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Portfolio

Bridge Interactive: Discovery, messaging, and site copy

"We’ve genetically engineered this blog post to be discovered by you."

"What Writers do" presentation for yesler

Rivet Hammer

Here's a case study I wrote for this tech agency. It's the coolest case study ever. 

Here's a case study I wrote for this tech agency. It's the coolest case study ever. 

Yesler

Blog post. Part of a series I'm writing on branding. 

Blog post. Part of a series I'm writing on branding. 

The second post in the series.

The second post in the series.

The third post in the series. 

The third post in the series. 

Mindtree

Blog post: "How to foster greatness in unorthodox employees." There's a connection between the Brad Pitt movie "Moneyball," big data, and HR. Really.

Blog post: "How to foster greatness in unorthodox employees." There's a connection between the Brad Pitt movie "Moneyball," big data, and HR. Really.

Code42

I wrote the copy for the infographic detailing the difference between file-server and endpoint backup. Click for the full infographic.

I wrote the copy for the infographic detailing the difference between file-server and endpoint backup. Click for the full infographic.

Microsoft

It's just one graphic that appeared in an email. Not a big deal, right? But what I'm happy about is that I was able to find that amazing statistic to hook the reader in. And that took a bit of digging. 

It's just one graphic that appeared in an email. Not a big deal, right? But what I'm happy about is that I was able to find that amazing statistic to hook the reader in. And that took a bit of digging. 

CityNext infographic. The trick here was to find the narrative spine amid all these amazing statistics and case studies about how Microsoft technology is making great change possible in cities around the world. 

CityNext infographic. The trick here was to find the narrative spine amid all these amazing statistics and case studies about how Microsoft technology is making great change possible in cities around the world. 

Wrote collateral -- including flyers (like the one above), pitch decks, battlecards, etc. -- to help launch Microsoft Surface into the Education, Financial Services, and Manufacturing verticals. 

Wrote collateral -- including flyers (like the one above), pitch decks, battlecards, etc. -- to help launch Microsoft Surface into the Education, Financial Services, and Manufacturing verticals. 

  Created concepts and wrote copy for Surface social media toolkit. 

 

Created concepts and wrote copy for Surface social media toolkit. 

VMWare

VMware's vCloud Air: Wrote copy for the "What is vCloud Air" page during a time of massive change for the company (part of the biggest tech merger in history).

VMware's vCloud Air: Wrote copy for the "What is vCloud Air" page during a time of massive change for the company (part of the biggest tech merger in history).

essentia water

Wrote content and created the name for Essentia Water's fall 2015 lead-generation quiz. Result: a 10% increase in the size of the company's mailing list.

Wrote content and created the name for Essentia Water's fall 2015 lead-generation quiz. Result: a 10% increase in the size of the company's mailing list.

amazon business

Wrote the video script for the launch of Amazon Business. 

Wrote the video script for the launch of Amazon Business. 

capelli's Website

Capelli's Gentlemen's Barbershop: Messaging, site copy, content strategy, social strategy, employee onboarding, manifesto.

Capelli's Gentlemen's Barbershop: Messaging, site copy, content strategy, social strategy, employee onboarding, manifesto.

0ne-minute habit

I created the concept of the One-Minute Habit, wrote the minibook, the video script, and the landing page content. Check out how my friend Bob was able to increase his pullups in just a month of doing a minute of pullups a day. 

I created the concept of the One-Minute Habit, wrote the minibook, the video script, and the landing page content. Check out how my friend Bob was able to increase his pullups in just a month of doing a minute of pullups a day. 

get five stars

GetFiveStars needed a video to tell the story of how it helps small businesses take the hassle out of reputation management. Hey, some people are allergic to cranberries. See the video or read the script.

GetFiveStars needed a video to tell the story of how it helps small businesses take the hassle out of reputation management. Hey, some people are allergic to cranberries. See the video or read the script.

CAPELLI'S

Demand-generation ad for Capelli's Gentlemen's Barbershop.

Demand-generation ad for Capelli's Gentlemen's Barbershop.

CAPELLI'S

Demand-generation ad for Capelli's Gentlemen's Barbershop.

Demand-generation ad for Capelli's Gentlemen's Barbershop.

scrubly

What can 3 dead geniuses and 2 live comedians teach you about productivity? Quit a bit, actually. Find out in this guide I concepted and edited. 

What can 3 dead geniuses and 2 live comedians teach you about productivity? Quit a bit, actually. Find out in this guide I concepted and edited. 

everymove

White paper for EveryMove, a wellness program.  Counterintuitive, but commonsensical. I think the header works because it's surprising and it speaks to the target audience of HR managers and benefits administrators. I dug into the customer data, and a lot of these people are overwhelmed trying to manage programs that aren't working.  EveryMove's promise is that fitness -- just getting people moving, really -- should lead any wellness program. And the only motivation that matters comes not from incentives, but from co-workers, friends, and family. Now, repurpose the #&*! out of it. The intent of the white paper is to be a lead-generation artifact that can be tied into a drip campaign and regular company communications. The content can also be repurposed across social media, blogs, presentations, physical collateral, etc. 

