An admittedly
genre-irreverent
wordsmith

Serving up ethical copywriting in an oh-so-clever cocktail of strategy, artistry, and technique.

An admittedly genre-irreverent wordsmith

Serving up ethical copywriting in an oh-so-clever cocktail of strategy, artistry, and technique.

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Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Cut Through The Noise
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Stand Out With
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The
Cut Through The
Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Cut Through The Noise Of Your Industry
Stand Out With A Uniquely Crafted Character
Welcoming
EXPERIENCED ENTREPRENEURS
EXPERIENCED
ENTREPRENEURS
from all industries
Because life is too short to only write one kind of story.
companies WHO SPEND THEIR DAYS IN service to others,
artists dedicated to their craft,
and product-BASED Businesses that make being human even a little bit richer.

Those are the kind of brand protagonists that Lexicon Copy Co. exists to support.

Armed with your industry’s vernacular and your client’s dialect,  we'll craft a consistent brand narrative that guides the people you want to serve to the business you've dedicated your life to building.

After all, a brand like yours deserves to command attention - both on and off the page.
OUR PROTAGONISTS ARE
Generous
collaborators.
The generous collaborator knows that what they get out of a partnership is directly related to how much they put into it.

They pay attention to detail and contribute mindfully to their copywriting partnership.
OUR PROTAGONISTS ARE
Experienced
entrepreneurs.
The experienced entrepreneur has moved from practicing a craft into building a business. They have a good understanding of how copy works in a bigger marketing ecosystem, which allows them to make the best use of their investment.
OUR PROTAGONISTS ARE
Visionaries,
not dreamers.
Good copywriting captures an experience or transformation.

A dreamer has big ideas. But a visionary has big ideas, a grasp on the experience they provide, and a tangible plan to make the transformation a reality.
OUR PROTAGONISTS ARE
Expert
delegators.
The expert delegator knows that wearing all the hats isn’t always a strength, so they aren't afraid to call for back up. Since they routinely lean on the expertise of others, they're comfortable putting their brand’s messaging in someone else’s capable hands.
MEET THE CLIENTS
Browse their
backstories
Tap to browse
their backstories
MEET THE WORDSMITH
Zoie Callihan
Working with Zoie was incredible! She is great with coming up with new concepts and can harness a brand voice that doesn’t feel cookie-cutter copywriter. swag. If anyone could speak like me but better, it's her: educated but with swag.
- Maria Grullon, Artistic Director
"What are you going to do with that English degree?"
Great question, Grandma.

In hindsight, we all really should have predicted I'd end up a copywriter. An only child with an active imagination, I spent hours method acting my way into the worlds I found between the covers of my favorite books. (Still not over the fact that The Magic Treehouse wasn't real. Thank you for asking.)

And what happened after that baby bookworm grew into a nerdy butterfly, you ask?

Well, this is web copy, not Whitman. Let's keep this synopsis snappy.
FOUR YEARS EARNING A ba IN English and a  minor in theater
In which: I learned how to (over)analyze and (hyper)critique any narrative that was unlucky enough to look at me sideways.
A year TEACHING ENGLISH TO TEENAGERS
In which: I found out that while learning looks different for everyone, a good story really is timeless.
OVER A DECADE AT a multi-million dollar saas company
In which: I learned to speak Conversational Corporate and got a crash course in Core Values and getting chewed out on Twitter.
I learned early what your customers already know: compelling stories make you want to be a part of them. Let’s craft a brand story your ideal client will get caught reading with a flashlight past their bedtime.
Would it really be an “About” page without the fun facts?
Swipe to get personal
current whereabouts
The Central Coast of California, where I grew up and went to school. I've never lived more than 15 minutes from a beach, but before you ask, no: I never learned to surf.
Swipe to get personal
current copy crush du jour
Surreal Cereal. Self-aware advertising, no-nonsense products, and cheeky British humor? Hubba Hubba. (Note: copy crush subject to change without warning. I have a new love at least once a week.)
Swipe to get personal
book that changed my life
Anne of Green Gables - the series, not just the first book. I read my paperback on repeat until the cover fell off, then rehabilitated it with tape so I could keep going. Feel free to put “call me Cordelia” on my tombstone.
Swipe to get personal
one of my shameful secrets
(Because the internet is the place for those, right?) I have been working on drafting the same sweeping, multi-generational, historical fiction epic since I was 12 years old. At this rate, it is slated for release in 2087. Stay tuned.
Swipe to get personal
Tune in to the Lexicon soundtrack
MEET THE WORDSMITH
Zoie Callihan
"What are you going to do with that English degree?"
Great question, Grandma.

