Startup + Small Business Copy That Sells

I specialize in writing landing pages and content for startups and small businesses. My copywriting technique focuses on providing all the information necessary to ensure a purchase as well as structuring the page in a sales-funnel format, encouraging the customer to buy as they research the product.

With defining the background of a company and “about us” section, I apply the principles of the “Golden Circle,” helping the target customer see how a company’s vision and values align with their own.

Click on the images below for examples of website copy I have written:

Foreo ecommerce site copy

liquid diamonds copy website

B2b copywriter small business copywriter startup copywriter landing page copywriter remote copywriter

Sample product pages:

Main Page copy

Cleansing Landing Page

Ecommerce Blogs with Results

Working as Content Marketing Manager for the health and beauty brand, I oversaw a brand refresh, followed by the launch of a new blog, MYSA. Through a mix of SEO, social engagement, and “brand essence” posts, the blog’s objective was: 1) increase traffic to the ecommerce site and 2) increase conversion rate.

For specific statistics on blog and article performance, please contact me.

Samples of the blog:


The blog was broken down into key sections that related to our target customer. For a more aspirational feel as well as relating to the product features, the sections were named: “Pulse, Smile, Upgrade, Spark” with sub-divisions more aptly named more directly for SEO purposes. This navigation design is an example of the form and function mix of a success blog (form: beautifully branded and named, function: SEO optimization using keywords):

Screen Shot 2015-05-22 at 3.22.10 PM

Sample of a soft-sell article to accompany a product launch:

Article Page Sample

Click here to read specific articles I have written for this blog and others.


idMask: startup investor video

Developed concept and script for an air pollution and health startup. Using a more professional tone to attract investors (as opposed to consumers), the video was developed for use on an investor crowdfunding platform. See the final video here:

Want to own a share of idMASK?


Where will you go with your LUNA™ go?

As originally published on MYSA.


As a child, we envied Carmen Sandiego, traveling the world in her brimmed cap. Her clever catch-me-if-you-can demeanor and signature look made her one of the top female super villains for most Millennials. Luckily, now we too can remain flawless while on the go with the new LUNA™ go cleansing device.

On the go version of the  LUNA™ 2

With so many fans of the LUNA™ 2 asking for a travel size version, we decided to make one and just in time for summer! Now you can enjoy your full skincare routine wherever you are in the world. Now you can throw out your cotton pads and replace them with this equally sized miniature cleansing device.

Customized to your skin

Traveling the world, our skin reacts differently to new environments and bacteria. That on type of the drying factor or being on a plane means your skin goes through a lot of harsh treament and has to adjust from your regular routine. Fret not, the LUNA™ go delivers skin care that is completely personalized to your skin type. And like the LUNA™ 2, it also has an anti-aging feature. Your options are: lavender for sensitive skin, pink for normal skin, blue for combination skin, cyan for oily skin and a black LUNA™ go for Men should you have a significant other in your life.


Here are the benefits of using the LUNA™ go:

  •  Removes 99.5% of dirt and oil* plus makeup residue and dead skin cells
  •  Enhances the absorption of skincare products
  •  Refines skin texture and evens out the complexion
  •  Smoothes and firms the skin’s appearance

*Based on clinical tests


It is only one minute for cleansing and one minute for anti-aging, so you can quickly prep before rushing out the door to explore a new place or before falling into bed after a long night out. It also comes with a pouch for safe keeping from the sand you might collect in the bottom of you bag.


Not ready to take the plunge? Try our smallest ever cleansing device to test the true power of T-Sonic™ technology

As originally published on MYSA.

Meet the smallest member of the LUNA™ range, the LUNA™ play. This little, non-rechargeable version is a great way to test out the true power of T-Sonic™ technology.

Full and effective cleansing routine for clearer, healthy looking skin

The LUNA™ play integrates T-Sonic™ technology into its compact design to enjoy a full and effective cleansing routine. Despite its compact size, based on clinical tests it can removes makeup residue and 99.5% of dirt and oil. If you are combating acne, it also clears away residue that causes blemishes as well as dead skin cells, improving the absorption of other skincare products. The full routine is only one minute.