White paper for EveryMove, a wellness program. 

Counterintuitive, but commonsensical. I think the header works because it's surprising and it speaks to the target audience of HR managers and benefits administrators. I dug into the customer data, and a lot of these people are overwhelmed trying to manage programs that aren't working. 

EveryMove's promise is that fitness -- just getting people moving, really -- should lead any wellness program. And the only motivation that matters comes not from incentives, but from co-workers, friends, and family.

Now, repurpose the #&*! out of it. The intent of the white paper is to be a lead-generation artifact that can be tied into a drip campaign and regular company communications. The content can also be repurposed across social media, blogs, presentations, physical collateral, etc. 

Loft9 Consulting

other RECENT PROJECTS

Essentia Water. Packaging copy. In-store merchandising copy. Clinical-study revision. Quiz for social media.

Hansell Tierney. Brand exercise. Website content. Case studies.

Trilogy Imaging Partners. Brand exercise. Website content. Sales sheet.

Amazon for Business. Demo video script.

Cloudward: Messaging. Site content. Demo video scripts. Auto-responders. Drip campaign. Retention content. Lead-gen artifact. PR. Launch plan.

Capelli's. Messaging. Site content. Press kit. Drip campaign. Auto-responders. Social media. Employee onboarding. Employee training. Manifesto. Demand-generation campaign (ads, manifesto, head-shot Tuesdays).

EveryMove. Site copy. White paper. Push-notification copy.

Date Like a Grownup Master Class Launch. Strategy. All launch content. 

HOME PAGE AND WEBSITE COPY

Cloudward: Build your business on Google Cloud without an uber-geek.

Arrow Jet: Your edge in air travel -- for business, for leisure, for life.

EveryMove: Good things come to those who sweat.

Beaker Media's Clear Timer: Make every minute count.

Scrubly: Clean and update your contacts.

One-Minute Habit: Build a habit in 30 days for free. 

BLOG COPY 

Beaker Media: "10 Ways to Live Better, Dieter Rams-Style, aka: My Role Model is a Calculator"; and more.

MSNBC.com Travel: "Why I hate the Fourth of July"; and more.

Personal: "In my family, there was no clear line between religion and track and field"; and more.

EBOOKS

One-Minute Habit 

Habits of Genius 

The Ultimate Super Hero Guide to Cross-Browser Design

E-MAIL DRIP CAMPAIGN

Cloudward: "Here's your Superhero Guide -- we wrote it to help save you money on therapy"; and more

SPEECH

Expedia: "Opening Remarks, World Travel and Tourism Conference." 

VIDEO SCRIPTS

Amazon Business, "Inflatable Palms": Tell me if this sounds familiar. It's Monday morning and you haven't even finished your second latte yet when your boss swings by your office and says the company is running low on toner cartridges. And mops. And about a hundred other things. 

Cloudward, "Flower Shop": Let's say you own a flower shop and the flowers are growing beautifully. But your business? Not so much.

Cloudward, "Kettlebells": You just heard about Cloudward. And you found out that Cloudward helps you seize business by the kettlebells.

Get Five Stars, "B-and-B Owner": People think your B-and-B is transcendent. But how do you generate more reviews?

CRUISE DESTINATION CONTENT

Holland America Line: "But there is perhaps a less-recognized genius in the way the city embraces the sensual side of life, as if to acknowledge there's no eternity like the present."

RADIO ESSAY

Expedia: "When we got the three rolls of pictures back from our trip to Switzerland, one was all blank, one was accidentally shot in black and white, and one consisted almost entirely of closeup photos of our 10-month-old daughter."

KIDS BOOKS

Scar and the WolfOoh Odd ZooMoldylocks and the BearThe Man Who Walked in Salt.

POEMS

Hundreds of 'em


Bibliography

BUSINESS DEVELOPMENT PLANS

Capelli's, Scrubly, Cloudward, Beaker Media, KSER (Everett community radio)

PR/LAUNCH PLANS

Cloudward, Capelli's

WEBSITE CONTENT STRATEGY

Arrow Jet, Capelli's, Cloudward, Beaker Media, Scrubly, Seattle Arts and Lectures, Microsoft Virtual Earth, Microsoft Business Intelligence, Microsoft Vista, Microsoft Open Source, Microsoft Windows Academic Program, Expedia.com, XM for Business, Farwest Steel

Content PROJECTS (Expedia)

Created company's first library of customer service content. Created breaking news policies and procedures. Overhauled and managed Expedia's 400+ e-mail templates. Revamped Expedia's 100+ FAQ pages. Edited and maintained library of nearly 100 airport guides. Wrote approximately 2,000 travel alert articles over five-year period. Wrote and edited monthly agent newsletter. Upgrade to Expedia's agent-facing knowledge base. Manager communications toolkit. Drove partnership with news-content provider. Expedia's 10th anniversary commemorative book.

