I write copy the way a director builds a scene.
Every customer is a character who wants something. My job is to find that want, write toward it, and land the moment your brand becomes the answer. Websites, product pages, ads, email, and video scripts. For brands, and for organizations on a mission.
FADE IN:
INT. YOUR CUSTOMER'S PHONE - 11:42 PM
A thumb scrolls. Ad. Ad. Ad. They all sound the same.
Then it stops.
YOUR CUSTOMER
(leaning in)
Wait. This is actually speaking to me.
They click.
CUT TO:
EXT. YOUR NUMBERS - THE NEXT MORNING
Your product is ready. Your audience is waiting. The words in between are where I come in.
Most copywriters start with features. I start with people. That habit comes from film sets and casting rooms, where you learn fast that nobody cares about the plot until they care about the person in it.
So I write every product page, ad, email, and script like a scene. Who's watching. What they want. What makes them lean in. And pretty words aren't the finish line. My framework, Narratives to Numbers™, ties every story choice to a business goal. Build belief. Earn the click. Close the gap.
Every project has a story arc. Here's the setup, the turn, and the payoff for five of them.
Live creative from SelectQuote's life insurance and Healthcare Select programs: paid social, display, and email. Click any piece to see it full size.
Life insurance ads usually lead with worry. This platform leads with life: the wedding, the new baby, the first house. Each moment becomes a reason to check your coverage, not a reason to be afraid.
One idea, stretched across display, paid social, and email, with segment-specific hooks for each audience and every line cleared for carrier compliance.
Copy by Michelle Farley. Design by Apply Digital.
Same product, same facts. One version lists features. The other gives the reader a reason to care. Flip between takes.
A few drops of vitamin C, and tired skin gives way to the kind of glow people ask about. Gentle enough for every skin type. Simple enough for every single day. Thirty seconds, and you're ready for whatever the day is about to ask of you.
Illustrative example written for this site, not client copy.
Short form or long form, for brands and for mission-driven organizations. Every piece starts with who's reading and what they need to believe.
The core language your business is built on, so every touchpoint sounds like you.
Product descriptions that drive revenue, not just clicks.
Multi-channel campaigns that move people from interest to action.
Words written to be seen and heard, with visual and audio direction built in.
Insurance, healthcare, and policy made clear, accurate, and believable.
Mission-driven storytelling and long-form writing that earns attention and keeps it.
Someone on your team is out, and the work can't wait. I step in as an embedded writer, learn your brand fast, plug into your workflow, and keep everything moving until they're back. Or I stay on part-time as your go-to writer.
Clarity is confidence. My process runs like a production, so you always know what's happening and what's next.
Your goals, your audience, your constraints. I learn the business and the customer before I write a word.
The truth about what you offer and why it matters, shaped into a message people remember.
Copy built for the channel, the reader, and the result, with compliance in mind from the start.
Focused revision rounds so the final draft sounds like you on your best day.
Filter by the kind of writing you need.
Clean, confident brand voice that steps away from muscle-and-gym messaging in a crowded category.
View → Moving BeyondWebsite copy that trades process-speak for transformation and relief, so visitors feel understood from the first line.
View → N-Ovate SolutionsWebsite language for an innovation strategy firm building resilient, connected, sustainable cities.
View → Coach JulianConversion-focused site copy that guides beginners from awareness to enrollment, with mobile-first calls to action.
View → Aari & Co.Origin story, front- and back-of-pack copy, and PDP variants for a DTC hair and body care launch.
View → Saplaya SkincareProduct descriptions, label copy, and listing variants for a clean beauty sheet mask line.
View →Toddler athletic apparel copy written for parents (durability, support) and kids (comfort, adventure) at once.
Sample on requestProduct narratives covering designer inspiration, fabric, and occasion to support premium pricing.
Sample on requestHigh-volume product writing for a fast-moving e-commerce marketplace.
Sample on requestWrote and produced public education spots on the value of coverage for older adults and couples.
Watch → Ohio Dept. of InsuranceA YouTube series making insurance relevant to millennial lifestyles.
Watch → Experience ColumbusCampaign copy positioning the city as a leader in post-pandemic experiences.
View → Documentary scriptScript with visual and audio direction on Columbus's Blackberry Patch, Bronzeville, and Poindexter Village.
Read → Alliance to Advance Patient NutritionExplainer script with on-camera and title direction.
Read → YWCA ColumbusDigital campaign and content strategy for a social impact organization.
View → Ohio Dept. of InsuranceVideo promoting careers in Ohio's insurance industry.
Watch → Ohio Dept. of InsuranceVideo pointing Ohioans to the department's mental health and substance use toolkit.
Watch → Ohio Dept. of InsurancePress release for Ohioans turning 65 and new to Medicare.
Read → Ohio Dept. of InsuranceColumn celebrating older Ohioans as volunteers, mentors, and advocates.
Read → Healthcare trainingPatient-centered training manual paired with video on HCAHPS survey measures.
Read → U.S. News & World ReportConsumer-focused insurance coverage for U.S. News 360 Reviews since 2015.
Author page → U.S. News & World ReportMatching coverage to the real risks of owning a business.
Read → U.S. News & World ReportHow businesses protect themselves after losing an owner, partner, or key employee.
Read → U.S. News & World ReportProfessional liability coverage explained for people who give advice for a living.
Read → U.S. News & World ReportThe NAIC's tool for measuring insurer financial stability, made readable.
Read →
“Clarity is confidence.”Michelle Farley
Hey, I'm Michelle. I came up in film, studying production in Cleveland and working on sets and in casting. Then in 2008 I took my first copywriting gig. I never stopped.
Seventeen years later, I've written for dozens of companies and hundreds of projects. I've explained Medicare to Ohioans for the Department of Insurance. I've written insurance explainers for U.S. News & World Report since 2015. Product stories for Zulily, Lands' End, and Champs Sports. Direct response campaigns for SelectQuote. Different rooms, same job: make the complicated feel simple, then make it worth acting on.
And I still make films. I write, I direct, and I write fiction. That's not a side note. It's the reason my copy reads differently. Years of watching what makes an audience lean in, and I bring every bit of it to your brand.
Based in Columbus, Ohio. Writing for brands and organizations everywhere.
A brand storytelling copywriter writes the words that sell, and shapes them around a story your audience sees themselves in. That covers website copy, product descriptions, ads, emails, and video scripts. The story earns attention and trust. The structure turns that trust into clicks, sign-ups, and sales.
Yes. I've written for SelectQuote, Abbott, the Ohio Department of Insurance, and U.S. News & World Report. I write with compliance in mind from the first draft: approved disclaimers, careful claims, and plain language that still feels human.
Yes. I write fundraising appeals, digital campaigns, video scripts, and website copy for mission-driven organizations, and I offer nonprofit rates.
Yes. I've written product copy for Zulily, Champs Sports, Lands' End, and DTC brands in home, beauty, and fashion, from a single launch to full catalogs, with SEO terms built into the voice.
Yes. Whether someone is out on maternity, paternity, or parental leave, recovering from surgery, on FMLA or medical leave, taking a sabbatical, or you're between hires, I can step in as an embedded part-time writer, usually 10 to 15 hours a week. I learn your voice quickly and work inside your existing tools and review process, for a set term or ongoing.
I quote a clear, flat rate up front for each project, so there's no haggling and no surprises. Ongoing retainers are available for teams that need a steady writing partner.
Got a launch, a campaign, or a teammate heading out on leave? Tell me what you're building and where the words need to take it. I'll take it from there. Now booking projects, retainers, fractional roles, and leave coverage.
Email me → Download resume admin@michellefarleywrites.com