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Copywriter, Brand Strategist, Editor, Creative Writer, Screenwriter, Blogger, Semi-Professional Dog Petter
ARTICLES
Here, you’ll see some articles written for Loot Crate’s monthly magazine. These articles, much like the crates themselves, are “by geeks for geeks,” and each follows along with the theme of the crate. Back when we had an editor who wasn’t me, I pitched a series of fun “How To” articles — more as entertainment than actual practical advice, of course. I worked with some of our in-house designers and illustrators to give the articles an infographic style that would really help the parody hit home.
ADS
Need people to buy your stuff? Yeah, I do that, too. Here are a few examples of ads I've written for Facebook and Instagram. Having a really authentic, fan-centric tone really helped these ads perform.
PRODUCT DESCRIPTIONS
The company I’ve spent the last four years writing for ships pop culture products in a box every month. So that means I write a lot of product descriptions. A lot. Like, whatever number you’re thinking of right now? Double it and then add seven more for good measure. According to our brand guidelines (I wrote those, too), our voice is always fun, informative, and a little bit funny. We make references, sure, but we’re never out to prove we’re the geekiest people in the room. Our personalities do that for us anyway. The following are a few descriptions for a few different products, just to give you an idea of the style and the range of items we send out on a monthly basis.
EMAILS
Now I’d like to show you a few emails.
This first one was part of a win-back campaign. We tried a few different approaches, but this was not only my personal favorite, it was our best performing test! People like it when you’re funny. Or they’re just lonely. Hard to say.
As you might’ve guessed, the next one was for a new product launch: Fallout Crate. The Fallout video game series isn’t just popular for its post-nuclear (Bethesda’s not a fan of “post-apocalyptic”) setting. It’s also full of snark. My goal was to incorporate a bit of that while also getting across that: A) we have a new product, B) there’s some cool stuff in it, and C) you can get a free bonus item if you subscribe for longer.
It was one of our most successful product launches!
This last one was… a strange case. As you may remember, there was some major flooding in Texas a short while back. Well, we’d put out a Halo Crate with the theme “Flood Warning” (the Flood were a parasitic alien enemy in the game). Total coincidence. So we talked to our partners at 343 (makers of Halo) and decided on a name change for the theme. To make sure no one got confused, we put together a quick email for our subscribers clarifying the situation.
WEB COPY
Here are a few landing pages for some different brands. In each of these cases, my goal was to speak to different audiences in an "authentic" voice that represented the brands they loved, while also communicating value propositions clearly, and fitting a pre-determined template.
BLOG POSTS
The following was an article rewrite done for a company looking to rebrand themselves as edgy and hip.
25gb Free For Students
There is literally no catch
Did you read the headline? That's it. If you're a student with a .edu email address (or, y'know, a k12.state.us, ac.uk, or schools.nyc.gov address if you wanna get all technical or whatever) and you sign up, we will give you 25gb of free cloud space. There's no catch. You don't have to earn points, you don't have to refer anybody (but, c'mon, we're awesome, you should), and you don't even need to take some boring survey about clouds. Which is good because, let's face it, you know nothing about clouds. They're just hanging up there all ominous and occasionally they dump water on you and nobody even questions it. Sheep.
Why are we doing this? No idea. We're irresponsibly nice. Recently, we gave all our existing users a bump from 5gb of free space to 10gb of free space. And everyone was just like "yes, we totally deserve that for all the nothing we do."
Oh and Existing Users? Keep an eye on your inboxes. We'll be sending out a link for you to claim your additional 15gb really soon. Because we believe in equality, dammit. This is America. You can't tell, but we just saluted a flag and threw more free space at the huddled masses while a bald eagle sang the national anthem. Oh say can you see… a bald eagle singing the national anthem? Yes. We just did.
So now you all have 25gb of space that you can use for whatever you want. Assignments, projects, design docs, videos, all those creepy photos you take… Whatever. Seriously. You can even store stuff from your smartphone. We've got some recently updated apps for Android and iOS because we're prepared for everything.
Now go SIGN UP. Do it. Because, let's face it. Computers crash. External hard drives stop working if you look at them wrong (shut up, we did experiments). And there's a pretty high chance that, one day, you'll drop your phone in the toilet (and every time you take a call after that, you'll know). So sign up and then continue to visit our blog. We're also on Facebook and Twitter, socializing like a mofo. Tell your friends.
- The Team at _____________