Richard Wersel
I write copy for every type deliverable you can think of. Sometimes they work.
I write copy for every type deliverable you can think of. Sometimes they work.
Click a medium to see my work
Adrian: LinkedIn & Social
Social posts for Adrian, an upfitting company that's been turning empty vehicles into trade-ready workhorses since 1953. A voice I interpreted to be folksy, rugged and sincere with a little grit. A personal favorite of mine to write for.
Iron MountaiN Refrigeration: Spec Carousel
Spec carousel for Iron Mountain Refrigeration that I entirely conceptualized and designed using stock photography and PhotoShop. This would be the first slide, the rest would intro a dish and the equipment keeping it fresh. I wanted an original design and concept that would appeal to bakery owners, who tend to be more creative and colorful, and stand out against the style of content that's currently flooding the market.
Social across a range of Makes & Models
GP1 is one of the largest automotive groups in the country, with annual revenue in the tens of billions and countless dealerships under its belt. I used to write monthly TV scripts and social calendars for about 50 of them. Below are a few posts where I tried to keep the brand voice, be fun and engaging enough for social, all without being too "wacky-wavy-inflatabale-arm-flailing-tube-man".
Treadway Events & EntertainmenT: LinkedIn Video
Selling corporate events to CMOs on LinkedIn and a landing page The B2B instinct is to lead with jargon and assume the reader is a corporate zombie. I decided to lead with fun. Because the fastest way to get a CMO to book an event is to show them one they'd want to attend.
I also wrote the copy for this interactive quiz you can test out.
Remodelers Advantage: Video Campaign
Video ad selling the benefits of joining a remodeler peer group. The client loves superheroes, and everything about Remodelers Advantage is very "Hero's Journey", so I ran with the team-up angle.
Maclean-FogG: Retargeting & Display
A Ram retargeting ad for a premium wheel nut manufacturer. Yes, wheel nuts. But they're actually one of the best wheel nut manufacturers in the world, and their engineers are some of the smartest people I've ever had the pleasure of talking with. Plus, a fun one for golf cart wheel nuts.
We Are Wyoming
Script for Fremont Motors, family-owned and operated since 1938, they're the largest dealership group in the state of Wyoming. Think the TV show "Yellowstone", but warm and friendly. They're good people.
OKC ThundeR: Broadcast Scripts
Broadcast scripts featuring members of the Oklahoma City Thunder. While the client loved these...the NBA had a few words. Unfortunately, we had to go with something more traditional, but these inspired enough confidence in the client to get them to sign on to a large production deal.
Don Williamson NissaN: Spec Broadcast Script
Broadcast script for a Nissan dealership. They're based out of Jacksonville, NC. Right next to Camp Lejeune and not too far from where I went to high school. Decided to go with a heartfelt military appreciation angle to stand out amoung typical dealership spots.
3DXTech: Email Nurture Sequence
Proof that research pays off: a "damage-control" email sequence with over $20,000 in sales. The original v1 product had some complaints. The client wanted to fall on their sword to promote the upgrade. After doing some research, it turned out the reviewers didn't hate it; they just weren't excited about it. That distinction informed a tone that was honest about the upgrade without trashing what came before.
Maclean-FogG: Crisis-Turned-Campaign
A personalization token failed and an email blast went out to a major convention conference list addressing every recipient as "{First Name}. " Instead of crawling under a desk, we got ahead of the narrative. Two options. One very real gremlin. Sometimes the best campaigns are the ones you never planned.
"{First Name}" sent to every decision-maker on the MEMA convention list.
Option A: blame the gremlin. The Maclean-Fogg marketing team loved it, but the executives were looking for a different vibe.
Option B: Buttoned-up, but not boring. Written to get back up with a smile.
"Great recovery." This screenshot is framed above my desk. Not really, but all of this happened over the course of about two hours and it's cool to know you worked hard on a high-pressure project paid off.
Created after being laid off in favor of an AI tool, this "silly little lumpy dump" tracker gained 10,000 users in the first month. With a Google Display campaign boasting a 7.55% CTR (the average is 0.46%), I see it as proof that human creativity, typos, and potty humor are more valuable than ever in an age of automated slop.
I don't know why, but "do u be poopin? ya u be poopin" makes me smile. It's the highest performing headline on Google display and has over 100k views on TikTok.
Sam and Clem is my Grandma's children's book. It was sitting in a PDF and I turned it into a fully interactive e-book for Mother's Day. I think it's a great example of what AI can do when it's used by a human as a tool to build and create, instead of to replace and endlessly automate.
You can test it out below.