top of page


Copywriting is defined as preparing appropriate words specifically for the advertising or marketing of a product, business, person, opinion or idea.

Its goal is to persuade a defined audience to buy something or to subscribe to a philosophy. In the write hands—typo intentional— copywriting can be fun, packed with wit, dramatic and memorable.

Good copywriting should never include

exclamation points.

That’s just a personal philosophy because if you have to tell someone something is exciting, it probably isn’t.


Some examples of copywriting by Lorin Shields Michel:

Client: Happy Paws Dog Training School

Project: Dog Training advertising

Client: Azur

Project: Skincare Packaging

Client: Dramamine

Project: Dramaine Ads

bottom of page