Two-zone brush to suit all skin types

All of our skin is different and thus needs customized treatment. The LUNA™ play has thinner touchpoints to gently cleanse sensitive or normal skin and larger areas like our cheeks, with thicker touch-points on the top for precision cleansing and deep cleansing for areas such as the T-zone. That way you can exfoliate the tough to reach areas such as your nose and then use the thinner base area for the softer skin on cheeks.

Travel friendly

When packing, you are in a rush with limited space and yet, you have to prepare for introducing your skin to dry plane rides, new bacteria, and new climates. Luckily, the LUNA™ play is the size of a cotton cosmetic pad and yet so much more effective. That way, you don’t have to sacrifice effectiveness when you really need it.

The ideal introduction to the LUNA™ range

This is not a replacement for the LUNA™ 2, which also has an anti-aging mode, but a non-rechargeable version that provides 100 uses – more than enough to feel the full effectiveness of the LUNA™ range. Check it out here.

Fashion Week Tell-All: Behind the Scenes With Lord Ashbury

Originally published on MYSA.

How do the professionals capture the behind-the-catwalk excitement and madness of Fashion Week? We  spoke with photographer Simbarashe Cha to find out. Simbarashe opens up on Fashion Week, his fashion blog Lord Ashbury, and his career in one of the world’s most competitive industries. From working 9 to 5 as an insurance claims manager to becoming one of New York’s most preeminent fashion photographers, Simbarashe now spends his days shooting behind the scenes for brands like Carolina Herrera and Lacoste. From behind the desk five days a week to behind the scenes every season, Simbarashe Cha discovered not just his passion, but also that with a little grit, he could gain access to the coveted world of haute couture.

New York Fashion Week’s Evolution

When Simbarashe started a few years ago, Fashion Week was still reserved for industry insiders. With the rise of Instagram, Fashion Week became more accessible and mainstream.

Some people in the industry were not very happy about this change: “As [Fashion Week] became really popular, there was this immediate backlash with all the long-time media and trade people who were kind of like, ‘All these people were showing up and they really know nothing about the etiquette of the fashion world.” As a behind-the-scenes photographer, Simbarashe captures the authentic moments of the characters playing out in the staged annual affair.

 Behind-the-Scenes at Lacoste, New York Fashion Week Spring 2016. “Of course, I shoot Lacoste a lot.. but that’s because I’m a genuine fan of that house.” – Simbarashe

New York Fashion Week Spring 2016

This year, Fashion Week is moving away from Lincoln Center and moving downtown with many designers selecting various private venues. One of Simbarashe’s favorites: “I really loved that Carolina Herrera had her show at the Frick. It’s a legendary venue and well known for its restrictions involving photos and a strict no-children policy. It was the most beautiful presentation you could imagine.”

Carolina Herrera chose the Frick Collection’s courtyard, which matches the designers sophisticated, feminine appeal. Penelope Cruz and Anna Wintour were in attendance.

This year, Simbarashe took a new approach: “Every season I set out to cover the fashion week calendar in a different and unique way. This season, I’m making a radical change to the way I shoot. The 85mm Zeiss that has really come to define almost all of my work over the past 3 years has been semi-retired in favor of a 35mm. This has forced me to completely ditch the way that I’m used to shooting. With a 35mm, everything is wider, so to make my subjects more compelling, I have to get close, sometimes extremely close to take the right kind of photo. It’s awkward, both for me and the person I’m shooting. But so far I love it; because I’ve never shot this way before, and it forces me to think outside the box, especially when I use it on the runway.

Before Lord Ashbury

Working for a camera retailer in Brooklyn, Simbarashe spent his days mediating customer claims for those who had bought their cameras online. After three years there, he started to feel restless: “I had a job and it was just a job. I didn’t like that it was just a job and I wanted to do something else with my life.”

One day while seated at his desk, it hit him: “I know everything about every camera on the market, but I don’t own a camera. Why don’t I own a camera? I should get a camera.”

Harry’s First Wand

In August 2011,a visit from Sony reps to his office offered Simbarashe the opportunity to try out their newest line of cameras. “It was like Harry Potter’s first wand. The photos came out exactly the way I wanted them to look,” Simbarashe describes his first experience with the Sony. He has shot with the brand ever since.

