Will Finnegan

Senior Copywriter | Digital Marketing, Direct Mail, E-commerce, and Events

United States

I write copy that gets results. Finding the right story that'll resonate with your consumers and compel them to act, selecting the perfect words to move a product from a customer's cart to their home, and turning one-time actors into subscribers are all things at which I excel - and I've got the numbers to prove it.

With a lifelong love of storytelling (my kindergarten toy soldiers were subjected to "Game of Thrones"-style plots) and years of experience honing my writing style to capture any voice, it's unsurprising that over 90% of my projects have been revenue and response successes.

Outside of my life as a writer, I'm the Co-Chair of the Artistic Planning Committee of the Young Patrons of Lincoln Center and a member of the G.O.L.D. Committee of the Hofstra University Alumni Association, an avid reader, and I've mapped out what I'm watching on Netflix for the next three years.

Below is a mix of email packages I wrote and conceptualized, blog posts, TV and video scripts, and some of my personal writing.

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Portfolio

Email Copywriting for PCH

PCHFrontpage
01/28/2020
Withdrawal Slip

This email saw a +20% lift to revenue and a +7% lift to searches. The animation doesn't show here, but the checks stack up with "time passed" and "total disbursed" increasing.

PCHFrontpage
04/20/2019
You Need to Take This

While this isn't one of my biggest revenue successes (only a +8% agains the control), it was a fun design - the phone animates ringing before the speech bubble - and was a delight to work on.

PCHFrontpage
06/16/2019
Prize Postcard

This project had a +19% to RPM and +7% to revenue. It was also a more promotional and less official design, like our PCHFrontpage mailings are generally, so it was a treat to work on it.

PCHSearch&Win
06/24/2019
VIP Elite Champagne

This was sent to our VIP Elite customers, a very small and exclusive segment that typically does well, and still over performed, making over $15,000 in revenue off a select group.

PCHSearch&Win
07/04/2019
Search Regulations

This package was tested against a very strong concept that was performed well in many PCH properties, and was a +24% to revenue, +11% to searches, and +16% to unique click.

PCHPlay&Win
07/18/2019
No Brainer

This was a fun mailing for a different audience than my usual more official projects, but was a major win on all metrics and was the most successful Thursday mailing for Play&Win.

PCHSearch&Win
08/02/2019
Payments on Hold V2

Unlike some of my other projects, this was a creative test, and it beat a very strong control package with a +19% to revenue, along with increases in searches and unique click rate.

PCHlotto
07/26/19
Mystery Prize Mania Reveal

This email promoted an event to an exclusive group of Lotto users. With an 82.35% conversion rate and $43 RPM, it had exceptionally strong performance for Lotto.

PCHSearch&Win
09/28/19
Seven Reasons to Search

Generating over 800,000 searches and $25,000+ in revenue, this was one of the most successful mailings on 2019, although it was beaten by my Don't Miss Out mailing the following week.

PCHSearch&Win
09/06/2019
Don't Miss Out

This was one of the most successful emails of 2019 for PCHSearch&Win, generating over one million searches and $30,000 in revenue, the most outside of an event in 2019.

PCHSearch&Win
12/28/19
In with the New

This was one of the most successful mailings during our New Year Event for PCHSearch&Win, with a conversion rate of almost 92% and an RPM of $82.

PCHPartner
01/17/2020
Your Status Is Loading

This mailing was our first ever Pre-VIP effort, something for which I had long advocated. It was so successful it was converted into a trigger mailing.

PCHSearch&Win
05/08/2018
Show Us How Much

This email generated over one million searches and ~$42,200 in revenue, making it top performing non-event new creative of 2018 for PCHSearch&Win.

PCHFrontpage
08/12/2018
Winning To-Do List

"Winning To-Do List" made ~$19,500, the highest single email revenue for PCHFrontpage in 2018. It also generated ~732,000 searches, over 12% more than the next highest performer.

