Copywriting: Website, Marketing & Sales Email Messaging Library

PUL was invented in 2012 by a dental hygienist. Her goal was to help clear aligner patients remove and seat their aligners without using their fingers. Before PUL, the task was awkward and unhygienic. One small product led to a whole line, and a brand was born.  Today, PUL strives to provide dental professionals with tools to improve the clear aligner journey, keeping mouths fresh and healthy.

Preparing for its launch, PUL needed website copy and a library of marketing emails to address every stage of the purchasing process, including awareness, post-purchase, abandoned cart, promotions, bundles, and more. Targeting both B2Bs and online D2C buyers, PUL required multiple email versions for each buying phase and customer persona. Before beginning the writing process, I built a spreadsheet that mapped out all the possible situations and shoppers, taking into consideration loyalty programs, coupons, and flash sales. I provided two versions of each deliverable for A/B testing. The result was on-target website copy and a robust library of carefully constructed emails, featuring on-brand language for various marketing efforts.