I help online businesses move up and to the right.📈
Press the easy-button for scaling across both owned and paid media with someone who's done it before. Here are two quick videos from my best long-term partners.
Work Samples
Sicuro Abandon Cart Journeys
A collection of abandon-cart email sequences I wrote for Sicuro Brands. Six sequences across the VNSH and Modern Needs portfolios — layering courtesy reminder → price-increase urgency → discount → reservation-expiry to win back the cart. Click any email below to read the copy.
- 6 journeys / 21 emails
- VNSH and Modern Needs offers
- Layered urgency, scarcity, and discount logic
Nicus Planning — Datasheet
Datasheet for the Nicus Planning module — the multi-currency, multi-year budgeting and forecasting tool. Highlights what-if scenarios, governance views (run/grow/transform), automated variance analysis, and the audit trail features finance teams need to defend their numbers.
Nicus Blog Posts (30+)
A multi-year run of blog content for Nicus covering cost modeling pitfalls, chargeback strategy, ITFM/TBM program design, CIO-CFO alignment, recession playbooks for IT, and more. Each piece is linked below — most are still live on nicus.com.
- 30+ live posts
- Audience: CIOs, IT Finance leaders, TBM practitioners
- Mix of how-to, framework, and POV pieces
ITFM/TBM Program Maturity Guide — eBook
An eBook framing the ITFM/TBM program maturity model across four dimensions — People, Process, Technology, and Data. Built to give IT Finance buyers a shared vocabulary for diagnosing their current state and mapping a credible path forward.
- 4-dimension maturity framework
- Designed for sales-enablement and BOFU demand gen
- Each section anchored to a real customer pattern
State of Arizona Case Study
Long-form case study about Arizona's enterprise IT transformation under the Arizona Management System initiative — turning the state into a model of how showback and chargeback can reshape government IT economics.
- 35% overhead reduction with showback and chargeback
- 10,000 hours saved (~$480k, ~5 FTEs)
- $16.6M reinvested in enterprise services
- 25% YoY improvement in billing accuracy
State Technology Agency Case Study
Public-sector case study about a state technology agency wrestling a $60M+ budget across 39 consuming agencies — and how a purpose-built cost modeling platform replaced an error-prone mix of Excel and a stand-alone allocation tool.
- $60M+ annual IT budget
- 39 separate consuming agencies
- Government-mandated double step-down reporting handled with built-in workflows
Fortune 500 Insurance Case Study
Anonymized Fortune 500 insurance case study about a $70M annual IT budget trapped in spreadsheets — and the transformation that followed once IT Finance had a defensible source of truth.
- 33% reduction in non-labor planning effort
- 2,000 hours reclaimed annually
- 8 weeks taken out of the planning schedule
A Practitioner's Guide to Cost Modeling — eBook
Long-form practitioner's guide to IT cost modeling — the kind of high-investment content piece that establishes thought leadership and drives demand-gen pipeline. Eleven sections covering what an effective model looks like, how to build and defend one, and the tangible business outcomes it unlocks.
- 11 sections / ~20 pages
- Used as a lead magnet across paid and organic channels
- Co-developed with Nicus subject matter experts
Visa Customer Snapshot
Customer snapshot featuring Visa Inc. — a global payments giant managing $1.4B in annual IT spend. They ripped out Apptio in favor of Nicus in 30 days and reduced cost model run times from 13–16 hours down to 90 seconds.
- $1.4B annual IT spend managed in Nicus
- Apptio replaced in 30 days
- Cost model runs dropped from 13+ hours to 90 seconds
Lifeway Customer Snapshot
A short-form customer snapshot showing how Lifeway moved $35M of annual IT spend off spreadsheets and into Nicus in just 60 days — accelerating planning cycles and freeing leadership to make spend decisions in real time.
- $35M annual IT spend managed in Nicus
- 2 modules in production in 60 days
- Revised spend plans socialized in real time
City of Seattle Case Study
Co-developed this customer story documenting how the City of Seattle consolidated 29 separate IT shops into one centralized organization, replaced a dozen linked Excel spreadsheets, and won back thousands of analyst hours per year.
- Consolidated 29 IT shops into one
- 3,000 analyst hours saved annually
- Mid-year budget changes cut from weeks to a day
American Family Insurance Case Study
Wrote this Fortune 500 case study chronicling how American Family Insurance partnered IT and Corporate Finance to gain cross-organizational cost transparency across 25 operating divisions and 2,600 agents — and stopped guessing about IT spend.
- Cross-organizational IT cost transparency
- Reduced staff hours on TCO studies
- Supported new chargeback methodology
Testimonials
“Wil has been very effective at maximizing revenue from our internal lists and generating winning funnel copy for all our brands — in both good times and bad.
In a niche where we’re constantly facing challenges to consistently scale on cold traffic, Wil’s performance is one constant we’ve been extremely thankful to count on!”
