Work Samples
Work Samples
The samples below are as delivered to clients. Any design elements, including images, were suggestions.
The samples below are as delivered to clients. Any design elements, including images, were suggestions.
deliverables
If you hire me on a webcopy project or for paid traffic (ads), you'll be given two versions of the copy.
One is the final, spell-checked version in a document. (I pay a professional proofreader once all copy has been agreed on.)
In many projects, I'll also provide you with what's called a wireframe mockup.
This is a basic page layout so you can see how the copy flows and to guide any designer or devs you might hand the work off to.
If you don't have a designer or developer, I can help you organise that.
Below are some sample of my work.
If you hire me on a webcopy project or for paid traffic (ads), you'll be given two versions of the copy.
One is the final, spell-checked version in a document. (I pay a professional proofreader once all copy has been agreed on.)
In many projects, I'll also provide you with what's called a wireframe mockup.
This is a basic page layout so you can see how the copy flows and to guide any designer or devs you might hand the work off to.
If you don't have a designer or developer, I can help you organise that.
Below are some sample of my work.
Sales Copy
Sales Page
Sales Page
This is the top of a sales page. The images are stock images and I used them to demonstrate the concept, that's why they have watermarks.
My client was selling a program to teach small business owners how to make sales calls.
We identified the main resistance as emotional (fear and insecurity).
We also knew our ideal buyers had very traditional and negative ideas about selling.
We met the reader where they were and opened with those emotions. (The best way to deal with big objections is to deal with them as soon as possible.)
We then told the reader there was a different way to think about sales, one they would not only like, but be happy to try.
This is a technique called reframing. (If you've seen the first episode of Mad men, it's how Don Draper turned a slide projector into a time machine.)
The image here is just the top of the page.
This is the top of a sales page. The images are stock images and I used them to demonstrate the concept, that's why they have watermarks.
My client was selling a program to teach small business owners how to make sales calls.
We identified the main resistance as emotional (fear and insecurity).
We also knew our ideal buyers had very traditional and negative ideas about selling.
We met the reader where they were and opened with those emotions. (The best way to deal with big objections is to deal with them as soon as possible.)
We then told the reader there was a different way to think about sales, one they would not only like, but be happy to try.
This is a technique called reframing. (If you've seen the first episode of Mad men, it's how Don Draper turned a slide projector into a time machine.)
The image here is just the top of the page.
Website Copy
Homepage Copy
Homepage Copy
This is the top of a site for a business coach for freelancers.
Our research shows this is a very saturated market, but we identified a gap.
Most coaches were leaning into their own original freelancer profession. There are designers who taught how to sell projects. Or copywriters who taught you how to get clients.
We positioned Amy as a businesswoman first, which was also true and she has an impressive record.
From talking to Amy's ideal clients, we saw they really didn't see themselves as business people and often resisted that role. We needed to address that. So, we framed it as a skills gap.
Just as they need solid skills to do good creative work, they need good business skills to win business and turn a profit.
We also knew many were looking for shortcuts. We used that to frame learning business skills as the shortcut that actually works:
"The creative freelancer with average craft but solid business chops eats better than the freelancer with brilliant craft but poor business skills."
This was one of many projects with Amy and she was a great collaborator. Some owners prefer a hands-off approach, some prefer to be hands on. Both work for me.
This is the top of a site for a business coach for freelancers.
Our research shows this is a very saturated market, but we identified a gap.
Most coaches were leaning into their own original freelancer profession. There are designers who taught how to sell projects. Or copywriters who taught you how to get clients.
We positioned Amy as a businesswoman first, which was also true and she has an impressive record.
From talking to Amy's ideal clients, we saw they really didn't see themselves as business people and often resisted that role. We needed to address that. So, we framed it as a skills gap.
Just as they need solid skills to do good creative work, they need good business skills to win business and turn a profit.
We also knew many were looking for shortcuts. We used that to frame learning business skills as the shortcut that actually works:
"The creative freelancer with average craft but solid business chops eats better than the freelancer with brilliant craft but poor business skills."
