copywriter, fiction writer, and hungry for strategies that make people stop and read.”
“I’m Michelle,
Picture it: Brooklyn, New York, 1999.
I'm at the kitchen table with a small stack of blank printer paper, a Swingline stapler, and an idea for my next short story. I count 24 pages back-to-back and start to write. Each page even includes a corresponding illustration (because what six-year-old doesn’t love picture books?).
My mom comes into the kitchen, a cup of coffee in her hand, and asks, “Did you use all the paper again?!"
Luckily for me (and the environment), I use up my computer’s hard drive space instead.
But that same hunger to fill the page remains; I use that drive to help brands find their voice, tell their story, and create an identity that lasts.
How do I approach copy, such as in the pieces below?
STORY → VOICE → IDENTITY → IMPACT.
Each company has its own unique personality that shapes the products or services it offers.
When I craft copy, I take on that brand’s persona —whether it's playful and irreverent or professional and fact-driven— and create your brand’s story.
When customers buy a product or service, they’re also buying a feeling. A lifestyle. An identity.
My job is to translate your brand's voice into words that make people feel that identity and want to be part of it.
The result? Customer brand recognition that converts passive observers into loyal advocates and repeat customers.
Published Works
Through my LinkedIn newsletter, The Copywriter’s Desk, I provide insights on copywriting, marketing, and brand strategy.
Before starting each article, I ask myself a few questions:
What do I need—not want—to say? (Everyone has an opinion, but do they offer a solution?)
Who do I want to reach with this article? (Just because it’s LinkedIn doesn’t mean you don’t need a target audience!)
What kind of voice will sell my words? (Encouraging? Authoritative? Humorous?)
ChatGPT Won't Fix Bad Writing—But It Can Teach You How To
The Need: To shift the narrative around AI by framing it as a potential writing tool, not a replacement, by asking specific questions about weak points.
The LinkedIn Audience: High school and college students who are wary of losing their unique voice or academic integrity to the temptation of AI-assisted writing.
The Voice: Relatable and solution-driven. I integrate my personal experience with learned insights to create helpful solutions.
The Need: To validate the universal frustration of writing effective cover letters and offer a more transparent, human-centric approach instead of generic templates that don’t fully showcase candidates.
The LinkedIn Audience: Job seekers who are disillusioned by the traditional hiring process and looking for solutions to stand out in job applications.
The Voice: Empathetic and solution-driven. I maintain professional maturity by citing reputable sources (Columbia and Furman), but pivot to a conversational, analogy-heavy style that makes the reader feel understood rather than lectured to.
Your Cover Letter Isn't Working— Here's the Real Fix (Part 1 of 2)
Conceptual Marketing Copy
Each of these pieces was designed from scratch with a few questions in mind:
What am I trying to sell?
To whom am I selling?
What emotion(s) do I want to evoke so that customers take action?
Brochures
Beneke Academy | Educational Brochure
The Product: Private high school with STEM focus.
The Audience: Parents of middle school students with a passion for math and science.
The Brand: Professional, fact-driven, and authoritative, yet accessible.
The Strategy: Increase inquiry rates and enrollment by establishing immediate academic credibility. The copy must sound as disciplined and rigorous as the curriculum itself. Using a Headmaster persona over a formal corporate voice as well as pronouns such as “we” and “our” builds trust and community.
Behind the Apron Food Tour | Promotional Brochure
The Product: Japanese smorgasbord event.
The Audience: People who love Japanese food/culture and culinary travelers.
The Brand: Informative, sensory-driven, and specific to Japanese culture.
The Strategy: Use specific culinary vocabulary (Kushikatsu, Takoyaki) and sensory-rich imagery (savory, bite-sized) to bridge the gap between a tourist experience and a cultural immersion, making the reader feel like an insider before they even arrive. This builds immediate trust, cultural authority, and emotional investment in a unique experience.
Email & Web Copy
Power Zone Fitness Clubs | Promo Email
The Product: Fitness app.
The Audience: Newly-joined Power Zone Fitness Club members.
The Brand: Empowering, considerate, and community-oriented without being pushy.
The Strategy: Drive app downloads and trial activations among new gym members at peak motivation. The copy validates common fitness pain points (inconsistent gym access, little time) and positions itself as a flexible solution that can be adapted to daily life. The 60-day free trial reduces friction by allowing time for habit formation without pressure, increasing the likelihood of paid conversion after the trial period.
Urban Vibes | Web Copy
The Product: Modern furniture collections.
The Audience: Young adults (18-30) who enjoy humor and want sustainable, quality furniture.
The Brand: Conversational, humor-leaning, and playful without frivolous fluff.
The Strategy: Drive engagement and brand loyalty by positioning each voice as a peer rather than a merchant. By segmenting the copy into distinct personalities for each collection—much like a social circle—the brand invites the customer to invest in a lifestyle that mirrors their own internal narrative and style.
DermaDude | Social Media Ad
The Product: Men’s skincare collection.
The Audience: Young men (18-30) interested in self-care and quality skincare but feel alienated by traditional skincare marketing that feels either too feminine or takes itself too seriously.
The Brand: Bold, humorous, and unapologetically masculine without being aggressive.
The Strategy: Steal attention on social media by subverting masculinity stereotypes through humor. The copy lists stereotypically “manly" activities alongside skincare (“making your date jealous of your smooth, soft skin") to reframe men's grooming as confident rather than vain or feminine.
Fat Cat Coffee Company | Promo Email
The Product: Promotional welcome newsletter.
The Audience: Coffee enthusiasts and cat lovers who value ethics and education.
The Brand: Playful, approachable, and values-driven yet casual.
The Strategy: Increase newsletter engagement and educate subscribers about brand values while driving mobile app orders. By leading with immediate gratification (20% discount on first order) to reward signup, it introduces ongoing value to build long-term engagement. The email is split into three content pillars—Fresh News (products/deals), Get Educated (sourcing ethics), and Open Your Ears (expert interviews)—to appeal to different subscriber needs and engagement levels.