I treat brands like humans, because people connect with people, not logos. I’m psychology-trained, with 20 years in communications and 15 in digital and performance strategy, and storytelling is my favourite part of the job.

I use AI tools to the nth degree for research and ideation, but the insight and the final pass are always human. I brief designers every day in detail, then leave the creative space to them. And I split test everything, because the data decides, not my ego.

Whether it’s trauma healing, ticket sales or compostable packaging, I make readers feel something, then do something.

Creative strategyBrand voice workshopsPaid social & creatorsEmail & funnelsWeb & landing pagesSearch & AI answer enginesRegulated health claims

This page shows the ads, funnels and results. For long-form writing, see my writing portfolio.

The brief

Hey Sister! sells a non-drug period-pain product direct to consumers. I noticed the campaign a paid-social agency was running was expensive and not converting: static carousels, heavy spend, almost no sales. So I ran a test campaign of my own alongside theirs, in the same account and over the same three days. I wrote the copy so the algorithm would pick it up and know exactly who it was for, and the cost per click came down while the sales went up.

Same account, same three days, same product. The only things that changed were the creative and where the click landed.

What I changed

• Education, not a product shot. A face-to-camera video with Jade Walker, written to answer the questions women actually have about period pain, rather than a static “introducing” carousel.
• Creative as targeting. The script spoke directly to one audience (women around 25), so the copy did the job of telling Meta who the ad was for.
• One less click. I sent people straight to the product page instead of the home page. On an impulse purchase, every extra click is a reason to leave.

The numbers

From the Meta ads report for the test. My ad is “New Sales ad – Copy”; both carousels were the agency’s.

What happened next

I scaled my ads up, tagged them so reporting stayed clean, and kept testing new visuals and copy variations. I also briefed the agency on new face-to-camera video from Jade and Katherine, so their ads could move beyond statics, and on sending traffic straight to product. It was a small, fast test, but it showed what works for this brand: education first, fewer clicks, and creative that tells the algorithm who it’s for.

Scaled up, that ad went on to 110 purchases at 66% below the account’s average cost per purchase, the second-best result of the 71 ads in the account with 20 or more sales. It turned 5.6% of clicks into sales, more than double the account average of 2.65%.

“The Myth” carousel, opening slide

Problem aware · pattern interrupt

Names the belief the audience has accepted, then holds back the answer so the thumb has to swipe.

“The Truth” reveal slide

Problem to solution aware · education and proof

Reframes “common” as “not normal”, then brings in the clinical trial with a compliant footnote. Proof without overclaiming.

Verified review static

Solution aware · objection handling

Leads with the sceptic’s voice (“I was sceptical at first”), the exact objection most buyers have, answered by a real customer.

Story ad, 9:16

Problem aware · identity and pain point

Uses the line women actually say, “I can’t, I’m on my period”, and promises another way, with the required health disclaimer built in.

I don’t follow trends, I’d rather set them. Audiences are getting smarter, so the brand earns attention by teaching women something true about their own bodies, then makes the next step easy. Here’s what sits behind the ads.

Quiz funnel · “Could it be PERI?”

A self-check that meets women where they are (“That 2am wake-up. The brain fog.”), then a segmented email flow by phase that teaches each woman about her own symptoms and leads her to the right product.

Search and AI-answer blogs

Every blog is written to rank in search and to be quoted by AI answer engines, and my byline is on every one. “48 signs of perimenopause” shows the build: short-version summary, grouped headings, FAQ, cited sources and a link into the quiz.

Pharmacy portal and trade copy

Training modules, tech sheets, counter posters and the 90-day program, written so a pharmacist can explain the range in a 30-second counter chat. Plus copy for magazine features.

Influencer and ambassador ad videos · see them on Instagram

I work with the brand’s ambassadors and creators on Instagram and Meta: the Jade Walker education series, creator testimonials and UGC-style ads, plus events and podcast appearances. Jade’s original video ran for three years across 45 ad sets and converted clicks to sales at 1.8× the account average, and Jade-led ads brought in one in three of all the brand’s sales.

