Portfolio.
For over a decade, I’ve helped top-class brands grow their audience, drive behavior, and boost their results.
I’ve done it across many different verticals—from health and wellness to HIPAA-compliant SaaS to ethics and compliance training for Fortune 500 Board of Directors.
Magazine Content
I’ve written 300+ stories for some of the biggest media platforms in the United States, print and online.
This includes platforms such as Esquire, GQ, Men’s Health, Men’s Journal, Men’s Fitness, Muscle&Fitness, AskMen, Golf Digest, Eat This Not That, Everyday Health, POPSUGAR, and many more.
Branded Content
I’ve worked with several leading, world-renowned brands to create custom content for their own touchpoints as well as media outlets.
Click the logos to see a sample of each:
High-Traffic Sales Page Copywriting
For many years, I’ve written for top brands on various direct-to-consumer sales pages and funnels. Often, these were geared toward cold traffic from television or digital ads — so they had to be attention-grabbing, hook the audience emotionally, and leverage psychology to convert well.
I worked with a #1 women’s formula who were frustrated with their previous efforts and wanted a new page.
I restructured the order of their lander, added a stronger emotional hook, and transformed the copy to be more benefit-driven (instead of feature-driven).
A leading health brand recently launched a new product line around mental and cognitive wellness. I worked with them to create their first long-form sales page for their TV ads.
The challenge with this project is that the product does many things — so how do you choose which one to lead with?
A top-selling men’s health brand launched a product for premenopausal support for women. It was a brand-new endeavor for an established brand to target a new audience, but they reached out to me to help them with their first sales page.
I did a tremendous amount of deep customer research on the target market, understanding their needs and struggles and their frustrations with other solutions. From there, I created the structure and vision of the page and created all the copy for their D2C lander.
The #1 men’s brand in GNC launched a new flagship product, which quickly became their top-selling product. I wrote the copy for their sales pages and helped them iron out the voice and messaging to position themselves as a more-luxury option.
This is their mobile-ready lander to cold traffic via digital media buys and television commercials.
Doctors’ Preferred — previously known as Healthy Directions — is a leading nutrition supplement brand, with formulations from medical experts like Dr. Stephen Sinatra, Dr. David Katz, and Dr. Ken Redcross.
However, due to years of testing and tweaking, they had a lander that was disjointed, chunky, and outdated. (Ahh, the perils of too much A/B testing.)
After reformulating their product, they asked me to create a stronger, cohesive sales page.
I worked with a top-selling nutrition company as they launched their line of digestive supplements called “Peptiva.” I was on the ground floor as I helped design their funnels, messaging, and selling angles.
It took a lot of audience and competitor research, but we got the messaging right and the product became a hit.
Re-Branding Projects
A popular supplement brand in the US wanted to revamp its brand voice after years of feeling stale. They wanted to attract a new audience while maintaining their loyal fanbase, but they felt like they were trying to be all things to all people.
I worked with their team to conduct vital customer research to understand their fanbase, what made them fall in love with the company, and position ourselves in the right way by defining who we’re for—and who we’re not.
A leading educational non-profit in the health & fitness industry — with over 60,000 members around the world — wanted an overhaul of its marketing communications, which included its positioning, copy guidelines, and overall feedback. The reason? They struggled to increase conversions for their key events and training programs (personal training, military, and more).
I analyzed their existing marketing communications, surveyed their audience, researched their target audience, and more to identify where the copy fell short and how it could be far more impactful.
From there, I created a simple set of “brand guidelines” to help underpin all of their marketing communications to make it cohesive, benefit-driven, and impactful.
Television Ads
Video Sales Letter
I wrote a 30+ minute VSL for a top-selling nutrition product. The previous one was missing the urgency and emotion hook needed to keep viewers engaged throughout so I took a different approach to drive results.
(Please reach out to request this sample specifically.)
Website Copywriting
Greyfinch
I worked with the most innovative practice management software in the United States orthodontic industry as they rebuilt and redesigned their entire website. I wrote all webcopy as well as advised on the layout and conversion-rate optimization.
