Thank you for visiting my portfolio site. You’ll find I offer more than 20 years of experience creating hard-hitting, benefit-laden, results-oriented copy. Over the years I have developed award-winning direct-response campaigns for high-tech, healthcare, consumer, travel-related, and major financial accounts that built sales and profits. I also offer experience managing other writers and copy/art teams, and have a proven ability to take a project from concept to consumer — including research and writing, as well as coordinating art, printing and mailing. Below I have provided a variety of samples across a wide range of media — direct mail, newspaper and magazine ads, email, online (websites, landing pages, banner ads, paid search), TV, radio, trade shows and more. Once you’ve had a chance to review the samples, I encourage you to give me a call at 562-857-2470 so we might explore how we can work together in the near future.
These pieces are what are sometimes referred to as “magalogs.” They are long-form self-mailers that often have the appearance of being a magazine at first glance.
The first of these was created for a SuperCircuits. At the time SuperCircuits was an online retailer of security equipment. This piece was intended to educate small businesses on security systems with the goal of selling them equipment. The file includes two covers which were used in an A/B test where the only difference in the piece was the cover.
This piece was developed to introduce dentists to a new in-office therapy technique to treat headaches, migraines and TMD.
This series of four postcards was developed to introduce Registered Investment Advisors (RIA) to the Steadfast Apartment REIT III. This was the first time that Steadfast had issued a Class R share and the first time they had marketed to RIAs. The approach was to chunk up the information into four categories as part of a four-pronged campaign the company had been doing. The right sponsor, the right strategy, the right segment and the right structure.
I developed this postcard to help a condo complex in Dallas attract buyers. The complex was located in a less desirable neighborhood but still close to downtown and offered the opportunity to buy for less than prospects were paying in rent. The postcard attracted enough potential buyers to sell out the complex.
We created this postcard for a crazy old man – a fellow who was a stock picking legend, but also a pretty good photographer who actually thought people would pay to view his images on line. I am not sure how this postcard did. I just like it.
Part of a larger campaign that included a couple of direct mail packages and a redesign of an existing website, this postcard helped to increase attendance at the Money Laundering Conference (well actually these folks were there to stop money laundering) by about 25% over the previous high.
In this section you will find samples of direct mail package as well as a number of examples of direct mail letters.
This first example was created for Zacks, a company known for invest research, to introduce prospect to their portfolio management services.
This letter was part of a package I developed for the former owner of SuperCircuits to introduce his new startup SigCorps. The company offered high-quality LED signaling products like police car light bars at lower than industry prices. As part of the package we included a low-end product sample – a LED road flare.
Gold & Technology Stocks newsletter to introduce his subscribers to a new newsletter that would help to teach them about buying and selling options as well as supply timely tips on options to invest in.
Money laundering is major problem for banks, investment companies and other business that handle a lot of cash. Every year the Association of Certified Anti-Money Laundering Specialists holds its international conference. This letter was part of a package developed to attract new and return attendees. The package was part of a larger campaign that raised attendance to new levels and far exceed the companies growth goal for the year.
I recently completed an assignment with Steadfast Capital Markets Group in Irvine, CA. The company offers several alternative investment products. Until recently they had only offered Real Estate Investment Trusts (REITs), but while I was there we launched a new credit fund. The first of these ads was intended to introduce the company as a source for “ALLternative” products, but since the credit fund had not launched, due to SEC regulations, it could not be talked about. The second ad was for an existing REIT product. Again due to SEC and FINRA regulations I was very limited in what I could say in the ad, though we were able to highlight one of the key benefits. I highlighted that they look to increase overall value of the properties owned the REIT by doing selective upgrades to apartments within a property.
For several years I worked with a sleep clinic in Alaska. The clinic’s owner had a friend who was starting up a company that offered short Alaskan river trips basically for donations, and asked if I could help him develop an ad to promote the service. The piece was to distributed in the area to attract customers. We decided to promote the owner’s love for the local rivers and desire to share the experience with both local residents and tourists.
I created this ad for the Langer Juice Company. It ran in a grocery chain house publication and was targeted to California consumers in agricultural areas of the state. It promotes the fact that the company is family run and uses local produce in its products. While I suggested images that would tie in with the family operated theme of the company, timing led the company to use only available product shots.