“She helped me believe in what I’m capable of. Everything she touches is magic.” Jade Walker, Hey Sister! ambassador and founder of Jade Walker Health

The product funnel: click, cart, purchase

Education-led video nearly doubles the rate at which a click becomes a cart, and sending people straight to the product page lifts cart-to-purchase by a further 19%.

The perimenopause funnel: blog and ads, quiz, nurture, product

Women arrive through the 48-signs blog, perimenopause ads and the landing page, take the “Could it be PERI?” quiz, and drop into one of four nurture sequences by phase: “All Good”, “Change Is In The Air”, “Feeling It All” and “Boldly In Transition”. Each one hears about the symptoms she actually has, then gets pointed to the right product.

Email funnels that sell without more ad spend

The October competition, and why we timed it

We made the competition buy-to-enter and ran it in the first weeks of October, Menopause Awareness Month, aimed at customers who hadn’t bought in 120 days. A one-month pack bought then runs out right before Black Friday, so by the sale those women were already on our list and we could sell to them by email instead of bidding against every other brand for Black Friday ad space.

• Competition entrants went on to buy from later emails at nearly 3× the rate of the lapsed customers we targeted.
• The VIP early-access email converted 2.3% of recipients, about 13× the list’s usual campaign rate.
• Across the sale: 2.32× return on ad spend, sale-window revenue up 369%, and about three-quarters of orders from customers the emails had already warmed up.

LoanPrep is a credit representative, so every line has to survive responsible lending rules. I wrote the paid acquisition brief (claim rules, a four-stage funnel in the buyer’s own words, and a full copy bank), then directed two rounds of Meta tiles with the design team. Launch is waiting on financial services approval, so these are the approved concepts rather than live results.

Why these images and this style

Round three: the dating-app angle

Getting a home loan is a matching problem dressed up as a maths problem, so we borrowed the language everyone under forty knows: “Fewer questions than your dating app, and nobody ghosts you.” Funny stops the scroll in finance, where nobody expects it, and the joke still does real work: short form, instant answer.

This tile is the first of the series. The next lines are written and waiting to be made:

• “Swipe right to get matched to your perfect home loan.”
• “Our brokers don’t ghost you.”

I wrote seven ad variations, each built on a distinct angle so Meta could mix and match and we could learn which story moved people. Mercy Me reported the ads were flying.

“You are a genius… This is exactly what I needed to take off my brain. There’s more of this to come.” Natalie Renna, Director, Mercy Me Marketing, on receiving the ad set

The seven angles

I left out emojis on purpose: the brand needed calm, serious-system energy.

Sample ad · pain to relief

Beyond The Lawn · I created the whole brand · beyondthelawn.co

A UK start-up selling architect-designed garden room kits. I built the brand from nothing: positioning (“Your garden deserves better than just grass”), voice, website copy and The Workshop content hub, written to turn a technical timber build system into something a weekend DIYer believes they can do.

How I make it work

Who I write for

Software buyers, with technical detail made clear and confidence-building. Wellness and health, with empathetic, evidence-based copy for personal decisions. E-commerce, with benefit-led product copy that turns browsers into repeat buyers. Professional services, with authority-building content, because people buy from people.

What people say

“The 90 day EDM and video are fab Tasch! Well done on those scripts.”

Sally Parker · on the “90 Days to a Better Cycle” email and videos

How I’d work with you each week

1. Listen. Mine reviews, Reddit, comments and customer questions for the exact words buyers use, and check the Meta Ad Library for what competitors are testing.
2. Find the angles. Turn those words into angles by awareness level and funnel stage: pain point, objection, proof, offer, identity.
3. Write and brief. Script user-generated content, founder-led and ambassador video, write statics and landing page copy, and brief design so the hook, the visual and the page tell one story.
4. Launch inside the rules. Check every claim against UK, FDA or TGA requirements before it goes live, so ads stay approved and scale without being pulled.
5. Read the results and go again. Review hook rate, click to cart and cost per purchase by angle with the media buyer, scale the winners into new formats, cut the bottom third and add a fresh wildcard.

Tasch Turner · tasch@turnerand.co · +357 94 591 494 · linkedin.com/in/nataschaturner