The copy itself, start to finish.
Every piece here is reproduced in full minus any sensitive details. It includes the actual scripts, text sales letters, ad copy, or any other messaging in a sales funnel along with my thinking that produced each angle.
VSL Script
Selling strength training to a sport that says strength doesn't matter
A video sales letter for an 8-week strength program, built by reframing jiu jitsu's most repeated belief.
Meta Ads
Spec
Turning a lifetime warranty into the reason not to trust it
Two competing angles for a DTC tool brand, both built by following the money behind the category's safest promise.
Meta Ads
Spec
Selling a 410-calorie bar to people counting calories
Ad copy that makes the disqualifying number the reason to buy, for a solution-aware audience.
On spec work: pieces marked Spec were written on my own initiative or for an application. They haven't run, and no performance figures are claimed for them. Client work is labelled with the client where I'm free to name them.
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