Selected Projects

Click a project to see the strategy, copy, and results.

Why My Copywriting Is Different

With 15+ years of editorial experience—including managing editor roles at American Airlines Publishing and TravelHost Magazine—I bring a journalist’s eye to commercial copywriting.

That means:

• I research deeply and interview subject matter experts to understand complex products
• I fact-check claims and build credible, trustworthy arguments
• I craft narratives that engage readers from headline to CTA
• I deliver publication-ready copy on deadline

Whether I’m writing for B2B SaaS, fintech, cybersecurity, or e-commerce brands, my approach stays the same: understand the audience, identify their pain points, and create copy that moves them to action.

Below are five projects demonstrating my range across industries, formats, and copywriting formulas.

Sample 1 • B2B SaaS Landing Page

FlowMetrics

Industry: AI Analytics

Target Audience: Product Managers & Customer Success Directors

Formula Used: PAS (Problem-Agitate-Solution)

Goal: Drive demo bookings

The Challenge

Mid-sized SaaS companies don’t realize they have a churn problem until customers have already decided to leave. How do you sell prevention to people who think they’re fine?

My Approach

I led with the invisible cost of churn (5-25x replacement cost) and made the “silent” problem loud and urgent. The copy positions the product as an early warning system, not just another analytics tool.

The Copy

You’re Losing Customers

And you won’t know why until it’s too late. By then, they’ve already made the decision to leave.

Every lost customer costs from 5 to 25 times more to replace. For your company, that churned $10,000 account actually costs $50,000-$250,000 to replace. Meanwhile, your customer success team is scrambling with outdated spreadsheets, reacting to cancellations instead of preventing them. By the time they cancel, the relationship is already dead.

FlowMetrics Stops Churn Before It Happens

FlowMetrics gives your CS team a 60-90 day head start. Instead of reacting to cancellations, they’re reaching out to at-risk accounts before the customer even realizes they’re unhappy. Our AI performs the pattern recognition while your team saves the relationship.

FlowMetrics features behavioral analytics, which means teams can track usage, login frequency, and support ticket patterns to identify different risk levels. Plus, FlowMetrics integrates seamlessly with Salesforce, HubSpot, and Intercom.

Social Proof

“FlowMetrics helped us reduce churn by 34% in the first quarter.” — Sarah Chen, VP Customer Success at CloudStack

Stop losing customers now. →

Key Strategic Decisions

✓ Opened with “You’re Losing Customers” (not “AI Analytics Platform”)

✓ Agitated with specific math ($10k account = $50k-250k to replace)

✓ Kept solution simple and benefit-focused

✓ Used social proof from VP Customer Success (peer validation for target audience)

✓ CTA maintains urgency: “Stop losing customers”

Sample 2 • Long-Form Sales Page

SwiftPay

Industry: Fintech / Payment Processing

Target Audience: E-commerce Store Owners ($100k+ monthly revenue)

Formula Used: The Four C’s (Clear, Concise, Compelling, Credible)

Goal: Convince Stripe customers to switch payment processors

The Challenge

The product is better and 17% cheaper than Stripe, but businesses stay with Stripe out of inertia and fear of migration pain. How do you overcome the “switching sounds like a nightmare” objection?

My Approach

I led with undeniable math (specific savings at different revenue levels), then flipped the migration objection into a selling point by detailing the white-glove onboarding process. Specific testimonials with names, titles, and companies added credibility.

The Copy

You’re Paying 17% Too Much in Payment Processing Fees

If you’re processing $100k+ per month through Stripe, you’re leaving thousands on the table. SwiftPay cuts your transaction fees by 17% with zero compromise on features, reliability, or security.

Here’s what you’re actually paying:

Stripe charges 2.9% + $0.30 per transaction. For a business doing $100k/month, that’s $2,900+ in fees every month.

SwiftPay charges 2.4% + $0.25 per transaction. Same business? Only $2,400/month.

That’s $500/month or $6,000/year back in your pocket.

At $250k/month? You’re saving $15,000/year.
At $500k/month? You’re saving $42,000/year.

That’s not a rounding error. That’s real money you can reinvest in growth.

The SwiftPay Difference: Lower Fees, Same Power

We built SwiftPay specifically for growing e-commerce businesses tired of watching their profits disappear into processing fees.

