Don’t let the beer references fool you.

I’m a smart, serious guy. At least when I need to be. My last Creative Director described me as a savant. Pretty sure he meant it as a compliment.

Either way, through no choice of my own, I was raised on beer commercials. As a kid watching football with my dad in the late 1990s, I nearly drowned in a deluge of dudes screaming “wassup” and throwing footballs over mountains. These spots were memorable (I’m still talking about them 25 years later), but they were obnoxious. I hated them.

Thankfully, I wasn’t alone. In 1998, the good folks at Miller teamed with documentarian Errol Morris to create a beer campaign that actually spoke to sensitive and particular 11-year-old kids like me: The High Life Man.

Sparse, understated, and abundantly clear, this campaign made me a High Life guy far before I ever wanted to drink beer. Morris himself called this campaign his “most impressive achievement.” It certainly made an impression on me, introducing copywriting principles I still ascribe to today:

• Say less. You don’t need 1,000 words to make your point.

• Show tell. The right imagery, however, can convey those 1,000 words for you.

• Stay honest. Your audience is smart. Give them the respect they deserve.

Cool story, bro.

Okay, okay. I’ll save the rest of my Errol Morris/High Life fawning for an Atlantic essay. Here’s why you should care about any of this.

I’m a seasoned copywriter with 30+ years of experience consuming media—and more than a decade of creating my own. With a track record spanning industries, audiences, and mediums, I’ve learned that everyone, more or less, wants the same thing: to be seen.

This belief guides everything I do. Whether I’m writing long-form B2B content, punchy B2C copy, or anything in between, I’m adept at telling relevant stories to an audience. Stories that inform, engage, and inspire because they first make the reader feel seen, heard, and understood.

Am I the right person to tell relevant stories to your audience? I’d love to find out. Get in touch and let me know what you’re looking for below.