Fintechs, financial advisors & coaches:

Cookie-cutter brands are a

You deserve better: As a conversion copywriter, I help clients communicate their unique value and increase conversion rates by leveraging research, emotional triggers and 20+ years of advertising experience.


Fintechs, financial advisors & coaches:

Cookie-cutter brands are a

You deserve better: As a conversion copywriter, I help clients communicate their unique value and increase conversion rates by leveraging research, emotional triggers and 20+ years of advertising experience.


Want to stand out from stock images?

I create concepts that disrupt people or meet them where they are. That way, we make a human connection, build trust, and increase your brand’s share of their mindset.


Need to balance creative & compliance?

Whether its persuasive marketing copy or clear, concise UX writing, my word choices are designed to move people forward, so I walk the fine line that increases YOUR revenue.


Ever get emotional about money?

My content-led design approach isn’t just about following “best practices,” it’s about leading people through an emotional journey to convert leads into paying clients.

No one likes cookie-cutter solutions

Sure, they may work okay for holiday baking but NOT for your copy & design.

And certainly NOT for your clients.

High Net Worth individuals are NOT motivated by:

  • The same words
  • The same stock photos
  • The same messages

If you look AND sound like every other brand in your category, you’re NOT doing anything to help differentiate yourself from the competition.

In fact, you risk commoditizing YOURSELF! 

But that’s understandable… marketing yourself may not be your area of expertise. Plus, it's really hard to work on your own brand!

Together, we can increase your perceived value with a unique brand solution that’s worth engaging.

Trusted brands that have trusted my personal brand:

Conversion copy:
a whole different mindset

If the words “uncertain times” feel overused (or perhaps even a little stale), think about your customers...

With the financial crisis brought on by Covid-19 and other world events, people have new and evolving mindsets with different worries, priorities and concerns. 

You for example, may be even more concerned about your click rates, conversions or KPIs.

In other words… all the data that make up those tasty little donut graphs.

To those ends, your band’s messaging has never been more important than it is today. Your customers need more reassurance to move past feelings of uncertainty.

As a conversion copywriter, I help your brand seem:

  • More helpful
  • More empathetic
  • More trustworthy

That way, they [click] and engage with you!

Craig has an aversion for obvious solutions... the tired word plays and clichés. He's a conceptual, big picture thinker who dives into briefs passionately and strategically.”

Donna Ilagan | Senior Marketing Manager | Manulife

Want a better ROI?
Let's talk USP

In the world of financial marketing, “holistic” solutions are now just the baseline of what is already expected of you.

That means industry jargon such as 'comprehensive planning' and 'tailored advice' are now just tablestakes.

So why invest money on just any copywriter to make you sound like a commodity?

You deserve a Unique Selling Proposition!

Together, we can develop a more impactful brand that will:

  • Create a strong relevant message
  • Express your unique qualities
  • Distinguish you from the competition
  • Elicit more client engagement
  • Increase conversions

This way, you get you more clicks for your marketing budget and a better ROI.

Less commodities. More conversions.

You are not a commodity and I’m not your everyday copywriter. 

Keeping in mind the brand strategy and your conversion goals, I can help elevate you from a commodity brand that trades on price to an effective brand worth engaging.

To me, this means applying the real emotional drivers of your ideal customer to BOTH your copy & design.

ATB Financial opening

Portfolio upon request

The Westminster Mindset

Portfolio upon request

Manulife insurance

Portfolio upon request

"He knew how to give our brand a voice... Craig worked on our account for a number of years and continually provided exceptional work. He brought innovative thinking and insight to our product.” 

Tannis Gaffney | Vice President | Travel Alberta

Compounding your results with my own VOC research

If you want your business to go from surviving to thriving, then you don’t want to just hire any copywriter to “massage” or “tweak” the marketing-speak. 

The best way to improve your KPIs is to work with a copywriter who does their own Voice-of-Customer (VOC) research to inform the writing and design.

When your copy is emotionally aligned with the words your customers actually use, you can:

  • Make them feel understood
  • Create an emotional connection
  • Start building trust
  • Get them to move forward and [click]  

That’s how you start getting a compound effect…10x

At least that’s how I want to grow my business. 

And more importantly, YOURS.

“Craig is capable of coming up with remarkably elegant solutions to complicated communications objectives. He is especially good at adapting his writing to suit not only the subject matter, but also the audience.”

Scott Shymko | Associate Creative Director | Cleansheet Communications


As a conversion copywriter who specializes in financial, I’m more than just a clever wordsmith.

Instead of filling in words to fit the design, I can work with your team to develop a clear value proposition that helps shape the design.

What that looks like just depends on your investment style:

Brand messaging

Optimizing both the copy & visuals so your message is emotionally aligned with people's real desires.

Nurturing sequences

Instead of making your customer's eyes glaze over, put something in their inbox they'll want to read.

UX writing

Simple and straight forward so people know what they're getting and that they can trust it.

It's not just about who offers you the best rate.

It's about who looks out for your best interest.

While there are lots of writers who are “good with words,” most can't speak about financial products & services, let alone work with your Compliance department.

So while it is possible to get a lower quote, it’s important to keep your end-state in mind: Attracting high net worth clients.

That’s precisely where my RSP optimization process can provide you with real business growth.

In order for my conversion writing business to be a continued success, I’ll be highly invested in yours. 

What I mean by "holistic" solutions...

Much like investing in a fund, your marketing success depends on a number of variable factors that need to be considered as a whole. 

But if you’re just looking for someone to replace the Lorem ipsum in your design, there are plenty of decent writers who can do just that. 

I’m looking for opportunities where I can increase brand value, so that clients have better donut graphs.