Tag: fractional creative coach
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Editing and Revising: Turning Good Copy into Great Copy
Editing often feels like the unglamorous part of writing, but it’s where the transformation happens. Drafting is about getting everything out of your head and onto the page, and then sculpting it into something worth keeping. It’s about seeing the potential in your first draft and then taking it to a much higher level.
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The Secret Sauce of Great Copy: CTAs That Convert
Writers obsess over headlines, subject lines, and hooks, and rightly so. But a brilliant headline without a strong CTA is like a beautifully plated meal that no one tries. Your CTA is where you turn interest into action. It removes friction by making the next step obvious and guides behavior by answering the unspoken question,…
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How to Write Headlines That Actually Work
Years ago, I wrote what I thought was the perfect ad: smart copy, clean design, and a headline I was proud of. When the results came back, though, the numbers told a different story: almost no one read past the headline. That was the day I learned the hard truth about copywriting: the headline isn’t…
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The Writers’ Room Playlist: September Edition
Just like the creative process, this month’s playlist is a little messy and impulsive. Enjoy!
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From Lyrics to Launch: How Taylor Swift Turns Storytelling into a Marketing Masterclass
When Taylor Swift releases a new album, it’s never just music—it’s a cultural moment that’s carefully orchestrated, deeply personal, and nearly impossible to ignore. That’s not luck. It’s strategy. And it’s one of the clearest demonstrations of how storytelling can drive loyalty, conversation, and cultural relevance.
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Behind the Portfolio: The Story Behind My Most Impactful Campaign
When embecta—an injection technology leader with over a century of commitment to people living with diabetes—asked our team to create a storytelling campaign, the challenge was clear: How do you connect with more than half a billion people worldwide who share a diagnosis, but live in different countries, cultures, and circumstances? The answer was obvious:…
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The Copy Rule I Will Always Live By
Specifics aren’t just good writing. They’re good strategy. They help differentiate your brand. They make claims more credible. They give your audience something to hold onto. And maybe more importantly, they show that you see your audience. You understand their pain points, their goals, their industry quirks. That’s what earns attention. That’s what earns trust.
Sara Barton 