Copywriting for Brands: Taglines & Themelines

Great taglines don’t “tag.” They lead. They’re the engines of brand stories, not the cabooses. Just as importantly, they simplify and unify messaging across all media,…

Jingle Writing | Missouri Tourism | “Refresh!” Song

Refresh, come on and rediscover Recharge and rewind;Retreat, rekindle and recover Restore your store of mind! That’s the opening stanza of “Refresh,” a country-western-style jingle,…

Copywriting for Senior Living Services: Worry Less™

“Worry Less” is a tagline and “organizing idea” for a marketing campaign we created and developed for St. Andrew’s Resources for Seniors System in St.…

Walt’s Brainstorm Process: “What Would Winona Want?”

Pssst! Someone’s missing from our messaging meetings. Not Marissa. She’s still at lunch with the client. Good. Not Marv. He’s under his headphones. Let him be.…

Scripting Television Commercials: More Fun Than One Might Think

  My copywriting days were mostly filled with funny radio commercials, but I cranked out a lot of TV spots, too. The creative process is…

Copywriting for Tech: "Get Your Head in the Cloud"

This tagline and copy was used for an integrated marketing campaign for Contegix Cloud Services in St. Louis, on behalf of agency Spoke Marketing. Look…

Copywriting for Spirits: Grey Goose Vodka

For decades, Grey Goose Vodka branded itself as “The World’s Best Tasting Vodka.” When it came to explaining the process behind this taste achievement, the…

Copywriting for Cereal Brand: "Have a Grain Day!"

“Have a Grain Day!” That’s the tagline I wrote for Hodgson Mill, makers of whole grain cereals, baking mixes and pastas, available in grocery stores everywhere. “Have a…

Taking Copywriting to the Bank: Parkside Financial

“Take the Parkside Path.” That’s the tagline I wrote for Parkside Financial Bank & Trust, Clayton, Missouri, in helping the brand come to life. Here…

Writing Web Pages: Create Compelling Brand Stories

When your website appears on screen, you have nanoseconds to make an impression. Does your home page look and read like everybody else in your space?…

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