Pricing that scales with you:

• 2.4% + $0.25 for $100k-$250k/month
• 2.2% + $0.25 for $250k-$500k/month
• 2.0% + $0.25 for $500k+/month

No setup fees. No monthly minimums. No hidden costs.

Everything you need:

• Same-day payouts
• 135+ currencies
• Fraud detection and chargeback protection
• Recurring billing
• Mobile SDK
• Direct plugins for Shopify, WooCommerce, BigCommerce, and Magento

Running a custom setup? Our API mirrors Stripe’s structure. Your dev team will feel right at home.

Switching Takes 5 Days. Here’s How.

Our migration tool securely transfers your customer payment data from Stripe, preserves all transaction history, maintains recurring billing schedules, and creates zero downtime during the switch.

You get a dedicated migration specialist who handles the technical heavy lifting. Most customers are fully switched in under 5 business days.

One of our customers, an online furniture retailer doing $300k/month, made the switch on a Tuesday morning. By Thursday afternoon, they were processing payments through SwiftPay. Their CFO calculated they’d save $18,600 in the first year.

Not ready to fully commit? Run SwiftPay alongside your current processor for 30 days. Compare transaction success rates, payout timing, and fees side by side before making a complete switch.

Built for Reliability When Money’s on the Line

• 99.99% uptime SLA (less than 5 minutes of downtime per month)
• PCI DSS Level 1 certified (highest security standard)
• SOC 2 Type II compliant
• 24/7 live support (average response time: under 2 minutes)

We process over $2 billion in transactions annually. Fortune 500 companies trust us with their payments. Our infrastructure is built on the same cloud architecture as major banks.

What Our Customers Say

“We saved $28,000 in year one. The switch took three days.”
— Maria Chen, CFO, TechGear Pro ($400k/month revenue)

“The migration was shockingly easy. Same API structure as Stripe, so our dev team barely had to touch the code.”
— James Rodriguez, CTO, FitLife Supplements ($180k/month revenue)

“I was skeptical about switching, but turns out we’re actually saving more than projected.”
— Sarah Kim, Owner, Artisan Home Goods ($250k/month revenue)

You’re Losing Money Every Month You Wait

• At $100k/month: You’re losing $500 every 30 days
• At $250k/month: You’re losing $1,250 every 30 days
• At $500k/month: You’re losing $3,500 every 30 days

SwiftPay gives you the same features, better support, and significantly lower fees.

Let’s fix that this week.

[Calculate Your Exact Savings →]

Key Strategic Decisions

✓ Headline states exact savings: “You’re Paying 17% Too Much”

✓ Tiered pricing breakdown shows scalability (2.4% → 2.2% → 2.0%)

✓ Migration section addresses objection head-on with specifics (5 business days)

✓ Social proof includes real numbers ($300k/month, $18,600 saved)

✓ 30-day pilot program removes risk

Sample 3 • Fintech Email Sequence

Stackwise

Industry: Personal Finance & Micro-Investing

Target Audience: Millennials & Gen Z New Investors

Formula Used: BAB (Before-After-Bridge)

Goal: First investment within 72 hours

The Challenge

Most people don’t invest because they think they need thousands of dollars to start. How do you make investing feel effortless, not intimidating?

My Approach

Each email uses the BAB formula to shift the reader’s emotional state from “stuck” (money earning pennies) to “hopeful” (building wealth automatically) to “ready to act” (link your card now).

Email 1 paints the vision. Email 2 adds concrete math ($5/day = $1,825/year). Email 3 creates urgency with compound growth projections.

The Copy

Email 1

Subject: Your savings account is losing to inflation

Your money is sitting in savings earning 0.5% while inflation runs at 3-4%. You’re going backwards.

Here’s what most people don’t realize: You don’t need $1,000 to start investing. You don’t even need $100.

What if your everyday spending could build your future?

Your $4.67 latte? Stackwise rounds it up to $5.00 and invests the $0.33.
Your $23.84 grocery run? We invest the $0.16.
Your $47.50 gas fill-up? We invest the $0.50.

By the end of the month, you’ve invested $40-60 without thinking about it. Without budgeting. Without sacrificing anything.

That’s Stackwise. Micro-investing that happens automatically while you live your life.

Link your card. Make your first investment in the next 2 minutes.

