I'm a pharmacist. That is the part a copywriter cannot pick up later.
I trained in pharmacy and co-authored a peer-reviewed study published through the Faculty of Pharmacy, Department of Pharmacology, University of Uyo. I can read a prescribing information document, a summary of product characteristics, or a clinical trial table without asking anyone to translate it first.
Then I learned to write fast. A newsroom in India, where every story had to be sharp, clear, and finished within minutes. After that, remote contract writing: studying brand voices and business goals, and turning complicated ideas into simple, persuasive ones.
Most businesses have a real product and real value, then lose it in words that are too corporate, too cautious, or too vague. In regulated industries that gets worse, because the safe version of a sentence is usually the unreadable one.
I write for brands that can't afford to be vague.
"The findings were clear, reproducible, and clearly communicated."
Dr. Imaobong Etti, lead researcher, on our published study at the University of Uyo
Work samples
See the writing for yourself.
Spec work below, written to show my approach. The pharma article is a full-length piece and opens on its own site. Client work available on request.
Disease-state education, mechanism-of-action explainers, and promotional copy built to survive medical, legal, and regulatory review. Written by someone who reads the label, not a summary of it.
Email copy
Welcome sequences, launches, and newsletters that get opened.
Ad copy
Meta, IG, and LinkedIn ads built to stop the scroll.
Website copy
Homepages and landing pages that turn visitors into buyers.
Articles & long-form
Researched, readable, and finished by real people.
How I work
Simple process. Sharp output.
Listen first. I study your brand voice, your customer, and what's already working before I write a word.
Write for one reader. Every piece is aimed at one person with one problem, not "the audience."
Edit ruthlessly. Newsroom training: if a word isn't earning its place, it goes.
The offer
New here? Your first audit is free.
Send me your homepage URL or your best-performing ad. Within 48 hours you'll get a short, honest audit: what's working, what's leaking sales, and the one change I'd make first. No pitch, no strings.
Spec work. Fictional brand, written to demonstrate approach. The "before" is the ingredient-first style most skincare brands run.
Before
Our Vitamin C Serum is formulated with 15% L-ascorbic acid and hyaluronic acid to help brighten skin tone and reduce the appearance of dark spots. Dermatologist tested. Order yours today.
After
Headline: The dark spot doesn't care how many serums you've tried.
Body: It cares about one thing: whether the vitamin C actually reaches it. Most serums oxidize in the bottle before they ever touch your skin. Ours is stabilized 15% L-ascorbic acid, sealed airtight, so what's on the label is what lands on the spot.
Brighter in 3 weeks or your money back.
CTA: See the 3-week results →
Why it works
The before sells ingredients. The after sells the outcome, names the reader's real frustration (nothing has worked so far), and turns the ingredient into proof instead of the pitch. The guarantee removes the risk of trying "one more serum."
Spec work. Fictional brand, written to demonstrate approach.
Before
FreshPlate delivers chef-prepared meals to your door every week. Choose from 30+ rotating menu options. Healthy, convenient, and delicious. Subscribe now and save 20% on your first box.
After
Headline: It's 6:47pm on a Tuesday. What's for dinner?
Body: If your answer involves a sigh, a delivery app, and $34 of regret, FreshPlate was built for you. Chef-made meals, in your fridge, ready in 4 minutes. Not "meal-kit ready." Actually ready.
30+ dishes that rotate weekly, so Tuesday stops tasting like every other Tuesday.
CTA: Fix your Tuesdays, 20% off your first box →
Why it works
The before lists features to nobody in particular. The after drops the reader into the exact moment the product solves, contrasts against the real competitor (delivery apps, not other meal kits), and closes the "is this another meal kit I have to cook?" objection.
Spec work. Fictional brand, written to demonstrate approach.
Before
SyncFlow is an all-in-one workflow automation platform that empowers teams to streamline processes, enhance productivity, and drive operational efficiency at scale. Book a demo today.
After
Headline: Your team spends 9 hours a week moving data between tools. SyncFlow gives those hours back.
Body: No engineers needed. Connect the tools you already use, set the rule once, and the copy-paste work disappears. Teams like yours automate their first workflow in under 20 minutes, most before the free trial's first coffee break ends.
CTA: Automate your first workflow free →
Why it works
"Empower, streamline, enhance, drive" mean nothing, every competitor says them. The rewrite leads with a concrete cost the reader recognizes, removes the biggest B2B objection (implementation pain), and swaps "book a demo" for a lower-friction first step.
