It's me … hi … I'm your writer, it's me.
Welcome to my small corner of the internet.
My name’s Bill and I’m a senior copywriter, content strategist, and data-driven creative living in the Philadelphia area. When I’m not writing, you’ll probably find me watering my plants, creating the perfect conditions for a shrimp tank, or rubbing my dog’s belly.
I’m a storyteller with a natural curiosity that fuels me to better understand the people, places, and things around me. I’ve learned how to use these traits to write compelling copy that resonates with a wide range of audiences.
Selected Work
I've been writing professionally for almost a decade and have had the opportunity to take a crack at all different forms of content. My writing experience includes social media campaigns, blog posts, web copy, email blasts, and even AI training models.
I've had the opportunity to write for a range of businesses, from small mom-and-pop shops to tech titans. Below is a small snippet of the work I've done. You can see more here.
Check out my case studies page to learn more about how I've helped businesses launch new product features through awareness campaigns, define how they message about AI, grow their social media following organically, and more.
Microsoft Azure
Campaign Creation
I was in charge of all copywriting for paid campaigns. These campaigns appeared on 5-10 social channels across 40+ markets in four major regions (North America, LATAM, EMEA, and APAC). If you’ve seen a paid ad for Azure in the past couple of years, chances are I wrote it.
Audience Research
I worked with a third-party market research firm, Microsoft product managers, and internal teams at my agency to create new messaging and optimize existing messaging based on feedback and interviews with real developers who used Azure or Azure competitors.
Channel Expansion
Microsoft wanted to expand the channels where paid ad campaigns were running for Azure products and services. I worked with Meta, YouTube, and Fandom to create and refine messaging that resonated with a developer audience.
GitHub
When GitHub came under new management at Microsoft, my agency was brought in to see if developers and IT decision-makers would respond well to paid advertising. I created a direct-response campaign that performed well with the audience, and this led to me doing much more direct-response and lead-generation work for the GitHub brand.
Jump to the case study
Microsoft 365
Campaign Creation
I was lead writer in charge of direct response, lead generation, app download, promo, and awareness campaigns for nearly all the products and services Microsoft 365 offers to commercial and enterprise customers. This includes Copilot, Teams Phone, Word, Excel, Outlook, OneDrive, and SharePoint.
Copy Optimization
After a reorganization at Microsoft, they needed help with audience segmentation and copy optimization. Through extensive audience research, numerous copy matrices, and many A/B tests, my team and I helped them optimize copy and create guidelines for messaging to enterprise clients, small- to medium-sized businesses, and "soloprenuers".
Awareness Campaigns
Microsoft wanted to raise awareness about Copilot and its AI-powered features while also messaging about AI in an approachable way. I helped create and refine the messaging and positioning framework they use when advertising Copilot and speaking about AI.
King of Prussia District
I create lifestyle blogs that are designed to drive traffic to businesses in the King of Prussia area. Along with writing the blogs and selecting the imagery for them, I work with the company's content marketing manager to brainstorm topics and select the businesses to feature.
Culligan Quench
I wrote on-page SEO content and managed the social media presence for Culligan Quench across Meta, X, and Instagram. This involved creating a monthly social calendar, scheduling posts, and working with the company's marketing manager to source additional relevant material for organic social posts. I helped grow their following from just a few dozen to a couple of thousand by revamping their social voice and implementing designs that better aligned with market trends and platform best practices.
I managed the social media presence for Money Under 30 across LinkedIn, Meta, X, and Instagram. Within the first three months of taking over their online presence, I helped grow their follower count by more than 2,000, significantly expanding reach and engagement. I worked to define and refine the brand’s social voice, shaping it to resonate authentically with a Millennial audience.
Money Under 30
Think I might be a good fit for your team or organization?
See what my current and former team members are saying about me.
"…could count on him to ask the right questions, consider the bigger picture, and deliver writing that wasn’t just well-crafted, but smart and purposeful.”
Stephanie F. — Account Director & Product Manager
"He’s one of those rare colleagues who combines kindness and humility with sharp strategic thinking and the ability to quickly grasp complex ideas."
Caity O. — Copywriter and Content Strategist
“He has been a true asset to me when I was taking on new roles, always taking time to explain production and workflow tasks in an easy to understand way."
Chris B. — Associate Manager, Digital Marketing Strategy
…ambition to continually advance his craft, strong work ethic, go-getter mentality, keen attention to detail, and passion for success are just a few reasons he will be a great addition to any company…”
Kelly H. — UX/UI Design Manager