Following that experience, he has been one of the few photographers to shoot with a Sony. On March 11th 2011, an 8.9-magnitude earthquake hit near Japan causing a tsunami, flooding Sony’s camera factories. Sony ran out of stock for months. “When I went to that first Fashion Week, I was the only person there with a Sony camera and was probably the only person there with a Sony camera for two to three years,” Simbarashe explained. Today, the Sony’s A7 is one of the most popular cameras for consumers, but Simbarashe is one of the few professionals using the brand.

Taking to the Streets

Now that Simbarashe knew he wanted to become a fashion photographer, he didn’t let his day job get in the way. After working a long week as managing claims, he’d set out across New York after work and all day Saturday and Sunday, at least 6 days a week, seeking portrait candidates.

Finding the right person isn’t just about fashion, it’s about the subject’s inner confidence: “[Outside of Fashion Week] I look for people who seem to have a good, positive energy about them… For me, their energy comes first and what they’re wearing comes second. They just really stand out in a way that speaks to me. Even if they’re not the most fashionable person in the world, it doesn’t mean I can’t take their portrait.”

Hitting Hard Times

Committed to his passion, in November 2013, Simbarashe left his position and worked full-time as a fashion street photographer: “I was updating the blog 3 times a day, so 21 different portraits a week.”

By February 2013, during his second full year touring fashion weeks all over the world, all out of his own pocket, the industry began transitioning. Instead of buying specific images from various photographers, the industry began hiring one photographer, commissioning them to shoot all the content for the entire season.

At this time, street fashion was booming. Magazines sought street photographers to commission. Unfortunately, Simbarashe was never one of those photographers:

“I was paying my way through fashion weeks and it was costing me a lot of money. I said to myself, ‘I really love doing this, but if I want to keep doing this, I need to find another way because I’m going to go broke doing these international sites.”


Moment of Clarity

Simbarashe had a particularly depressing season. On site in Paris, in a crowd of photographers snapping pictures of a model on the street, he had an epiphany. “I remember looking around and everyone was shooting. I stopped and said to myself, ‘Alright, what am I doing here. What is everyone else doing here, and how can I not be doing that?’

When Simbarashe had first started shooting, he wanted to be a documentary photographer, acting as the behind-the-scenes house photographer for a famous musician, but street fashion photography had led him in a different direction. Still, the spirit of his inspiration remained the same – if he couldn’t capture backstage moments at a concert, the flurry of activity behind the catwalk provided the next best subject.


Establishing a Niche

Simbarashe explained his sudden success: “I saw Adam Katz Sinding’s backstage shots and thought, ‘No one else [was] doing that – let me just ask designers if I can come backstage and shoot’. From there, all the other opportunities opened up. It first came in the form of weddings – I came home and people said, ‘These photos are amazing. Can you shoot our wedding and make it look like this?”

“Then brands started taking me more seriously when they saw me getting [this] level of access. There are some brands that I have a really good relationship with. The documentary style in the way that I shoot is probably the basis for everything I am doing.”

Today, Simbarashe has an extensive portfolio of brands with whom he works regularly. His main client is Carolina Herrera for whom he shoots social content, such as Instagram, year round. During Fashion Week, he also works with Lacoste, Valentino, Tommy Hilfiger, Burberry, and the Italian magazine Grazia, to name just a few.

New Routine

It wasn’t until 2014, a year into working full-time and four years from shooting with his first Sony, that Simbarashe broke even financially. Now, established within the industry, he has a routine: “The way that my schedule works, I shoot fashion primarily from the start of the fall Fashion Week, which is the second week of September all the way through the conclusion of spring Fashion Week in early March. From September to March, it’s pretty much all fashion and in the summer, I’ll shoot weddings here and there. Now, I spend more of my time on these other mediums than street fashion, but I still shoot just as much outside as inside. Other than Lord Ashbury, I also have a formal portfolio site.”

All those days shooting on the streets of New York paid off: “ I have spent so many hours outside shooting people, in different lighting, every single type of weather from 8 degrees to 105 degrees Fahrenheit. Because I’ve shot in just about every element, I am at a point it’s not completely automatic, but it’s close. It’s from so much repetition. It’s become second nature at this point.”