Spec work. Fictional brand: Ember Roast Co., a small-batch coffee subscription. Goal: turn a new subscriber into a first-time buyer within 7 days.
Email 1 · sent immediately · deliver the promise, set expectations
Subject: Your 15% code is inside (plus the one mistake ruining your coffee)
Hey Eddie,
Welcome to Ember. Your 15% code is right here: WELCOME15. It works on anything, no minimum.
But before you use it, one thing worth knowing.
The biggest reason home coffee tastes flat isn't the beans, the grinder, or the machine. It's the roast date. Most supermarket coffee was roasted 6 to 12 months before you bought it. Coffee peaks 4 to 21 days after roasting. You've been drinking the echo of good coffee.
Every Ember bag ships within 48 hours of roasting, with the roast date printed on the front, because we want you to check.
Over the next few days I'll send you two short emails: how to match a roast to your taste, and what our subscribers say after their first bag. Then I'll get out of your inbox.
[Use my 15% code →]
Talk soon, Dayo, Ember Roast Co.
Email 2 · day 3 · help them choose, remove decision paralysis
Subject: Which of these 3 coffees is yours?
Hey Eddie,
Choosing coffee online is guesswork, so here's the 20-second version of the tasting we'd do in person:
You drink it black, and you want it smooth. → First Light. Washed Ethiopian, tastes like honey and stone fruit, zero bitterness.
You add milk, and you want the coffee to still show up. → Ember Classic. Brazilian dark roast, chocolate and toasted nut, cuts through anything.
You want to be surprised. → The Rotation. A different single-origin every month, with a card that tells you the farm it came from.
Your WELCOME15 code works on all three, for 4 more days.
[Find your coffee →]
Dayo
Email 3 · day 6 · proof plus urgency, close the first order
Subject: "I didn't know coffee could taste like this" (code expires tomorrow)
Hey Eddie,
I could tell you our coffee is fresher. Instead, here's what subscribers said after bag one:
"Brewed it the same way, same machine, same everything. It genuinely didn't taste like the same drink."
"The roast date thing sounded like marketing. Then I checked my old supermarket bag. Eleven months."
Your WELCOME15 code expires tomorrow night. After that, full price, and honestly, most people say it's still worth it. But why pay more for the same first bag?
[Claim my 15% before it's gone →]
Dayo, Ember Roast Co.
P.S. Every bag has a roast date on the front. If yours is older than 5 days when it arrives, reply to this email and the next one's free.
Sequence notes
Email 1 gives value before asking for anything, and previews the sequence so opens stay high. Email 2 removes the #1 blocker in DTC coffee: not knowing what to pick. Email 3 stacks social proof with a real deadline, and the P.S. turns the brand promise into a guarantee.
Spec work. Fictional brand: Onlio, an onboarding platform for SaaS companies. Written to demonstrate approach.
Before
Onlio is an all-in-one onboarding platform that helps SaaS companies design in-app flows, checklists, and tooltips to improve user activation and reduce churn. Book a demo to learn more.
After
Headline: Turn New Users Into Regulars, Before They Ever Think About Churning.
Body: Onlio replaces your scattered welcome emails and PDF guides with one guided path that shows new users exactly what to do first, and why it matters.
Guided Checklists: Show new users the three actions that actually predict long-term retention, not a generic feature tour.
In-App Nudges: Timed, contextual prompts that show up exactly when a user is stuck, not a blanket email blast to everyone.
Activation Analytics: See precisely where users drop off in onboarding, down to the specific step, not just the overall funnel.
CTA: Stop losing users in week one. Start your free 14-day trial →
Why it works
The before describes the product to itself. The after opens on the cost of doing nothing: churn that happens quietly in week one, before your team ever sees it coming. Naming the moment ("before they ever think about churning") reframes onboarding from a feature to a retention decision, and the CTA swaps a demo request for a lower-friction trial.
Spec work. Fictional brand: Pathlight Analytics, a dashboard tool for product and ops teams. Goal: get a new trial user to their first working report within 5 days.
Email 1 · sent immediately · get them to their first dashboard
Subject: Your first Pathlight dashboard, in under 5 minutes
Hey Eddie,
Most analytics tools ask you to model your data before you're allowed to see anything useful. Pathlight does it backwards: connect one data source, and we build your first dashboard for you.
No SQL, no schema mapping, no "talk to an engineer" step.
[Connect your first source →]
Talk soon, The Pathlight Team
Email 2 · day 2 · show the report teams build first
Subject: The one report most teams build first
Hey Eddie,
If you're not sure where to start, here's what most new Pathlight teams check first: the weekly active users trend, broken down by the feature that drove it.
