Turning Agency Strategy Into
Campaigns That Perform
Turning Agency Strategy Into
Campaigns That Perform
Turning Agency Strategy Into
Campaigns That Perform
You've won the pitch. Now you need reliable execution that converts your strategy deck into a high-performing campaign.
You've won the pitch. Now you need reliable execution that converts your strategy deck into a high-performing campaign.
Core service
Closing the Execution Gap
Closing the Execution Gap
Innovation in Action:
Our Mission Revealed
You've presented the proposal, and the client has signed. Now the campaign has to deliver.
I work with agencies when they need senior copywriting support to turn strategy into human-written campaign messaging, funnels and conversion-driven assets.
I plug directly into your team, maintain strategic continuity from brief to execution, and deliver work that performs in market.
I've written an article on how I bridge strategy and execution. You can find it here.
You've presented the proposal, and the client has signed. Now the campaign has to deliver.
I work with agencies when they need senior copywriting support to turn strategy into human-written campaign messaging, funnels and conversion-driven assets.
I plug directly into your team, maintain strategic continuity from brief to execution, and deliver work that performs in market.
I've written an article on how I bridge strategy and execution. You can find it here.
Case Studies
Strategy Samples
Strategy Samples
These are three short examples of strategy + execution projects.
One was a multi-year engagement on a retainer basis. The other two were short, specific problems I was brought in to solve.
All involved problem analysis, strategy and execution.
These are three short examples of strategy + execution projects.
One was a multi-year engagement on a retainer basis. The other two were short, specific problems I was brought in to solve.
All involved problem analysis, strategy and execution.
CLIENT
Amy Posner, Business Coach to Creative Freelancers.
SCOPE
Full Market Stack. Brand Messaging, Lead Pipelines and Sales Funnels, Email Sequences.
CLIENT
Amy Posner, Business Coach to Creative Freelancers.
SCOPE
Full Market Stack. Brand Messaging, Lead Pipelines and Sales Funnels, Email Sequences.
CLIENT
Amy Posner, Business Coach to Creative Freelancers.
SCOPE
Full Market Stack. Brand Messaging, Lead Pipelines and Sales Funnels, Email Sequences.
I worked with Amy as her copywriter and marketer for three years. This is where I became a strategic copywriter. In Amy's words:
"Paul has a deep understanding of marketing strategy. He knows how real businesses run. What really grabbed me was his uncanny ability to get right to the heart of a problem, and come up with a brilliant solution that is actually workable, not some 'consultant fantasy'.”
It helped that Amy herself was both a senior copy chief and had six successful businesses to her name.
Our most successful campaign was a 12-month LinkedIn lead-gen strategy to sell a small-group training program at $8k a seat. We doubled Amy's LinkedIn followers with zero outreach and sold that program out.
During our work together, Amy's business and her brand grew from primarily one-to-one business coaching, to a business offering high four-figure programs, a four-figure online curse, two private pay-walled communities and significant expansion of her brand visibility.
I worked with Amy as her copywriter and marketer for three years. This is where I became a strategic copywriter. In Amy's words:
"Paul has a deep understanding of marketing strategy. He knows how real businesses run. What really grabbed me was his uncanny ability to get right to the heart of a problem, and come up with a brilliant solution that is actually workable, not some 'consultant fantasy'.”
It helped that Amy herself was both a senior copy chief and had six successful businesses to her name.
Our most successful campaign was a 12-month LinkedIn lead-gen strategy to sell a small-group training program at $8k a seat. We doubled Amy's LinkedIn followers with zero outreach and sold that program out.
During our work together, Amy's business and her brand grew from primarily one-to-one business coaching, to a business offering high four-figure programs, a four-figure online curse, two private pay-walled communities and significant expansion of her brand visibility.
I worked with Amy as her copywriter and marketer for three years. This is where I became a strategic copywriter. In Amy's words:
"Paul has a deep understanding of marketing strategy. He knows how real businesses run. What really grabbed me was his uncanny ability to get right to the heart of a problem, and come up with a brilliant solution that is actually workable, not some 'consultant fantasy'.”
It helped that Amy herself was both a senior copy chief and had six successful businesses to her name.
Our most successful campaign was a 12-month LinkedIn lead-gen strategy to sell a small-group training program at $8k a seat. We doubled Amy's LinkedIn followers with zero outreach and sold that program out.
During our work together, Amy's business and her brand grew from primarily one-to-one business coaching, to a business offering high four-figure programs, a four-figure online curse, two private pay-walled communities and significant expansion of her brand visibility.
Deliverables
Brand and Growth Strategy
Brand and Growth Strategy
Positioning, Value Props, Personas
Positioning, Value Props, Personas
Lead-Generation Strategies
Lead-Generation Strategies
Lead-Gen Assets (magnets, landing pages, ad copy, emails)
Lead-Gen Assets (magnets, landing pages, ad copy, emails)
Sales Funnels (VSLs, Webinars, Sales Pages and Emails)
Sales Funnels (VSLs, Webinars, Sales Pages and Emails)
LinkedIn Strategy (campaign tracking, assets, execution)
LinkedIn Strategy (campaign tracking, assets, execution)
CLIENT
TriageMD, a wealth management financial advisory service specialising in medical doctors.
PROJECT
Long-term lead generation funnel for financial services to doctors
CLIENT
TriageMD, a wealth management financial advisory service specialising in medical doctors.
PROJECT
Long-term lead generation funnel for financial services to doctors
CLIENT
TriageMD, a wealth management financial advisory service specialising in medical doctors.
PROJECT
Long-term lead generation funnel for financial services to doctors
TriageMD approached me with a very specific problem they wanted to solve.
They were already talking to residents and fellows at training seminars in teaching hospitals.
