These are two press releases written on behalf of two dental practices: BLVD Dental Aesthetics in Los Angeles, CA and SP Smile in Miami, FL.
What did you do?
I wrote the copy for both press releases based on a limited brief of the topic. I researched each practice to best present their featured services and communicate the unique voices of the leading doctors at each location.
Why did you do it?
These projects were provided during my time with Transcendental Agency as a service for dental clients. Press releases are provided to local news providers and larger press release websites to bring off-site SEO attention to practices with notable news to share.
BLVD Dental Aesthetics is a practice focused on cosmetic dentistry in a high-income area. This press release inspires potential patients to experience their care through Invisalign® orthodontic treatment.
I always enjoyed writing about Invisalign. It’s a proven product that has so many clear benefits worth sharing with an audience. It’s also a product that had a mass-market push in the last 20 years, but there’s still plenty of reasonable curiosity about how it works and its effectiveness. I enjoy sharing the details to make the treatment seem as simple and clear as possible.
As a special note, my wife began using clear aligners while I worked in dental marketing. I got to play fake-orthodontist every once in a while, “oh a little discomfort with a new aligner is completely normal as they apply a new type of pressure. Wait this out for a day and come back to me tomorrow if you’re still experiencing any soreness.”
This press release announced SP Smile’s grand opening in west Miami, Florida.
Almost every dentist is either an independent practice or part of a larger DSO (dental service organization). It’s easy to forget that dental practices that don’t belong to larger organizations are small businesses with tiny teams. With these practices, it’s important to communicate the personal touches and ability to build relationships compared to their larger counterparts.
I led this press release with a quote that summed up Dr. Susel Perez’s mission, to “treat patients with the kindness and patience they deserve.” A personal quote communicates the human nature of the doctor and a practice, and encourages a partnership more than simply a health service.
TAKEAWAYS
The press release format is short and sweet. With these, I took on each opportunity to present the strengths and personality of the practice to encourage patients to take action to learn more. One of my strengths as a writer and reader is finding what’s most essential to a person’s message and making sure nobody ever has a hard time discovering it for themselves.
These are two written reviews that are published to my personal Letterboxd and Goodreads accounts. Both of these sites let viewers and readers create and share a collection of media with others.
I sheepishly love these kinds of websites. I do my best to log every book and movie I spend time with and refresh sites daily to see what friends are up to. Consumption is personality in modern times, what can I say?
What did you do?
I wrote and uploaded each review. Since reviews on these sites are more for myself than anybody else, they’re often knee-jerk reactions that are quickly put together. Sometimes, such as with these reviews, I’ll spend a little extra time putting together an idea if I feel like I really have something to contribute.
Why did you do it?
I love media criticism. Even if I don’t agree with the writer, an established viewpoint filtered through a good-faith argument is always an enviable pursuit.
I started making a conscious effort to reflect on and write about books and movies as a way to deeper understand art that connects with me. When something stirs an emotion, it’s important to explore that meaning and be able to share it with others.
If you’re aware of this movie, I hope you find the humor in me using it as a portfolio piece. The Buttercream Gang is a 1993 Christian film that countless elementary school students of the 90s sat through once testing was over at the end of the year. It’s hokey, unrealistic, and so sentimental that it’s a pantheon piece of squishy made-for-sunday-school specials.
I’ve had a fascination with this movie for years. One night, I set out to write what I thought was one of the most thoughtful explorations of how the themes are represented and betrayed to create a truly great piece of art.
This review is my reaction to the top-selling tennis strategy book by top 10 tennis player and coach Brad Gilbert. I wrote this after revisiting the book when I started playing competitive tennis again at 30. It contextualizes Brad Gilbert’s cornball 90s style with contemporary clickbait coaching and modern views on the game.
The speech is very conversational, but it’s as earnest as can be. I think it says something about “age old wisdom” and the point where classic and modern sensibilities collide. It’s also a nostalgic piece for the old-school coaching methods I grew up with. It’s not earth-shaking, but the review is the most-liked review for this book at, what, six likes? Still at the top and I’m proud of it!
TAKEAWAYS
I love a book club. I love community movie viewing. I love listening to live music in a crowded room. Sharing my feelings on art and performance (and hearing another person’s reaction in turn) is one of my favorite things in the world. I thought it was worth it to share these in my writing portfolio to show myself outside of a work setting.
