With nearly 15 years in the technology industry, I’ve copied (and destroyed) hard drives, I’ve speed tested modems and routers, and I’ve even helped implement product datasheets.

And over the last 10+ years, I’ve developed a Liam Neeson-esque skillset as a copywriter that’s given me the tools to write for both B2B and B2C audiences, crafting clear, compelling, and results-oriented content. 

I’ve been lucky to have worked on everything from email campaigns to landing pages and all points in between. But regardless of what type of content I’m creating, the thing that’s always top-of-mind is to deliver copy that’s pithy, benefit-driven, and resonates with audiences. 

I firmly believe that one of the most important questions you can answer is “What’s in it for me?” Doing so heavily informs how I approach a project and influences how the copy drives engagement, builds trust, and increases conversions. 

Because every single person, regardless of status, is self-motivated. So when you speak to the benefits of a product or service – addressing their needs and desires – you can not only build trust but drive engagement and increase conversions.

For me, every project starts with a deep-dive analysis into existing marketing materials. I’ll go through every piece of marketing collateral, blog post, whitepaper, or webinar to try and find sound bites, key phrases, or angles that could show what makes a product or service unique.

Doing so helps me understand what’s worked in the past and what hasn’t, and I can start to come up with ideas and strategies from there. Plus, it’s a great way to understand a company’s unique voice and tone.