These encounters were well received by the students, but the gap between those students graduating and being in a position to hire TriageMD was several years away.
Triage wanted me to help them turn that first encounter into a more significant relationship that could be nurtured during those years.
We converted the training session they were offering into a financial literacy awareness seminar.
At the end of that session, attendees were offered a free financial literacy course, delivered as email micro lessons over the next 12 months.
That was followed by a less frequent but high-value series of emails that were relevant to them at their stage of their medical careers.
When we ran the new presentations, take up of the offer was 90%+ and email opens were 50%+ after the first three months.
We are still several years away from seeing if these leads convert to clients.
"[Paul] helped us to understand our marketplace better by interviewing actual prospective clients. More importantly, he's helped us optimize our prospect funnel, by making clear how we can use marketing to attract those prospects who may want what we're offering without cluttering our lists with those who won't.
His perspective is that marketing shouldn't simply return the maximum number of unqualified names, but rather actively encourage and qualify the right prospects while weeding out the wrong ones. This protects our time and attention."
Jim Hemphill | CEO and Founder | TriageMD
TriageMD approached me with a very specific problem they wanted to solve.
They were already talking to residents and fellows at training seminars in teaching hospitals.
These encounters were well received by the students, but the gap between those students graduating and being in a position to hire TriageMD was several years away.
Triage wanted me to help them turn that first encounter into a more significant relationship that could be nurtured during those years.
We converted the training session they were offering into a financial literacy awareness seminar.
At the end of that session, attendees were offered a free financial literacy course, delivered as email micro lessons over the next 12 months.
That was followed by a less frequent but high-value series of emails that were relevant to them at their stage of their medical careers.
When we ran the new presentations, take up of the offer was 90%+ and email opens were 50%+ after the first three months.
We are still several years away from seeing if these leads convert to clients.
"[Paul] helped us to understand our marketplace better by interviewing actual prospective clients. More importantly, he's helped us optimize our prospect funnel, by making clear how we can use marketing to attract those prospects who may want what we're offering without cluttering our lists with those who won't.
His perspective is that marketing shouldn't simply return the maximum number of unqualified names, but rather actively encourage and qualify the right prospects while weeding out the wrong ones. This protects our time and attention."
Jim Hemphill | CEO and Founder | TriageMD
Deliverables
Lead-Generation Strategy
Lead-Generation Strategy
Voice of Customer Research Reports
Voice of Customer Research Reports
Live Presentation Script and Deck
Live Presentation Script and Deck
Web copy, landing pages, email sequences, lead-magnet course templates
Web copy, landing pages, email sequences, lead-magnet course templates
CLIENT
Education Intelligence an education market research company in the UK.
Their work is found in legacy media across the UK and has made its way to Downing Street.
PROJECT
Brand Messaging project across three brands
CLIENT
Education Intelligence an education market research company in the UK.
Their work is found in legacy media across the UK and has made its way to Downing Street.
PROJECT
Brand Messaging project across three brands
CLIENT
Education Intelligence an education market research company in the UK.
Their work is found in legacy media across the UK and has made its way to Downing Street.
PROJECT
Brand Messaging project across three brands
Education Intelligence reached out to me with a request to help them create a brand-messaging bible for their parent brand, Education Intelligence, and its two child brands, TeacherTap and ParentTap.
The challenge addressing voice and messaging drift as each brand grew. The client wanted to create continuity and codify it across three entities, each of which served very different cohorts in very different ways.
The work required a lot of conversations to dig into what the company wanted to achieve for each brand. There were also several discussions around the company's and its founders' values, something that was core to the work they did.
Lastly, we need to look at how all three brands could be represented in a way that would make sense to both clients and potential investors.
"Working with Paul was like getting a blood transfusion for our organisation. He was able to quickly work out what we needed, before injecting the right words, ideas and stories, all in the right order, so that our copy is cohesive, snappy and we are telling the real story of our brand.
Paul is enthusiastic, reliable and a pleasure to work with. Even when he is sending homeworks, you want to do them! It galvanised us to have better conversations as business leaders and to understand where our value lies."
Laura McInerney |
CEO & Co-Founder of Education Intelligence |
Education Columnist for The Guardian, UK
Education Intelligence reached out to me with a request to help them create a brand-messaging bible for their parent brand, Education Intelligence, and its two child brands, TeacherTap and ParentTap.
The challenge addressing voice and messaging drift as each brand grew. The client wanted to create continuity and codify it across three entities, each of which served very different cohorts in very different ways.
The work required a lot of conversations to dig into what the company wanted to achieve for each brand. There were also several discussions around the company's and its founders' values, something that was core to the work they did.
Lastly, we need to look at how all three brands could be represented in a way that would make sense to both clients and potential investors.
"Working with Paul was like getting a blood transfusion for our organisation. He was able to quickly work out what we needed, before injecting the right words, ideas and stories, all in the right order, so that our copy is cohesive, snappy and we are telling the real story of our brand.
Paul is enthusiastic, reliable and a pleasure to work with. Even when he is sending homeworks, you want to do them! It galvanised us to have better conversations as business leaders and to understand where our value lies."
Laura McInerney |
CEO & Co-Founder of Education Intelligence |
Education Columnist for The Guardian, UK
Deliverables
Voice Guides
Voice Guides
VoC Messaging Matrix
VoC Messaging Matrix
Localised Content Strategy
Localised Content Strategy
Tag lines, Value Propositions and Elevator Pitches
Tag lines, Value Propositions and Elevator Pitches
Core Offers
Core Offers
Brand Stories and Mission Statements
Brand Stories and Mission Statements
Keyword Opportinites
Keyword Opportinites
Email me to arrange a call. You'll know in less than 20 minutes if I'm a fit for your agency.