If you’re active on any of these sites, please follow me! My Goodreads and my Letterboxd. I’ll be there to cheer you on through a third viewing of Legally Blonde or encourage a first undertaking of Thomas Pynchon, anytime.
Blogs are the definitive launchpad for online writing! Maybe it’s because managers see them as low stakes options, they’re off to the side, a little less serious, a bit lower stakes. I love them as a chance for brands to share their story and get on the same level with their audience. Plus, a well-written blog can bring countless eyes to a website looking for answers and insights.
Below are a series of blogs written for different dental providers and a Spanish shoe company. I used a mix of strategies to grab attention and always make sure the titles deliver on their promises.
What did you do?
I independently wrote the full copy and metadata for each blog. Occasionally, I would be given a keyword to focus on based on a client’s services. The rest of the time I was left to determine the best topic for their demographic and audience.
Why did you do it?
These were written under copywriting positions at two different companies. The dental provider blogs were included as parts of marketing packages. The Cobbler Union shoe company blogs were headed by myself as an initiative to represent the voice of the brand to their audience.
Teeth whitening is the leading cosmetic dental service for nearly every dentist. For that reason, an informative blog can go a long way toward credibility. Since convenient over-the-counter products can be the greatest competition, I made sure to specially address their downsides.
5 Life-Changing Benefits of Dental Implants
This blog for Bayshore Family Dental takes advantage of search keywords and quality content to boost restorative dentistry services.
I learned from a study by Search Engine Journal that blog titles including a countdown or a numbered list were the choices that were clicked on most often. I could’ve just checked my own Google history and seen the same stats. It makes your brain itch to know what makes the list no matter the subject.
This blog makes a case for dental implants by informing the audience of unexpected benefits beyond cosmetic changes. There’s an excellent natural use of SEO keywords to meet the San Antonio market as well.
What is a Goodyear Welted Shoe? | Complete Guide 2023
This long form blog describes a complex type of shoe construction and puts it into greater context. For this project, an SEO expert helped out by providing an outline of the headers to arrange the copy.
I was fortunate that this blog performed extremely well, landing in the top three Google results for Goodyear welted shoes within a matter of weeks. It’s comprehensive, informative, and regularly calls back to Cobbler Union’s own shoe collection for an actionable next step.
Pediatric services were always fun to write for. Whether it’s themed branding or just creating a fun environment, I’m able to be a little more light-hearted with the content.
The main message of this post is showing care in making children feel safe. It lists out how Pediatrics on Park takes every step necessary to provide a comfortable, safe experience. Closing with a strong call to action is a non-negotiable. Once people are convinced, the next step should be right in front of them!
TAKEAWAYS
Blog writing can’t be underestimated for a brand. It keeps their content fresh, shares their unique voice, and gives an authority as thought-leaders for their industry. I continue to write for my personal blog and explore as many topics as I can so I’m able to make an impact with an absolute staple of web content writing.
These are three marketing emails sent out to an audience of thousands for Cobbler Union, a men’s leather shoe company based out of Madrid, Spain.
What did you do?
I wrote the copy and header for each email and helped design the brand experience around each product featured.
Why did you do it?
Drafting marketing emails was one of my daily tasks at Cobbler Union. I worked my way up from a sales associate to somebody with a strong grasp of the brand and its place in the industry. With this experience, I volunteered myself to improve our email copy before becoming a full-time writer and customer experience manager with the company.
WEDDING ESSENTIALS
After joining the marketing team, Cobbler Union began to consciously strategize with campaigns that categorized shoes into understandable collections. Weddings are consistently a shoe-buying occasion for men, so this campaign leans into SEO optimized keywords like “wedding shoes” and helps men see themselves in the products.
This email was used to highlight a series of formal shoes that stand out from the rest. I stressed the unique characteristics of each model to tell a story for the audience. A consistent message is that men can stand out without being flashy. A well-made shoe will shine with that elegance without becoming a distraction.
NEW STYLE PRODUCT HIGHLIGHT
The Liam boot was the final new product launch during my time with Cobbler Union. I had a lot of confidence to launch this boot with a clear personality and story. Inspired by a coworker, Liam, I pulled from his all-star qualities and tied them closely with the expressive style of the boot.
