Where vision comes before words.

Hi. I’m Michael Cheng, a San Diego-based copywriter who writes things people want to read. I do this through storytelling, where I work side-by-side with all of my clients to identify what sets them apart — a central mission, overcoming hardship, or obsessing over perfection — and then I infuse it into their copy.

Stories sell.

I know it sounds hokey, but how do you remember companies?

In ultra-competitive markets, all your competition is either good or soon-to-be out of business. The only way to differentiate yourself comes down to price or how you’re remembered.

This is where I come in. I make you memorable.

Together, we will identify your brand story. People don’t remember products, they remember stories.

Armed with this central idea, we will strengthen your calls-to-action and add a spark to your copy that connects you with your customers at a much deeper level.

My Approach

Identify the Story

Every company has a unique story, whether it is a story of overcoming systematic corruption, striving for a better future, or simply making life easier. Linking that mission with what your firm cements yourself in your audience’s mind. It makes you memorable.

Implement

After identifying the brand story, the writing comes naturally. The goal is to unite all of the company’s copy and communications with the same voice and reference the brand story when possible. This is where the character of the company comes to life.

Test and Iterate

The goal of copy is for readers to take action and all the colorful language in the world means nothing if readers take no action. To make sure that we have the best possible copy, I always push to test. Don’t be afraid to experiment!