No minimum deposit. No complicated setup. Just spare change working for your future instead of sitting there doing nothing.

[Link Your Card Now →]

---

Email 2

Subject: You just spent $4.67 on coffee. We invested $0.33 for you.

Yesterday we showed you the vision. Today, let’s make it concrete.

Here’s what automatic investing actually looks like:

Monday: $4.67 latte → $0.33 invested
Tuesday: $23.84 groceries → $0.16 invested
Wednesday: $12.45 lunch → $0.55 invested
Thursday: $8.99 streaming service → $1.01 invested
Friday: $47.50 tank of gas → $0.50 invested

That’s $2.55 invested this week. You didn’t feel it. You didn’t budget for it. It just… happened.

Do that every week for a year? You’ve invested $132.60.
Average monthly spending gets most people to $40-50/month = $480-600/year.

And unlike your savings account earning pennies, this money is actually working for you in diversified ETFs (stocks and bonds that historically return 7-10% annually).

Here’s how to turn it on:

1. Link your debit or credit card (60 seconds, bank-level security)
2. Pick your risk level: Conservative, Moderate, or Aggressive (we’ll recommend one based on your age)
3. Done. Every purchase from here on out automatically invests your spare change.

No PhD required. No finance jargon. No spreadsheets.

[Link Your Card in 60 Seconds →]

P.S. Worried you won’t understand what you’re investing in? We’ve got simple explainers built into the app. Or just set it to “Moderate” and forget about it. Both work.

---

Email 3

Subject: 72 hours in. Here’s what happens if you actually start.

You’re 72 hours into this decision. Let’s talk about what happens next.

Someone investing $50/month through spare change:

• After 1 year: ~$600 (plus market returns)
• After 5 years: ~$3,400 (with 8% avg. returns)
• After 10 years: ~$9,200
• After 30 years: ~$68,000

That’s from literally doing nothing except spending money like you already do.

Now here’s the thing: most people never start because they think they need to save up a chunk of money first. They’re waiting for “the right time” or “when I have more money.”

But the best time to start was 10 years ago. The second best time is today.

Why today matters:

Every month you wait costs you compound growth. That $50 you could’ve invested this month? In 30 years, it would’ve been worth $500+. Next month? Same thing.

Time is the most valuable ingredient in investing. Not money. Not market timing. Time.

You already have the money. (It’s the spare change from the coffee you’re buying anyway.)

What you need is to link your card.

[Make Your First Investment Now →]

Start your free trial today. After that, it’s just $1/month.

We built Stackwise because we were tired of watching people sit on the sidelines waiting for “someday.” Someday never comes. But coffee purchases? Those happen every single day.

Let them work for you.

—The Stackwise Team

P.S. Still on the fence? Here’s the math: $1/month for the app. If you invest even $20/month in spare change, that’s a 5% fee. But that $20/month, invested for 30 years at 8% average returns, becomes $27,000+. Worth it? We think so.

Key Strategic Decisions

✓ Email 1: Relatable frustration → aspirational vision → one simple action

✓ Email 2: Made abstract concept concrete with daily investment math

✓ Email 3: “The best time to start was yesterday” (urgency without pressure)

✓ Consistent $1/month pricing mention (removes cost objection)

✓ Tone stays conversational and encouraging throughout

Sample 4 • Product Launch Email

CodeMerge

Industry: Developer Tools / AI

Target Audience: Engineering Teams at Startups & Tech Companies

Formula Used: AIDA (Attention, Interest, Desire, Action)

Goal: Drive beta signups and generate launch buzz

The Challenge

Developers get hundreds of product launch emails. How do you make them actually open this one, let alone sign up?

My Approach

The subject line creates instant developer PTSD: “It’s 4:47pm Friday. Your deployment just hit a merge conflict.” The email delivers on that pain point immediately, establishes credibility (ex-GitHub engineers), and creates urgency with scarcity (first 500 teams).

The Copy

Subject: It’s 4:47pm Friday. Your deployment just hit a merge conflict.

Hello, [Name].

We’ve all been there. You’re ready to ship, then merge conflicts kill your Friday.

We’re ex-GitHub engineers who built CodeMerge to fix this. CodeMerge handles 70-80% of conflicts that are tedious but straightforward, freeing your team to focus on the 20% that may actually need human judgment.

