I have always been a storyteller. After years of creating stories in the form of academic journal entries, magazine articles, book reviews, celebrity interviews, blog postings, short film scripts and feature length screenplays, in 2011 I started writing branding, advertising and marketing copy.
These are my stories (more writing samples are available upon request):
TRIPLE FAT GOOSE:
I write profile blog posts focused on CEOs, influencers and executives for this high-end winter parka manufacturer. I also write travel and lifestyle blog posts for the Downtime magazine. Here are a few:
HOW TO SELL YOUR TRAVEL RESERVATION: https://downtime87.com/how-to-sell-your-travel-reservation-sparefare-net/
THE CHEDI HOTEL: https://downtime87.com/the-chedi-andermatt-tradition-elevated/
AMAN HOTEL TOKYO: https://downtime87.com/aman-tokyo-ultra-luxurious-urban-oasis/
COOKING IN QUARANTINE: https://downtime87.com/celebrity-chefs-cooking-quarantine/
HAND WASHING VS. HAND SANITIZER: https://downtime87.com/hand-washing-soap-hand-sanitizer/
FLY FISHING: A BEGINNER’S GUIDE: https://downtime87.com/how-to-fly-fish-a-beginners-guide/
Polar Vortex Blog: https://triplefatgoose.com/blogs/down-time/what-is-a-polar-vortex
Recently, I started writing e-newsletters, packaging copy, web pages and ad copy for this Swiss wool footwear manufacturer. Here’s some of my work:
HAT PRODUCT PARTNERSHIP: https://www.baabuk.com/products/wool-hats-dark-grey
CRAFT VIDEOS: https://www.baabuk.com/pages/craft
STATIC WEB PAGES:
I’ve written many catalogs for Allen Edmonds. My favorites are the 2013 Apparel mailer that introduced the AE clothing line and the Spring 2013 Anniversary Sale catalog, both of which contained more distinct brand storytelling elements. Here are some others:
I also wrote the headline for this Father’s Day catalog.
Some of many email blasts created for Allen Edmonds:
Parsons Design Challenge flyer
ALLEN EDMONDS GOLF:
I’ve also written countless product descriptions for AE golf shoes and apparel.
I wrote this dealer kit for Mack Trucks 2013 “Built Light. Built Right.” campaign, which was turned into magazine inserts for the Granite and Pinnacle trucks. A nice mix of headlines, product copy, taglines, and storytelling.
TRADE SHOW COPY:
You can see some of my trade show work for the rebranded Mack Trucks at the Mid-America Trucking Show 2014 and ConExpo 2014. I did the timeline (BORN IN 1900, READY FOR 2014), global sign (DRIVEN AROUND THE WORLD FOR 114 YEARS) and pylon copy (NO MATTER HOW TOUGH…) working off the “Born Ready” slogan (which I did not create).
SEA RAY BOATS:
2013 WINTER AD CAMPAIGN:
I created the title, sub-hed and text for this ad/sales campaign.
SAPPI FINE PAPER:
I researched and wrote this extensive manual on direct mail marketing for Sappi Fine Paper. (Here’s an article about it on VSA’s website.) It included a primer on postage usage, as well as the following mock advertisements for dress shop, computer technicians and a sandwich shop. I also created this eBlast invitation for a direct mail event. A long-form technical piece but also full of shorter components like headlines and ad copy.
I wrote and researched this 20+ page journal about the scientific aspects paper production and the environment. It was shortlisted for the 2012 Pulp & Paper International (PPI) Awards Environmental Message, Promotional Campaign of the Year.
I did the expert interviews for eQ journal vol. 5.
Since 2011, I have researched and written human interest and corporate partnership stories for Sappi’s Sustainability Reports, for which the company garnered two PPI Environmental Strategy of the Year nominations. A mix of headline work and storytelling all while taking technical information and making it palatable for all audiences.
This ad was written for print publications.
IDEAS THAT MATTER:
I also wrote an this informational mailer designed to drive entries for the 2014 competition.
Since 2016, I’ve been the lead copywriter for this Hawaii-based lifestyle apparel brand. During this time I’ve written four catalogs a year plus web product description, press releases, packaging inserts, hangtags, in-store signage and social media posts.
Summer 2018 catalog copy
Aloha Oe Hawaiian shirt product description
Crazy Shirts’ Instagram account
I wrote the web product copy for the KRADL: https://store.gouppercase.com/products/kradl
I edited and punch up the language for this product page and the accompanying infographics (click on LEARN MORE in each product section). I also wrote the tagline: Your Success is at the Heart of Our Solutions as well as worked on banner ads, case studies, industry narratives, and brand guidelines for the company-wide rebranding.
Along with writing and editing their corporate web pages, I have written product descriptions, packaging and blogs for the lines fitness/sporting goods products.
I wrote 50+ product details like this for the packaging of the company’s rebranded Lifeline line. A lot of this writing is now on the Lifeline website detailing the FEATURES and BENEFITS of their products, like the Train Station. (NOTE: I did not write the PRODUCT DESCRIPTION paragraphs).
LIFELINE PRODUCT DESCRIPTIONS:
Here are a couple examples of the 100+ product descriptions I wrote for the company’s Lifeline website:
Along with this traditional copywriting, I also have done blog writing for Lifeline, for whom I covered topic like healthful eating, green weddings, stretching, fall fitness, and mother’s day fitness.
I wrote hundreds of short, quipy website product descriptions for men’s, women’s, and children’s clothing.
TRICO WIPER BLADES:
I wrote a months worth of Facebook posts for Trico. View a sample here.
First Data’s ask was to create two ads – one using their concept and another of my own devising. The first three ads in this deck were created using the client’s concept. The last two ads were created from a concept that I created based on research I did about the South African currency and were realized by collaborating on the idea with a designer.
I wrote the fishing section of the new Yellowstone guidebook Yellowstone in a Day.
I edited, rewrote and added new content to the as yet to be published third edition of the best-selling Yellowstone: The Official Guide to Touring America’s First National Park. Some of the new content included my writing on fishing, wolves, the Bechler region, the Old Faithful Inn, and winter in Yellowstone.
I am also a regular contributor of the Yellowstone Quarterly (formerly Yellowstone Discovery) magazine. Many of my articles can be seen below:
Steve Iobst Q&A. Yellowstone Quarterly. Winter 2014.
TROUT STORY: Lead article in the Yellowstone Discovery magazine.