Client Challenge:

Annette Slade is a food and product photographer based in Denver. While nationally published and the recipient of many industry awards, Annette struggled to write about her accomplishments with confidence. It’s a common phenomenon in my line of work—I’ve observed that a combination of humility and self-consciousness often prevent the most capable of professionals from hyping up themselves. That’s where I come in: to provide some perspective and a bit of copy-writing sparkle! In our collaboration, I helped Annette to view herself as an elite professional, and I made sure her website allowed others to do the same.

My Solution:

Upon viewing the Slade Photo website, there is no question of Annette’s talents, expertise, and glowing reputation. Beside stunning images of dinner feasts sprawled just so across each adorned table, there are assured headers that boast the skills of the woman behind the camera. In my copy, I was able to speak to Annette’s decades of experience in the field, her genuine passion for all things artistic, and her commitment to elevating every subject of her lens with that special something extra. Website visitors come away from the site with a sense of Annette’s creative edge. Now, Slade Photo’s messaging doesn’t downplay Annette’s accomplishments—the copy lays them out in all their splendor, ensuring that potential clients see the photographer for all she has to offer.

Tone of Voice

• Distinguished
• Passionate
• Sincere

Notable Lines: