Copywriting
Getting the words right, the messaging, is everything. Brands should have personality. Copy should speak to an audience. In the end you’re telling a story and asking people to join in.
Tactics
The Beauties of Wood Brochure
1
Values & Tenets
2
Values & Tenets developed through a collaborative process using EOS business strategy for New Energy Works and Pioneer Millworks. Copy written by me from connecting session notes, with progressive buy-in by executive leadership team
of seven.
Objective: Unite two companies, give direction for new-hires on who the company is, and guidance for current coworkers on how to grow.
Audience: Companies’ current employees, potential employees.
Homebuyer Handbook
3
Handbook for families in the Habitat for Humanity homebuyers program that explains process, milestones, and defines success.
Objective: Give a written plan of multiple complex processes and commitments to families working through the Habitat for Humanity home buying process.
Audience: Adults with high and low reading comprehension skills.
The Why and When: Engineered Floors
4
Written for “Naturally at Home” cookbook for Pioneer Millworks, this educational piece is written to inform without overloading on the technical.
Objective: Explain the benefits of engineered flooring to the layperson. Highlight Pioneer Millworks product as superior to alternatives without bragging.
Audience: Homeowners deciding between engineered & solid hardwood floors.
Reclaimed Flooring Ads
5
Brochure copy written for clients receiving a timber finish sample.
Objective: educate on the reasons one would choose wood as a material. Give a taste of our personality and ethos to potential clients & partners.
Audience: high-end homeowners and architects
Tactical execution of concept “Made by Family”. Series that highlighted the unique look of reclaimed wood and related it to the people who worked made the floor. 2004 Rochester Addys Citation Award Winner.
Objective: Sell the special attributes of reclaimed wood while highlighting that it is a hand-crafted product made in the USA.
Audience: Homeowners, architects, and builders looking for hardwood flooring.
Sizzle Video Script
6
Tactical execution of concept “Made by Family”. Series that highlighted the unique look of reclaimed wood and related it to the people who worked made the floor. 2004 Rochester Addys Citation Award Winner.
Objective: Sell the special attributes of reclaimed wood while highlighting that it is a hand-crafted product made in the USA.
Audience: Homeowners, architects, and builders looking for hardwood flooring.
Reclaimed Flooring Product Page
6
Copywriting for reclaimed wood flooring on the Pioneer Millworks website.
Objective: Differentiate reclaimed wood from typical fresh-sawn hardwood flooring.
Audience: Homeowners, architects, and builders looking for unique hardwood flooring.
Blogs
Installing “The Perch”
1
An interview with Barry Price, AIA on his “Folly” project in the Hudson Valley of New York.
An interview with restaurant designer, Scott Kester, about working with reclaimed wood and the process of creating an experience.
Big A** Trusses
2
Project piece about work in the timber frame shop of large trusses going into Brookfield Country Club.
thoughtful Sophistication:
An Interview with Scott Kester
3
On Logos
4
Thoughts from me on changing the logo at New Energy Works. The why and the way.
Articles & Press Releases
Habitat World Magazine
1
Article “What Love Built” telling the story of two donors who built a home for Habitat as their anniversary gift to one another.
South Wedge Quarterly
2
Article “Shout Out: Ann Marie Purdy”. Volunteer highlight in a Rochester neighborhood Magazine.
Brighton-Pittsford Post
3
Article “Brighton High School and McQuaid Jesuit students dedicate home with a Habitat for Humanity Family.” news piece.
Media Alert - Wall Raising
4
Release to Rochester news outlets to alert them to a photographic and video-friendly event for Habitat for Humanity. I still send them in 2026. And they still work to garner cameras at events.