There’s a difference. One sounds like every other agency on Instagram. The other actually moves the people you’re trying to reach. I focus on the second one.
I didn’t start out as a copywriter. I started out running an e-commerce store on Shopify.
That was where I learned, the hard way, that the words on a page do most of the selling. I’d spend hours tweaking product photos, optimizing checkout flows, and adjusting prices. None of it moved the needle the way changing a single headline did.
I was running Facebook and TikTok ads to my own store, watching real money flow in and out of my account based on whether the hook landed or not. That kind of feedback loop teaches you fast. Either the copy converted, or you went broke.
Eventually I realized I was better at writing the words than I was at running the store. So I started writing for other brands.
The first ones were fitness brands, because that’s the space I lived in. I trained. I’d bought the programs. I’d been the customer on the other side of the sales page more times than I could count.
What surprised me was how much fitness copy out there missed the mark.
Most of it sounded like it was written by someone who’d never set foot in a gym. Polished, professional, and completely disconnected from how fitness buyers actually think. The good copy in the space, the stuff that converted, sounded like a friend giving you real advice. The bad copy sounded like a marketing team trying to hit a quota.
I figured I could do better than the marketing team version. So I built Davis Media Pro around it.
A lot of copywriters spread themselves thin. SaaS one week, e-commerce the next, real estate the week after. Their copy ends up sounding like a generalist guessing at what works.
I only work with fitness and health brands.
Coaches. Supplement brands. Equipment companies. D2C health offers. Anything where the buyer’s decision is rooted in their body, their health, or their physical goals.
That focus is the difference between writing copy that “sounds good” and writing copy that actually connects with someone scrolling at 11pm wondering if your program is going to be the one that finally works.
I know the audience. I know the objections. I know the difference between a hook that sounds smart and a hook that gets clicked. Because I’ve been on both sides of that decision, as a buyer and a builder.
If your brand doesn’t fall into that world, I’m probably not the right fit for you. And that’s okay. You deserve a copywriter who lives in your space the way I live in mine.
The fastest way to lose a fitness buyer is to sound like every other brand they've scrolled past. Voice matters more than vocabulary. I write copy that sounds like you'd actually say it out loud, because that's the copy people trust.
A perfectly written sales page for the wrong offer is still a wrong sales page. Before I write anything, I want to understand the offer, the buyer, the angle, and the math. Most copy fails because the strategy was wrong, not the writing.
If my income depends on your sales, I have no incentive to write copy that just 'sounds good.' I have to write copy that performs. That's the whole point of how I price my work. It keeps me sharp and keeps us on the same team.
Most fitness copy is too long, too vague, and too padded. I'd rather write a 5-email sequence that converts than a 12-email sequence that nobody finishes. Cutting words is harder than adding them. That's most of what good copy actually is.
I train almost every day. Light weight training and cardio. It keeps me sharp and it’s also where I get most of my insight into how fitness buyers actually think when nobody’s watching.
I’m based in Washington State. Pacific Northwest, surrounded by trails and trees. I work remotely with clients across the US and internationally.
I read a lot. Mostly copywriting and marketing books. The fundamentals haven’t changed. $100M Offers and Cashvertising. The classics still hold up.
I’m direct. If your offer isn’t ready, I’ll tell you. If your copy needs a complete rewrite, I’ll say that too. I don’t sugarcoat feedback because I’d rather you hear it from me than learn it from your bank account.
The Free Copy Audit is the easiest way to get a feel for how I think. You send your existing copy, I send back a written breakdown of what’s working and what’s leaking conversions. Free, no pitch, no obligation.
If the audit feels useful, we talk about working together. If it doesn’t, you keep the audit and we part ways. Either way, you get something real out of it.
