• The Incense Box: Design and Copy

  • prospect marketing // emails

  • ad creative

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  • Return On Investment

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    *Total sales include back-end and front-end campaigns, Flash Sales, and Special Offer promotions.

  • Marketing Videos

  • emails 

  • What colleagues have to say...

    "Kael has a keen eye for how to improve our pricing and offers." - Paid Search Manger at The Motley Fool

    "You're always coming up with fun and interesting creative that touches on an underreported/under-the-radar aspect of investing, that I think is so revolutionary, but you know just how to write it. " - Sam Barker, Senior Copywriter at The Motley Fool

    "I know I can go to you if I need a favor from the copy team -- and you'll go the extra mile and find a way to make it GOOD!" - Channels Manager at The Motley Fool

    "His writing skill is in the top 1% of copywriters I have worked with in my 9 years at The Motley Fool." - A.J. Tiarsmith, Copy Chief at The Motley Fool

  • Case Study #2: AI's Invisible Goldmines

    Published: February 2024

    Project Overview

    AI's Invisible Goldmines was a front-end marketing campaign designed to appeal to AI enthusiasts by targeting a new niche -- hyperscale data centers.

     

    In addition to testing on the front-end, I also created copy and a marketing video to test on Always On to upsell EPIC.

     

    Solution

    Piggybacking off of "AI Gold Rush," I created a new hook by teasing hyperscale data centers.

    To date, this campaign is showing strength in both external and internal marketing audiences (SO).

    Role

    Lead Copywriter

    I researched and created the concept, wrote the script, and directed the VSL too. I also wrote all sales copy as well.

    Result

    In less than 30 days after launch, this promo beat AOX control by 20%. (It beat order rate and revenue per click.)

     

    It was the first new AI ad funnel winner in months. Also, in a one-day SO event sale, this promo:

    • Accounted for 10% of monthly sales.
    • Crushed average order rate by 50%.
    • The average smiley score was 74.52% -- beating the monthly average by 21%.

    Margin: 59.6%

    MEs (90 days) = 950

    Ecaps = 19,666

    Sales = $400,635

     

    *As of 5/31/2024

  • Case Study #1: AI Gold Rush

    Published: March 2023

    Project Overview

    Front-end marketing needed a spark in sales coming off of 2022 lows.

     

    AI Gold Rush was a front-end marketing campaign designed with the intent to jumpstart sales by appealing to investors who might be interested in the growing Artificial Intelligence boom.

    Solution

    Through research, I created a marketing idea around the growing AI boom. I called it, "AI Gold Rush."

     

    Gaining inspiration for old-school white-slide marketing presentations, I wrote, designed, and produced this marketing campaign. 

    Role

    Lead Copywriter

    I reserached and created the concept, wrote the script, produced the VSL (including the voice over), and I wrote all sales copy to our Special Offers audience.

    Result

    This was the best-performing front-end campaign from mid-2023 through 2024. It grossed upwards of $2.5M -- and help to reignite front-end marketing sales.

    Margin = 52.21%

    ME's = 6,210

    Ecaps = 148,763

    Sales = $2.6 Million to date.

    *As of 5/31/24

  • Ad Mock-Ups

    Mocks ups of a few brand ad campaigns.

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    How to Save More Money Guaranteed

    A fun e-book I wrote back in 2013 to help people do just that! I wrote it, published it, and hired a voiceover actor for the audiobook version too.

  • Not FinPub: The Incense Box

    Years before I was a financial copywriter, I founded a cool DTC subscription box service called, The Incense Box. It was an awesome project. I grew the company from twenty-one recurring members to over 1,500 -- in just 15 months. It was even featured in BuzzFeed (see feature). I used metrics, social media advertising, and influencers to grow this service.

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    Social media campaign centered around yoga and mediation enthusiasts. Click the image below to view the Instagram page.

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  • Touchpoints

    Areas where I have driven sales and/or contributed to sales, You have options...

    Front-End Marketing

    Control: AI Gold Rush

    Back-End Marketing

    US and Canada

    Always On (AOX) Marketing

    Control: AI Invisible Goldmines

    Brand Marketing

    Savvy Campaign

  • Not Motley: Wellness Advertorials

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    I can finally relax...with the help of this gummy!

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    A teaspoon of this a day can keep you at ease ALL day?

  • tpls // financial services

    This is a concept design to market and sell a Business Line of Credit to food and beverage companies with cash gaps up to $10 million.

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  • tpls // financial services

    This is a concept design to market and sell a Business Line of Credit to food and beverage companies with cash gaps up to $10 million.

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  • Marketing Videos

  • prospect marketing // advertorials

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    Microsoft's New AI Secret Weapon

  • Ad Mock-Ups

    Mocks ups of a few brand ad campaigns.

  • ads

    Mocks ups of a few brand ad campaigns.

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  • photo credits

    1. Photo by Monstera from Pexels

    2, Photo by kevin turcios on Unsplash

    3. Photo by RUN 4 FFWPU from Pexels

    4. Photo by cottonbro studio from Pexels

    5. Photo by Thirdman from Pexels

  • extras // advertorials

  • Landing page mock-up for a coffee table book idea.

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  • Skills

    Advertorials

    Marketing Emails

    Scriptwriting

    Video Production & Direction

    Creative Ad Direction and Development

    Front-End Campaign Development

    Back-End Campaign Development (in progress)

  • writing samples // video scripts

    Click the links to watch a few samples of my work.

     

    Video Scripts

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    other works

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  • script writing // fintech trailer

    Co-wrote this trailer script for a FinTech-focused service.

    script writing // fed rate hike teaser

    Wrote this script for a teaser presentation.

  • wellness//branding

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    Social media campaign centered around yoga and mediation enthusiasts.

    The Incense Box was an awesome project. I helped grow this startup from twenty-one members to 1,500 members -- in just fifteen months using persuasive copy and strategic planning. It was even featured in BuzzFeed. 

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