The Drew Parrish Observer

Behind some of the outdoor industry's most trusted brands are stories. Many stories. Product innovation and the people making it happen. Epic adventures made possible by expert equipment. A brand with history and why that matters in a market flooded with imitators.

No matter the story, I spent 5 years writing the hell out of them and made sure they landed with the right consumers on the right channels.

How to convert a browser into a buyer? Ain't that the question! There's no one formula, but from a copy perspective, here are some keys to great product copy I've learned from launching nearly 30 outdoor gear products:

* Turn complex concepts into simple and exciting curiosities. Make the engineering fun.
* Phenomenology: evoke positivity in the experience of using the product.
* Don't be too cheap for the sake of concision. Respect the reader and ensure informativity.

A trailer for a documentary about geoscience, climate change, and classical music... The script needed work and so I worked it.

This water filter instructions booklet is one of many sets of product instructions I have written.

Memorable and original product descriptions in a space saturated with boring AI writing. eBay is a unique test in brand building with the power of good writing.

Intent to buy is up, wallets are open, the waters are chummed, and the frenzy is on. Merry Christmas!

Is the the ubiquitous holiday gift guide campaign the proving ground for all consumer goods marketers and copywriters?

I'll always jump at the opportunity to write a biography of any length and tell human stories. In this case, the artists who did the designs printed on these one-of-a-kind towels.

I built this website from scratch using Claude Code. Not exactly an impressive feat these days, but more impressive than boring old Squarespace or what have you.