In hindsight, we all really should have predicted I'd end up a copywriter. An only child with an active imagination, I spent hours method acting my way into the worlds I found between the covers of my favorite books. (Still not over the fact that The Magic Treehouse wasn't real. Thank you for asking.)

And what happened after that baby bookworm grew into a nerdy butterfly, you ask?
Well, this is web copy, not Whitman. Let's keep this synopsis snappy.
FOUR YEARS EARNING A ba IN English and a minor in theater
In which: I learned how to (over)analyze and (hyper)critique any narrative that was unlucky enough to look at me sideways.
A year TEACHING ENGLISH TO TEENAGERS
In which: I found out that while learning looks different for everyone, a good story really is timeless.
OVER A DECADE AT a multi-million dollar saas company
In which: I learned to speak Conversational Corporate and got a crash course in Core Values and getting chewed out on Twitter.
I learned early what your customers already know: compelling stories make you want to be a part of them. Let’s craft a brand story your ideal client will get caught reading with a flashlight past their bedtime.
Working with Zoie was incredible! She is great with coming up with new concepts and can harness a brand voice that doesn’t feel cookie-cutter copywriter. swag. If anyone could speak like me but better, it's her: educated but with swag.
- Maria Grullon, Artistic Director
Working with Zoie was so amazing. My only regret is that I did not hire her sooner! She is very attentive, organized, and communicative. Her passion for her work was obvious during our meetings. I loved her energy and zest for life.
- Brooke Happe, Product & Lifestyle Brand
I would pick to work with Zoie on as many projects as humanly possible.She works diligently, and accepts feedback as a delightful challenge. Her flexibility, compassion, and candor make her an irrevocably valuable investment.
- Christina-Laurin Wilder, Creative Director + Studio Owner
Tune in to the Lexicon soundtrack
MEET THE WORDSMITH
Zoie Callihan
current whereabouts
The Central Coast of California, where I grew up and went to school. I've never lived more than 15 minutes from a beach, but before you ask, no: I never learned to surf.
copy crush du jour
Surreal Cereal. Self-aware advertising, no-nonsense products, and cheeky British humor? Hubba Hubba. (Note: copy crush subject to change without warning. I have a new love at least once a week.)
book that changed my life
Anne of Green Gables - the series, not just the first book. I read my paperback on repeat until the cover fell off, then rehabilitated it with tape so I could keep going. Feel free to put "call me Cordelia" on my tombstone.
one of my shameful secrets
(Because the internet is the place for those, right?) I have been working on drafting the same sweeping, multi-generational, historical fiction epic since I was 12 years old. At this rate, it is slated for release in 2087. Stay tuned.

Lexicon's Guiding Principles

AND WHY THEY MATTER

context matters
"People are our purpose and delivery is essential. We prioritize connection with others by taking time to find out what makes each person feel individually appreciated and motivated, and respond accordingly. "
dynamic decisions
“Reflection is our catalyst for forward direction. We are results-focused, taking inventory at each milestone. We are not afraid to say “no” somewhere so that we can say “yes” somewhere else. We prioritize moments for pause within our process, which allows us to acknowledge where we started, how we arrived there, and where we intend to go next.”
servant leadership
"Our philosophy: Lead from the second chair. We understand the power of our influence while honoring  others in collaborative energy. We acknowledge that we are all human and operate with compassion, expecting the same in return."

