Build Better Using Proven Content Strategy
We think in story. It’s hardwired in our brain. It’s how we make strategic sense of the otherwise overwhelming world around us.
A Passion to Write
With more than 30 years of writing experience, I began writing in high school, when clarity and storytelling were essential. And I never stopped. That foundation carried into my work, translating complex products, ideas, and technologies into narratives that customers understand and trust.
Formally trained in Challenger communication (now part of Gartner), I focus on building narratives that capture attention and create momentum. A strong story gives audiences a reason to care. It is far more effective than relying on features and benefits alone. Generative AI is now part of the modern writing workflow. While these tools can accelerate research and drafting, they don’t replace the human insight required for content to truly resonate.
Content that Converts
I write content for a number of reasons from educating and informing to driving conversion. How do you write content that converts? You need to know your audience, personalize the message and design the information to ensure it is easy to consume. Part Art and Science.
Content That Makes You a Believer
After decades of writing across formats and industries, I’ve learned that compelling copy starts with structure and a clear understanding of audience motivation. I write to educate, inform, and build momentum through sales narratives and webinars, to product storytelling and launch communications.
Recent work has included communications supporting healthcare technology launches, press for government consulting solutions, and strategic product messaging.
The key to success? Content that is personalized, curated, and easy to consume, equal parts art and science.
Selected Work
I’ve crafted compelling white papers, inspirational ad copy, infogrpaphics, webinars and more designed to reach audiences across diverse markets. My versatile writing elevates a brand’s message creatively and clearly. For additional examples, see Industries and Portfolio.
Crafting Emails for Conversion: Tips
I follow specific steps when creating content for campaigns. If you can, develop a template and llibrary that you can modify without major rework. NOTE: Users SKIM copy, espcially email – you have 30 seconds to make an impact! Brevity rules.
Identify who you are writing for and why they should care. What is the "WIFM" - What is in it for me? Persona writing is critical to success.
Deliver the right topic at the right time. Check Google search trends and other resources to ensure your in line with the market.
The who, what, when, where and why appear at the start of a story, followed by supporting details and background information.
Headlines should grab attention. Short, snappy. The body content needs to be relevant and drive decisions. Query an AI bot for ideas. I like to use CoSchedule for email headlines.
When I worked in usability and content design at Intuit I learned at a deep level how users interact online. Clicking and discovering. Fast forward, today’s digital audience scan and this won’t be ending anytime soon.
A Z-pattern design traces the route the human eye travels when they scan the page— left to right, top to bottom:
- First, people scan from the top left to the top right, forming a horizontal line (traditional to how someone would read a book)
- Next, down and to the left side of the page, creating a diagonal line
- Last, back across to the right again, forming a second horizontal line
Z-Pattern scanning occurs on pages that aren’t centered on the text (for text-heavy pages such as articles or search results, it’s better to use F-Pattern, described here in detail: F-Pattern).
This makes z-pattern good solution for simple designs with a minimal copy and a few key elements that need to be seen. Get started today.