The header for this email is meant to draw the reader in: For the Everyday Hero. I like teasing new styles with a message that attracts readers to want to learn more. I also appreciate the non-fussy and approachable message for an industry (luxury shoes) that can seem so aspirational and exclusive.
This approach to men’s style is very consistent with Cobbler Union’s brand. They care about craftsmanship and style, but it’s not a destination for a hierarchical group. Everybody is welcome to find what expresses themselves best and join in the celebration of well-made goods.
CHELSEA BOOTS SALE
Goodyear welted boots at 50% off? I’m honestly surprised I didn’t get a pair myself.
These kinds of flash sales depend on impulsiveness and people who have been waiting to pull the trigger. I used a version of personal testimony to vouch for the pair: if we only had one pair then this would be it. I also like the visual of potential outfits through the language. It helps customers see themselves matching the pair to their own style and shows how easy it is to build an outfit.
With loafers and Chelsea boots, you can also never underplay to ease of no laces. Effortlessly slipping something on is tough to beat. You may think you don’t mind lacing up a pair (like I did!), but once you have an alternative, it’s hard to go back.
TAKEAWAYS
I regularly monitored the click rates of our daily emails to see what worked best. Sales messaging is nearly always guaranteed to be a leading draw to get people to the website, but attention is up for grabs for the rest of the enthusiasts. It was always my goal to make sure readers knew we were working hard, that something new is on the horizon, and that we have a story to tell that they’re going to want to know about.
At the end of 2023, Cobbler Union launched its newest collection: Goodyear Lite. This is the launch campaign which combined email marketing, social media, product pages, blogs, and landing pages to promote and differentiate this new line of men’s shoes.
What did you do?
I helped write all promotional and site materials for this collection. From marketing to lasting product pages, I played a primary role in creating impactful messaging. To help develop the theme of the campaign and promotional schedule, I worked with Cobbler Union’s founders, designers, and web marketing team.
Why did you do it?
This project was completed during my time as a marketing copywriter for Cobbler Union. With the move away from stiff leather shoes post pandemic, I was inspired to present this collection as a modern alternative. I had a chance to wear the shoes myself and believed in their purpose as everyday options that didn’t compromise quality and style for lasting comfort.
GOALS
Communicate the new collection: a comfortable fit with no compromises
Differentiate the collection from previous merchandise with a new voice
Build interest and boost sales early in launch phase
EMAIL LAUNCH: THE FIRST TOUCH
The main tagline used for the Goodyear Lite collection was unconditional elegance. It’s meant to represent that we men may not be wearing the same black oxfords and suits they once were, but that doesn’t mean they have to be a shlub.
An important goal was making sure audiences knew these pairs were different from what we already made. They may look just like another leather shoe, but the feel, the materials, the comfort were completely unlike what’s typically made for this footwear construction.
This email was part of a series that introduced the line style by style. We built hype around this new step for the company, and also appealed to the concerns that faced many customers: generous sizing, short break-in periods, comfort without style compromises.
A PERSONAL TOUCH WITH LAUNCH BLOG
The email marketing and product pages are great ways to pull people in, but they aren’t able to communicate every part of the story. It’s why an introductory blog was so important to really open up to people curious about the collection.
Compared to other blogs I’ve written that are very SEO focused, I was given free reign on this one to stick to the subject and speak freely. I’m extra proud of this blog for that reason. I was able to get personal with the audience and speak honestly about why I think this collection matters. The company has a history with a story that led to a mindset shift, and I think I did well to share that and represent Cobbler Union as a group of humans above all else.
Note: Whoever uploaded this made a mistake on the title for a glaring error. If I was still there, I’d give them the heads up to update it, since my copy doc shows the correct title…just had to say it!
PRODUCT DESCRIPTIONS
IMAGE of albert description & ALBERT
Product description for the Albert chukka style boot.
Every shoe in Cobbler Union’s collection is given a person’s name. It gives them a personality, and over time it became natural to understand these qualities as human characteristics. Just as Peter as a person is tall, creative, and loves crosswords, the Albert shoe may be dependable, quietly cool, and modest.
Product description for the Gilbert semi-brogue oxford.
