Herbalife, a publicly traded global wellness company with $4 billion in retail sales, was launching a new skin and body care product line. Replacing an existing product line with new, scientifically formulated products required marketing collateral that gently phased out the older product line, articulated the product benefits, and provided simple talking points for sellers.
I provided concepts and copy for a range of marketing collateral including: flyers, signage, product descriptions, website copy, promotional emails, product labels, training guides, video scripts, corporate magazine articles, and more.
The new product line became the best-seller in the personal care section, with retail sales topping $5 million.
An online community for women entrepreneurs, Sharp Skirts, was building membership, including an online forum and email list, from scratch. They needed a way to attract their target market with quality content that provided immediate value.
I provided concepts, copy, and community management. My efforts focused on intentional, sustained cultivation of the community forum; for example, I created multiple online forum categories, including free and paid sections, with intriguing headlines and quality posts. I also implemented a bi-weekly e-newsletter rounding up the “best of” member forum posts, offering online forum tips, and marketing a monetized consulting service in the sidebar.
Online forum membership grew by 200% in four months. The email newsletter had a 40% open rate (industry standard is 15%).
Jewelry designer Jivita Harris-Casey had been in business for over a decade, and felt like she had hit a plateau with the growth of her operations. Her talent was evident and craftsmanship impeccable, but she wanted to reach more customers and receive press coverage for her work.
I provided a long-form biography and copywriting package for Jivita. Over the course of three days, I spent time observing and interviewing her at her home, jewelry studio, and at a craft fair; in addition I interviewed multiple friends and family members for their take on Jivita. The final product was a 5,000-word biography delivered in Microsoft Word and in keepsake book form, as well as a custom usage guide for next steps.
The biography experience changed the way Jivita marketed her business. Using storytelling to connect with her customers, she started an email newsletter and consistent social media posting, both of which resulted in direct sales. Jivita created a photo book composed of jewelry photos accompanied by the biography text; it offers another way for potential customers to interact with her brand at shows, and is a special gift for her top customers. Finally, an excerpt from the biography was used for a pitch to Entrepreneur magazine, which landed her coverage in their Indie Merchant Gift Guide.
A statewide nonprofit, the Texas Council on Family Violence, needed to produce their annual report on women and children killed due to family violence. Due to staff turnover, there was extensive research, writing, and fact checking that needed executing within an eight-week timeline.
After an analysis of both the work left to be completed and the previous year’s report results, I provided research (including interviews and coordination with state agencies), a new branded concept, report copy, and fact-checking.
Annual report readership increased by 40% from the previous year. Press requests for interviews increased by 25% from the previous year.
Do you want results like these for your business? You’re in luck, I’m for hire.
