Jon Writes
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Jon's Copywriting

Words matter. And when you’re in the business of writing words to sell things, they matter just as much as a beautifully-desigend app or website (maybe more). Here you’ll find samples of what I write for my daytime gig. Copywriting may seem like a far cry from what I wrote as a brand journalist but the goals are inextricably the same: make people feel something.

BANNER/DISPLAY ADS

This online display ad needed to up-sell credit cards and tie into National Selfie Day. The design was dependent on the copy I provided.

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This reverse mortgage ad ran in the print edition of USA Today as part of a major ad placement with our brand team. In as few words as possible, I needed to communicate LendingTree’s value proposition and brand positioning while appealing to the demographic that would take out reverse mortgages - mainly, senior citizens.

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EMAILS

The goal of this email was twofold. I had to convince borrowers who recently took out personal loans that they could use their new money as an emergency fund instead of immediately spending it. Then, I had to up-sell DepositAccounts.com, a recent LendingTree acquisition that was now in the family of brands. I had never written copy for DepositAccounts, so I needed to quickly research the company, figure out some of its best selling points and weave that into a narrative that naturally gelled with the personal loan content.

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LANDING PAGES

This landing page was a “re-skin” of an existing page that touted LendingTree’s partnerships with SoFi. The original page was scant with copy; the little copy that was there was clunky and uninformative. I re-wrote the entire page for this mockup one of our designers created.

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I wrote this landing page to drive traffic to a 32-page ebook I wrote on debt elimination. Users access this page from a Facebook page after deciding to visit a website where they can learn more about the debt guide.

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ADVERTORIALS

This advertorial was part of a co-branded package in partnership with American Advisors Group. I was tasked with coming up with three different concepts for advertorials to present to AAG. This is the concept they liked most.

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This piece was an ask from our paid social team to inform readers about debt relief and sway them to sign up for a consultation. Users access this content after clicking on a Facebook ad.

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HOLIDAY CARDS, POSTERS & OTHER MISC. THINGS

These holiday cards were created on behalf of the marketing department as thank you’s to the company’s business partners. I decided to be a bit playful with the copy given the season. Although I wrote six different copy options, this one (the first I came up with) emerged as the favorite.

 

This flu shot poster was an internal project meant to inspire LendingTree employees to sign up for a free flu shot. I decided to keep the copy pretty simple and to the point, but also wanted to add some levity, hence the emoji.

E-BOOKS/PDF GUIDES