This was one of many projects with Amy and she was a great collaborator. Some owners prefer a hands-off approach, some prefer to be hands on. Both work for me.
“Your idea for the Engelhard bars BTW was nothing less than brilliant! After reading it, I’m almost tempted to put one aside for myself! ”
Bart Kitner | President
Kitco Metals
“Your idea for the Engelhard bars BTW was nothing less than brilliant! After reading it, I’m almost tempted to put one aside for myself! ”
Bart Kitner | President
Kitco Metals
Sales Email
Sales Email
Sales Email
Kitco Metals is Canadian precious metals global buyer and seller, one of world's largest precious-metals media outlets.
I had the pleasure to work with Kitcos President Bart Kitner on several projects, from sales copy, webcopy, and even a speech.
My favourite copy I wrote for Bart was for bars of gold bullion they were selling (current value as of March 2026, $175,730).
These bars were from a refinery that has long since closed and has additional rarity interest to the market.
Gold is a fungible product (pure gold from one seller is the same as pure gold from another), so I had to look elsewhere for additional value.
I did my research and found something very interesting about the man who owned the refinery, Charles Engelhard Jr.
The sales letter I wrote is still being used. I can't tell you how many bars it has sold (confidential), but I am allowed to say it outperformed the previous sales letter.
Here it is:
Kitco Metals is Canadian precious metals global buyer and seller, one of world's largest precious-metals media outlets.
I had the pleasure to work with Kitcos President Bart Kitner on several projects, from sales copy, webcopy, and even a speech.
My favourite copy I wrote for Bart was for bars of gold bullion they were selling (current value as of March 2026, $175,730).
These bars were from a refinery that has long since closed and has additional rarity interest to the market.
Gold is a fungible product (pure gold from one seller is the same as pure gold from another), so I had to look elsewhere for additional value.
I did my research and found something very interesting about the man who owned the refinery, Charles Engelhard Jr.
The sales letter I wrote is still being used. I can't tell you how many bars it has sold (confidential), but I am allowed to say it outperformed the previous sales letter.
Here it is:
Your Chance to Own The Real Goldfinger’s Gold...
In 1949, after Ian Flemming had left the British Secret Service to begin writing his James Bond novels, he met a most remarkable man, Charles Engelhard Jr.
Engelhard was a fabulously wealthy gold dealer who led the life of a globe-trotting, international businessman.
He collected racehorses, owned a private jet and was an avid gambler and player of cards. A tall, robust man and son of a Prussian father, he moved in elite circles and was on close terms with world leaders such as the Kennedys.
But his passion was gold. And when Flemming learned about Engelhard’s ingenious methods of getting gold across international borders, the idea for Auric Goldfinger was born, perhaps the most famous Bond villain Flemming ever created.
Charles Englehard Jr. was the real Goldfinger.
And now you can own his gold.
Exceptionally Rare
Engelhard bullion is highly regarded and sought after. There is an entire website dedicated to tracking and recording every ingot they ever produced. And when an Englehard-branded bar comes to market, it is an event.
We have acquired a very small number of 1kg bars dating from the 1970s-80s from a private collector. These are .999 purity, which was the highest purity possible at the time of their refinement.
Each bar is stamped with a serial number and bears the iconic and sought-after Engelhard brand.
High Demand
We expect great interest in these items. Among gold aficionados, these are considered highly collectible.
We therefore advise urgency if these items are of interest to you.
Your Chance to Own The Real Goldfinger’s Gold...
In 1949, after Ian Flemming had left the British Secret Service to begin writing his James Bond novels, he met a most remarkable man, Charles Engelhard Jr.
Engelhard was a fabulously wealthy gold dealer who led the life of a globe-trotting, international businessman.
He collected racehorses, owned a private jet and was an avid gambler and player of cards. A tall, robust man and son of a Prussian father, he moved in elite circles and was on close terms with world leaders such as the Kennedys.
But his passion was gold. And when Flemming learned about Engelhard’s ingenious methods of getting gold across international borders, the idea for Auric Goldfinger was born, perhaps the most famous Bond villain Flemming ever created.
Charles Englehard Jr. was the real Goldfinger.
