialise.
If you’d like to see more samples, or would like to request a particular writing type from me, feel free to send me an email and I’ll be happy to supply as needed.
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