Lexicon's Guiding Principles

AND WHY THEY MATTER

context matters
"People are our purpose and delivery is essential. We prioritize connection with others by taking time to find out what makes each person feel individually appreciated and motivated, and respond accordingly. "
master the
art of nuance
WHY:
Crafting messaging with nuance only happens when we take the time to gain a multitude of perspectives. Actively seeking out the lived experiences of others helps us avoid assumptions, and lets us think (and write!) in vivid technicolor.
[tap to reveal]
defy
genre
WHY:
Categories and labels? Those are tools, not handcuffs. They can help us find a structure or build a community, but they don’t have to define us. When we play with the boundaries of genre we find innovative solutions, unexpected connections, and unconventional success.
[tap to reveal]
iterate with
integrity
WHY:
Nothing will ever be perfect, but everything has the potential to improve. While we can’t implement every suggestion, we welcome feedback and love the conversations that come from it.
[tap to reveal]
dynamic decisions
“Reflection is our catalyst for forward direction. We are results-focused, taking inventory at each milestone. We are not afraid to say “no” somewhere so that we can say “yes” somewhere else. We prioritize moments for pause within our process, which allows us to acknowledge where we started, how we arrived there, and where we intend to go next.”
pivot
gracefully
WHY:
We don’t let ego stand in the way of improvement, and we don’t do things “just because.” If a tool, technique, or generally accepted best practice isn’t serving us or our clients, it can see itself out.
[tap to reveal]
prioritize being
over doing
WHY:
Pardon us while we treat ourselves to this cliché, but: we’re human BEINGS, not human DOINGS. That looks like treasuring balance and boundaries, practicing gratitude for abundance of all kinds, and not measuring our worth in achievements. (And we’d love it if you joined us.)
[tap to reveal]
practice multi-faceted
intelligence
WHY:
Physical, emotional, and practical intelligence: together, they’re the dream team. Understanding multiple intelligences and learning styles not only makes us well-rounded humans, but is also a key ingredient in the secret sauce of truly exceptional marketing.
[tap to reveal]
servant leadership
"Our philosophy: Lead from the second chair. We understand the power of our influence while honoring  others in collaborative energy. We acknowledge that we are all human and operate with compassion, expecting the same in return."
educate
with empathy
WHY:
Almost everything we’ve learned is because someone took the time to teach us. In our corner of the Internet it’s okay to make mistakes, ask for help, and to admit when something isn't in your zone of excellence. Gatekeeping, elitism, and stigmatizing inexperience? Not today, thanks.
[tap to reveal]
humility
breeds humor
WHY:
Being human can feel absurd, and everybody knows it. Humor isn’t a mood - it’s a way of looking at the world.
When used ethically, it creates strong connections and a low-risk way for us to be vulnerable together. In that context, even a groanworthy Dad joke looks a little noble.
[tap to reveal]
impact outweighs
intention
WHY:
We can’t control how our words are perceived, but it’s crucial to be mindful of it. After all, what we meant to say is far less important than how it’s received, and a business’ longevity is ultimately measured in its impact, not its intentions.
[tap to reveal]

ETHICAL COPYWRITING

We don't
A writer has a responsibility to their audience.
What we don't say is just as important as what we do.
We don't
fake scarcity
use fear as a call to action
put profit above people
manufacture false urgency
dig into the pain points of others
carelessly tap into trauma
endorse unwise investments
force-feed fomo
exaggerate our claims
inflate value
fake scarcity
use fear as a call to action
put profit above people
manufacture false urgency
dig into the pain points of others
carelessly tap into trauma
endorse unwise investments
force-feed fomo
exaggerate our claims
inflate value
fake scarcity
use fear as a call to action
put profit above people
manufacture false urgency
dig into the pain points of others
carelessly tap into trauma
endorse unwise investments
dig into the pain points of others
exaggerate our claims
inflate value
A writer has a responsibility to their audience. What we don't say is just as important as what we do.
Lexicon Copy Co. exists for brands who care about people.
Words have weight. With the right ones, there's no telling how many lives we'll touch.
LEARN THE METHOD
SELECT A WORD TO LEARN MORE
Behind the
Services
And what makes them
oh-so-very effective.
THIS IS THE PART WHERE I CITE MY SOURCES like a good little academic.

To the left you'll find the fundamental elements that make up each volume in the Lexicon Copy Co. service library, along with a real-world fact, brand, or expert that speaks to why they're important.

The summary? Messaging works well when it's consistent. Messaging works phenomenally when it's holistic. For your messaging to convey a complete and convincing portrait of your brand, it needs to be written from the inside out.

But you don't need to take my word for it.
SELECT A WORD TO LEARN MORE
mo
tiv
a
tion
The what, the why, and the who. Without motivation, you can’t have a character. So we ask what your brand values, why you chose them, and who your brand exists to serve.
001.
People buy from brands that share their values
In a 2022 study commissioned by Google, they found that,  "82% of shoppers prefer a consumer brand’s values to align with their own. […] Three-quarters of shoppers reported parting ways with a brand over a conflict in values."

The moral? Your motivation has a direct impact on your earnings.
per
son
al
ity
How a brand sounds when it's developed authentically. If we let your motivation inspire how we build your brand personality, the results literally speak for themselves.
002.
Brand : Glossier
Glossier prides itself on being a brand "inspired by real life," meaning that they position their clients as the authorities and create products that are an extension of their personal style.

By extension, their brand personality is friendly, casual, and conversational -- exactly what you'd expect of a friend that's trying to make you look your best.
per
cep
tion
How your brand makes people feel. With an authentic personality, it’s easier to predict and influence your brand perception. Play your cards right, and your reputation will do the selling for you.
003.
"The Burger Wars:" McDonalds v. Burger King
It's a grudge match almost as old as the brands themselves. Their weapon of choice? Brand perception.

McDonalds originally distinguished itself as a staple, whereas Burger King advocated choice with their "have it your way" campaign.

