Never say it ordinary (unless you can say it simple).

My goal in copy is to surprise and delight. We’re inundated with emails and majority of them end up in the trash — so what’s a brand to do? Give your audience value in every touch point (especially email, because you own that audience, so treat ‘em right).

I’m a word writer, as in I choose each word with care and consideration in areas where my character counts are minimal. Words are a vibe check, they carry the tone and voice of your brand, and they subconsciously speak to your customers, so you need to pick them well. I do this choosing intentionally. Below are a few email selects where this point comes to life.

During my time as Head of Copy at Backcountry I increased dollar/email by 7% for SteepAndCheap.com by revamping the brand voice and email content.