Most copy is written to sound impressive. Good copy is written to get results. There is a vast, expensive difference between the two, and most brands are paying for the wrong one.
The best copy in the world doesn't feel like marketing. It feels like someone who completely understands your problem offering you the obvious solution. That requires two things: a deep understanding of your audience, and the craft to translate that understanding into words that move people.
From short-form ads that stop the scroll to long-form sales pages that convert cold traffic, from brand guidelines that give your entire team a consistent voice to email sequences that turn subscribers into buyers. If it needs words that work, that's what I write.
I don't start writing until I know who I'm writing for, what they actually want, what's stopping them from buying, and what language they use to describe their own problem. Research before a single word.
First drafts are never final drafts. Every piece goes through multiple rounds until every sentence earns its place. If a word isn't doing a job, it's gone.
For performance copy, we track what works and iterate. Headlines, CTAs, subject lines. The copy that converts best is the copy we scale. Data-informed, not data-dictated.
From FX brokers to football clubs, from crypto projects to consumer brands. Each industry has its own language, audience psychology, and compliance landscape. I know how to write for all of them.
Beautiful writing that doesn't convert is poetry, not marketing. Every piece I write has a job to do. I write to that job first, and make it a pleasure to read second.
If your brand sounds different every time someone new writes for it, that's a problem. I build voice guidelines that give your entire team a consistent, compelling way to communicate.
Your copy is having a conversation with your customer when you're not in the room. Make sure it's saying the right things.
Jaymes Payten on Copywriting
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Whether it's a single landing page or a complete brand voice overhaul, let's talk about what you need and what good looks like for your audience.