While working with Alaska Sleep Clinics, I wrote and pretty much directed this video that is used to help new patients understand what to expect after being diagnosed with sleep apnea. Unfortunately there is a lot of anecdotal information out there about people being left on their own once the diagnosis is made and equipment is issued (real life story – I was personally issued equipment through my healthcare provider and given little or no info on how to use it, what to expect, or how to get replacement parts, I only learned what I should have gotten from friends who had been using this stuff for years.) This video helps to overcome fears and misinformation. Budget constraints limited the amount of animation that could be done at the time.
The idea of this piece was to help people understand that much of the plastic they believe they are recycling is actually ending up in landfills because there is far more plastic than manufacturing capacity. The company it was produced for makes packing materials from recycled plastic that competed against foam and other less recyclable products. They were hoping to use the piece to get consumers to insist on having their items packed with this type of material.
I have had the opportunity to write press releases over the course of my career. When I started they were generally new product releases that were picked up by industry specific publications and they were all mailed out with product photos. Most recently, I was creating them to announce new property acquisitions and other events for Steadfast Capital Markets Group and, as with so much other stuff these days, they all went out instantaneously over the Internet. I have attached a few samples in PDF form here for your enjoyment.
Working with an architectural firm in Long Beach back in 2013, I wrote the copy for the exhibits and helped develop the interactive games for the Kahramaa Awareness Park in Doha, Qatar. The park was created to teach children about the resources (or lack of) available in Qatar, a country that gets about 99% of its water through desalination. There are exhibits on the desalination process, as well as on how electricity and natural gas are produced (the country has one of the world’s largest known deposits of natural gas.) There were also exhibits on early engineering discoveries that came out of that part of the world, as well as, what types of energy sources are being worked on for the future. Most of the exhibits had some sort of simple interactive lesson or game that the children could learn from. The park was supposed to open in 2013 (at that time all of the writing had been completed and approved and was being translated into Arabic). I read that the park just opened in 2017 and found the attached video online that does a walk through of the finished facility. The exhibits that I see in the video look very much like I remember the designs we were working on. I would love to see the finished project in person, but for a number of reasons, including the fact that the park is half way around the world, I doubt that will happen.
While with Steadfast, I worked on the launch of an international credit fund focused on lending to middle-market companies in the United States and Western Europe. These pieces were part of the sales collateral that were supplied to broker-dealers for use when explaining the fund and its benefits to potential investors. I also worked on the main investment brochure.
These pieces were part of the support collateral that was used to sell Steadfast’s current REIT. They provide basic information about a specific property purchased for the REIT and are added to the sales kit each time an acquisition is made.
Maryland Pain Specialists
This ad was part of a re-branding assignment for a group of anesthesiologists and physiatrists (pain management doctors) in the Baltimore area. We gave the practice a new name “Maryland Pain Specialists” and created a mixed-media campaign for them that included both print and television. The spots are all 30s due to media costs. While we had hoped to use real testimonials, we found that most of the patients were not very suitable. Instead we chose to show people being active, while talking to the prospect about the prospect’s pain and alluding to the idea that they themselves were no longer in pain – but never saying it, as they were not patients. The spot was done on a shoestring budget and the talent were, for the most part, nonprofessionals to give the spot more of a testimonial feel. While the spot follows many DM rules there was not an opportunity to use a real offer – so we had to rely on the emotion of the spot and the call to action to generate response.
Alaska Sleep Clinic – Somnosure :60
Winner: Outstanding Website, 2005 Web Awards, Web Marketing Association Continue reading
Vein Screening Landing Page – Working with Healthcare Success Strategies, I developed this landing page for The Vein Clinic. This page is used as a landing page for PPC and banner ad campaigns to capture prospects for free varicose vein screenings at the clinic. The page follows current “best practices” for capture landing pages. The copy was kept to a minimum with directional graphics to help move the prospect to the form. We also included a link to a short testimonial video that pops up to add additional support for the sale, without taking the prospect off the page.
Henry Schein Web Flyer — Developed as one of a series handouts, this piece was used by Henry Schein (a major provider of medical supplies) sales reps to help sell the services of Healthcare Success Strategies (HSS) to their customer base as an added benefit of being a Henry Schein customer. This flyer promoted the benefits of using HSS to create custom practice Websites. As a side note, I also wrote one of the websites pictured on the flyer. Continue reading
Best B2B Email Message, 2007 Internet Advertising Competition, Web Marketing Association Continue reading
Practice Builders, Economy ad — During the recession of the 1990s we used this ad to educate and convince physicians that a recession can actually be one of the best times to build their businesses, if they market correctly. Too many small businesses are afraid to advertise in hard times and tend to miss out on the business that is still going on. Even in a recession you have to continue to let prospects know your services are available. Continue reading