SPEECHES

International standards and global trade. Delivered by ISO Secretary-General Lawrence Eicher. Singapore trade summit. 1989. | World Travel and Tourism Conference: Opening Remarks. Delivered by Expedia President Paul Brown at the State Department. World Travel and Tourism Conference. 2006. | Society of American Travel Writers Conference: Breakfast Address. Delivered by Expedia Vice President of Communications Wendy Grover. SATW conference. Santiago, Chile. 2006. | An Introduction to the World Heritage Alliance. Delivered by Expedia Director of Community Relations Laura Pinones. Expedia, Inc. media lunch. New York. 2006. | World Heritage Alliance Partner Briefing. Delivered by Expedia President Paul Brown. PhoCusWright travel conference. Los Angeles. 2006. | Expedia 10th anniversary: Opening Remarks. Delivered by Expedia CEO Dara Khosrowshahi. Expedia 10th anniversary and annual company meeting. 2006. | Expedia 10th anniversary: Closing Remarks. Delivered by Expedia CEO Dara Khosrowshahi. Expedia 10th anniversary and annual company meeting. 2006. | Expedia 10th anniversary: Introduction of Company Values. Delivered by Expedia CEO Dara Khosrowshahi and Expedia EVP of Human Resources Kathy Dellplain. Expedia 10th anniversary and annual company meeting. 2006. | Expedia 10th anniversary: 1996 vs. 2006. Delivered by Expedia SVP of Corporate Development Dhiren Fonseca. Expedia 10th anniversary and annual company meeting. 2006.

EXPEDIA MARCOM CONTENT

Value Proposition Kit inserts: Why Expedia, Airlines, Hotels, Cars, Cruises, Expedia Connect and Expedia Quick Connect, Advance Deposit, Partner Merchandising, Private Label, Specialty Lodging, Vacation Packages, and World Heritage Alliance. | Advertising Copy for "Celebrating 10 Years of Growing Together" Campaign: Continental Airlines, Hawaiian Airlines, Hertz Corp., Highgate Holdings, ResortQuest Hawaii, and UN Foundation (World Heritage Alliance). | Expedia 10th Anniversary Booklet (Traveling in Good Company: A Message from the CEO; Expedia timeline; Mini-profiles of veteran employees; Values anecdotes; General travel quotes; General travel timeline) | Mission statement and company values | World Heritage Alliance Calendar Captions | Video script: An Introduction to the World Heritage Alliance |  "Living the Retail Mission" Executive Communications (Progress on the retail vision, senior vice president of retail operations; Experiences by Expedia, vice president of packages; Technology road map, SVP of product management; Strategy road map, SVP of strategy and business development; Role of Marketing, SVP of marketing; Business Operations, SVP of business operations; Destination Services, VP of destination services; Building a culture of performance and innovation, president of Expedia; Partner Services Group, president of partner services group; Partner Marketing and Integration, VP of partner marketing and integration; Living the brand, president of Expedia) | Other communications from executives (monthly e-mails from CEO; monthly e-mails from president; numerous one-off communications from vice presidents; monthly customer service newsletter)

EXPEDIA.COM CUSTOMER SERVICE CONTENT 

External: "Travel Alerts" page | travel alerts (wrote and edited approximately 2,000 over 5-year period) | airport guides (edited and maintained approximately 100) | customer service main page (wrote, designed) | FAQ  pages (edited and maintained approximately 100)

Internal: "Editorial policies and processes" page | "Re-Source" (agent-facing knowledge base)

ARTICLES AND ESSAYS

MSNBC.com: The magic of family travel | When two people click: falling in love online | Menorah stories to light dark days | One nation under poetry  | A fisheries scientist pursues his art  |  Old glory makes new waves  |  Travel, dogs, and the laws of gravity  |  Beyond the usual choices for president

MSNBC.com Travel Blog Selections: The places where the Divine seeps through | Look for me in Radiator Springs | British food or medical condition? | Traveling without traveling | In praise of those old destinations

MICROSOFT TRIP PLANNER -- NATIONAL PARK ARTICLES

Arches |  Bryce | Canyonlands | Capitol Reef Carlsbad Caverns Channel Islands Dry Tortugas | Kluane | Kouchibouguac | Saguaro | Zion

RADIO ESSAY

Pictures from Switzerland

BOOKS

Children's books (Ooh Odd Zoo | Scar and the Wolf | The Man Who Walked in Salt | Moldylocks and the Bear); ebooks (One-Minute Habit | Habits of Genius | The Ultimate Super Hero Guide to Cross-Browser Design)

THEMES I RETURN TO

Brand as mentor.

Be helpful.

People don't care about you.

Educate.

Tell stories.

Copy is revealed more than created.

The "Made to Stick" principles are good ones: simple, unexpected, concrete, credible, emotional, story.

SOME INFLUENCES

Joe Ranft (and improv). Howard Gossage. Seth Godin. Gary Bencivenga. Kevin Rogers. Hayao Miyazaki. Steven Pressfield. Mary Oliver. Roger Ebert. 

QUESTIONS I ASK

Who is the customer?

What problem do you solve or lessen for them?

What is their biggest source of pain? (And what words do they use to express it?)

What are their greatest opportunities?

What does success look like?

How is it measured?

Why are they choosing you?

What objections do they have to your service?

How can you reassure them?

Do you know what your target audience ranks most importantly? 

Do they shop for products like yours with price front of mind?