CodeMerge Integrates into your CI/CD pipeline and works with GitHub, GitLab, and Bitbucket. Using machine learning, it recognizes your team’s merge-resolution patterns and improves over time.

No context-switching. No junior devs stuck. No Friday panic. Your team saves around 70 hours a month and ships faster.

We’re opening our free beta to the first 500 teams.

Claim your beta spot NOW →

— [Founder Name]
Founder, CodeMerge

Key Strategic Decisions

✓ Subject line: Specific timing + specific pain = immediate attention

✓ “Ex-GitHub engineers” = instant credibility with technical audience

✓ “70-80% of conflicts” = managed expectations (not overselling)

✓ “68 hours saved per month” = concrete, calculable benefit

✓ “First 500 teams” = scarcity drives immediate action

Sample 5 • LinkedIn Thought Leadership

ShieldForce

Industry: Cybersecurity / Endpoint Security

Target Audience: IT Directors (50-500 employees)

Formula Used: The Four U’s (Useful, Urgent, Unique, Ultra-specific)

Goal: Drive traffic to free security assessment tool

The Challenge

Cybersecurity content is often generic and fear-mongering. How do you position a brand as a trusted expert without sounding like every other security vendor?

My Approach

Instead of broad warnings, I focused on ultra-specific, “how did they know that?” insights: home routers with default passwords, kids’ gaming PCs on the same network, unpatched home printers, SMB port 445 vulnerabilities.

Each post delivered immediate value while naturally leading to the assessment tool.

The Copy (5 LinkedIn Posts)

Post 1: “5 Security Blind Spots in Hybrid Work Environments”

You believe your remote workers are secure, right? Check these 5 blind spots first.

Remote work attacks were up 105% in 2025, but most IT teams are only protecting the obvious vulnerabilities. Here are 5 blind spots you’re probably missing:

1. Home routers with default passwords
Your employees’ TP-Link or Netgear routers still have “admin/password” credentials. Attackers scan for these and gain network access in minutes.

2. SMB protocol left open
File-sharing protocol (SMB port 445) is a favorite entry point for ransomware. If your remote workers have it enabled on their home networks, you’re exposed.

3. Personal devices on the same network
Your developer’s work laptop shares a network with their kid’s gaming PC (which just downloaded a sketchy Minecraft mod). One compromised device equals access to your company’s VPN.

4. Unpatched home printers
Yes, printers. Your CEO’s home HP printer has a known vulnerability that lets attackers pivot to the network. When was it last updated? Probably never.

5. Shadow IT cloud apps
Your team is using free versions of Trello, Notion, or Slack workspaces you don’t know about. They’re uploading company data to unmonitored accounts with weak passwords.

Do you think you’re covered? Run our free 5-minute security assessment → [link]

Post 2: “Why Your VPN Isn’t Enough (And What Else You Need)”

Unpopular opinion: Your VPN gives you false confidence.

95% of cybersecurity breaches are caused by human error, and your VPN doesn’t fix that.

Here’s what your VPN actually does:
✅ Encrypts data in transit (good!)
✅ Masks IP addresses
✅ Creates a secure tunnel to your corporate network

Here’s what your VPN does NOT do:
❌ Stop phishing emails from landing in inboxes
❌ Prevent malware on endpoints
❌ Detect compromised credentials on the dark web
❌ Block employees from clicking malicious links
❌ Monitor for abnormal user behavior

Real scenario: Your marketing manager’s VPN is connected. They click a phishing link. Malware installs on their laptop. Now the attacker has VPN credentials and is inside your network, where it’s encrypted and “secure.”

What you actually need:

• Endpoint detection and response (EDR) on all devices
• Multi-factor authentication (MFA) on everything
• Dark web monitoring for leaked credentials
• Security awareness training for employees
• 24/7 SOC monitoring for threats

Your VPN is the lock on your front door, but you also need cameras, alarms, and someone watching the monitors.

Find out what’s missing in your security stack → [assessment tool link]

Post 3: “The Real Cost of a Breach: Beyond the Ransom Payment”

You paid the $50K ransom. Then the real bill arrived.

The average data breach costs $4.45 million, and most of it has nothing to do with the ransom payment.

