Words that did the job.
Eight categories of work, organized by output type. Landing pages, web copy, email, sales letters, press, ads, content, and strategic engagements. Click any category in the navigation below, or scroll the whole page. Real metrics where I have permission. Anonymized engagements where I do not.
Landing pages.
For landing pages, the rewrite is most legible.
Original copy on the left. New version on the right. The badge shows the verified metric improvement. The note underneath explains the diagnosis.
Web copy.
When the engagement covers a whole site, context matters.
Two case studies that show what changed, why, and what the buyer can take away as a pattern.
Two prior agencies, two failed homepages, one founder who needed it to ship.
The team had been through two website redesigns in 18 months. Each one looked sharp and converted worse than the version it replaced. The founder suspected positioning was the actual problem, but every vendor had answered "design fix" or "copy fix" without diagnosing the root issue.
Argument first. Layout second. Design direction third.
Started with a 3-page positioning brief naming the buyer (RevOps lead at growing SaaS), the named outcome (one pipeline view across Sales and Ops), and the top 5 objections. Built annotated wireframes with conversion intent per section. Wrote full copy. Delivered design direction with named typography and spacing tokens. The client's developer shipped in 9 days with zero revision cycles.
"Two agencies told us we needed a redesign. He told us we needed a different argument. He was right. The page that shipped barely looked different. It just said something different, and it converted."
An agency that pitched five services and won mostly the cheapest one.
The firm offered SEO, paid acquisition, content, email, and analytics. The site treated all five with equal weight. Inbound leads kept defaulting to "we just need help with SEO" because that was the most familiar of the five. Higher-ticket retainer engagements were leaking down to one-off SEO projects.
Reframe the offer around the buyer's real problem, not the firm's services.
Mapped the actual buyer journeys behind each retainer client they had won. Found three distinct buyer profiles. Rebuilt the site so each profile was named on the homepage, with a service path that flowed toward retainer engagements. Single-channel SEO inquiries dropped. Multi-channel retainer inquiries lifted.
"We stopped attracting the wrong leads. The new site says no to the wrong-fit buyer in a way that actually saved us 6 hours a week of intake calls we did not want."
Email marketing.
Where opens turn into replies.
Subject lines respond best to the rewrite format. Sequences and full campaigns use the grid format below.
Founder weekly newsletter, full issue
3-email cold outbound sequence
Sales letters & VSLs.
The opener decides whether the rest gets read.
One opener rewrite below, plus two redacted samples of full pieces under NDA.
VSL script for B2B service funnel
Long-form sales letter (4,200 words)
Press releases.
Editors decide in three seconds.
Press releases live or die on the headline. Journalists pick up claims, not events.
Vertical SaaS product launch release
Acquisition announcement release
Ad copy.
The gap between best and average is visible at a glance.
Ads benefit from breadth display. Six examples across LinkedIn, Facebook, and Google.
LinkedIn ad targeting VP of Sales
Facebook native-style ad creative
Google search ad headline rotation
LinkedIn ad for executive search firm
Multi-platform retargeting suite
Cold-traffic landing page ad set
Content & articles.
Articles that buyers actually finish.
Articles, thought leadership pieces, and case studies. Headlines and engagement metrics shown. Full pieces available on request.
Thought leadership long-form
Customer case study, written from interview
Founder pillar piece, ghostwritten
White paper, B2B fintech
Strategic engagements.
Strategic engagements need strategic context.
Sales enablement systems, launch orchestration, brand voice systems. Two case studies that show the surrounding story.
Every rep ran a slightly different deal. The VP of Sales was the answer key.
The org had grown from 4 reps to 14 in 18 months. Every new hire took 5+ months to reach quota. The VP of Sales was spending 30% of his calendar coaching newer reps through the same patterns, and his 1:1s had become tutoring sessions instead of strategic deal reviews.
Watched the top 3 reps close. Wrote down what they were doing.
Shadowed 6 live discovery and demo calls during weeks 1 and 2. Interviewed the VP and the top 3 reps separately. Mapped the actual sales motion, not the idealized one. Built written assets for every stage from prospecting to close, using the language the top reps were already using when they won.
"I stopped being the answer key. The answer key is now written down. My 1:1s shifted from teaching the basics to actual deal strategy in about 6 weeks."
Three prior launches that fragmented across four vendors and confused the audience.
Every prior launch had a copywriter on the landing, a social agency on LinkedIn, a PR firm on the press release, and a designer somewhere in the middle. The team admitted that no two launch assets had ever told the same story. Buyers read the announcement email and clicked into a landing page that felt like a different company.
One narrative core. Six channels in orbit. One owner end to end.
Locked positioning brief in week 1. Wrote the four anchor assets (landing, announcement email, founder LinkedIn, sales talking points) in parallel from the same brief. Wrote the extended assets (champion kit, follow-up email, sequence posts) in week 4. PR firm received the positioning brief as a reference document for the press release they wrote separately.
"Our launches used to feel like four products launching the same week. This one felt like one company finally saying one thing. The lead numbers told us buyers heard us this time."
Send me a brief. I will share more under NDA.
If you want to see full samples of NDA-protected work, send me your details and the engagement context. I will share what I can with the appropriate confidentiality in place.