WRITING & BRAND MESSAGING
Copy That Converts
I start by clarifying your organization's differentiators, understanding your audience, and determining how you are uniquely positioned to meet your audience's needs. Then I develop a voice for your brand that feels like you and resonates with your audience.
I provide versatile writing styles that range promotional, educational, technical, and storytelling. I also optimize web content for SEO. The fields I have written for include higher education, nonprofit work, book publishing, and software and technology.
Recent Work
Brand Messaging
Family Life Christian Church
Following a realignment of their vision, mission, and core values, Family Life Christian Church wanted to communicate their church's identity and value to their community. I used competitive market research to clarify the church's differentiators, develop a brand personality, and create audience personas. I used that strategy as the basis for a brand promise, value propositions, a one-liner, and a core story they could adapt for print and digital spaces.
The result: I helped Family Life Christian Church reposition itself as an invitational community promising a hopeful message: "Your brokenness can be healed. Start here."
Personal Essay
"Rethink Evangelism"
Upon the launch of their digital evangelism ministry, Thred, Lutheran Hour Ministries wanted to spark online faith discussions to build a community of faith seekers. I wrote the article "Rethink Evangelism: Why Your Witness Matters" in a personal-essay style, using humility to build trust with readers and weaving together reflection and plot to empower readers to use similar strategies in their own lives.
The result: My article was one of the posts with the highest engagement upon launch, indicating that it helped Thred achieve its goal of sparking personal reflection, self-questioning, and community discussion among readers.
Lead-Generation Article
"How to Create a Marketing Campaign for Your Church"
The marketing agency ArtSpeak Creative noticed an opportunity to meet the needs of church comms directors who were searching for resources on creating marketing campaigns. I pitched and wrote the pillar article "How to Create a Marketing Campaign for Your Church" to move ArtSpeak up in search results for the keyword "church marketing." I also pitched and developed a customizable lead-gen document to capture new subscribers and move potential clients down ArtSpeak's sales funnel.
The result: I boosted ArtSpeak's SEO and helped reinforce their reputation as an expert in the field of church marketing, helping capture leads and drive sales of creative-support packages.
Website Copy
Lutheran Service Builder
Concordia Publishing House recognized its place was slipping among publishers of church management software. It overhauled its worship-planning software, Lutheran Service Builder, moving the product to web-only and adding a free trial to push customer leads down the sales funnel. My team and I created a new sales site for Lutheran Service Builder to reposition the software as easy to use, flexible, and modern.
The result: I created a contemporary brand voice for Lutheran Service Builder, which helped win back a shrinking niche audience and reverse the downward sales trend.
Higher Education and Nonprofit Reporting
"Recruiting the Next Generation of Church Leaders"
Concordia Seminary wanted to increase enrollment in its MDiv program. Recognizing that the recruitment process is highly relational, the recruitment team—both MDiv graduates themselves—wanted to tell the stories of how they became pastors. I did just that in my article "Recruiting the Next Generation of Church Leaders" to help position them as mentors for future students interested in ministry.
The result: I humanized the admissions counselors to help them establish relationships with future students, which directly supported the seminary's goal of increasing enrollment in its MDiv program.
Sales
Good News Gazette
As church attendance declines in the United States, the Lutheran publishing company Concordia Publishing House sought a way to maintain its brand awareness and increase sales among churchgoers. I wrote the whimsical sales flyer The Good News Gazette, establishing a playful but persuasive voice by telling stories and selling the experience of using CPH's products. The flyer was so well received that it became a series released quarterly.
The result: I helped CPH reestablish its relevance in the lives of everyday churchgoers, which helped the company win back a shrinking audience, increase sales, and set itself up for future growth.
More Writing Samples
Brand Messaging
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Website Copy
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Press Releases
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Case Studies
Lead-Gen Articles
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Nonprofit/Fundraising
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Personal Essays
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