Click here to read the original article.


FOREO Photoshoot: Behind-the-Scenes

As originally posted on MYSA. Working with a local production team, managed and developed behind-the-scenes content for FOREO photoshoot. Representing the brand’s values, the objective was to develop premium and refined, yet relatable content through interviews with the brand’s models.






Why It’s Important to Have Real Male Friends

Originally published on MYSA.

 “You should be manager of the hockey team,” a sophomore from down the hall advised. “We need one – it’s a really chill group of guys.”

“OK?” I agreed, hesitantly.

Agreeing to manage the men’s club hockey team was the start of a college-long commitment – not just to seasonally spending every Saturday in our home rink or traveling hours to some other nearby university for games (with a return trip that wreaked of moldy socks, aftershave and epic helmet head), but also to expanding my social horizons. This was my time to see what happens in Guy Land. And like the inside of their gym bags, it wasn’t always pretty. But it definitely taught me some skills that have proven useful.

How to Talk to Guys

Our first away game, I packed into a car with three freshman players. Nervous, I sat on my hands and hardly said a word. To my luck, the freshman were just as anxious. From the driver’s seat the team captain complained into his phone,“This is so boring. It’s silent. I am talking to myself.” This was the first of many silent moments, but soon I learned to relax and became the token girl of the gang.

Later on in life, this prepared me for many a male-dominated work environment. Being the only woman in the room was no longer an issue due to many nights bro’ing out with the hockey team.

In all my relationships, whether professional or personal, I became a lot more comfortable speaking with men. (Fun fact: guys are just as tense – or even more-so – speaking to us as we are to them.) I learned to ignore the nervy, awkward introductions, and even adopted a few strategies for diverting conversations from sports (about which I know nothing).

How to Make Skippy

As part of my initiation as manager, I was taught the magical recipe for “Skippy” – a highly alcoholic, nuclear-colored beverage that tastes like a mound of watered-down Starbursts.

The recipe:

  •     1 30 rack of beer (poured against the edge of the water cooler in order minimize carbonation loss)
  •     1 canister of Old Country Lemonade powder
  •     2 liters Mountain Dew
  •     1 handle vodka

Place ingredients in a Gatorade water cooler. Stir together with a wooden spoon (preferably like you are a witch doctor, for added effect). Write “SKIPPY” in sloppy capitals (better when already inebriated) on a large piece of masking tape. Serve in red solo cups, interrupt gulps for occasional “USA! USA!” chants.

The Benefits of a Broad Network

No matter what party I went to, I always ran into a hockey player or a friend of a friend. As the independent, social Thundercat I am, making the rounds to two to three parties a night was never a problem – I always found a friendly face from the team.

The Importance of a Go-To Spot

The hockey house was my home-away-from-dorm. Going to hang out with the team was like visiting a bunch of older brothers. Whether watching Grandma’s Boy for the millionth time or playing beer pong on a Thursday night, I was always welcomed and knew I’d have good friends and a good time.

The Advantages of Being a Connector

Knowing a lot of hot guys was never an issue with my girlfriends. Broke up with your boyfriend? No problem. Done with a major exam? No problem. Sick of frat guys? No problem. There’s always a place to take it easy and admire some chiseled jaw lines.

Life After Graduating From Hockey Team Manager

My spot tucked snugly under the team’s wing taught me a great deal about the importance of having male friends. Years later, I moved to a new city. Weeks into the apartment search, nothing had proved promising. Feeling a bit discouraged and desperate, I agreed to a tiny room in an apartment with male roommates. They showed up the next day with the lease for me to sign looking incredibly hungover. They explained a rugby party the night before had done them in, and they urgently needed some wings and a Bloody Mary or two to cure the headache. “Wanna come?” they asked. It was then I knew I’d made the right decision – tiny room or not.

Without these men in my life, I wouldn’t appreciate the merits of Keystone Light versus Keystone Ice. I wouldn’t know that Cookies & Cream protein powder tastes good in a milkshake – or that eggs should always be cooked in bacon grease. Without my team, I may fear or avoid male-dominated environments. But thanks to them, I know that they’re places to enter confidently, ready to win – or lose – a game of beer pong (or, now that I’m a bit older, sip on an ale out of a real pint glass). I know that no matter the gender ratio, I can walk into a room, cool, calm and collected and strike up a conversation with anyone.

