Yvette's core competency is as a copywriter. She is specifically effective at campaign-related content, from sell sheets, web pages, and sales pages to email nurture streams and direct response funnels.
Clients benefit from her growth mindset as she's constantly looking to integrate best practices and improvements into her projects.
As a result, clients typically see increased engagement and forward movement along the customer journey due to her efforts. That's why they keep coming back.
As a creative, Yvette's interests are broad. Connecting previously unconnected dots is a hobby. She's a superfan of many areas that impact her writing, such as:
1. Understanding generational differences and how they are evolving as the generations age
2. Evolving technology, from martech to AI, and how it's creating disruptive business models while also reducing friction for consumer engagement.
3. Trends. In consumer goods, technology, culture, business. Of course, the impact of the pandemic and how it will affect us going forward, from hybrid workplaces to better work-life balance.
4. Promotions, gamification, and direct response. Yvette never fails to engage with a compelling promotional offer.
Unsurprisingly, Yvette subscribes to too many newsletters and is a voracious reader of as many as possible.
Yvette is also a huge hockey fan, specifically, a sports fan in general. Her sports resume includes negotiating 7 figure deals with MLS, including the first jersey sponsor ever for the Columbus Crew; creating collaborations with MLB and MLS teams; and teaching sports clubs how to market and create their own sponsorship deals.
Yvette's favorite in-person sports moments were seeing the Ducks become the first California team to hoist the Stanley Cup,
taking clients to the Super Bowl, watching the Angels in the World Series, and crying at Magic Johnson's (first) retirement ceremony.
Observing a movement from the beginning gives you a profoundly different perspective. Yvette has stood alongside clients in the software industry as they evolved into SaaS businesses. The experience was not unlike seeing her clients in the music publishing industry try to reconcile how to fit MP3's into their business model. Yvette's strength in copywriting is simplifying the messaging so that it resonates with the intended audience. This strength is evident in all her work.
You can't develop ideas and write copy for brands as diverse as Barbie and Makita power tools unless you've got a strong underlying skillset.
That's Yvette. After creating and writing the marketing campaign copy for Mattel brands like Barbie, Hot Wheels, Disney, and Nickelodeon, and then high profile licensed toys like Star Trek and Gundam, she applies the same skills to the power tools market with Makita, for both B2C and B2B audiences. Other brands in the space took notice, as she added Glidden, MOEN to the client roster.
What makes the copy succeed? Her innate ability to connect the benefit of her client's product or service with the pain and desire of the target audience. She meets the audience where they are, like a woke parent talking to a teen.
Reach out to find out what Yvette can do for your brand.
Everyone talks about the cloud, but the remaining resisters have now dug in their heels. Yvette understands that the only way to get them to change is to press harder on messaging like FOMO, falling behind the competition.
Vendors selling cloud services need to do better. Differentiate your services. Tell real stories about cloud benefits in ways that resonate with their audiences.
Plus, share benefits based on roles. What matters to IT is entirely different than the c-suite. Your messaging likely needs to address both.
Reach out to Yvette if you're interested in breathing fresh life into your communications, and want your benefits to resonate with your different audiences.
Yvette possesses an innate ability to connect the benefit of her client's product or service with the pains and desires of different target audiences. She loves absorbing buyer personas and works best when knowing what stage of the customer journey you're focused on.
Reach out to find out what she can do for your brand.
Yvette has a firm understanding of multiple facets of the construction industry.
She has created concepts and developed supporting sales-driving copy for multiple brands in the construction vertical, including Glidden Paint, WD-40, Makita, MOEN, Ingersoll-Rand, and Sage Construction and Real Estate.
Projects range from email nurture streams to POS materials, sell sheets, and dealer sales presentations, for both the B2B and B2C audiences.
As a 35-year creative entrepreneur, Yvette understands multiple aspects of business. She has written her own company blog for years, focused on trends and tactics in marketing.
As an avid trend watcher, Yvette integrates the nuances of macro and micro-economic trends into her writing.
Many of her clients are B2B, so she's finely tuned into pain points of different roles, business vertical challenges, and how to motivate prospects to take action.
Within Writer Access, she has addressed topics ranging from legislative changes affecting the financing industry to IoT usage in Smart Cities.
Yvette has created scripts and slides for multiple webinars. Some, as free top-of-the-funnel (TOFU) evergreen content, and some as training resources for marketers in specific verticals.
No matter the purpose, the content always resonates as engaging and informative. She uses best practices derived from multiple sources ranging from Russell Brunson's Perfect Webinar Script to Andy Raskin's Great Sales Deck I've Ever Seen to ensure that the prospect is informed, engaged, and driven to take action.
Yvette has successfully developed web page copy for clients in categories ranging from B2B SaaS to CPGs.
Her strength is writing (or reworking existing) web pages to better speak to ideal customer personas. She's skilled in writing campaign landing pages, product service pages, and even sales funnel pages.
Yvette has written hundreds of blog posts for her own brand, and multiple other B2B and B2C brands, including through WriterAccess.
Her WA ratings "Exceed Expectations" at twice the average rate.
Her preferred writing tone is to present the topic in a friendly and helpful way, to engage the reader and connect them with the brand. She strongly believes that people choose to work with those they know, like, and trust, and that is her goal with blog copy.
She prefers to write 1500 words or less unless dictated by the content.
Yvette is a long-time student of Russell Brunson, Dan Kennedy, and Frank Kern, and believes in the power of direct response.
Clients who have seen the greatest success combine direct mail with email and SMS if possible.
She has created direct mail campaigns for B2B SaaS, retail, CPGs, construction, and many other verticals.
Because every word counts in direct response, and brevity is critical, her rate tends to be higher in a cost-per-word context.
Yvette has been creating emails since the advent of the industry.
Most of her client campaigns include a series of emails to reinforce the larger campaign.
She has created email campaigns for promotions, cross-sells and upsells, advocacy, top-of-the-funnel follow-ups to drive MQLs, and much more.
Yvette's style is to be friendly but don't be afraid to use neuroscientific principles to engage, such as FOMO, loss aversion, and deadlines.