And now you can own his gold.
Exceptionally Rare
Engelhard bullion is highly regarded and sought after. There is an entire website dedicated to tracking and recording every ingot they ever produced. And when an Englehard-branded bar comes to market, it is an event.
We have acquired a very small number of 1kg bars dating from the 1970s-80s from a private collector. These are .999 purity, which was the highest purity possible at the time of their refinement.
Each bar is stamped with a serial number and bears the iconic and sought-after Engelhard brand.
High Demand
We expect great interest in these items. Among gold aficionados, these are considered highly collectible.
We therefore advise urgency if these items are of interest to you.
Lead Generation project
Long Sales Cycle Lead Generation Project
Long Sales Cycle Lead Generation Project
This is the top of a signup page for a lead magnet that began a very long sales cycle.
The client was a financial advisory business that serves only physicians.
They approached me to help them with an existing outreach program they had for Residents and Fellows in US teaching hospitals.
Their challenge was they had a way to make contact with those cohorts during their training, but it might be several years before these doctors would need my client's services.
I carried out my research and talked to a number of Residents and Fellows. Those interviews led to an insight we were able to build a long-cycle lead generation campaign upon.
I'm limited in what I can say here on that actual insight as it has given my client a significant advantage on their competition. But I can give an outline of the campaign.
We began by re-designing an existing educational presentation and attaching a significant educational lead magnet (a gift to engage with the company).
That was followed by a year-long education programme, delivered as micro lessons in Financial Literacy. This was followed by a less frequent follow-up nurturing campaign.
The campaign is still active and initial results and engagement were very high. We'll have to wait a bit longer to see the conversion rates on that take up.
This is the top of a signup page for a lead magnet that began a very long sales cycle.
The client was a financial advisory business that serves only physicians.
They approached me to help them with an existing outreach program they had for Residents and Fellows in US teaching hospitals.
Their challenge was they had a way to make contact with those cohorts during their training, but it might be several years before these doctors would need my client's services.
I carried out my research and talked to a number of Residents and Fellows. Those interviews led to an insight we were able to build a long-cycle lead generation campaign upon.
I'm limited in what I can say here on that actual insight as it has given my client a significant advantage on their competition. But I can give an outline of the campaign.
We began by re-designing an existing educational presentation and attaching a significant educational lead magnet (a gift to engage with the company).
That was followed by a year-long education programme, delivered as micro lessons in Financial Literacy. This was followed by a less frequent follow-up nurturing campaign.
The campaign is still active and initial results and engagement were very high. We'll have to wait a bit longer to see the conversion rates on that take up
Ideas
Copy Sketches
These are copy sketches to keep me sharp. I'll use the basic ideas in a project someday. Maybe yours?
(The "What if they knew" was written two years ago and then used on this site.)
These are copy sketches to keep me sharp. I'll use the basic ideas in a project someday. Maybe yours?
(The "What if they knew" was written two years ago and then used on this site.)
Copy from Audit
Copy from An Audit
I sometimes run copy audits for clients.
That starts with an interview to find out what the client wants to communicate and then I look at what they actually are saying, spot gaps and come back with a report and a list of suggested changes.
Quite often I'll include suggestions for new copy.
This is an example for a Canadian company offering a very high-end service to Fortune 2000 companies to honour veterans.
I sometimes run copy audits for clients.
That starts with an interview to find out what the client wants to communicate and then I look at what they actually are saying, spot gaps and come back with a report and a list of suggested changes.
Quite often I'll include suggestions for new copy.
This is an example for a Canadian company offering a very high-end service to Fortune 2000 companies to honour veterans.
I sometimes run copy audits for clients.
That starts with an interview to find out what the client wants to communicate and then I look at what they actually are saying, spot gaps and come back with a report and a list of suggested changes.
Quite often I'll include suggestions for new copy.
This is an example for a Canadian company offering a very high-end service to Fortune 2000 companies to honour veterans.
Book a call. You'll know in less than 20 minutes if I can deliver value to your business.
Email me with a question or to book a 20-minute, obligation-free chat. Or send me an email with your questions.