It takes two clicks to set up, and it usually answers the question every team is quietly asking: is the thing we shipped last month actually being used?
[Build this report →]
The Pathlight Team
Email 3 · day 5 · proof plus trial urgency
Subject: 9 days left in your trial
Hey Eddie,
Here's what a couple of teams said after their first week on Pathlight:
"We found a drop-off in our onboarding flow we'd been guessing about for months. Took us eleven minutes to see it clearly."
"I stopped exporting CSVs into three different spreadsheets just to answer one question."
Your trial runs for 9 more days. If you connect a second data source before it ends, I'll extend it two weeks, no charge, just reply and let me know.
[Connect a second source →]
The Pathlight Team
Sequence notes
Email 1 removes the setup friction that kills most analytics trials in the first ten minutes. Email 2 answers the "now what?" moment right after signup with one specific, low-effort win. Email 3 pairs real usage proof with a genuine, low-pressure extension offer instead of a hard countdown, which keeps the tone consistent with a product built on trust in the data.
Spec work. Fictional brand: Fenwick, a workflow automation platform for operations teams. Written to demonstrate approach.
Project Overview
A cold outreach sequence written for a B2B SaaS client selling workflow automation software to operations leaders. The brief: open real conversations with prospects who ignore generic connection requests, without leaning on a discount, a demo link, or a hard pitch in message one.
The Challenge
Ops and IT leaders are the most heavily prospected audience on LinkedIn. Templated openers, the kind that name a title and ask to connect, get ignored or blocked on sight. The brief called for messages that read as though a real person had actually looked at the prospect's work, not a mail merge with a first name dropped in.
Objectives
Reference something specific and true about the prospect's own activity, never the industry in general. Never open with the product, a feature list, or a calendar link. Keep the tone conversational, like a peer reaching out, not a brand running a campaign. Build a repeatable structure that scales across a large list without reading like a template.
My Strategy
I built the sequence around three outreach triggers: real, verifiable reasons to message someone that don't require a shared connection or a mutual group. Each message opens with one specific observation, then closes with a light, optional question rather than a call to action.
Trigger 1: The Milestone
Hi Tomiwa,
Saw the news that Fenwick just closed its Series B, congrats to the team. Scaling ops usually means the spreadsheets that worked at 20 people start breaking at 80. Curious how you're thinking about that stretch.
Trigger 2: The Content Trigger
Hey Chidi,
Your post on why most onboarding checklists fail after month two stuck with me, especially the point about owners changing before the checklist does. Are you rebuilding that process internally right now, or is it more of a "someday" problem?
Trigger 3: The Role Change
Hi Wendy,
Congrats on stepping into the Director of Ops role at Norlane. First 90 days in a seat like that are usually spent finding out what's actually broken versus what looks fine on paper. Hope the ramp up is smoother than most.
Why I Wrote It Like This
Every message answers one question before anything else: does this sender actually know who I am? Leading with a real, specific observation earns five more seconds of attention than any subject line trick, and five seconds is all a cold message needs to stop reading as spam and start reading as a person.
Spec work. Fictional brands, written to demonstrate range across tone and product type.
Sample 1, witty tone, project management SaaS
Subject: Your to do list called. It's multiplying again.
Hey Daniel,
Somewhere between Monday's plan and Thursday's chaos, your task list grew a mind of its own.
Loomly doesn't add more tabs to your life, it collapses the ones you already have. One board, one deadline view, one place your team actually checks.
No more "wait, is that the latest version?" No more digging through three apps to find one comment.
Want to see what a boring, predictable Monday could look like?
The Loomly Team
Sample 2, professional tone, customer success platform
Subject: The renewal conversation gets easier with data like this
Hi Priya,
Most renewal conversations go sideways for one reason: nobody saw the risk coming until the account was already cold.
Anchorly surfaces usage drop offs, support ticket spikes, and stalled onboarding weeks before a renewal is on the calendar, not the week of.
Teams using Anchorly report catching at risk accounts an average of five weeks earlier, which is usually the difference between a save and a write off.
Happy to walk you through how the early warning scoring works, whenever works for you.
Priya, Anchorly Customer Success
Why it works
Same goal, two different readers. The witty version leans into a shared frustration and keeps sentences short enough to read at a glance. The professional version leads with the cost of getting a renewal wrong, then backs it up with a specific number, because a customer success lead is persuaded by evidence, not banter.
