Messaging & Copy Development
Creative strategy and direction come alive in messaging and copy development, where our conversation and relationship-building with consumers begins and grows. While evolving through marketing KPIs, legal reviews. and SEO guidance, we develop the storytelling that prompts action from our audience.
PDPs often serve as the launchpad and source from which all claims, benefits, and features can be pulled for all marketing assets, as well as the place to pull variables for testing message prioritization, audience resonance, social engagement, landing pages, and more.
Product Description Pages
Above the Fold
With one second to grab consumers’ attention, the top of any PDP needs to quickly and clearly meet the consumer where they are; and convey proof points, key benefits, features, and differentiators, with both copy and design working together to either trigger the add to cart or keep the consumer interested enough to keep scrolling to learn more.
Accordion
The goal here was to provide fast access to the information consumers want while presenting storytelling in easily accessible pieces. The Details section is designed to provide the story around the product, romancing ingredients, and expanding on benefits and mechanisms of action in the body. Above the fold pitch almost sold you, but need a little more (how to take, how long does it take to work)? Skip right to those sections. Ultimately, the goal is to provide a clear story that’s simple to navigate.
FAQs for SEO
FAQs were written for SEO and required me to serve as the liaison between the SEO agency, my writing team, marketing and legal. I reviewed proposed questions and keywords from the agency, determined relevancy/accuracy for product as well as initial regulatory gut check and then provided creative direction to the writer. From there, I managed the FAQ copy through marketing approvals and legal guidance, assuring the greatest optimization while adhering to brand and legal guidelines. Overall, we positively impacted the health of each site, improving ranking and time spent on pages.
Multi-Channel Campaign
Product Launch: Natural Vitality FOCUS