— Nathan Hopkins, Sicuro Brands
Marketing in the ITFM/TBM space is uniquely difficult. Our buyers — CIOs, CFOs, and IT Finance leaders at Fortune 500 companies and major government agencies — are sophisticated and skeptical. They’ve heard every vendor pitch, can spot generic copy from a mile away, and have no patience for content that doesn’t speak intelligently to their problems.
When we engaged Wil, he had zero background in IT Financial Management. He’d never built a cost model, never run a chargeback program, never sat in on a quarterly IT budget defense. Most writers could never bridge that gap.
Wil ramped from zero to SME-level in a matter of weeks — producing collateral that read like the work of a 10-year ITFM practitioner, not a copywriter learning the acronyms.
He tactfully stoked our buyers’ complex pain points, in their own language, and consistently drew a sharp line from that pain to our solutions. Our sales team had collateral they actually wanted to share with prospects, and prospects engaged with it.
If you’re in a technical or specialist market and you’re worried that no outside writer will ever really ‘get it’ — Wil is the exception.
“As a guy who built an affiliate company, solely through email, from $0 to $300,000 every month, if I could choose 1 guy to do it again with from scratch. 1 no nonsense writer. 1 entrepreneur to create compelling email, converting sales copy and day 1 profitable product funnels that can scale.
I’d choose Wil because he was with me and built it to those staggering numbers along side me.
There are just not that many people that have written, tested, and analyzed the amount of copy Wil has.
There are even fewer who have critiqued thousands of cold traffic emails, and made them work, while leading a team of 8 writers to do the same.
Frankly, copy is a key component that makes the rain inside any business. Most can’t produce it. Less can analyze it. Less can teach it. Less can grow a profit line with it, day in and day out.
Wil does all of that.
Period.”
— Lou Cozzolino, Lone Survivalist
“I’ve outsourced to other writers here and there, but Wil is my go-to guy when I need to outsource copy.
He has excellent research skills. He’s self-motivated. He hits deadlines. And he writes damn good copy.
I can toss him an idea and let him run with it without ever worrying if we’re on the same page. He knows how to take feedback. He asks the right questions. Overall, he just “gets it.”
His abilities are quickly eclipsing “up-and-comer” status, and I strongly recommend you work with him. (In fact, I often send him referrals.)
Just please don’t send him too much work… I’d like to keep working with Wil for a long time. ;-)”
— Ryan Healy, Upsender
I’m super impressed with Wil’s ability to deliver quality copy on time and on budget. He is easy to work, gets things right the first time (e.g. doesn’t require handholding or endless revisions) and will surely be an asset to anyone seeking a competent and reliable copywriter.
“Wil is an incredible copywriter.
He’s able to immediately look at any copy, trim the fluff, and get the prospect to take action.
His ability to whip up control-quality emails on the spot always amazes me.
But he also knows how to lead and manage.
He’s quick to celebrate team wins. While also happy to spend time helping and teaching others how to make their copy stronger and tighter.
You can tell he’s driven from a place of helping everyone succeed. No ego.
I attribute a lot of my current copywriting skills to Wil’s patience and coaching.
It’s been a pleasure working with Wil, and wouldn’t hesitate to do so again in the future.”
— James Wilder, Advertising Hustle
Wil has been an integral part of building the Marketing Team at Nicus. In a challenging industry with limited resources, Wil crafted exceptional content to generate demand for Nicus’s solutions. He has been a fast learner, and his intellectual curiosity will continue to serve him well throughout his career. He was properly nicknamed the “Word Man” at Nicus for spinning any context into sweet lullaby. I’d not only recommend him; I’d hire him time and time again.
Wil is a pleasure to work with. He’s prompt and professional. Writing for different industries is always a challenge, but he’s been able to quickly adapt to each client’s unique voice and industry jargon and always delivers great copy that requires minimal (if any) editing. I wouldn’t think twice about referring him or bringing him on-board for another project.
“I was referred to Wil by Ryan Healy, whose schedule was too full to accommodate our landing page project. Wil had just started freelancing full-time, so his portfolio wasn’t quite as filled out as the other copywriters we looked at. But when we got back the first draft of our copy, we knew we’d made the right choice.
His process was seamless, and he got the tone and voice for our audience almost perfect right out of the gate. He even found a great clinical study for an ingredient in our product that we had yet to discover ourselves. Then he integrated it right into the copy.
We’re anxiously counting down till launch day so we can test it out!”
— Ben Steuart, Steuart's Natural Health
I had the pleasure of working with Wil and highly recommend him. He is an extremely talented marketing writer with the ability to produce meaningful content with just a few conversations with subject matter experts. He has a strong work ethic and a desire to learn new things. I was impressed with how quickly he was able to understand and navigate a fairly technical topic like IT Financial Management. Beyond all of this he was a great team mate, always helpful and friendly, with an infectious positive attitude! Your organization would be lucky to have Wil!
Resume
Free Email-Copy Guide
Five lessons from $5M+ in email revenue — written for ecommerce operators and direct-response marketers who want to scale list income without burning out their audience. Drop your email and I'll send it over.