PCHFrontpage
09/14/2018
Six

Deploying about a month after "Winning To-Do List," "Six" managed to surpass it, generating an additional hundred thousand searches and even greater revenue.

PCHlotto
03/23/2018
Attention Resident

This creative deployed to over 1.5 million users and had a 71% conversion rate, outperforming the week's VIP mailing and almost surpassing the VIP Elite mailing.

PCHlotto
04/16/2019
VIP Elite 30+ Gold Trophy

Even though this mailing was sent to VIP Elite 30+ customers with high engagements, it exceeded revenue expectation, becoming the highest performer in Lotto for that segment.

PCHSearch&Win
08/15/2018
VIP Elite 30+ Pie Chart

This email was sent to our best customers with an activity streak of thirty consecutive days. It was a +16% to revenue and has the highest conversion rate of this series.

PCHSearch&Win
01/11/2019
Action Required

This mailing generated well over 350,000 searches and was a +12% to revenue against the five-week Friday average and has continued to perform well in subsequent deployments.

PCHFrontpage
08/16/2018
Breaking News V2

"Breaking News V2" had the highest revenue for a single button site incremental email in 2018. Compared to the average, revenue was +28.63% and RPM was +21.18%.

PCHlotto
07/05/2018
Big Rewards

"Big Rewards" is a VIP Elite email and engages with some of our most dedicated users, but even so, it had a +12% lift to RPM and a +7% lift to overall revenue.

PCHSearch&Win
06/11/2017
Birthday Event Day Six

This was part of a series of mailings celebrating PCHSearch&Win's ninth anniversary. It had the highest conversion rate (97.3%) and revenue (~$48,000) of the event!

PCHlotto
01/24/2017
Cautionary Alert

Over eight deployments, "Cautionary Alert" generated ~$285,000, averaged a conversion rate greater than 65%, and was routinely named the top Lotto package the week it deployed.

PCHlotto
10/27/2017
Value Analysis

"Value Analysis" is the fourth in a series of loyalty mailings to PCHlotto users and had excellent upfront metrics: 67.2% open rate, 60.1% click through rate, and 89.4% click through off opens.

Ecommerce Package - $10,000.00 Cash Blowout

PCH Ecommerce
11/16/2018
$10,000.00 Cash Blowout - LP Scene 1

After clicking through the email, the user is taken to their surprise, where, after some animation, the box opens up to reveal the enclosed rewards...

PCH Ecommerce
11/16/2018
$10,000.00 Cash Blowout - LP Scene 3

The user is subsequently shown they've been rewarded with additional entries into another, larger opportunity, that they are encouraged to claim now.

PCH Ecommerce
11/16/18
$10,000.00 Cash Blowout - Order Benefits, Balance

After clicking on the Landing Page, users are taken to the Order Benefits section, where they're given customized messaging based on their segment and encouraged to order. This is the balance segment.

PCH Ecommerce
11/16/18
$10,000.00 Cash Blowout - Order Benefits, Prospects

One of our most important segments is our new prospects. The copy starts off with disbelief, before making the user question why he or she has not placed an order, finishing off with words of encouragement.

PCH Ecommerce
11/16/18
$10,000.00 Cash Blowout - Order Benefits, Offline

The final segment you'll see here is for our offline customers, as PCH still has a large number of mail-in orders. Here, we encourage them to order through both channels to maximize revenue.

PCHblog Posts

PCH Blog
02/27/2020
What Would You Do...Just Because You Can? - PCH Blog

Categories Behind The Scenes at PCH Hey there, friends and fans! Are you ready for the $5,000.00 A Week "Forever" Prize to be awarded TOMORROW? That's $5,000.00 a week for life for the winner, followed by those same weekly payments continuing on to someone of the winner's choosing!

PCH Blog
10/02/2019
The Prize Patrol NEVER Contacts Winners On Social Media - PCH Blog

Categories Publishers Clearing House Scams Hey friends and fans, Who would have thought that ten years ago sites like Facebook, Instagram, and Twitter would be a part of our daily life? And haven't social media platforms like these made life a lot easier?

