Short-form, long-form, in good form.
Every campaign needs great copy, and I’ve written for many contexts and attention spans. Writing for digital is a puzzle where you have to fit together lots of pieces of text—subject line, button copy, captions—without redundancy so they all build on each other towards a more clear message. I love the art and science of not sounding like a robot, but also being able to play nice with the robots that help your products get seen. Here are some examples of writing of various types, in various contexts.
Chronicle Books Website Redesign: About Us
“We consider every detail, and ask questions like these: Does the design support and enhance the content? How does it feel in your hands? What special touches can we add to make it an object you'll treasure? We apply this approach to everything we make, whether it’s a book, journal, game, ebook, or our newest invention.”
Landing Page: Custom Publishing
“One day it hit me—maybe reading could be the spoonful of sugar that helps the blood pressure go down! With enough distraction, my aching feet would be just a footnote.”
“We took the liberty of making you a handy guide, matching personalities to classic donut types. Someone had to do it.”
“‘Color outside the lines’ is common advice for those looking to break out of a creative slump, but coloring inside the lines seems to have its artistic advantages too.”
“If there’s a bright side to cloudy weather, it’s the chance to use these functional accessories to stand out in the tightly bundled crowd.”
Brand Campaign Taglines
Some of the juiciest campaign opportunities came when instead of a single product, we promoted a collection of products, sometimes with very few thematic connections (a Pixar anthology, social justice children’s book, and a wedding planning journal, for example). That’s when the copy had to work extra hard to reinforce brand values.
I worked on over 100 promotional emails during my time at Chronicle Books. Click through to see a few of my favorites, and see more pieces of the email puzzle for select ones below.
A few text-focused examples of how I put together the pieces of an email content puzzle:
For an email featuring a collection of books with gold foil stamping.
Subject: All that glitters ✨
Preview text: Journals that shine. Literally.
Image Copy: The Gilded Page
Body text: Books and journals that shine in more ways than one. Shop these shimmering selections that catch the eye and capture the imagination.
For a live event guide that Twitter sent to its entire advertiser list.
Subject: Turn major live events into major results.
Preview text: Learn how in our newest workbook.
Body text: Your business should be where the action is. This guide to live events will show you how to Tweet on your feet, craft the perfect hashtag, and stand out from your competition.
For a journal, the premise of which is you only write one line a day. The audience would be familiar with this product already.
Subject: ✒️ Write one line a day in a brand new way 🌸
Preview text: Keepsake diaries for daily rituals.
Image copy: One Line a Day for Everyone
Body text: Now there are even more ways to write just one line a day. The blue cover that started it all, the shimmering celestial edition, and the newest addition: Floral One Line a Day. Your next five years of surprising insights start now.