Why my work works

My process is equal parts magic and method

Inspiration is great, but here’s the secret—discipline is its source. Powerful creative is the result of showing up and putting in the work. To continuously meet deadlines with quality, strategic work, a structured approach is needed. Here’s mine:

1. Immerse in the subject matter

   First, I take a deep dive into audience, competitors, previous work and anything that is connected to the project in any way. This gives me a foundation to know what to ask.

2. Get to the heart of the issue

   Sometimes projects are well-defined. Often times, they are not, and the client needs help. I make sure to define who we’re talking to, what we want them to understand, and what action we want them to take.

3. Sit down and write

   This is where the magic comes in. Lots of drafts and bad ideas before the good ones come to light. That great headline you see is the result of 100 in the trash.

4. Negotiate

   Rarely is content approved first round (though it does happen!). I love talking through requested changes and ending up somewhere better with the work.

5. Test and refine

   There’s only one way to know if content lands with an audience and that’s to put it out there. With the data, we can build on both successes and failures.

But this is why people like partnering with me

1. I ask too many questions

   We are all limited by what we don’t know. I’m not afraid to ask the seemingly dumb questions, sometimes more than once if I didn’t get it the first time. It’s amazing how often this reveals something new.

2. Clarity is my priority

   Before being clever, funny or emotional, I make sure the message is clear. Because if it doesn’t make sense to the reader, and meet them where they are, it’s not going to move the needle.

3. Relationship-building is my jam

   My favorite thing about copywriting is the relationships with the people around me. Though my job is often done alone at a desk, to get to a solution, it takes a village. I love talking through challenges with clients and coworkers and arriving at a clever, strategic compromise. Working with lawyers has become my favorite kind of puzzle. “Well, can we say it this way?”

4. I don’t take things too seriously

   My #1 bit of feedback from coworkers is that I keep things positive and light-hearted. It’s mostly a way to keep myself sane but I’m happy to hear it inspires those around me, too.