PCH Blog
08/16/2018
Where There's A Will, There's A Way! - PCH Blog

Hi there, friends and fans ... my name is Will, and I'm here to talk to you today about WILLPOWER! You've heard it before: you can't win if you don't enter! And with $1,000.00 A Day For Life ready for award on August 31st, it's hard to imagine a more important time to claim every ...

PCH Blog
01/07/2020
Top 5,000 Reasons to Enter to Win $5,000.00 A Week "Forever" - PCH Blog

Categories Sweepstakes and Contests Hey there, friends and fans! It's January 7 th and it's already that time of year - PCH is gearing up to award its first SuperPrize of the 2020s. $5,000.00 A Week "Forever" is GUARANTEED for award on February 28 th, and you - yes, you - can get in to win it right now!

PCH Blog
07/31/2018
How Would You Spend $1,000.00 In One Day? - PCH Blog

PCH is looking for a BIG winner of $1,000.00 A Day For Life on August 31st, and you should be entering every way you can to get in to win. Our amazing fans give A LOT of thought to what winning would be like, but in all of that excitement, I wonder if the actual ...

PCH Blog
07/04/2018
Imagine Your Bank Account If YOU Won $1,000.00 A Day For Life!

Categories Sweepstakes and Contests Hey there, friends and fans! Happy Independence Day! Let's play a little game: I want you to close your eyes and imagine all the money in your bank account. Good? Now I want you to add $1,000.00 to it. Neat, right? Now do it again. And again.

PCH Blog
04/04/2018
Have You Played Mahjongg Enchanted Forest?

Categories PCH Token Games Hear ye, hear ye, friends and fans! Once upon a time, at PCHgames, there was a brand new game called Mahjongg Enchanted Forest. You see, the game designers at PCH were always looking to provide our gamers with exciting new ways to go for cash and bank Tokens!

PCH Blog
07/05/2019
Trouble Paying Medical Bills? Try Entering the PCH Sweepstakes! - PCH Blog

Categories Sweepstakes and Contests Hello, dear readers - I hope you had a wonderful Independence Day! Did you know that over the last half century, life expectancy in the United States has increased by almost ten years? On average, people are living a full decade longer than they did in just the 1960s.

PCH Blog
03/30/2020
Free Chances to Win Money? Get Yours Here! - PCH Blog

Categories Sweepstakes and Contests Hey there, friends and fans, blog readers old and new! What's your favorite saying about opportunity? "Aim for the stars?" "The early bird catches the worm?" "When one door shuts, another opens?"

PCH Blog
01/01/2019
New Year, New You!

Categories Sweepstakes and Contests Happy New Year, friends and fans! Do you find the start of the new year as exciting as I do? I know, it's really just another day, but at the same time, the first of January also undeniably comes with a brand-new energy that truly does motivate people to improve their lives!

PCH Blog
03/22/2018
Need A New Set of Wheels? Enter To Win A Car Sweepstakes! - PCH Blog

Hey there, friends! PCH is known all across the country as a place that makes real winners, thanks in no small part to our fans like you. But while we're known for awarding life-changing SuperPrizes, we also have tons of other prizes that you can go for, like our Win A Car Sweepstakes!

Proposed TV Scripts for PCH

Publishers Clearing House
Prizedential Debate

A proposed commercial or video idea for Publishers Clearing House's November/December 2016 Prize, "Winner's Choice," offering $10,000.00 A Week For Life or $10,000,000.00 All At Once! This script plays on the choice theme by relating it to the 2016 Presidential Election.

Publishers Clearing House
The Wonderful Wizard of Winning

Another variation of the "Winner's Choice" prize, contrasting the dull decisions of every day life with the exciting choices that come with winning.

Publishers Clearing House
Very Different Winners

This last commercial idea for the "Winner's Choice" prize plays up the realities of the two choices. This was done in a humorous way, but with the intention of promoting the value of the prize to different customer bases.

Original Writing