My Copy Philosophy

Writing is about so much more than committing words to a page. It's about putting myself in my readers’ shoes and spinning a yarn with their interests in mind. It’s about helping subject matter experts turn their ideas into compelling stories. It’s about talking my fellow copy craftsmen through bouts of writer’s block. It’s about working with my team to figure out where we went wrong last time and what worked this time so we can make our promotions even better next time. 

After ten years in the business, there are some things I can draft in my sleep. (A compelling subject line? You won’t want to miss the examples below!) But I still get the warm fuzzies when I come up with a lyrical turn of phrase. And there’s no hiding the goosebumps when someone says to me, “You wrote that? Wow!”

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"To know how to write is to know how to ascend." - José Martí, Cuban poet