Remodelers Advantage

Long story short: I pioneered the practice of copywriters coming up with and presenting creative to clients during onboarding meetings at my previous agency, which brought on human copywriters during a growth spurt. This one was for a remodeling support/peer/coaching group called Remodelers Advantage. I based it around Joseph Campbell’s Hero’s Journey narrative arc after reading through a book the client wrote on marketing, which was chock-full of superhero references.

I was given three ICPs to target: the plateaued, burned-out, and succession-planning remodeler. It just so happened to map out perfectly, so I went with it and created the email and ad copy, presented it to the client and they loved it.