Movement, lightness, and approachable elegance were targeted descriptors. For the Gilbert oxford, Cobbler Union’s founder told me he was inspired by muscle cars for this design. I loved that idea and went with it to bring life to a simple brogue description.
CONNECTING THROUGH SOCIAL MEDIA
During this period, the Cobbler Union creative team had finally hit its stride. They had an excellent in-house creative director that had found a perfect match with local models and photographers in Spain. This gave the imagery and total flavor of the campaign a renovated look from what came before for their Instagram.
I used these photos as inspiration for a cool and collected voice to present the collection. They let customers know this is a new step for us, and a revelatory style option for them
LAUNCH RESULTS
Through a months-long campaign and careful strategy, Cobbler Union successfully launched the Goodyear Lite collection with a unique identity and fresh voice. Within a week of premiering, thousands of dollars worth of revenue came in from an audience eagerly anticipating our new offer.
As a long-term benefit, the stage was set to work more in a campaign-based strategy instead of the typical leak of new styles as they came. Things became more intentional, with a collaborative approach that set the company apart from the rest of the small teams that operate in the same industry.
Goodyear Lite is still a campaign I’m extraordinarily proud of. To anybody who’s reading and needs it: don’t try to dress up a crummy sneaker, driver, or hybrid light tan dress shoe with a professional outfit! Comfortable, stylish options are out there! You’ll be happy you tried them!
These are several landing pages used for different campaigns at Cobbler Union, a Spanish men’s shoemaker.
What did you do?
I wrote the copy and helped ideate the theme of each campaign based on the characteristics of the product and brand voice.
Why did you do it?
This was an opportunity given to me as an email marketer during my time with Cobbler Union. Since I started my time with them in their brick and mortar store, I fell in love with the product and became passionate about representing their ability to empower men through style the right way.
Before taking on these roles, the page content was rather generic. To me, it was a brand with a strong voice when you were in the room with the founders, but didn’t communicate that message to the greater public. I worked with our marketing team and designers to create a consistent message and voice that we would proactively share with our audience.
LANDING PAGE CONTENT
The Union Market: A Celebration of Universal Craftsmanship
The Union Market is Cobbler Union’s collection of accessories and shoe care products curated from other brands throughout Europe.
I took to heart the message of “Union” in the brand name. When I would read interviews with our founder before beginning with the company, he had so much passion to share about the intention and confidence style can give men. He didn’t see Cobbler Union as a business that stood alone in this mission. It relied on a healthy ecosystem of craftsmen that bolster and inspire one another.
I shared this message through language that included the reader on this idealistic mission. Real people are behind these products with real passions for their crafts. From the creators to the enjoyers, everybody can take part in celebrating the craftsmanship and passion of style.
The Uncomplicated Loafer: Approachable Style for Modern Men
The Uncomplicated Loafer was a campaign to market a softer, more approachable style of men’s loafers we just released.
The message of uncomplicated style came through an exploration of what style meant to men in a post-COVID(ish) era. I constantly heard from customers that they were no longer motivated to go through the fuss of dressing up and lacing into stiff leather shoes. Remote work and the increasingly casual nature of style left them wanting something new. When there are enough things to be worried about, this style reinforces that easy-going style without losing a trademark elegance.
The language is kept simple to match the playful photography. They’re short sentences with an easy to understand message. Dressing up isn’t about being fussy and following the rules. It can be about expressing the new culture of work and setting a new standard.
Champion Craftsmanship: A Super Bowl Collaboration
Champion Craftsmanship was a collaboration with Leather Head Sports that commemorated the Super Bowl with a branded handmade leather football.
This collaboration idea was presented to me as a campaign that combined craftsmanship, the Super Bowl, and…Valentine’s Day. It was a little bit of a tough ask, but definitely a welcome challenge to talk about something besides footwear. The starring link was that Cobbler Union and Leather Head Sports both have a passion for craftsmanship. They create products that are meant to age and last.
I created a word map of football terms and like the poetic elegance of “champion”. I also love when a short phrase can have more than one meaning. Champion could be an adjective, meaning they make champion-level products, but it’s also a verb, meaning they both champion and endorse a handmade aesthetic.