Click here to read original.

Home Is Where The Heart Is, So Where Is Your Heart?

As originally published on MYSA.

Growing up in suburban Connecticut, nature constantly embraced me, whether that be with beautifully landscaped neighborhood lawns, winding trails to meander in my town’s park, or a microadventure getaway up North with my family. Now as a young professional, I find myself confined to cityscapes. Without surrounding natural beauty, I have to find a new way to define “beauty.” For a city, this is often by its character, or more specifically its characters.

When you’re new to a city everything feels fresh and exciting. Every corner brings something new – a woman in a sleek black trench and big sunglasses, a poodle in a particularly sassy sweater, or both. Gradually, as you become used to your neighborhood, these little quirks create the foundation of the feeling of being “home”.

Dog-sitting for my friend in Stuyvesant, New York, I walked out on a cold fall day, my exhalation white hot in the brisk autumn air. Leaves concealed beautifully manicured lawns beneath and squirrels busied themselves burying nuts for winter ahead. Butters, my friend’s petite beagle-dalmation mix, trotted along in his red booties and plaid coat, assuming a tense hunting pose each time he spotted a squirrel. We had a meeting at Thompson park with my friend, Townsend*, who I hadn’t seen in months – a catch-up long overdue.

Entering the park, Butters hesitated, stalling as I bent down to undo his leash. Looking at the Irish wolfhound and back at me, he gave me a “Is that really a dog?” look. In my hometown, the majority of dogs are labradors. New Yorkers seem to select a wide array of breeds, seeing their canine companion as an extension of their personality. It’s fun to play “match the dog with its owner,” guessing who might own the American bull dog versus the miniature greyhound.

“Go on,” I said, but he had no choice as the other dogs were already rushing to greet him.

Townsend arrived shortly after in a fawn green jacket with large brass snaps and sheepskin-lined gloves. “Long time no see,” he said, handing me a cup of coffee from Everyman Espresso. Settling in perched atop a park bench, we watched the dogs playing. Butters played with three blonde retrievers. The tall girls towered over him; he stared up, mesmerized.

“So how’s work?” I asked. He worked as a recruiter for one of the largest internet companies.
“Eh,” he said, looking away for a moment, “I’ve been living in New York for a few years now, and I don’t have the same feeling for it anymore. Maybe it’s time for me to find a new city.”
“We enter different phases, we look for different things,” I agreed, sipping on my coffee to stay warm.
“There’s just the smells, the pushing on the subway. People can be cold,” he lamented, a long trail of icy sigh following his statement.
“That’s true, but you do have the subway performers doing crazy poll dancing moves at Bedford Ave,” I added, trying to cheer him up.
“But you also get the beggars who fake a limp,” he said.

We chatted for an hour or so, letting Butters make friends. A large male husky had replaced the golden retrievers, jumping at Butters with a loud, aggressive bark. Butters circled over to me sheepishly.

“You ready, bud?” I asked. He tilted his head before hanging it, looking back at the husky. “Let’s go,” I said, hopping off the bench.

Walking Townsend back to the L Train, we continued our conversation, “Maybe you’re looking for something a little more low-key,” I offered. “New York can be very in-your-face, which is fun sometimes, overwhelming at others.”

Butters hung back on his leash. Glancing back, I noticed an embarrassed look on his face as he dragged his butt along the pavement.

“He’s got a dingleberry,” Townsend pointed and laughed.

“Oh no,” I said, grabbing for a plastic bag from my pocket. “What do I do?!”

As I fumbled with the plastic bag and Butters’ unfortunate little butt, I noticed the nasty smell of someone in serious need of a shower. Looking up, a man walking by flashed me a wide, mostly toothless grin.

“You know what they say,” he belted, pointing to the dingleberry. “Those things are good luck!” Without a break in his stride, the stranger continued on his way.

I tightened my lips, holding in a burst of laughter until he was out of earshot, cleaning up poor Butters. Townsend’s nose wrinkled in disgust. “Only in New York would a stranger say a dingleberry is good luck!”