To this day, McDonalds banks on nostalgia, while Burger King harnesses social relevancy and innovation.  And even though their product is nearly identical, their strategy is working: both brands are wildly successful.
strat
eg
y
Content that plays the long game. Trends in the online space tend to have the longevity of an overripe banana. Instead, we strategically tailor your content to your goals and focus on relationships, not follower count.
004.
Brand: Dove
Get ready to feel old: Dove's #RealBeauty campaign has been running for almost 20 years.

In staying focused on their mission of elevating women's perception of their own beauty, they've kept their content clever and relevant.

By keeping their strategy consistent over time, they've gone from being known for a bar of soap to a being a company that champions female beauty - which is far more valuable to its customers.
cred
i
bil
i
ty
Showing (not telling) your expertise. Your content should prove that you're the expert -- both in your field and in your clients' desires, needs, and interests. As it does, brand trust skyrockets.
005.
People buy from brands they trust.
In a 2021 survey of 14,000 consumers across 14 countries, 88% of clients rate trust as a "critical" or "important" factor when deciding which brands to buy or use. 40% said that they’ve stopped buying from a brand they loved because they no longer trust them.
en
gage
ment
Showing (not telling) your expertise. Content that is strategic, credible, and engaging attracts your ideal buyer. By consuming your content, they're investing in your brand.
006.
Expert: Dan Ogilvy
“Tell the truth, but make the truth fascinating. You know you can’t bore people into buying your product, you can only interest them into buying it.”

(Known for Ogilvy on Advertising, the seminal work in advertising, copywriting, and brand experience.)
psy
chol
o
gy
The awareness that one size fits some - but never all. We dig deep to learn why -your- audience buys, what holds them back, and what they need to feel confident in choosing you.
007.
Expert: Marty Neumeier
"Customers hold most of the cards today. They […] don't like to be sold. But they do like to buy. Your job shouldn't be to convince customers to buy, but to help them buy what they want."

(Known for: "The Brand Gap" and "Zag," books that take a drastically concise approach to the topic of branding.)
stor
y
tell
ing
Using the power of stories to create connection and inspire action. Once we understand your audience’s psychology, we can select the genre of storytelling that will speak to them.
008.
Brand: Walt Disney
No one company understands the power of genre quite like Disney.

Since acquiring companies like National Geographic, Marvel Entertainment, and LucasFilms, they've expanded their branding and offerings into a diverse library that speaks to all ages and interests.  

In 2022 the connection their customers felt to these stories netted them a cool 164.2 million in revenue from streaming services alone.
clar
i
ty
Clearing potential obstacles on the road to conversion. Your brand’s storytelling should enhance your messaging, not distract from it. Clarity in copy creates a well-defined journey, so that your clients can experience your brand without distraction.
009.
Expert: Alex Cattoni
“Never sacrifice clarity for cuteness. Cute doesn’t sell.”

(Known for: The Copy Posse, an award-winning copy collective that breaks the mold of traditional advertising.)
voice
Keeping character consistent and tone flexible. A well-developed brand personality can be both consistent and adaptable, because while the setting and audience may change, its character doesn’t. After all, the same person sounds different in the boardroom than they do in the bedroom.
010.
Brand: Spirit Airlines
Painful price gouging and uncomfortable seats aside, Spirit Airlines has flipped the script in their messaging.

They're not afraid to use puns in their FAQs, or print the phrase "important stuff comes out here" on their boarding pass kiosks.

Because they are consistently casual in their messaging, we know not to expect the sleek luxury experience that's traditional for an airline.

With Spirit, what we see is what we get.
val
ue
Offering a complete experience. When you anticipate your clients' needs, you show that you are just as invested in them as they are in you. Value in your post-sale deliverables proves that your interest in your clients extends past your bottom line.
011.
Brand: Spotify
Spotify has made it a point to support its users' lifestyle, instead of just offering a service.

Over time, they've added social value-adds like concert schedules, QR code sharing, and a driving interface to their app. And, of course, we can't forget the cultural moment that is the "Spotify Wrapped" season.

These valuable additions demonstrate a powerful personal interest, and increase user loyalty.
com
mu
ni
ty
When our purchases become an extension of ourselves. A consistent brand experience creates a sense of community. Proud community members are powerful brand ambassadors.
012.
Brand: REI
By framing itself as a co-op, REI allows its members a direct sense of ownership in their brand.

Their messaging reinforces a sense of community and purpose by offering "garage sales" of used merchandise and an advocacy group called an "action network."

Their goal is to ensure that when you shop at REI, you always feel like you belong.
socials
socials