CAMPAIGN TAKEAWAYS
Landing pages are near the top of the sales funnel. To be most effective, they have to communicate an understandable story in what amounts to a header on a smartphone. Picking out a catchy title is everything, and I’m proud of how each of these communicates a campaign while representing Cobbler Union’s take on approachable, elegant style.
If I have one regret, it’s that I could’ve worked more closely with the designers to include impactful calls to action from the opening paragraphs. That would give each visitor the chance to see themselves in these stories and convert into actionable purchases.
Since these campaigns, I’ve had countless chances to design the copy for full websites where the goal is visitor action. I look forward to my next chance at creating a concise brand story that not only grabs the reader, but leaves them a lasting partner to continue a brand’s mission.
These are several websites I was fortunate to work on for a range of dentists across the US. Some are start-up practices who needed a little help getting started, and others are established businesses who were eager to expand their reach.
What did you do?
I was either the sole copywriter or played a major role in producing all written content on each page. Along with service pages and patient information, this includes relevant metadata, alt-texts, blogs, and eye-catching headers. Helpful backlinks and SEO-optimized keywords are included in each page to boost Google rankings and reader engagement as well.
During the process, I collaborated with a small project team of designers, project managers, and SEO specialists to make an impact for each client. I also had chances to talk with the doctors themselves to understand their vision and best represent their voice for a fully cohesive experience from the web to their office.
Why did you do it?
These projects made up the core of my position as a content writer at Transcendental Agency, a dental marketing agency in San Antonio that helps dentists and orthodontists conquer their markets.
I loved using my gifts for writing and voice to translate the grand visions of doctors into a visual reality. Of course, I was also driven by the existing or prospective audience of patients who need clear and instructive answers. Google reviews were a helpful tool for seeing what kind of experience they find rewarding, and I did my best to communicate the positive possibilities through the web content.
COMPLETED WEBSITES
I’m proud of my contribution to each site, but I know better than to force 100,000 words of text on anybody skimming through my portfolio. Instead, I’ll include a little link to each site and offer some highlights about the projects and practices so you can get an idea of how I work.
Bayshore Family Dental
About the Practice
Bayshore Family Dental is a start-up practice in Dunedin, Florida headed by Dr. Hayder Kafaji. With a demographic that’s older and often retired, he specializes in cosmetic and implant dentistry for his prospective patients.
Guiding Inspiration
Before starting the copy, I was already inspired by the stellar work from our designers on the homepage wireframe. The cool blue palette and airiness of the layout, geez, makes me want to throw on my swimsuit and grab a cold one. This pushed me to keep the copy breezy and personable while communicating even the more complex procedures.
Content Highlight: Implant Dentistry
Tooth replacement is always interesting to talk about. Patients might already have an uncomfortable relationship to the dentist, and the fear of judgment could be high. A foundational goal was to present these services to be as accessible and comfortable as possible. From patient reviews, Dr. Hayder had already proven his collaborative touch to dentistry, so I just had to make sure patients can feel that warmth from the page.
Aviator Pediatric Dentistry
About the Practice
Another start-up practice, Aviator Pediatric Dentistry was in the middle of construction as we built their website. They provide preventative and restorative pediatric services to children in NE Fort Worth, Texas under the lead of Dr. Jairo Montoya.
Guiding Inspiration
Pediatric practices are where writers and designers can really have fun, especially if their concept has a strong theme like Aviator. This aviation theme and tilt across their name logo lent itself to all kinds of thematic headers and attention grabbers. It’s hard to reign in the “take to the sky!” imagery, but why hold back in the first place?
This practice happened to be minutes from my parents’ house, making it a special treat for me. I know this kind of demographic insight is rare, so I made the most of appealing to a locally-focused family looking for a compassionate dental home.
Content Highlight: Laser Dentistry
Dr. Montoya stressed he wanted to highlight their modern technology, especially their Waterlase Laser tools. It’s always helpful to have an area to lean in on and highlight for a client. With some research, the benefits are clear for more comfortable and safe procedures, so it just comes down to showing their audience the same thing.
I love bulleted lists and segmentation when they make sense for readability, and this was the perfect place to layout a list.
Dentistry in Middletown
About the Practice
Dentistry in Middletown is a full-service dental provider in Middletown, Delaware founded under Dr. Jake Uram. They specialize in general preventative and cosmetic dentistry, but set amazing expectations for patients who are in need of prompt emergency dental care.
