We Can't Create Reality...
But We Can Edit It.
Great writing is taking what's already there and putting it to proper use. It's peeling back the layers of reality to bring into focus a fundamental truth:
There is a problem, and there is a solution.
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From my work in pharma, to my social media content and artistic endeavors, here are a few consistent best practices that prove that WRITING is WRITNG is WRITING.
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Let's use samples of my past work to explore some hard truths about content writing.
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Note: Though asset ownership may vary images below contain copy of which I am the sole or primary author.
PHARMA
Widen Your POV
From concepting/copywriting to overseeing thorough and rigorous fact checking processes, my time in pharma has forced me to grapple with just how complex the world can be. When handling a topic as scientifically dense as healthcare, it's imperative that I know what I don't know...
And then know it.
Regardless of the size of the piece or the amount of text that makes the cut, it's a writers job to understand what makes up the hidden portion of the iceberg so they can craft the tip to perfection. There will always be too much information to include, but not too much to allude to. ​
Know Your Message
The more complicated the information that surrounds the topic, the better you need to understand the core message you're trying to convey.
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Working across multiple indications for the DUPIXENT brand has provided a wonderful masterclass in parsing through dense sources of data to produce clear and streamlined messaging for highly specified audiences. No matter how complicated the mechanism of action or how obscure the disease state, knowing your message will allow you to speak clearly and honestly to those who need to hear you.
Don't Just Know Your Audience...
Create It.
Always remember: You're talking to a person. When we talk to people, we don't bombard them with contextless facts, out-of-the-blue proposals, or random slogans. Instead, we meet them where they are.
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Case in point: see one of the many variable emails I've drafted in my time at Havas Lynx. A variable approach allows for a piece to be tailored to a more specific audience, accounting for the different contexts different people may bring with them.
Compel & Comply
The little-known fact of the matter is that generating interesting copy isn't the tricky part.
It's playing by the rules that forces your work to get that much more creative.
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Whether I'm upholding my commitment to crafting responsible copy for pharmaceutical products, or navigating the ever-changing content guidelines of various social media platforms, I always welcome the challenge that comes with generating compelling creative within strict guardrails.
Mind Your Surroundings
No piece lives in a vacuum. A social post is going to be viewed in a drastically different context than a direct email. An Instagram post will be experienced differently than a Facebook ad.
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Knowing who you're talking to is great, but knowing how and when you're talking to them will make all the difference.
E-Commerce
Facts + Feelings
Having hard facts on your side is a must, but those facts mean nothing if people aren't emotionally invested. Great copy weaves between the logical and emotional to make somehting that is the natrual combination of both: Human.
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Tell Their Story
​Synthesizing a wealth of raw data into a potent, focused asset is one of the great joys of copywriting. Whether that data is a confidential scientific source or a series of first-hand testimonials, the process remains the same.
Stay In Touch!
Creating carefully curated email campaigns can be as fulfilling as writing a short novel. From testimonial campaigns to discount awareness funnels to post-signup introduction flows, these campaigns can generate a delicate web of information and value for customers at all points on their journey if done right.
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Websites, Pitch Decks, & More
Working With Artists
As an artist myself, I find trememndous value in donating my time and skills to helping other artists find the right words for their projects -- and themselves!
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Outside of my marketing work, I take great joy in helping creatives build their websites, portfolios, pitch decks, and other materials to further their own work.
Deck Development
A joy of my career has been working with passionate artists of various mediums to create decks, portfolios, and pitch materials to showcase their work/ideas. Whether the purpose is to raise funds or awareness, these projects always excite me, allowing me to collaborate with and uplift underrecognized talent.
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Fundraising
Over the course of the past four years, I have developed a number of pitch decks, Kickstarter campaigns, and investor materials for various creative projects.
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It's always an honor to be approached by artists who would entrust me with the packaging of their work, and it's an absolute joy to play in the unique worlds that these people create.
Narrative Work
Writers write. As a writer, in my free time from writing, I write.
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As has been a passion of mine for as long as I've been an autonomous human being, I've been crafting scripts for theatre and film projects of all genres, subjects, and scales. In more recent years, people have actually been making them with me!
I view my artistic and commercial work as intrinsically and necessarily linked. The hard-learned lessons I've gained from woking in theatre and film, be they related to collaboratin, creativity, understanding an audience, or otherwise, have translated invaluably into my understanding of content and copywriting.
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If you want to know more about my artistic endeavours, my content writing, my past work, or my future work... Just ask!
