Amana Dish Spec Guide

I wrote the copy for this Amana guide to highlight some of the new dishwasher features for consumers.

Amana has a conversational tone, so we speak directly to the customers, describing how Amana features can make their lives a little easier. The products are designed to be affordable, to perform well, and conserve resources.  You get the features you need without the fluff.

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Shop Your Way (Social)

Shop Your Way is a social site for Sears’ loyalty program, and I am the content manager for KitchenAid, Maytag, and Whirlpool brands. The site is reminiscent of Pinterest, with a single page for each brand and staggered posts.

I write some original content and share the calendar with the client every month, and once content is approved, I post it to the Shop Your Way site. I then use the analytical tools to determine which posts customers most relate to and tailor the content accordingly.

I am particularly proud of the work I’ve done for Maytag. When I started creating content for this brand, the page only had 80 followers. It became our mission to grow the following, and after six months of consistent posts and using feedback from analytical tools to tailor content, the following exploded to 5000+ followers and continues to grow!


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Maytag Dependability for 122 years


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Sales Today Articles

During my tenure at Aisle Rocket Studios, I have written many Sales Today articles about new Whirlpool, Maytag, KitchenAid and Kenmore appliances.  The sales associates read them so that they can educate themselves about the new appliance lineups and sell the new products to consumers.  We emphasize the new features and how they benefit customers (Sears now refers to the customers as members).  I am particularly proud of the article that features Whirlpool’s first 5-door refrigerator, as I suggested a full spread layout.  It looked cramped when confined to one page, and both the art director and client were open to working with a spread.


SGL-11955-Whirlpool-Laundry-Alpha-Launch-Sales-Today_3b Product Descriptions (SEO)

Here is a small sample of the appliances for which I conducted keyword research and wrote product descriptions for  In addition to writing descriptions and handling specifications, I manage this workload for two other junior copywriters and review all copy prior to client approval.  I also work closely with the account team to ensure schedules are on track and within budget.

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B2C Sears and Kmart Emails

These are samples of various emails I wrote for customers who subscribe to Kmart and Sears emails.

Kmart was particularly fun to write for. Since the merchandise team was open to selling similar products in a single email, I could develop themes.

Because Sears sells so many types of products in a single email, I often invented names for the type of sale so that all the products support a cohesive statement. The hierarchy in these emails starts with the name of a sale or upcoming holiday and then various headlines that tie certain types of products together like appliances, electronics, apparel, etc.


OfficeMax Web Banners

I was an in-house copywriter at Boise Cascade when they merged with OfficeMax.  Shortly after the merge, OfficeMax hired an outside ad agency that launched the “What’s Your Thing?” campaign, and the Rubberband Man commercial aired shortly thereafter.  While the in-house creative teams were not involved with the campaign, we were asked to create some web banners to help reinforce the new branding.  These are some of the web banners I wrote and developed in conjunction with an art director.



Lowes Flip Book

The Lowes Flip Book is a full-scale, 148-page catalog of the KitchenAid appliances offered at Lowes.  I wrote the copy and the specifications while working closely with the art director and account executive to ensure we met the client’s objectives.  Our team also oversaw the Spanish translation, which was published alongside the English version.  Because the pdf below can take awhile to load, you follow this link to view sections for the warming drawers and cooktops.