Here’s where the real costs hide:

Ransom payment: $50,000 (The smallest line item)

Forensic investigation: $200,000 for cybersecurity experts to figure out how they got in, what they touched, and if they’re really gone.

Legal fees: $150,000 for lawyers for compliance violations, customer lawsuits, regulatory filings.

Regulatory fines: $1M because General Data Protection Regulation violations are €20M or 4% of revenue. HIPAA fines go up to $1.5M per violation. State privacy laws stack penalties.

Lost customers: $2M because 40% of customers stop doing business with breached companies. If you lose 10% of your customer base, what’s that worth?

Stock price drop: $1.2M as public companies see an average 7.5% stock decline post-breach (and it takes 46 days to recover).

Increased insurance premiums: $100K/year because your cyber insurance renewal just doubled. If they renew you at all.

Total: A whopping $4.7M for that “$50K” ransomware attack.

Calculate your breach exposure in 60 seconds → [assessment tool link]

Post 4: “Security Checklist for Companies Hiring Remote Workers”

Congrats on the new remote hire! Now let’s make sure they don’t accidentally tank your security.

One compromised home device can expose your entire network. Here’s your 7-item security onboarding checklist for new remote employees:

Day 1 – Before they log in:

☐ 1. Require MFA on ALL company apps (email, Slack, CRM, everything)
Set this up before they get credentials. No exceptions.

☐ 2. Issue company-managed devices only
Don’t let them use their personal laptop “just for the first week.” That’s how breaches start.

☐ 3. Install EDR software before first login
Endpoint detection should be running from minute one, not added “when IT gets around to it.”

Week 1 – Lock down access:

☐ 4. Implement least-privilege access
Don’t give them admin rights or access to systems they don’t need. You can always add permissions later.

☐ 5. Require secure home WiFi
Send them a guide: Change router default password, enable WPA3 encryption, create separate guest network for personal devices.

Week 2 – Training and monitoring:

☐ 6. Complete security awareness training
Phishing simulations, password hygiene, how to spot social engineering. Make it mandatory before week 2.

☐ 7. Set up dark web monitoring
Monitor their company email on the dark web. If their credentials leak, you’ll know immediately.

Bonus: Review VPN logs weekly for the first month. Spot unusual login locations or times before they become incidents.

Get the full remote worker security onboarding template (with step-by-step instructions) → [assessment tool link]

Post 5: “Can You Answer This Question from Your CEO?”

Your CEO just asked: “Are we protected?” Can you say yes with data to back it up?

Here’s what your CEO actually wants to know:

“If we got breached today, how fast would we know?”
You need: Mean Time to Detect (MTTD)
The industry average is 207 days, but the best-in-class is under 24 hours.
If you can’t answer this with a number, you’re flying blind.

“Are our employees’ devices actually protected?”
You need: % of endpoints with up-to-date patches
Target: 95%+ compliance within 48 hours of patch release.
Log into your endpoint manager right now. What’s the real number? 73%? 45%?

“How do we know our credentials aren’t already compromised?”
You need: Dark web monitoring for company emails
Scan for your domain on dark web databases. Did you find 47 employee passwords for sale? That’s your answer.

“What’s our biggest vulnerability right now?”
You need: Vulnerability scan results with prioritized remediation
You don’t need a list of 10,000 items; you need the top 5 critical risks that could actually cause a breach.

“Can you prove we’re compliant?”
You need: Automated compliance reporting (GDPR, HIPAA, SOC 2)
Real-time dashboards showing compliance status–not spreadsheets you have to update quarterly.

The career move: Go into that meeting with metrics, not feelings. “We detect threats in an average of 18 hours. 97% of endpoints are patched. We monitor 230 employee credentials on the dark web with zero current exposures. Here’s our compliance dashboard.”

That’s how you go from “the IT guy” to “strategic security leader.”

Get your security score in 5 minutes (and the metrics your CEO actually wants) → [assessment tool link]

Key Strategic Decisions

✓ Post 1: Ultra-specific vulnerabilities (TP-Link routers, Minecraft mods)

✓ Post 2: Challenged assumptions (“Your VPN gives you false confidence”)

✓ Post 3: Shocking cost breakdown ($50k ransom = $4.7M total cost)

✓ Post 4: Actionable checklist format (immediately useful)

✓ Post 5: Career-advancement angle (speak to IT director’s personal goals)

Want Results Like These?