Copywriting Portfolio

Copywriting that hits deeper. Don’t just take my word for it. See for yourself.

Email newsletter campaign for now>press>play

Click on the image to read one of the emails in full.

Drawing on my background as a teacher, I wrote a series of email newsletters to promote now>press>play’s immersive learning experiences to schools who had shown an interest. 

“I highly recommend Amy Nelson. She brought valuable education sector knowledge and a creative approach, helping us produce personable newsletters that achieved high open rates. Amy communicated clearly throughout and consistently delivered on time, an excellent person to work with.”—Tilly Brooke, CEO at now>press>play

Want input on your emails from a teacher who’s been there and clicked through?

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Hero image and opening copy from a storytelling-led email campaign for an education brand, now>press>play. Click to view the full email.

Spec Work: Innocent Drinks Facebook Ad

A playful smoothie showdown, written in the delightfully silly tone of voice that Innocent Drinks are known for. Created as part of my copywriting training, this concept shows how I use storytelling, pacing and humour to stall the scroll and bring a brand’s personality to life.

Tired of stale, corporate jargon? Let’s give your brand some personality!  

Contact me for better TOV
Does your day need a beetroot boost? Our Beet, Banana and Pineapple Smoothie is packed with health benefits you can’t beet… Unpopular opinion: veggies taste GREAT in a smoothie! Beets are the quiet heroes of the vegetable world. They’re bursting with antioxidants, kind to your gut and might even enhance your brain power. Not that you need it, of course. So we decided to see how well fruit and veg can really get along by putting Brainy Beetroot in the ring with Bananas Banana and Party-girl Pineapple. 🥊Round 1: Ding-ding! Party-girl Pineapple throws a punch, laden with tangy Vitamin C, but Brainy Beetroot wears her down with an antioxidant-infused treatise on philosophy. Meanwhile, Bananas Banana uses their potassium power to launch a line of appeeling natural skincare products. We’re on the edge of our seats! 🍍Round 2: Party-girl Pineapple settles back with a pina colada while Brainy Beetroot bores her to sleep. Where is Banana? Did they split? 🧠Round 3: Brainy Beetroot is taking the lead, with Pineapple in a stupor and Banana just mush on the floor. Nobody could have predicted this. 🥇Final round: Brainy Beetroot is the clear winner. The crowd goes wild! But, what is this? Beetroot, Banana and Pineapple are piling in for a group hug. A heavenly light shines down on them and suddenly, a glass of delicious smoothie appears in their place. It’s the miracle we’ve all been waiting for! Make smoothies, not war. After that heart-warming performance, we must know: are you Team Beet, Team Pineapple, Team Banana or Team Smoothie? Comment below to cast your vote and check out our smoothie page to find out more!
[Envelope copy:] Could you make room in your heart and home for a furry friend? Peek inside to find out more! Blue paw print image.

Spec Direct Mail: Cat Shelter

Click the envelope copy to see the letter inside! 

Writing from the cat’s point of view stirs empathy, a proven strategy to increase engagement. The first-person voice carries the emotional language and storytelling to pull at the reader’s heart strings. All this is for a good cause: to drive donations.

P.S. Have you heard that 90% of people read the postscript (P.S.) before they read the rest of the letter? Make your postscript count!

Want direct mail to be opened, read and remembered? Let’s connect.

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Spec Direct Mail: Street Cat

Click the envelope copy to see the letter inside! 

This version adapts the cat’s voice to give them a snarkier, more street-smart personality. The alternative TOV targets a different audience who respond to a more humorous, irreverent tone. 

Sometimes it’s better to set yourself apart than to play too safe and sound bland.

Think an edgier TOV could make you stand out?

Let's experiment
[Envelope copy:] Hey you! Wanna be a hero to cats? Open up… if you dare! Pawprint image.
Globe and envelope email icon

Spec Marketing Email

Click the email icon to see the copy PDF. 

For emails, a compelling subject line is crucial to increase your open rate. Don’t overlook the preheader: this preview text can be seen before opening the email. You want to engage your reader’s curiosity but also make it clear what the email is going to be about. Clickbait subject lines and preheaders that don’t match the email’s content will just frustrate your customers.

Need help crafting compelling but clear marketing emails?

Sort out those pesky emails!

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