I Will Teach You To Be Rich
(Weird name, I know.)
But this is one of the best brands for copywriting, led by the New York Times bestselling author, Ramit Sethi.
I worked with them as they launched an entirely new site and brand, and I helped them create webcopy and tentpole content pieces.
I like this page in particular because, too often, “About” pages are wasted pages that don’t help sell or position a brand. Instead, it’s better to focus more on the customer (and less on the brand, paradoxically), their pain, and why you exist.
E-Learning Simulations
I worked with a leading risk management brand to support a number of Fortune 500 brands that wanted modern, engaging, and entertaining e-learning materials around ethics and compliance.
Even though it’s not “sales copy,” these were some of my favorite projects throughout my career.
Why?
Because it required a deep understanding of the audience, key learning objectives (and how to create those key objectives), how to engage and entertain across many different subject matters (even if the topic is really—really—boring), and how to design fun solutions to create behavioral change.
(Which is basically what sales copywriting is, anyway.)
Manager Training For Values-Based Codes of Conduct
I built an if/then simulation to train middle-to-high-level managers worldwide in enterprise-sized corporations. The goal was to train them to learn and use a new, values-based Code of Conduct to manage their employees and prevent ethical misconduct.
To do so, I created a simulation that mimicked being a manager of a football (soccer) team, while taking assessments and teaching lessons depending on the answers provided by the user. For example, how do they handle defeat? Issues with players? Etc.
I built the entire concept from scratch, interviewed subject-matter experts, worked with learning designers to ensure the lessons matched the learning objectives, and advised on the layout and imagery.
Adidas Code of Conduct Training
This was a content project for Adidas to support their global learning modules around critical ethics and compliance topics.
What clients are saying:
Anthony is a total pleasure to work with. I appreciate how he takes the time to learn his clients’ businesses, so that he can be sure his work will help them grow. He’s prompt, professional, and easy to work with.
— Kirsten Liston
Managing Partner, Rethink Compliance
Anthony has been invaluable in our business growth. For our top-selling products, he worked closely with our team to craft powerful and persuasive sales pages, emails, video scripts, and ads. In fact, with one particular email he wrote as an example, we saw a 50% increased open rate vs. our baseline average and a 25% lift in conversion. It’s hard to find marketers with strong direct-response experience, but it’s been great to have him and his responsiveness on our side. He’s delivered a ton of value to us.”
— Brandon Keel
Creative Director, Adaptive Health
Anthony is highly skilled at listening to what your needs are and delivering what you most expect. He gives you that gut feeling that he is the right guy for the job. He is very tactful in getting you focused to provide him the information he needs up front and throughout the project. I experienced only progress, no set backs, just excellent ad copy to redo our website. Highly recommend, will be looking to Anthony again on future projects ongoing.”
—GL
Owner of a health supplement brand
I worked with Anthony on a regular basis while I was managing content at Under Armour. He wrote numerous digital articles for Under Armour, MyFitnessPal, and MapMyRun. His knowledge of the fitness and wellness space, ability to meet (and exceed) expectations, and timeliness made him one of my go-to writers for brand content. His flexibility allows for different styles of writing, and he molds his tone for the brand and intended message.
— Erica moore
associate manager, Under armour & myfitnesspal
Anthony was one of my star freelance fitness writers at Eat This, Not That! and he was always such a pleasure to work with. His pitches were witty and thoughtful, his draft submissions were always very clean—requiring minimal editing, he was very responsive to feedback, and I could always count on him to turn around copy well before the deadline. Whenever I needed someone to get the job done in a timely yet efficient manner, Anthony came to mind.
— Alexa Tapia
Deputy editor, galvanized media
Anthony has been invaluable to me. He’s my first call when facing a challenge in a marketing project. Anthony has the experience and framework to solve the problem at hand. He’s helped with everything from content marketing and copywriting to strategy and positioning while delivering exceptional service. He’s easily delivered over $25,000 of value to me.
— Tyler Vawser
VP Marketing, Apptegy
Interested? Let’s CONNECT