Portfolio - Lindsey Askew-Copywriter

Conversion Focused Ad Strategy for Fictional Brand: GlowGreen

This section showcases multi-channel ad copy designed to maximize acquisition (Lead Magnet downloads) from cold traffic across different platforms (Meta, Google), ensuring a consistent brand message at the top of the funnel.

Strategic Copywriting Case Study • 12th November 2025

Google Search Ad (PPC - High Intent)

Developed a Responsive Search Ad (RSA) targeting high-intent keywords (e.g., "healthy meal prep delivery") with messaging focused on immediate relief (time-saving) and the free Lead Magnet offer, ensuring high Quality Scores.

Vertical Instagram Story ad mockup using a split-screen visual. The left side shows cooking stress (frustrated woman in a kitchen). The right side shows ease and relaxation (woman enjoying a meal quickly). The ad promotes the free guide to win back evening time.

Strategic Copywriting Case Study • 12th November 2025

Instagram Story/Reel (Visual Focus)

Developed ultra-short, punchy ad copy tailored for fast-paced, visual formats like Instagram Stories. Focus is on delivering an immediate benefit (time and energy) to maximize swipe-up rates for the Lead Magnet from a younger, mobile audience.

Facebook ad mockup showing a smiling woman eating a GlowGreen plant-based meal while working on a laptop, demonstrating time saved. The ad copy headline reads: "Stop Losing Your Evenings to Meal Prep

Strategic Copywriting Case Study • 12th November 2025

Facebook/Meta (Lead Generation)

Developed high-intent social ad copy focused on the core pain point of "kitchen burnout" to drive cold traffic into the funnel. The goal is to maximize Lead Magnet downloads at the lowest CPA for a high-ticket Health & Wellness product.

Conversion Focused Welcome Sequence for Fictional Brand: GlowGreen

This is a speculative project designed to showcase high-level funnel strategy for a plant-based meal delivery service. The goal was to fix the common industry problem of low first-week conversion.

Strategic Copywriting Case Study • 12th November 2025

The Acknowledge & Time Hook

Shifted perception from 'meal convenience' to '3 hours of time gained.' Focused discount delivery on the high-value transformation.
Hi Kim, 🔥 We Just Unlocked Your Next 3 Hours (And Your 10% Off)

Welcome to GlowGreen! You're not just here for another meal—you're here to get back the 3+ hours you waste on meal prep every week. We deliver the health, so you can focus on everything else.

Strategic Copywriting Case Study • 12th November 2025

The Social Proof & Reinforcement

Leveraged personalized social proof immediately after the welcome to reduce buyer's doubt and validate the time-saving promise from Email 1. The goal is to move the user from 'interested' to 'trusted and ready to buy.

Strategic Copywriting Case Study • 12th November 2025

Empathy & Pain Reinforcement

This 'empathy email' addresses the subscriber's emotional resistance (guilt, stress, overwhelm) by mirroring their pain points before re-introducing the solution. It builds deep rapport before the next sales push.

Strategic Copywriting Case Study • 12th November 2025

The Value Anchor & Logistics

The 'Value Anchor' email removes all logistical friction by demonstrating the product's simple, 3-step process. It uses a product demo to validate ease-of-use and justifies the high-ticket price before the final urgency push.

Strategic Copywriting Case Study • 12th November 2025

The Urgency & Scarcity

This is the first high-pressure urgency email. It uses a clear, immediate deadline (midnight) and triggers loss aversion by tying the expiring discount directly to the loss of the core value proposition (time/simplicity).

Strategic Copywriting Case Study • 12th November 2025

The Final Hour & Extreme Urgency

This is the final, high-stakes email designed to capture last-minute buyers. It uses extreme scarcity and loss aversion by stating the final hour deadline, driving up to 50% of conversions for the entire sequence.