What to include on a portfolio page?
It’s a question that niggles all copywriters, particularly when optimizing for conversions.
By themselves, copy samples can look quirky.
They need context to shine.
So, listed here are the before and after “photos.” First pic is the client’s rough sketch, brief, or underperforming asset.
Second pic is my deliverable, the finished product.
Judge for yourself the transformation.
And if you like what you see, contact me to discuss your next project.
Capturing the Key Message for a Continuing Ed Video Course
Reinforcing a Company’s Promise after the In-Person Presentation
Less Jargon, More Human Language
Trimming the Fat from a Capability Statement
Capturing the Key Message for a Video Course
This project was a video course for dentists. To keep their licenses in good standing, dentists must complete a set number of continuing education (CE) credit hours annually. This 24-module course was approved for eight hours of CE.
Writing copy for a mammoth online course means watching it repeatedly while taking copious notes. The most valuable information, the kind dentists will pay for, can get buried under tangentials.
I used the sell sheet to emphasize the instructor’s credentials. I summarized each module, with a standard copywriting format, to pique the interest of both skimmers and readers.
To give the course its best chance for success, we asked state dental boards to list it in their CE directory. You can read the letter here.
Reinforcing the Company Promise after the Presentation
Financial advisory groups rely on in-person presentations to close prospects. Although time consuming, these presentations can be very effective when optimized.
The window for closing a prospect is narrow. Prospects don’t want to feel pressured into deciding, but without follow up, many will procrastinate.
This client wanted a document they could leave behind after the presentation. It needed to reiterate (the value proposition) and reassure (the decision to engage the company).
I created a document that explained the company’s proprietary system and tiers of service. It was formatted for easy reading and for avoiding overlap in service levels. The copy’s tone is personal, warm, and reassuring–a must when discussing deeply personal information.
Less Jargon Makes a Startup’s Case Study More Human
The startup had an existing case study for a market segment. The case study explained the platform’s technical specs well but used too much jargon to do it. Although brief (two pages), the jargon made the case study harder to grasp for decision makers who weren’t engineers.
My treatment was to rewrite the headline. I made it less cumbersome, even dropping one of the features the team was most proud of (“robotic process automation”). I simplified the language of the case study, while keeping the length and design intact.
Power Editing a Capability Statement
The company needed a succinct and credible document about their workforce capabilities. They bid on local and federal government restoration projects, often against much bigger competitors. To get shortlisted for a project, the company needed to impress procurement specialists who scan more than read.
My solution was to keep the design while removing all repetitive language. I cut all company information unrelated to the bidding process. The consolidation reduced the length of the statement by 33%. I rewrote the copy to include more active language. I also shortened the sentences and paragraphs for easier comprehension. We left the design elements intact.
More copywriting samples
I’ve written copy for marketing assets ranging from A to W:
Other letter assets?
If you’d like to discuss a project, get in touch with me here.