Work

A sample of the kind of brief we take on, and how we approach it. These are illustrative projects, not a client roster.

A launch script for a workflow-automation platform

Brief. A Series A workflow-automation product needed a 75-second explainer for its homepage. Two previous drafts, from two different writers, had listed features in order and left the team unconvinced either draft would hold a viewer’s attention.

Approach. We rebuilt the script around a single mechanism — how the tool actually removes the manual step it replaces — instead of describing what the software does, feature by feature.

The team shipped the script in one revision round, the fastest sign-off of the three attempts, because the argument only needed refining, not rebuilding.

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Website Copy

A six-page rebuild for a developer-tools SaaS

Brief. A developer-tools company rebuilding its site had five different people write the existing copy over two years — the nav labels, the About page, and the pricing page all read like different companies.

Approach. We wrote a short voice/message reference first, then all six pages from it, so every page answered the same core questions in the same voice.

The founder’s note after review: the About page and the pricing page finally sounded like the same person wrote them — because they had.

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Sales Page Copy

A long-form page for a cohort-based program

Brief. A premium, cohort-based program’s existing sales page leaned hard on countdown timers and "only 5 spots" messaging, despite the program having no real cap that year.

Approach. We rebuilt the page mechanism-first — how the program actually works, proof structured around real outcomes, objections answered in the order a skeptical applicant raises them — and dropped the manufactured urgency entirely.

The founder reported the page finally matched how the program was actually sold on enrolment calls, closing the gap between the pitch and the page.

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SaaS & Product Messaging

A message framework for a pre-launch analytics tool

Brief. A pre-launch analytics SaaS had three founders, each describing the product differently in early investor conversations — none of the three descriptions matched the website copy drafted separately by a freelancer.

Approach. We ran a discovery pass across all three founders, then built one one-liner, one value proposition, and a feature-to-benefit framework all three could use verbatim.

The one-liner from the framework became the line all three founders used in the following month’s fundraising conversations, unprompted.

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“We'd already paid two other writers for this script. Both drafts read like a features list with music behind it. The version that came back structured the story around one mechanism — how the product actually works — and for the first time, people finished watching it.”

Marketing Lead, Workflow-Automation Platform

“The brief was 'landing page for our paid campaign.' What we got back was an argument: one promise, the objections our sales team hears every week, and a single CTA competing with nothing else on the page.”

Head of Growth, Paid-Acquisition Team

“Six pages, one voice — that's the brief every agency says yes to and few actually deliver. This time the About page and the pricing page read like the same person wrote them, because they did.”

Founder, Developer-Tools SaaS

“No countdown timer, no fake scarcity — just our actual offer, explained in the order a skeptical buyer would ask about it. First sales page we've shipped that didn't make the founder wince.”

Founder, Cohort-Based Program

“Before this, our deck said one thing, our site said another, and our own sales team explained the product three different ways. The message framework gave everyone the same one-liner, and it actually stuck.”

Co-Founder, Pre-Launch Analytics SaaS

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