Type: Website Landing & About Pages
Client:
Creations by Pearl sells hand-made quilts, embroidery, and children’s gifts. Her audience includes parents and grandparents looking for meaningful, high-quality presents.
Challenge:
The client needed website copy to support online sales and extend her reach beyond local craft fairs. Her goal was to communicate the value of her work and encourage gift-buyers to make a purchase.
Approach:
I approached the project with the audience in mind—people who care about giving thoughtful, lasting gifts. Because the business is based in a small Northern Michigan town, I used language that emphasized shopping local, quality construction, and emotional value.
Result: The copy highlights the uniqueness of her designs and the hand-crafted care behind every piece. Clear, benefit-led calls to action encourage visitors to shop or request a custom order. The tone reflects Pearl’s brand voice: warm, personal, and timeless.
![[SPEC] Copy doc for Ichthus Injury Network](http://img1.wsimg.com/isteam/ip/static/transparent_placeholder.png/:/rs=w:400,h:479,cg:true,m,i:true/qt=q:1/ll=n:true)
Type: [SPEC] Postcard
Client: Ichthus Injury Network, a medical group partnering with personal injury lawyers to provide care for recently injured clients.
Challenge: Develop a postcard that speaks simultaneously to two audiences—newly injured clients and the referring attorneys—building trust and clearly outlining the care clients can expect. The messaging needed to convey empathy and professionalism without feeling corporate or profit-driven.
Approach: I crafted copy that balances warmth with authority, using benefit-driven headlines like “Meticulous Medical Reports” and “Experienced Physicians” to quickly communicate value to busy lawyers. Incorporating testimonials from attorneys added credibility and reinforced Ichthus’s role as a trusted legal-medical partner.
Result: The tone is calm, confident, and compassionate—reassuring clients and lawyers alike that Ichthus Injury Network is dedicated to thorough care and strong advocacy, not just treatment. The brochure positions Ichthus as more than a service provider—a true ally in recovery.
![[SPEC] Copy doc for Omega-Hero product page.](http://img1.wsimg.com/isteam/ip/static/transparent_placeholder.png/:/rs=w:400,h:533,cg:true,m,i:true/qt=q:1/ll=n:true)
Type: [SPEC] Website Product Landing Page
Client:
Omega-Hero Omega-3 is a fictional health supplement company.
Challenge:
The task was to create a product page copy for a new supplemental brand targeting skeptical first-time users (ages 50-80) experiencing joint mobility issues.
Approach:
I started with building emotional connection through nostalgia—"Move like you used to"—because this audience wants their old life back. Then I tackled their skepticism head-on with credibility: "clinically tested," "developed by nutrition experts," and "risk-free." Since they're competing against established brands, I made sure to highlight "2X more effective" early. The tone stays encouraging but realistic—no miracle claims, just honest benefits backed by facts. Finally, I structured the pricing to hit both goals: an easy $15.99 trial and an irresistible upgrade deal.
Results:
I’ve created copy that converts skeptical prospects by addressing their specific concerns—all while maintaining the reassuring tone needed for health-conscious older adults making their first supplement purchase.
More Coming Soon!
