I worked with Grip on an ad hoc basis across a range of direct-response campaigns, primarily writing scripts for social media ads and email campaigns. I also worked with Dave, the founder, to come up with the name for the agency.

I wanted to get deeper into direct-response copywriting – learning how to write copy that doesn’t just communicate an idea, but is designed to evoke an emotional response and drive action.

That meant getting to grips, if you will, with the principles of performance copywriting across different formats, from short-form social ads and video scripts to email campaigns.

I focused on understanding what makes direct-response copy work – identifying the audience, finding the hook, building the argument and giving people a clear reason to act.

I then applied those principles across different products, audiences and stages of the customer journey, testing different approaches to headlines, hooks, angles and calls to action.

I developed conversion-focused copy designed to get audiences to click, sign up or buy, working across different products, audiences and stages of the customer journey.

Clients included ClickFunnels, The Conqueror Virtual Challenges and a range of supplement brands.