At Expert Institute, I created these copy variations for a campaign targeting a very specific subset of legal professionals on LinkedIn. The team’s goal was to promote brand awareness to attorneys we had not previously contacted. I crafted the copy to convey the company’s most compelling value props and speak to common pain points within the legal industry.
Expert Institute’s sponsorship of this legal podcast was a strategic business development partnership. I wrote the ad copy with succinctness and flow in mind (as its end state was audio). I also left room for off-the-cuff commentary from the podcast hosts—personal anecdotes (especially from esteemed attorneys) will always be the greatest social proof.
At Chairish, I managed an ongoing DPA program through Facebook. This was the highest performing paid social channel from a ROAS-standpoint. I regularly tested and swapped in new action-oriented ad copy to encourage shoppers to purchase previously browsed products.
