Use this ridiculously simple trick to turbocharge your branded content & messaging:

absolutely crushed

"Mike quickly grasped the Jabra brand and our demographic, crafting compelling copy that absolutely crushed. He’s also a delight to work with: Collaborative, ego-free, and focused on delivering copywriting that gets results."

Nicole Cadoret | Chief Design Officer, Jabra Enhance

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brilliant copy

"There is no one better at distilling brand strategy into powerful messaging than Mike. When I brought him into FIS, he quickly showcased his ability to understand our business, and created not only brilliant copy, but the framework for our brand that served as our North Star for years.”

Vince Bahk | SVP, Head of Marketing, FIS

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don't miss out

"If you're not working with Mike Potter, you're missing out on one of the smartest and most insightful talents anywhere. This is not hyperbole."

Hal Williams | Creative Director, Point B

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THANKS, BOSS

"Mike has a knack for translating business objectives into concepts that actually move the needle. He doesn’t just raise the bar, he redefines how strategy and content intersect.”

Liz Whittaker | former VP, Creative Services, Encore; ex-W+K, R/GA, AKQA

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you've read the reviews

Now discover my 4-part Potter Creative Process:

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• or, get in touch now

part ONE: DISCOVER

With apologies to Lao Tzu, crafting copy to be read by millions starts with a few important steps:

1. Dig Deep: Immerse yourself in the brand and business so you're well armed with the right info, intel, and insights.2. Set the Table: Working collaboratively, clearly define, outline, & roadmap everything, as needed.3. Kick the Tires: Poke, prod, and pressure-test to ensure the plan will take you where need to go.

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step TWO: STRATEGY

Great strategy isn’t always noticeable, but the results sure are ;-)

Crafting transformative copy starts with considering your audience and their POV, an empathetic evaluation that will help shape end-to-end CX, and, ultimately, ensure they're receiving what they want and need.The most effective tools at this stage are insights—the unique hooks that open eyes and change perspectives.

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step THREE: IDEATE

Ideas are like rocket fuel: They have the power to launch events out of this world.

And like rocket fuel, producing the most powerful ideas requires a special formula—like mine:1 part Sherlock Holmes: Start with the facts. Look for patterns. Follow compelling leads. Above all, be relentless.1 part Captain Kirk: Boldly go where no one has gone before—an “out there” idea can always be scaled back or spark new POVs.1 part MacGyver: Balancing practical know-how with a willingness to think outside the box helps keep ideation on track yet inspired.

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step FOUR: write

Not all copy is written equally

Good copy makes you think.
Simplifies complexity, organizes disorder, and reframes the same-old, same old in an original, imaginative way.Great copy makes you believe.
Builds on good copy by presenting tangible and relevant comparisons that clearly communicate the value and superiority of an idea.Exceptional copy inspires you to act.
Engages consumers with new and empathetic POVs, stimulates consideration, and inspires intentional action.

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Potter, in nutshell:

If we’re known by the company we keep, a quick glance at these logos tells you all you need to know.I do my own stunts. From crafting pithy brand narratives to scripting award-winning content, I’m a 5-tool player.But if you're looking for a stunt coordinator: I've successfully built, led, and mentored creative teams of all sizes.I'm more than a pretty (Copywriter) face. I’ve got an MBA degree to prove it.I've been there, done that—and I'll bring all of the insights, know-how, and experience I've accrued along the way to your project.](scrollpoint:next).Now, click below to visit my portfolios or keep scrolling to get in touch.

• Creative
• Strategy

• Ready, set, let's do this!