John Beck
Senior UX Copywriter, Content Strategist and Manager/Mentor
424-241-8863
I've been singularly focused on UX Copy and Content Strategy in digital products for over 10 years. Now, AI is changing the landscape - for those who know how to leverage it.
With a focus on measurable results, my content convinces, informs and motivates your audience based on careful planning, testing, analysis, and care & feeding.
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There are no accidents.
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Generative AI & Prompt Engineering
AI Content Review
RepairPal had 50-60 articles that they thought were "ready to be published" after a product manager used ChatGPT to create them. I found factual inaccuracies, odd redundancies, broken links and other issues. Then I fixed everything to keep the project on-time and on-budget.
Prompt Engineering
Working with AI requires succinct parameters and clear "programming" to achieve the desired results.
Architecting New Steps
By now, everyone has heard of Generative AI. Companies are evaluating their current content workflows and architecture. I take a holistic approach - leveraging tools and technology - to create efficiencies and to meet (or exceed) business goals.
UX Copy and Content Strategy
Before Generative AI changed everything, well-planned, data-driven, hand-crafted, SEO-successful content/copy was my everything. (Mostly, it still is!)
KBB.com (Kelley Blue Book)
I was the first UX Copywriter Kelley Blue Book ever hired. I architected (and often wrote) all the content except for the editorial articles, including navigational text, conversion flows, microcopy, ad integration, and anything else needed to bring business value.
Autotrader.com
I led a remote team of 3 content strategists and supported over 14 product teams, including Home Delivery, Private Seller (peer-to-peer selling), Accelerate (financing), Autotrader Classics, Motorcycles, and international. OUTCOME: Autotrader posted its most successful and profitable year in history in 2021.
A/B Copy Testing
I pioneered and ran our copy testing program in Optimizely.
OUTCOME: With small changes (like changing "Build & Price" to "See Pricing"), some tests showed 60% increases in click-through and 30K month in incremental revenue.
Service and Repair (FAQ and SEO copy)
Working hand-in-hand with SEO and product partners, I laid out a content strategy for the new KBB.com service and repair section.
OUTCOME: Within months, we had met our traffic goals to the section and were responsible for 11,000 service appointment booked for our dealer partners per month
KBB.com Style Guide
When I arrived, KBB.com had a design guide for logos and colors, but no terminology guide or usage manual. I created one and sold it throughout Kelley Blue Book, including product, marketing, legal, and UX.
Forms, Tools, Sign Ups and CRM
Efficient, effective. User-focused, business-directed.
Payment Calculator
Combining a little microcopy, some well-chosen labels, sponsorship opportunities (incentives and Lightstream finance) and a clean easy-to-use IA, this payment calculator worked hard to help KBB.com users.
OUTCOME: After several rounds of user research, users reported less confusion and greater confidence going into the purchase.
Deal Advisor
Kelley Blue Book is "The Trusted Resource" for pricing, so we set a goal to help people identify a "good price" or "great price" for their purchases, trade in, financing rates and more.
I worked on content strategy, labelling and definitions for this one.
OUTCOME: Greater user confidence and (just as important) more trust toward the dealerships who displayed it, reducing friction in the buying process.
Contact Me Forms (Conversion)
Businesses want email and phone number. Customers are fearful of how the businesses will use the info. A savvy writer can satisfy both audiences.
Direct Response/Email Marketing
Transactional Emails and Texts
Even if it's a password reset or an appointment reminder, your communication can still be helpful, human and approachable.
Marketing Emails and Texts
No one reads an email or a text like a book. Email copy has to be scannable, bite-sized and benefits-driven.
TurboTax
Using bold type hierarchy, simply iconography and easily digestible nuggets of benefit-driven copy, this piece worked hard.
...so it was an easy transition when I had to write in even less space within the all-digital world of Autotrader and KBB.com.
Farmers Insurance
In order to leverage the name recognition and brand equity of Farmers, I led with longevity, customer service... then got quickly to the discounts.
OUTCOME: Increases in quote requests to local agents where we sent these letters. (Percentages varied by DMA.)
Verizon
Through the use of color, bolding, and simple hard-hitting messages, I was able to get my point across in seconds on direct mail, email marketing, statement stuffers and countless more for Verizon Wireless.
Long Form/Articles
It's a myth that "people don't read". If the content is structured well and written well, they'll give you a chance.
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Article and Blogs
I've written articles for KBB.com, Autotrader, XcelerateAuto and RepairPal and have also managed the content strategy around evergreen articles, updating and curating, and optimizing content for mobile and search.
Nissan-USA.com and Nissan Brochures
This is how I "cut my teeth" as a writer - by planning and producing hundreds of brochures and other collateral for Nissan - everything from green cars to restored sports cars to full-size trucks.
Skull Base (brain surgery)
I produced over 100 pages of content for Skull Base Institute, one of the leading brain surgery providers in LA. From marketing writing to describing a groundbreaking partnership with NASA ("both rocket science AND brain surgery"), this project proves I can go deep!!
Miscellaneous
A little of everything
Values Definitions/Legal Liaison
Working with our Legal department, I was the keeper of the values definitions across all groups for Kelley Blue Book.
"John was incredibly adept at navigating and negotiating the business priorities and the legal issues together so that each side felt supported. He was absolutely central and critical to our business.” – Campbell Irving, General Counsel, Advertising & Marketing, Cox Automotive
Facebook Ads
Aimed at parents but fun for kids, this Facebook campaign playfully touts the edutainment of Nat Geo's Animal Jam site, with a mystical tone that matches the game. "Uncover secret quests full of discovery and adventure."
Animal Jam trading cards
As a companion piece to the online Animal Jam game, I concepted, researched and wrote trading cards with trivia about the animals in the game.
