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 agency’s name.

I wanted to get deeper into direct-response copywriting: learning to write copy that doesn’t just communicate an idea, but evokes an emotional response and drives action.

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

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

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

I developed conversion-focused copy designed to get audiences to click, sign up or buy.

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