Guiding Inspiration
Dr. Uram was, thankfully, very involved in the design and voice of his website. This helped guide the vision for “concierge dentistry” with his content: a health partner that is always there when you need it.
The doctor had previously written some copy for his website himself, which is a huge help for pulling out important points that should be communicated to his audience. I used his original copy as a reference for what was key to his practice before revising and building out the pages to meet his patients’ needs (as well as the needs of Google’s algorithm!).
Content Highlight: Emergency Dentistry
Dentistry in Middletown is passionate about living up to the promise of emergency dentistry. Highlighting their same-day and walk-in services was a natural move to make their prospective patients aware. Emergency Dentistry shows up prominently in the menu, is featured as a highlighted service, and also got a targeted blog post so patients know this is a practice they can count on.
CONSTANTLY HONING MY CRAFT
Writing a full-website is an intensive task, but it’s always a rewarding one with huge takeaways. I learned so much with every project: balancing strategy and poetry, building readability, effectively involving keywords, developing practice voice, and countless other skills.
From these projects, I’ve built my confidence as a writer and researcher. I feel ready to take on any industry and deliver exceptional results with a targeted message that meets a client’s needs. Plus, I’ve learned way more than any civilian should know about dentistry. It’s anxiety-inducing, but I can promise you that I never skip a brushing at the end of a long day.
“Tips for a great fit” as seen on Cobbler Union’s Vimeo account.
What is this? When you order a pair of shoes from Cobbler Union, each box includes a small, paper insert with instructions on returns & exchanges and a QR code that links to this video. The clip is a concise, visual tutorial on how to check oneself for a proper fitting dress shoe, replicating the fitting process performed in the Atlanta showroom.
What did you do? I wrote the script, recorded and edited the voiceover (performed by the NYC trained actor and operations expert, Liam!) using Mixcraft audio software, and filmed an example video that was used as the shot-for-shot reference with a professional video team in Madrid.
Why did you do it? Self-service and buyer confidence are must-haves for an e-commerce brand. This video was created to help customers understand what we use to determine a “proper fit” in our showroom. The goal was to create a video under 60 seconds that would help customers confirm their sizing choices and share our expertise with those outside of the Atlanta area.
The demo video shot on my Pixel 3A (budget pick Android gang RISE UP!) that was sent to Spain for a the final version.
Proper fit on leather dress shoes is a tricky subject, especially for men coming into the category from a life of roomy, athletic shoes built from elastic meshes and feathery rubber. Although Cobbler Union shoes aren’t cheap, they’re still considered an entry-level brand in the Goodyear welted shoe category, and many wearers have no idea where to start with confidently deciding what’s a good or bad fit. If only the size number on the tongue of the shoe told all, but how can it? The foot’s a three dimensional object and between shoe lasts, materials, widths, insteps, and (god forbid) bunions, a perfect fit can be hard to find.
The goal of the video was simply to give the basics. There are three areas we look at in the showroom, and here’s what we look for. Don’t worry about the length of the toe unless your friends or loved ones think you look like a clown. Please don’t destroy the leather with Michael Jackson toe stands if you’re not confident the pair are keepers.
I could’ve written a 15 minute script of every experience a wearer might have, and I was definitely tempted to go further and further with every situation a wearer might come by. Something I’ve learned in my customer service experience is that you don’t have make every communication the final say. It’s ok to give people the tools, a compass, and if they’re still lost, we can always carry on the conversation one-on-one later.
Like similar projects, I started by researching what other brands and hobbyists were saying in their own videos and tutorials. There weren’t as many examples provided as I thought there would be, which was encouraging, since I felt like it would give Cobbler Union an edge on providing help not everybody was giving. One of the best videos online is by Austin bootmakerTecovas. The catchiest line is that the foot should feel like “a firm handshake” when you squeeze the outside of the leather. I love that comparison, and it softens the technical into something more relatable and everyday. I really wish I could’ve just stolen that line; kudos to the Tecovas team!
We go instead with the adage “comfortably snug, but not uncomfortably tight”, meaning you should have little extra volume, but we never recommend keeping something painful and hoping for that right break-in. A shoe is meant to be worn with pleasure, not dread.
