I treat every word of copy like a strategic puzzle. What does the user need to see first? How much space does each thought deserve? What does the user already know? Where will their brain start? Where do I want it to land?
Asset Types:
Google display ads, paid ads, social ads
Amazon listings and shopping ads
Social media copy
Video scripts
Subject line banks
Hook banks
CTA banks
Landing page copy
Email copy improvement guides (internal)
Emails:
Lifecycle sequences
Sales emails
Drip campaigns
ABM emails
Value-add emails
Goal: Elevate Themis Bar Review ad copy to align with user intent.
Original Headline: Looking for Bar Prep?
Original Subhead: Prepare With Themis
Original CTA: Start Now
Updated Paid Ad:
The updated ad copy challenges the user’s hesitation to act, turns the decision to wait into a tangible setback, and introduces the brand as the solution.
Goal: Support B2C sales for UWorld Finance. Create a St. Patrick’s Day ad concept that combines luck and exam performance uncertainty.
Concept: Turn score uncertainty into a visual that represents chance (carnival wheel).
Reason: Candidates don’t know the exact percentage needed to pass. It is set after each exam cycle.
Strategy: Move candidates from fear of the unknown toward preparation that increases likelihood of passing (UWorld).