“I mean, really!” Townsend shoved his hands in his pockets. Keeping my lips clamped, I pulled on Butters’ leash as he excitedly sniffed the pungent place by which the man had passed.

“Don’t smell that,” Townsend shooed Butters. Butters moved on, tail wagging, having found a cigarette butt on which to chew. I patted his rump. “There, there,” I smiled.

Who knows who really benefitted from the lucky dingleberry, but the following week, Townsend quit his job. He was unsure where he was going but he knew it was time. With Butters’ owner returning, I explained what fun Butters and I had and that he had a new girlfriend at the dog park. Taking the time twice a day for outings with Butters through the city had solidified my love for New York.

You can’t always identify or articulate what makes a place home, but you know it in your bones when it is and when it isn’t. In the end, whether it’s natural beauty, urban quirks, your favorite coffee shop, or a homeless man who dispenses good fortune, your experience of a place has to feel like home. Otherwise it’s time to keep searching.

*Names have been changed.

To read the original, click here.

Behind the Brand: Meet Baja East’s Dynamic Duo

As originally published on MYSA.

It’s hard to get two people to agree on a single vision, which is why co-founder conflict is a main cause of startup failure. For Baja East, their East Coast v. West Coast backgrounds did not result in a West Side Story ending, but instead the creation of the rapidly growing clothing company committed to Loose Luxury.

Sitting down with founders John Targon and Scott Studenberg, MYSA got the inside story as to the brand’s successful partnership…

Can you tell us about how you two met and what was your inspiration for the brand?

Targon: We met 13 years ago at this really great abs class on Tuesday nights, it was at Equinox. We did abs and got a bite after with a group of guys and became quick friends.

The inspiration for Baja East was all about creating a new approach to everyday dressing which we call Loose Luxury, west coast laid back beach vibes meet NYC grit. We always have a bit of beach and a bit of a more graffiti or street vibe.

As co-founders, how do your skills complement each other? 

Targon: It’s the best to know you have someone that can pick up on things when you can’t or when it’s an off day or when you need some support to take on a project from two different sides. So our skills complement each other because we approach things in different ways but for the same goal. It’s pretty fluid and we don’t overthink things.

Founding your own company can be very stressful and this oftentimes can lead to conflict. As co-founders, how do you work through business decisions when you disagree?

Targon: We laugh and move on. It’s important to have some points of conflict and discussion because that’s how we often get to the next best creative idea or breakthrough moment. But things can’t fester, we have to make, often, quick decisions because things are so fast paced so there isn’t room for a grudge or holding onto things. We are also living our dream, so being grateful and getting in a work out solves a lot.

What advice do you have for those interested in started their own company?

Targon: Ask a ton of questions to people who have started a company before.  Listen to all the things they say did and didn’t work. The biggest thing is to most definitely take the advice around legal! But don’t be afraid to ask questions and for sure don’t be afraid to make mistakes on your own!

How do you know when you’ve found the right co-founder?

Studenberg: We are lucky to have each other as a team – we balance one another out if we are ever weak in a particular area and two people are stronger than one.

Before starting your line, Studenberg as Lanvin’s national sales director for North and South America, and Targon as Céline’s sales director for North America and Burberry’s director of wholesale for menswear and men’s accessories, you both traveled a lot, what places inspired you most and how has travel impacted your design?

Studenberg: As part of our jobs, we were always on the go. We’d experience new cultures on a regular basis – whether it be Los Angeles, Chicago or Paris – and always were intrigued by how people lived their lives and dressed for them.
Why did you want to do ambisex, or clothes that can be worn by both men and women?

Studenberg: We felt a void in the market for this idea of Loose Luxury – off-duty essentials that didn’t need to be bound by gender. While we also make pieces specifically targeted to women, our core is gender obsolescent.

What inspired your most recent collection?

Studenberg: Our Fall ’16 collection was this idea of our Baja Babes leaving a 3 day dance party at Berghain in Berlin and trekking to the jungle to chill out and catch some sun.

Want to see more behind-the-scenes from their Fall ‘16 collection? Click here.


To read the original article, click here.