My favorite part of the project was the chance to play Audio Engineer and record a voiceover with my coworker, Liam. I guess it plays into my dreams of being a shoegaze band audio wizard like My Bloody Valentine’s Kevin Shields. Growing up must be like this: redesigning your rock n’ roll dreams of crushing guitar tone into adjusting the compressor effects so you keep a steady audio level on your pal’s description of how the heel of a dress shoe feels. At the end of the day, I still get to say I’m the leading Audio Engineer of this company, so I shouldn’t pity myself too much.
The team in Spain did an amazing job reshooting the video with professional equipment and replicating the original video I sent them. The video will help customers get started, and Cobbler Union can lead the way on creating an accessible marketplace for anybody new to the luxury leather shoe category. Also, can I get an IMDB entry for this?
A quick review of the writing guide classic, as posted to my Goodreads account.
The book cover, featuring one of many wonderful artworks by Maira Kalman
I read this straight through in three days in the same way people read novels. The best book on writing I’ve ever read. I have to preface that writing about a book on writing applies much pressure; if this review is poorly written, I expose myself as a reader who learned nothing. But, of course, the craft is a continual journey, and this is part of the application and process.
The book is separated into three sections: rules of usage, principles of composition, and approaches to style. The guiding goal of each section is clarity above all else. As Strunk says, “When you say something, make sure you have said it. The chances of your having said it are only fair.” There are greater stakes to a misplaced comma than upsetting others with stronger grammar senses. You betray your intended message, turn your back to credibility, and place the reader in a foggy field of lost meaning. Sections clarify how concrete, precise language have greater meaning than the self-satisfying practice of filling a page with widely accepted vapidities; reading through, I felt empowered. This is a self-help book for anybody who communicates with written language (so let’s say everybody).
The early sections on usage rules and composition principles can be dry for some readers, but I recommend at least paying attention to the final section on style. Strunk is always sternly direct, like a professor making the most of their 50 minutes until the bell, but this section carries poetic sympathy in guiding the writer away from their impulses to misdirect through perceived cleverness, and instead follow the compass diligently towards clarity.
Style takes its final shape more from attitudes of mind than from principles of composition, for as an elderly practitioner once remarked, “Writing is an act of faith, not a trick of grammar.” This moral observation would have no place in a rule book were it not that style is the writer, and therefore what you are, rather than what you know, will at last determine your style. If you write, you must believe – in the truth and worth of the scrawl, in the ability of the reader to receive and decode the message. No one can write decently who is distrustful of the reader’s intelligence, or whose attitude is patronizing.
There’s more weight than ever given to quick snipes at cleverness in writing. The majority of reading is done through short and microform online posts. I suppose it’s not horrible. I also love indulging in dunking on a horrible movie or annoying public figures through tweets and 100 character reviews. But beyond that, I do want the ability to invoke what I feel is my inner world with greater power for more than digital ephemera. Whether it’s true or not, the book gave me faith that the path towards deeper connection and expression through writing is still worth walking.
What is this? These are a few examples of email templates I created for the customer experience team of a men’s luxury shoe company.
What did you do? I drafted, and then continued to refine over time, these templates that are regularly accessed by the company’s customer experience team, as well as myself when I step in for extra support. The company uses the CRM Gorgias with about 5 regular users to communicate with customers.
Why did you do it? Time is always the most valuable asset for both a customer and the person talking to them. These templates were created to broadly apply to frequent questions or situations so that responses could be drafted quickly and reach customers faster. Many still retain customization in order to work with specific situations.
Templates are a no-brainer for a customer-facing brand, no matter what their clientele size is. Let’s get to it!
NOTIFY ME: PRE-ORDER OFFER
The company produces shoe models in small batches every couple months. It’s not uncommon for certain sizes, especially larger and smaller than average ones, to be out of stock. In this case, a customer has the option of entering their email to be notified when their size is back in stock. In e-commerce, these are commonly labelled a “Notify Me” lead.
The Notify Me option below a sold-out model lets a customer enter their email address for an in-stock notification.
I created a Notify Me template shortly after my first couple shifts assisting with customer service. The template used to be longer, with much more detailed information on how the process worked. I’ve shortened the email considerably since then. The goal is to make the process seem simpler, more accessible, and easy to manage.
