Copywriting
Good copy gets views—it earns a chuckle here, a click there. But great copy? It cuts through noise like a sword through static. Wordplay is swordplay, dear reader, and the keyboard is my katana. (This is the part where you roll your eyes but keep reading because good lord, how could you not?)
You’re still reading this because you’re here for the words. As such, you’ll be happy to know that you won’t find distracting photos or videos on this page—only cheesy (albeit mind-bogglingly effective) metaphors about swords. Oh, and samples of copy I’ve penned for brands both big and small.
Assuming you’re on the hunt for a capable copywriter (and not my mother, who regularly visits this page to remind herself of my sardonic wit and storytelling skills), I’m honored that you are considering working with me. No matter your mission, I will work hard to understand your needs, tell your story through creative, on-brand copy, and build a bridge between you and your target audience. Whether you need to spirited product descriptions, clever copy for digital marketing assets, or bios that don’t read like industrial chemical catalogs, I’m your guy.
Already convinced? Get in touch with me here. Otherwise, keep reading, and thanks for stopping by.
Sincerely,
Drew Zieff
Client: Victorinox Swiss Army
Mission: Sharpen up dull cutlery copy while staying true to Victorinox’s voice.
Sample Copy:
“The journey of fine wine—from rolling vineyard to oak barrel to cedar cellar—should not end with a flimsy, plastic wine opener. Whether you’re an aspiring sommelier or an epicurean wine buff, Victorinox’s Wine Master Damast Limited Edition is a tasteful tool. Between the woodgrain scales and the finely wrought Damast steel blade, this expertly crafted pocket knife is both incredibly reliable and breathtakingly beautiful.”
Check out more Victorinox Swiss Army copy samples here.
Testimonial: “Drew’s background in the cutlery and outdoor world make his copywriting extremely relevant to our audience. His writing style has brought excitement to once mundane product descriptions. It is always a joy seeing what he comes up with!”
— Kristin Oakes, Marketing Manager, Victorinox Swiss Army Inc.
Client: REI
Mission: Tout the benefits of bib snow pants to REI’s gear-lovin’ readership.
Sample Copy: “If you’ve gone skiing or snowboarding in 2019, chances are you’ve noticed that bibs are all the rage. If you’ve somehow failed to spot the swarm of bib-rocking skiers and snowboarders at your local hill, I’m here to let you know that suspenders are downright sizzling right now.
Don’t just take my word for it. According to Krista Hildebrand, REI’s senior category merchandising manager for action sports apparel, in February 2019, bib sales at REI were up 106 percent from last year and this year’s styles are 90 percent sold through.
Hildebrand says bibs come with many benefits. “If you are lucky enough to be in waist-high powder, you are more than protected by the higher fit of the bib style,” she said. “The design details have come a long way, especially on women’s styles to make on/off less of an issue, so you can get back on the slopes faster.”
In response to the overwhelming demand for bibs, manufacturers are expanding lineups and offering additional sizing options for next winter. This fall, REI has doubled its category investment in bib pants for women and men.
Why the spike? Is this a passing phase, a momentary mania or are bibs finally garnering the renown they deserve? I’m far from objective on this matter. Years of gear testing have turned me into a bib zealot. I firmly believe that the comfort, utility and style of bibs can’t be beat. Make the mistake of asking me if I like my bibs on the chairlift, and I’ll talk your ear off for the full ride up. I’m a card-carrying bib evangelist and proud of it.”
Read the full article at REI.
Testimonial: "Drew is one of those rare and magical combinations: He's a talented and proficient writer, with a strong grasp on what makes for a compelling story. And he also knows the snowboard world inside and out. Those two things make him distinctly capable when it comes to writing copy for outdoor brands and publications."
—Megan Michelson, contributing editor REI Co-op Journal
Client: Outdoor Research
Mission: School Outdoor Research’s customers on the joys of “puffy” jackets.
Sample Copy: “When I meet someone wearing a puffy, I read their baffles like tree rings. Stains and rips and duct tape—these are the scars and signs of an adventurer. Someone I might like to befriend. Someone who might be able to give me some trail or (depending on the stains) coffee shop beta. And vice versa, when I wear my puffy, there’s a small chance that a fellow member of the tribe might strike up a conversation of great importance. Where are you from? Anything worth seeing out here? Decent espresso nearby?
Think about it: Two dudes walk into a bar. One looks and smells like he just showered and shaved, and is wearing a jacket that looks like it was designed to be worn indoors. The other’s wearing the dirtbag uniform of torn-up puffy, facial hair and a couple days' worth of grime under his fingernails.
Who do you want to talk to?
Exactly.”
Read the full article at Outdoor Research.
Testimonial: “Drew's article 7 Reasons To Bring A Puffy Everywhere is one of the top performing stories on the Outdoor Research blog over time. Drew combined humor and authentic knowledge of outdoor culture to produce a story that is both evergreen and sharable, and connects well to our product line. His writing is organized, punchy and effective.”
—Hilary Oliver, Outdoor Research Content Manager
Client: Active Junky
Mission: Guide outdoor enthusiasts towards Active Junky’s social media channels.
Sample Copy: “Six out of five doctors recommend Active Junky as a supplemental adrenaline source and a healthy way to save money on gear. Follow us on social for immediate benefits.”
Visit Active Junky.
Client: Expedia
Mission: Inspire would-be travelers to quit daydreaming—and book a dream vacation package.
Sample Copy: “While we can't help you butter up your boss to ask for time off, the travel window runs from the end of January through late summer, so you'll have plenty of time to clear your calendar. Just be sure to book by February 9th, because this deal is going, going, gone!”
Read the full article here.