Words in [brackets] are auto-filled using Shopify integration. Words in bold need to replaced by the customer service agent for the specific case.
Hello [Customer first name],
This is [Current agent first name] from Cobbler Union reaching out about your Notify Me for the SHOE.
Although we don’t currently have your size (SIZE), we’re making a pair now and I’d like to give you the chance to reserve it from our next production batch as a pre-order.
If you’re interested, I’ll send an electronic invoice for the cost of the pair in a separate email, and once you’ve fulfilled the payment, we’ll book the pair just for you. They’ll be ready to ship by DATE. Pre-ordering costs nothing extra, and we just offer it as a way for customers to not miss out on our collection.
Pre-orders aren’t currently available on our website, so simply reply to this email if you’d like to make it happen!
Best,
[Current agent first name]
One of the biggest lessons I got from this template is that not everything needs to be so explicit and detailed on the first touch. Customers just want to know a few things: what is the cost, when will it come, and how will I proceed. There’s just enough information to be transparent and answer hesitations that might slow down the process while still respecting the customer’s time.
RESPONSE FOR WIDE FOOTED CUSTOMERS
A very common question is from customers asking about the width of the company’s shoes. A narrow foot might have a little space in a shoe, but a thicker sock can be an easy fit. An especially wide foot might have squeezing and pain that makes a pair completely unwearable. These customers frequently reach out before a purchase to see how wide the shoes are compared to other brands and inquire about extended widths.
The company currently doesn’t offer extended widths, instead carrying different lasts (the hard mold that shoes are built around that give them their shape) that might accommodate different feet.
This template is transparent about the standard width of the models available, but mentions which options are consistently more generous fitting. There’s also a sales strategy in asking the customer if they’ve ever fit well into a standard width shoe and providing example of wider-footed customers finding success within the brand.
Words in [brackets] are auto-filled using Shopify integration.
Dear [Customer first name],
Thank you for reaching out about our collection.
At the time, all of our shoes are considered to be Medium D width. We do have a few lasts like our 371, 312, and Monaco lasts that fit more generously because of their round and generous last shapes. These lasts fit wider feet more comfortably but are still considered a medium D width.
Have you had luck with medium D width shoes in the past?
We’ve had some gentlemen order 1 full size larger than their EEE size but fit success may vary, as you create a longer shoe to compensate for width.
If you would like to look into either of these options, then do let us know and we’ll try to find something that may work.
Please, if you have any other questions, do not hesitate to reach out.
Best, [Current agent first name]
COMPARISON EXPLANATION BETWEEN TWO SIMILAR MODELS
The company features the same model on two different shapes. This helps accommodate different sized feet or different aesthetics (some people prefer shorter shoes, or need rounder toes for wider feet), but can create some confusion when customers can’t see the pairs in person.
This template gives descriptive explanations of the differences and provides a photograph for reference.
Words in [brackets] are auto-filled using Shopify integration.
Hello [Customer first name],
Thanks for reaching out about our collection!
The City and 371 lasts have slightly different shapes on the toe and fit different through the instep and ball of the foot.
The City last has a slightly elongated, almond-shaped toe, with a standard instep. We think of it as a contemporary take on a classic oxford shape: balanced and elegant. If your foot isn’t particularly wide or your arch isn’t particularly high, I’d recommend this shape for a more comfortable fit.
The 371 last is one of our most generous fitting lasts, with an English-inspired slightly shorter and rounder toe for more room in the toe-box and a higher instep to accommodate feet with more volume or a higher arch. If you prefer a wider shoe, are uncomfortable with an elongated look, or need more space for a high arch or instep, I’d recommend this last to find the best fit.
Below you can see the 371 (left) vs City (right).
Both options are true-to-size, so take the size you wear in most dress shoes to start. If you’d like further sizing advice, we’d be glad to offer more guidance or can set up a complimentary Virtual Fitting with our master fitter!
Thanks again for reaching out, and please let us know if we can help out any further.
Regards,
[Current agent first name]
This is the attached image that shows the different shapes and fit of the two lasts.
These are among dozens of other templates that streamline customer service, for both the client and the provider. Templates, like most writing, are always works-in-progress. They’re constantly refined for clarity and to stay relevant to the products offered.
Peter O. 